Clarity Financial Advisors
FinanceA financial advisory firm that migrated from WordPress to a static site — cutting load times by 92% and nearly doubling consultation bookings.
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The Challenge
Clarity Financial Advisors had a WordPress site managed by a generalist marketing agency that charged $400/month for hosting and maintenance. The site ran on a commercial theme with 22 active plugins including two separate SEO plugins that conflicted with each other. Google PageSpeed Performance scored 29 on mobile. The site took 8.2 seconds to become fully interactive — an eternity for prospective clients comparing financial advisors. Their bounce rate was 73%, the highest of any project we have taken on. The consultation booking page converted at just 0.9%. The WordPress site also presented a compliance concern: outdated plugins with known vulnerabilities were handling contact form data that included client financial information. For a fiduciary advisory firm where trust is the entire business, the website was a reputational and regulatory risk. The agency managing it had no answer for the performance problems beyond suggesting they upgrade to more expensive managed WordPress hosting.
Our Solution
We designed a dark navy and gold site that communicates the gravitas and trust that financial advisory demands. Playfair Display serif headings and a carefully restrained gold accent palette create an atmosphere of quiet authority. The 11-page site includes dedicated pages for each service offering, a detailed approach methodology, individual team bios with credentials and education, retirement planning as a specialty page, and full legal pages for privacy and regulatory disclosures. The consultation booking form is prominent on every page — not buried in a submenu. We implemented honeypot spam protection instead of reCAPTCHA to eliminate friction from the booking flow. Every page is pre-rendered static HTML served from a CDN. No database, no PHP, no WordPress plugins touching client data. The entire site's JavaScript payload is smaller than a single WordPress admin dashboard request.
Results
PageSpeed went from 29 to 100 across all four Lighthouse categories. Load time dropped from 8.2 seconds to 0.5 seconds — a 94% improvement. The bounce rate collapsed from 73% to 32%, meaning visitors were actually reading the approach methodology, reviewing team credentials, and exploring service pages before deciding to book. Consultation bookings increased 91% compared to the same quarter on the WordPress site, with the conversion rate jumping from 0.9% to 3.4%. The compliance concern was eliminated entirely — there are no server-side plugins processing form data, no database to breach, and no admin panel to compromise. The firm cancelled their $400/month WordPress management contract and moved to our $149/month care plan, saving $3,012 per year while getting a dramatically faster, more secure, and more effective website. Two partners at the firm have since referred us to colleagues at other advisory practices.
Technologies Used
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