The content is ahead of the brand.
The platform is holding everything back.

WordPress is the wrong infrastructure for an advisory firm at this stage. The security incident — a Turkish hacker accessing the site through a compromised plugin — isn't a freak event. It's the expected failure mode of a platform held together by plugin authors, hosting configurations, and third-party developer vigilance.

Payload CMS, the platform his developer proposed, carries the same category of risk. The moment the developer steps away again, the same problem returns. This is structural, not a personnel issue.

Framer eliminates the attack surface. No plugin layer, no database to compromise, no server-side vulnerabilities to patch. Fully managed infrastructure. Jake never thinks about it again.

The design language is 2019. Scenic landscape photography as a visual system. Blue and green as an advisory palette. Stock illustration icons for core beliefs. A logotype that files EYW into the same mental category as every other wealth management brand built on WordPress templates in the mid-2010s.

Jake's ideal client has $400K+ in income and $2M+ in net worth. They can't articulate what makes a website feel dated — but they feel it. And they're comparing EYW to every other site they visit in an afternoon of advisor research.

The visual system doesn't need to be flashy. It needs to be intentional. The niche EYW serves has a natural visual language that's editorial, warm, and considered. Jake has already seen one version of what that looks like.

Six nav items built around how the firm thinks about itself, not how a prospect navigates a decision. 'Fees & Process' as a combined item treats two very different questions as one. The 'Clients We Serve' page does excellent filtering work but requires a prospect to know to click it.

A prospect landing on the homepage has to know to click 'Clients We Serve' to find the $400K income floor and equity comp criteria. Most won't. They'll bounce before they find the section that would have made them feel seen.

A simpler navigation combined with a homepage that does filtering work within the first scroll puts the right prospects on the right path faster. The content is already there. It just needs a cleaner pathway in.

This is the finding that matters most: the content is genuinely ahead of the design. The 'Does This Sound Like You?' section with the $400K income floor, equity comp criteria, and $2M+ net worth threshold is one of the best prospect qualification frameworks on any advisory site we've reviewed.

The core beliefs copy is differentiated and real. 'The most impactful decisions happen before retirement.' 'Don't defer your life to retirement.' This is a firm that has thought carefully about what it believes. Most advisors can't say that.

The content Jake has already written should be the foundation, not the afterthought. A rebuild isn't starting over. It's putting better infrastructure and visual design around content that's already doing the job.

The 'enough' concept is the best strategic idea on the site. Emotionally resonant, specific to the client EYW serves, genuinely different from how most wealth management firms talk about financial independence. But it lives in the hero headline — it doesn't permeate the site as an organizing lens.

The life transitions counter — sabbaticals taken, babies welcomed, homes purchased, IPOs/liquidation events, businesses started — is the strongest expression of the 'enough' philosophy on the site. It shows EYW has been present for the moments that matter. It's buried halfway down the homepage.

If 'enough' is the organizing idea — and it should be — it needs to show up in every section as a lens, not just a headline. Why do we care about equity comp? Because it accelerates your timeline to enough. Right now that's a slogan. It should be a system.

'Experience Your Wealth' is the best name in EYW's competitive set. It's not a surname. It's not 'Wealth Management.' It carries the philosophical core of the firm right in the name — the idea that wealth is something you experience, not accumulate indefinitely.

The problem is that the visual identity doesn't live up to the name. EYW sounds like a modern, considered brand. The website looks like every other advisory firm that launched in the mid-2010s.

A visual identity built around what 'experiencing your wealth' actually looks and feels like — warmth, intentionality, lives being lived, not just planned — would make the name land with the weight it deserves.

Move from WordPress to Framer. Same content, same hierarchy, same messaging — rebuilt on infrastructure without a plugin attack surface. Timeline is tight because the content work is already done.

Color palette, typography system, and visual language that makes EYW look as considered as the philosophy actually is. Not a full rebrand — the name stays, the content stays. A refresh that makes the design live up to what 'Experience Your Wealth' actually sounds like.

New homepage that surfaces the 'enough' framework, qualification criteria, and media proof above the fold. Navigation simplified. Life transitions counter given proper prominence. After launch: ongoing maintenance, ad-hoc changes, one person who owns the site going forward.