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Crafting a clean red-on-graphite aesthetic, restructuring content around investor pain points, and engineering a lightning-fast WordPress build. Our research-led UX, refreshed visuals, and search-optimized architecture now position Directed IRA as the go-to platform for alternative-asset retirement accounts, underscoring Brand Vision’s talent for melding strategy, design excellence, and measurable growth.
Directed IRA is a leading self-directed IRA custodian enabling investors to diversify into alternatives like real estate, private funds, crypto, startups, and metals. Our mandate was to make complex decisions easy, remove friction on key flows, and optimize conversion without a full rebuild.
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Project Highlights
- User research & competitor benchmarking: synthesized client research and market patterns to prioritize CRO opportunities.
- User-journey audit on 4 key pages: Home, Book a Call, Open an Account, and Pricing reviewed for friction, clarity, and trust signals.
- Navigation simplification & IA refresh: reorganized menus and labels so investors reach the right action in fewer clicks.
- Conversion-focused updates on WordPress: minimal, high-impact changes to existing sections and components (no platform switch).
- HubSpot & Calendly integrations: streamlined lead capture and scheduling by embedding forms and booking flows directly into the site.
- CTA & content hierarchy optimization: clearer calls-to-action, rewired section order, and scannable modules for mobile.
- Performance tuning: improved load times and responsiveness to reduce bounce and increase form starts.
- Compliance-aware microcopy: plain-language guidance while preserving regulatory accuracy and disclosures.
- User testing & QA: task-based checks before release to validate flows and polish edge cases.
Challenges
Self-directed IRAs span varied investor profiles and asset classes, each with unique questions, timelines, and compliance sensitivities. The legacy flows scattered CTAs across multiple pages, introduced unnecessary steps, and made pricing and account-type choices harder on mobile, slowing bookings and account opens.
Approach
We began with discovery, aligning on goals and timelines while reviewing the client’s extensive research and wireframes. We audited the four critical pages end to end, then rebuilt navigation and page-level hierarchy around investor jobs-to-be-done. A component-driven web design and focused UI/UX pass clarified copy, simplified choices, and improved wayfinding. We executed minimal, high-impact updates on the current WordPress site, tuned performance, and validated with user testing. Light SEO and internal linking supported search readiness.
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Outcomes
The refreshed experience helps investors understand account options quickly and take action, whether that is Book a Call or Open an Account, with less friction and higher confidence. It’s faster on mobile and easier to maintain. Brand Vision was the right partner because we combine enterprise-grade craft and enablement, bringing together web design, UI/UX, light branding alignment, pragmatic SEO, and advisory-first marketing consultation to deliver measurable improvements without unnecessary rebuilds.
- Organic traffic rose 180% (per Google Analytics, 3 months post-launch)
- Conversions (form fills, account inquiries) climbed 150% (per internal CRM data)
- Page performance score improved from ~52 to ~90 (per PageSpeed Insights)
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