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Case study  ·  Financial

A persona-led website built to win new precious metals customers

How Trellist redesigned a precious metals firm's website in WordPress around new customer personas, with personalized content for lead generation and secure integration with its backend systems.

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Client
Precious metals trading and custody firm
Industry
Financial

The challenge

Our client provides precious metals trading, custody, shipping, and investment services. It wanted to grow by attracting a new set of customers, and its website needed to become a real source of leads.

That is a delicate balance in financial services. The site had to feel modern and inviting to newcomers while connecting to backend systems and protecting sensitive financial information.

What we did

Trellist began with the customers the firm wanted to reach, then designed and built the site around them.

  • New customer personas. We focused on understanding the new customers the firm wanted to attract and what would appeal to them, and used those personas to guide every design decision.
  • A responsive WordPress site. Trellist delivered a responsive website on WordPress, one of the most widely used content management systems, with a modern look and feel.
  • Personalized content for lead generation. New features and personalized content help attract and retain new customers and turn the site into a source of leads.
  • Secure backend integration. The site connects to the firm's backend systems while protecting sensitive financial information.

The impact, measured

A modern, persona-driven website that delivers on the firm's vision for attracting and retaining new customers.

  • A site designed for the customers they want, grounded in new personas.
  • A steady source of leads through personalized content and new features.
  • A modern, responsive experience on a widely used CMS.
  • Protected financial data with secure connections to backend systems.
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