InvestorKit

Overview

InvestorKit is an Australian property investment firm whose website carried years of accumulated content equity — and years of accumulated WordPress overhead. The brief was to modernise the brand experience without surrendering the search visibility that had taken years to build.

I handled the entire project end to end: audit, information architecture, redesign, Framer build, migration and post-launch verification.

The problem

The existing site worked, but every change was expensive. Editing a page meant coordinating with a developer. Plugin updates carried risk. Page speed had drifted as functionality accreted over time. And because the site ranked for terms the business genuinely depended on, a rebuild carried real downside: get the migration wrong and you don't just lose a website, you lose the pipeline attached to it.

That constraint shaped everything. This was not a redesign that happened to involve a migration — it was a migration that had to survive a redesign.

Scope

WordPress-to-Framer migration, information architecture cleanup, full page redesign, responsive build, CMS structure for ongoing publishing, and a complete redirect and metadata mapping exercise.

Approach

I started with a full crawl of the existing site to establish a baseline: every indexed URL, every title and meta description, every internal link, and the existing structured data. Nothing gets rebuilt until there is a record of what currently exists — that baseline is what makes it possible to prove afterwards that nothing was lost.

From there I mapped the old information architecture onto a cleaner structure. Several pages had been created to solve short-term needs and never retired; those were consolidated rather than carried forward. Every URL that changed got a 301 redirect written before launch, not after. Titles and meta descriptions were carried across deliberately, page by page, rather than regenerated from templates.

The redesign work focused on making a finance brand feel credible on first impression. Property investment is a high-consideration purchase; the site's job is to establish competence quickly and then get out of the way. That meant clearer typographic hierarchy, more decisive use of whitespace, and content sections that answer the questions a prospective investor actually arrives with.

The Framer build used a component system rather than one-off page layouts, so new pages could be assembled from existing parts. CMS collections handle the content that changes regularly, which removes the developer dependency that made the old site expensive to run.

Migration safeguards

Every migration I run includes the same four checks: a complete URL and redirect map, metadata parity against the pre-launch crawl, schema markup carried across or improved, and a post-launch crawl compared directly against the baseline. If a page dropped a title tag or lost an internal link, that comparison surfaces it within days rather than months.

Why the CMS structure mattered

A large part of the ongoing cost of the old site was structural rather than technical. Content that changed regularly was hard-coded into pages, so routine updates required someone who could edit templates. Moving that content into CMS collections removed the dependency permanently — the team edits entries, and the pages update themselves.

It also makes the site cheaper to grow. New pages of an existing type are content entries rather than build work.

What the redesign prioritised

Property investment is a high-consideration decision, and the site's job in the first ten seconds is to establish competence. That meant clearer typographic hierarchy, decisive whitespace, and content sections ordered around the questions a prospective investor actually arrives with rather than the order the business thinks about itself.

Outcome

A lighter, faster InvestorKit site that the team can update without booking developer time. The redirect map preserved the existing URL equity, and the cleaner structure gives the content that does rank a better internal linking foundation than it had before.