The brief.
Dhamija Wealth is a wealth management practice that's been quietly compounding for fifteen years. Five hundred families served. Word-of-mouth referrals out of the local Indian-Australian community. The kind of business where trust is the entire moat - and the existing website was actively eroding it.
The brief, almost literally: "Make the site look like our practice feels." Not flashy. Not over-designed. Trustworthy enough that a stranger lands on it, reads two paragraphs, and books a call.
What we built.
A new website, top to bottom, in two weeks. Then an AI agent that turns the founder's network into structured outreach.
The site.
One column, generous measure. Serif headlines, sans body. A booking flow that takes three clicks from any page to a confirmed Calendly slot. We removed the carousel. We removed the team-of-100 stock photo. We replaced both with what was actually true: a number ("500+ families served"), a stat ("15+ years"), and a single sentence about what makes the practice different from the bank-affiliated alternatives.
Performance was non-negotiable. Enterprise prospects load pages on slow office connections. We hit LCP under 1.6s on 3G throttling. The whole site is 230KB on first load, including fonts.
The agent.
Once the site was live, we built him a referral-management agent. It watches LinkedIn for the founder's first-degree connections, drafts personalized outreach when someone's profile changes (job, life event, mention of "wealth"), and queues it for one-click approval. It runs on the same agentic stack we use for our own work - Sentinel, the live AI analytics product on Shopify, taught us most of what we know about putting these things in production.
What worked.
- Saying less, on every page. The original site had eleven services listed. The new one names four. Conversion rate on the booking CTA went from 0.4% to 3.1% inside ten days of launch.
- The CTA at the top of every page. Not a hero CTA. A small, persistent "Book a call" pill in the nav. About 60% of bookings come through it now.
- Founder voice in copy. We interviewed him, transcribed it, and wrote the site copy in his actual phrasing. People recognize when someone wrote their own words. They book at higher rates when they recognize it.
The site stopped working when the practice grew past the version of him the website was written for.
What we'd do differently.
We launched without analytics on the booking flow itself. The first week we had no idea where in the three-click flow people were dropping. We instrumented it on day eight and discovered that step two (the time-zone picker) was costing us 22% of attempts. Fix took twenty minutes. Now the flow is two clicks, not three. Lesson learned: instrument the conversion funnel before launch, not after.
Where they are now.
Six months post-launch. Bookings are up 4× year-over-year. The agent has surfaced 38 warm referrals the founder would have otherwise missed. We're now working on the cohort dashboard - same playbook as Meraki Wraps, lensed for high-touch wealth advisory.
If you run a relationship-led business with a website that doesn't reflect the relationship, send us a one-paragraph brief. Or read our field notes on building for trust at small scale.