Care PMS · Mumbai · 2016
A prettier website?
I rebuilt their growth strategy.
Role
CEO, Inonians · Designer · Strategist
Timeline
3 months
Team
Janam + 1 developer + 1 content specialist
Scope
Strategy, Website Redesign, Brand, Content, Growth
Background
A ₹100-crore wealth management firm with zero digital strategy.
Care Portfolio Managers is a SEBI-registered PMS firm in Mumbai managing ₹100+ crores for high-net-worth individuals. Their clients invest ₹50 lakhs to ₹2–3 crores each. Their founding team — all Chartered Accountants — were sceptical about what “digital design” could do beyond aesthetics.
I ran a week of discovery workshops, reframed the brief from “make it look better” to “make referred prospects say yes,” and shipped a full website redesign in 30 days — including two months of post-launch growth support. Strategy, design, development, content, and analytics — delivered through my company Inonians.
Impact
One week of workshops. 30 days of delivery. Referred prospects converting at a higher rate.
The problem
Their marketing funnel was inverted. The website wasn’t the beginning — it was the end.
Care PMS acquired clients almost entirely through word-of-mouth referrals. A colleague tells a friend. The friend looks them up. The website is the last stop before they pick up the phone. The website wasn’t a lead generator. It was a trust checkpoint.
A website built for cold acquisition does fundamentally different things than one built for referral validation. The brief assumed the former. I identified the latter. This reframing was the most important decision of the entire engagement.
Old Care PMS website — jargon-heavy, no performance data, buried team credentials
The workshop week
Four sessions before any wireframe or visual design.
01 · Competitive Analysis
The bar was on the floor. Almost no competitor in the ₹100–200 crore AUM range had invested in their digital presence. Doing the basics well was a competitive advantage.
02 · User Research
Almost all acquisition was referral-based. HNIs aged 40–55, investing ₹50 lakhs to ₹2–3 crores. They don’t discover PMS firms through search. They invest because someone they trust makes an introduction.
03 · Brand & Content
The old content read like a compliance document. Brought in a content specialist — acknowledging my own skill boundary. New direction: plain, confident, credibility-first.
04 · User Flows & Prioritisation
Every design decision filtered through one journey: referral → search → website → “Are these people credible?” → contact → investment. Phased delivery into 2×15-day sprints.
The strategy was clear enough that the information hierarchy was obvious. Performance data and track record: above the fold. Team credentials: easy to find. Investment philosophy: plain language. Call to action: frictionless. Two-phase delivery: core pages first (days 1–15), CMS and content infrastructure second (days 16–30).
Redesigned Care PMS homepage — performance data above fold, team visible, clear CTA
The design
Four pages. Two phases. 30 days.
Phase 1 (days 1–15): Homepage, About, Services, Contact. Designed in Adobe XD, ~80% accepted on first review. Visual direction derived from the existing logo identity. Photography direction: professional, trustworthy, human. Phase 2 (days 16–30): WordPress CMS, blog setup, downloadable reports. Tools for Care’s team to operate independently after the engagement.
Homepage
Care PMS Homepage — trust-first hierarchy, performance data prominent
About
Care PMS About — team credentials, investment philosophy, SEBI registration
Post-launch, I spent two months supporting content publishing, managing social media, and monitoring analytics. Page views grew from near-zero to a consistent baseline. The website was functioning exactly as designed: a trust checkpoint for referred prospects.
Design decisions
Every decision maps to the trust checkpoint insight.
Trust-first information hierarchy
Starts with user intent, not design preference. Referred prospects need confidence, not discovery.
Performance data above the fold
Identifies the single most important content element and gives it the most visual weight.
Team credentials prominently placed
In service businesses, people trust people. Made the humans visible.
Plain language over jargon
Willing to strip away what “sounds professional” in favour of what actually communicates.
WordPress as platform
Technology decisions based on what happens after the engagement ends — not what’s easiest for the designer.
Two-phase delivery (2×15 days)
Manages scope proactively. Phase 1: core pages that matter. Phase 2: CMS and content infrastructure for independence.
No logo wall or testimonials
Understood that HNI clients don’t want public exposure — a detail most designers would miss.
Content specialist brought in
Knows his own skill boundaries and fills gaps immediately rather than delivering mediocre work.
Closing
A referred prospect visited the website. They saw the numbers, understood the team, trusted the approach. And they said yes.
Deep dive — for those who want the full story