Ten years of advisory credibility. A Moble CMS that couldn't carry it.
Ten years of advisory credibility migrated off Moble. Redesigned, reanimated, and handed back with full team control.
Migrating from Moble is different from migrating from WordPress. Moble's visual editor structures content that doesn't map cleanly to a proper CMS hierarchy. Everything had to be audited first: what content was worth keeping, what needed rewriting, and how to architect Webflow collections that would actually serve a four-advisor team managing their own profiles and an expanding resources library.
The redesign ran on top of that. Moble's templated themes had imposed compromises: fonts close but not right, layouts that approximated the vision, sections that existed because the template had them. The new design had to be deliberate in every detail.
Explore the main parts of the build.
Hero with diagnostic-first positioning, reframe section, methodology, proof, and CTA. Designed to move a sceptical founder from "what is this" to "I want that conversation" in a single scroll.
Brad, Marianne, Simone, and Tracie each have their own dedicated profile page. New team members slot in with the same layout and SEO structure automatically.
A fully built resources CMS collection with content type, topic tags, featured toggle, and linked file or embed fields. The team publishes resources directly from the editor.
Every page is optimised for mobile without sacrificing the editorial density that makes the content credible. Animations reflow correctly on smaller viewports.
Staggered entrance animations across every major section. Consistent easing curve site-wide. The motion communicates deliberation, matching the advisory firm's own working philosophy.
The details that shaped the finished build.
Audit first: cut what doesn't serve the visitor. Before touching Webflow, every page was reviewed. The question: does this page serve the visitor or the company's internal need to feel comprehensive?
"Book a Diagnostic", not "Contact us" or "Get a quote". Signals that the first step is a structured assessment, not a sales call, not a commitment. Removes the pressure that makes a sceptical founder hesitate.
Individual CMS pages: specific voice, not template bios. Each advisor has their own CMS-driven profile page written in a specific voice. That framing does more trust work than a credentials list.
Diagnostic-first positioning: given dedicated space. "We don't start with opinions. We start with a diagnosis." That line is the entire positioning in nine words.
Scroll reveals: measured and deliberate, not decorative. Paced to match the firm's measured tone. Nothing flashy. The animations communicate that someone thought carefully about the sequence of information.
Library built and ready: team populates without developer. A resources library collection was built into the CMS architecture at launch. When they're ready to publish, the structure is already there.
The Outperformer's team no longer updates content through a clunky Moble interface. They manage profiles, publish resources, update testimonials, and edit copy directly in Webflow's editor, on any device, without a developer.
Brad's response on launch was clear: well done, the team is preparing resources, and more work is coming. That's the ongoing relationship a clean migration and well-structured CMS makes possible.
Waleed brought a level of care to this project that matched what we ask of ourselves: nothing generic, nothing decorative. He understood the positioning and built a site that actually reflects how we work.
Tell us about your business, what needs to change and what you liked about The Outperformer. We will help you agree a scope and estimate before work starts.
You will speak directly with Muhammad Waleed Jamshed, who leads Al Kasib.
View the contact page for project enquiries.
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