Oswego Legacy Partners
A marketing site and publishing platform for a wealth-management firm: a page for each kind of client they serve, a searchable library of their own papers, reader questions answered in public, and ad landing pages with built-in questionnaires — all editable by the firm.
Oswego Legacy Partners advise people whose finances have got complicated — Nike and Intel employees with equity, healthcare professionals, business owners, families moving money between generations. The site had three jobs: be found by those people, be worth reading once it is, and let the firm publish without waiting on me.
Being found meant a page of its own for each kind of client, so somebody searching for help with their Nike shares lands on a page about exactly that instead of a general homepage. Being worth reading meant a real library: white papers, articles and videos the firm publishes itself, searchable across every word of every paper, filterable by topic, and readable as web pages rather than only as PDFs. Readers can ask questions under any article and the firm answers in public, with its replies marked as coming from the firm.
For their advertising, the dashboard builds a landing page end to end: the offer, a short questionnaire that scores itself, a different closing message depending on the score, and either a gated download or a booking link. Every enquiry arrives in an inbox with the person's answers and the campaign that brought them, and the right advisor is emailed.
This is a regulated business, and two decisions came out of that. The disclosures the rules require are kept in code rather than in an editable text box, because a single field somebody can overwrite is a field where a required sentence can quietly disappear. And when the firm takes a comment down it is hidden rather than destroyed, because their communications have to be retained. Accessibility got the same treatment: contrast measured rather than eyeballed, the whole site operable from a keyboard, and papers published as real text so a screen reader can read them.
What it does
- A page of its own for each type of client — Nike, Intel, healthcare professionals
- A library of the firm's own papers, articles and videos, published by them
- Search across every word of every paper, plus one-click topic filters
- Readers ask questions under an article; the firm answers in public
- Word and PDF documents become real, readable web articles when uploaded
- Advisor profiles with their own bios, credentials and booking calendars
- Ad landing pages with self-scoring questionnaires and a gated download or booking link
- An enquiry inbox showing each person's answers and the campaign that brought them
- A 25-question FAQ, the five-step process, and every page's wording editable
- Required disclosures held in code, so they cannot be edited away by accident
- Comments hidden rather than destroyed, because the firm's messages must be retained
- Built to WCAG 2.1 AA, with measured contrast and full keyboard operation
- One backup file holding every page, article, photo and enquiry
- Written to be quotable by search engines and AI assistants, not only readable by people
Want one like this?
This was built, launched and is looked after by me. Packages and prices are published — read them before you talk to me.