Meridian Capital

A self-initiated concept exploring how a regulated advisory firm can build trust quickly online without burying the one action that matters — booking a consultation. Meridian Capital is an invented company; nothing here is client work and no results are claimed.

Advisory websites tend to lead with reassurance and hide the mechanics. Prospects leave still not knowing what an engagement costs, who they would work with, or what happens after they get in touch — so they call three firms instead of one.

Turn a credibility-heavy brochure site into a booking channel for consultations worth several thousand pounds each.

• Reviewed how twelve advisory firms present fees, and found most defer the answer to a call.
• Mapped the objections a cautious buyer raises in order: cost, regulation, process, people.
• Analysed search demand and found significant volume on fee and process questions, not brand terms.

• Low-fidelity flows for three entry points: brand search, fee-question search, and referral.
• A single-column consultation flow tested against a modal variant; the modal lost on abandonment.
• Adviser profile layout iterated until qualifications were scannable in under five seconds.

Restrained editorial layout, generous whitespace and one accent colour, so charts and figures carry the visual weight rather than decoration.

Objections ordered the way a cautious buyer raises them — fees, regulation, process, people — with a persistent booking action that never traps the reader in a modal.

• Adviser profiles with qualification detail
• Fee explainer with worked examples
• Consultation booking with calendar handoff
• Regulated disclosure blocks managed in the CMS

• React
• TypeScript
• TanStack Start
• Headless CMS

Service and location page architecture, FAQ schema on fee questions, internal links from explainer articles into consultation pages.

• Server-rendered pages with a 120KB JavaScript budget enforced at build.
• Fonts self-hosted and subset, with one variable weight per family.
• Charts rendered as static SVG rather than shipping a charting library to the browser.

• Fee tables reflow into stacked comparison cards below 640px rather than scrolling horizontally.
• The booking action becomes a persistent bottom bar on mobile without covering content.
• Type scale tuned so the reading measure stays between 55 and 75 characters at every width.

• Keyboard-operable booking flow with visible focus and no keyboard traps.
• Contrast verified at WCAG 2.2 AA across the accent colour and all disclosure text.
• Form errors announced through a live region and linked to the field that caused them.

A shorter path from first visit to booked consultation, and enquiries that arrive already understanding how fees work.

Expected, not measured: this is a concept project with no client data behind it.