Sage Advisory - Web Redesign @ Kordami

Sage Advisory is a Wealth Management firm based out of Austin Texas that offers fixed-income asset management, tactical ETF strategies, and liability-driven solutions for institutional and private clients.

Sage Advisory - Web Redesign @ Kordami - Featured image

Regulated Financial Website Redesign & SEO Preservation

Role: Technical Lead / Front-End & SEO Partner

Client: Sage Advisory

Location: Austin, Texas

Website: sageadvisory.com

Platform: WordPress

Focus Areas: Fixed-Income Asset Management, Tactical ETF Strategies, ESG Offerings

Overview

I served as a technical and front-end lead on the redesign of Sage Advisory’s corporate website, partnering with internal stakeholders to modernize the brand experience while operating under strict financial and regulatory constraints.

The engagement focused on delivering a new visual identity and ESG-focused experience, while preserving SEO equity, maintaining the existing sitemap, and adhering to the heightened compliance standards required of financial institutions.

The Business Context

Sage Advisory is a wealth management firm serving institutional and private clients, offering:

Fixed-income asset management
Tactical ETF strategies
Liability-driven investment solutions

Their website functions not just as a marketing asset, but as a credibility and compliance surface—where design decisions carry regulatory, reputational, and legal implications.

The Challenge

The project presented several non-negotiable constraints:

Financial regulatory scrutiny governing online claims, disclosures, and presentation
A requirement to preserve existing SEO rankings, including the original sitemap structure
The need to introduce a modernized ESG narrative without triggering compliance risk
Coordination across internal marketing, executive leadership, and external technical teams

This was not a typical redesign. It required precision, restraint, and deep technical discipline.

My Role & Responsibilities

I operated as the technical execution partner, translating design intent into a compliant, SEO-safe implementation.

Responsibilities included:

Implementing the redesigned WordPress front end
Ensuring sitemap, URL structure, and SEO signals remained intact
Collaborating with Sage’s marketing team and CTO
Supporting wireframe validation, mockup feasibility, and asset integration
Identifying and mitigating compliance and SEO risks during development

Strategy & Execution

1. Compliance-First Design Implementation

All design and UX decisions were filtered through a financial compliance lens, including:

Conservative content hierarchy for regulated disclosures
Careful handling of ESG language and positioning
Avoidance of risky UI patterns that could be misinterpreted as promotional claims

The result was a modern aesthetic that remained institutionally appropriate and defensible.

2. SEO Preservation Through Structural Discipline

A critical requirement was to retain existing SEO performance. To achieve this:

The original sitemap and URL architecture were preserved
Page templates were updated without altering crawl paths
Metadata, internal linking, and page intent alignment were maintained
Redirects were avoided wherever possible to reduce risk

This ensured continuity for search engines while still delivering a refreshed experience.

3. Cross-Functional Collaboration

The project was executed in close partnership with:

Sage Advisory’s internal marketing team
Sage’s CTO
Kordami’s design and technical teams

Detailed wireframes, mockups, and asset reviews were used to align early and prevent late-stage rework—especially important given regulatory sensitivity.