WordPress to Webflow: Turning a stale site into a marketing asset

Context

Zeiierman reached out to us in 2023 looking for a complete makeover—both in brand identity and their online presence. They’re a major player in the trading world, offering premium TradingView indicators and a host of other products for traders across the globe. But their old WordPress site and hastily designed brand were definitely not reflecting that status. As their competition leveled up, Zeiierman knew they needed to look the part, too. They wanted a modern, global-facing website and brand presence that could keep them ahead of the game

Challenge

While Zeiierman had a strong reputation in their industry, their website and branding weren’t doing them any favors. Here’s what they were up against:

• ‍Outdated Tech: Their WordPress site was bogged down by clashing plugins, slow load times, and a lack of analytics‍
• Declining SEO: Technical SEO issues were difficult to fix quickly, hurting their search rankings‍
• Poor UX & Design: The existing design looked slapped together, with no real thought given to user flow, copywriting, or layout‍
• No Seamless Scalability: Maintenance was clunky, and scaling features felt like a constant uphill battle
  

We cover their brand overhaul in a separate case study, so we’ll focus on the website revamp here. In short, we wanted a clean slate—beyond keeping the sitemap for SEO, there was almost nothing worth bringing over from the old site

Our Approach

1. Understand the Big Picture

We kicked things off by clarifying Zeiierman’s long-term goals—what they wanted to achieve and who they wanted to reach. This gave us the roadmap for the rest of the project

2. Target Audience Research

After mapping out their objectives, we dug into the behavior and needs of Zeiierman’s audience, both cold and warm leads. We focused on traders who rely on TradingView indicators, but also considered folks using mobile devices (even though desktop was still the primary channel)

3. Copywriting from Scratch

Armed with audience insights, our team wrote every page’s copy in-house. We refined it through editorial review to ensure every word resonated with potential customers

4. Design Exploration‍‍

• ‍Moodboarding: We curated inspiration to define a design direction‍
• Homepage Mockups: We tested multiple layouts and styles, narrowing down to one strong concept‍
• Refinement & Style Guide: Once we had a final homepage design, we created a style guide (colors, typography, layout rules) to keep the rest of the site cohesive‍
• Responsive Design

We designed every page for desktop, tablet, and mobile, prioritizing a seamless user experience on each device

5. Webflow Build

• ‍Setting Up the Structure: We started with a global style guide, then built out each static page‍
• CMS Migration: We transferred the existing WordPress CMS content, ensuring all images, embeds, and metadata were in place‍
• Best Practices Check: Before launch, we ran our internal checklist for speed, SEO, and overall performance to catch any last-minute issues‍
• Launch

After internal reviews and client sign-off, we migrated the domain from WordPress to Webflow and flipped the switch on their brand-new site

The Outcome

The end result? A fully refreshed website and identity that actually matches Zeiierman’s reputation in the trading world. Their online presence now supports their continued growth, boosts their credibility with partners (like TradingView), and improves the user experience for traders everywhere. While the site will keep evolving—as all great digital products do—this moment in time captures the transformative impact of thoughtful design, strong copy, and a seamless Webflow build