Meridian Wealth Partners are independent, fee-for-service SMSF (Self-Managed Super Fund) specialists helping Australians take control of their retirement. The brief: replace a generic advisory template with a site that proves genuine independence — no commissions, no product incentives — and gives visitors a way to self-qualify for an SMSF strategy before ever picking up the phone.
SMSF advice sits at the intersection of two hard sells: a technical, jargon-heavy product category, and a trust category where visitors are rightly sceptical of anyone recommending it. Most SMSF sites either bury the complexity in disclaimers or oversimplify it into a sales pitch — neither builds the confidence a prospective fund member needs before booking a call.
Rather than lead with services, the design leads with a question the visitor is already asking themselves: is an SMSF even right for me? A four-question interactive Readiness Tool lets visitors get an indicative score in under 30 seconds with no email required — turning idle curiosity into a qualified, warmed-up lead before the strategy call.
Independence is treated as the core trust signal: a dedicated "Why Meridian" section states plainly that the practice takes no commissions or product incentives, backed by AFSL licensing detail and a fee-for-service explanation placed before any ask.
A focused authority site built around one qualifying moment: a hero stating the fee-for-service, AFSL-licensed position up front, a three-part services breakdown (Setup & Administration, Wealth Strategy, Retirement Planning), the interactive SMSF Readiness Tool, an independence-focused trust section, a verified-style client result, and a closing strategy-call CTA with a written, no-obligation framing.
Design Improvements
Deliverables
Technologies
