CAVALOT CAPITAL
Repositioning for niche focus and better conversion
Led competitive research, IA restructure, and content strategy to shift from a broad audience approach to laser-focused positioning for equity-comp professionals.
PROBLEM
Cavalot Capital is a wealth management firm that served retirees, property owners, crypto investors, young professionals, and equity comp holders, but wanted to narrow their focus to solely serving equity-compensated professionals navigating IPOs, RSUs, and complex tax strategies. Beyond the audience mismatch, the website itself wasn't converting: 3000+ annual visitors, but only 4 discovery calls booked.
DELIVERABLES
Complete UX strategy (research, personas, IA, content strategy)
Mid-fidelity prototypes with interactive tools (persona selector, fee calculators)
SEO-informed content strategy and conversion-focused page flows
Broad-to-narrow content funnel guiding users from awareness → personalized solutions
PROJECT NOTES
Completed mid-fidelity prototypes. Prior to usability testing, the client decided to maintain their multi-audience strategy rather than specialize in equity compensation, so the repositioning was not implemented.
MY ROLE
UX Designer
Content Strategist
TEAM
Me
Stakeholders
TOOLS
Figma
FigJam
Semrush
Squarespace
TIMELINE
6 months
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BACKGROUND
Year-over-year, more companies have adopted equity compensation as a core part of employee rewards and this shift is expected to continue as a key differentiator for talent retention and wealth-building.
With more high-earning professionals navigating RSUs, ISOs, and IPOs, Cavalot Capital needed a site that clearly spoke their language and exemplified the support they actually need.
WHY REDESIGN?
The web analytics showed 3000+ website visitors* compared to 11 conversations started and 4 discovery calls booked over the previous 12 months.
It was obvious that Cavalot Capital was losing potential clients along the way.
*I was not able to obtain detailed data for specific pages.
OUR CHALLENGE
At the core, potential clients needed to trust that their wealth management firm has successfully navigated complex financial situations like theirs before and would do it again for them.
Cavalot Capital needed to showcase their expertise in navigating financial challenges that equity compensation holders face, then translate that into structure and content that helps user feel seen, supported, and confident in choosing them as their long-term financial partner.
DISCOVERY
Cavalot’s original structure and content felt overly firm-centric. Instead of listing out services, other firms appealed directly to the user.
Methods: Site map audit, competitive analysis, information architecture (IA) audit, UX audit, SWOT analysis, user journey mapping
DEFINITION
Understanding that equity comp holders face all sorts of different circumstances, we teased apart three different personas that could micro-target audients segments.
These personas guided everything from the sitemap to content strategy.
Methods: Persona development, stakeholder collaboration
STRATEGY
Catch, connect, convert
Start by catching all site visitors
We wanted to make sure we built the homepage as a catchall for any equity compensation holders vetting wealth management firms. This would allow us to reach the broadest audience.
Clarify user pathways based on needs
Broad information across the site wouldn't cut it for all pages, so we wanted to make sure our target audiences could easily find their respective pages and services easily.
Reduce search and cognitive load through simplification
Each target audience and service page needed to be easily accessible, in case users only superficially searched (e.g., just clicking through the main navigation).
Build incremental trust
Trust is key in choosing a firm to manage your nest egg. We wanted to build trust and transparency through interactive tools (such as fee calculators, etc.)
Design for easy conversion
Our primary goal was to increase the number of discovery calls booked. Our secondary goal was to increase the number of names and emails collected via lead magnets.
We needed to design every page to have 3 things: strong, visible CTAs, lead magnets like downloadable content, and ways to connect.
SOLUTION
From a catchall homepage to targeted landing pages, every journey and tool we built was to help users self-identify, feel confident, and take the next steps.
01
We crafted a broadly appealing homepage.
The first impression had to hit home. We led with a clear value proposition, immediately defining who we help and why it matters—all before the fold.
By casting a wide net, we aimed to grow the site visitor count, while offering aways for them to self-identify their specific challenges and dig deeper into the website for personalized content.
02
We guided users to content that fit them.
As users scrolled down the homepage, they were invited to define their own priorities through an interactive carousel. Each each selection further defined audience specific challenges and led them to a tailored landing page.
03
We made landing pages work harder.
We provided context at a glance, no-scroll CTAs that offer immediate value, and free tools that increased transparency and trust.
Additionally, we used the downloadable resources as lead magnets to collect potential client contact information for future follow up.
Added bonus: SEO for increased discoverability
Using Semrush, I identified highly targeted SEO keywords to inform landing page content strategy, increase discoverability and boost search engine ranking. We also created a content carousel that addressed FAQs for each persona, offering tailored content that spoke directly to the needs of each target segment.
04
We made our process interactive & intuitive.
We used responsive cards to distill Cavalot Capital’s three-step Integrated Wealth Management approach, giving users a clear, at-a-glance understanding without overwhelming them.
Scenario-based fee calculators allowed potential clients to see real cost implications in action—building transparency and trust before they even reached out.
PROJECT OUTCOME
After completing mid-fidelity prototypes, Cavalot Capital reassessed their business model. They ultimately decided that maintaining relationships with their existing diverse client base (retirees, crypto investors, real estate holders) was less risky than narrowing to equity-comp professionals only.
While the original redesign wasn’t implemented as originally intended, the work laid a strong foundation for future iterations. I left the team with:
A broad-to-narrow content funnel designed to guide users from general financial goals to personalized solutions
A refreshed site architecture and navigation strategy tailored to user needs, not internal structure
Interactive tools (like a persona selector and fee calculator) that built trust and empowered decision-making
Clear content patterns that can adapt to new personas without reinventing the experience
RETROSPECTIVE
Even though the project didn't launch as intended, I'm proud of what I learned about designing for multiple audiences without fragmenting the experience.
The most interesting challenge was creating a broad homepage that worked for our three personas, integrating information about the services offered, and intelligently guiding each persona toward tailored content. I had to think strategically about trust-building at every stage, like when to offer a calculator for self-assessment, where to place lead magnets, and how to balance conversions with genuinely helping people make informed decisions. Moving forward, I want to focus on designing information architecture and content systems that serve business goals while meeting users where they are.