Crafting a Professional Online Identity for Whitestone PMS’s Long Term Investment Strategy

Client Overview

Whitestone PMS – Whitestone PMS is a professional investment management firm dedicated to helping clients preserve and grow their wealth through disciplined, research-driven portfolio strategies. The company focuses on capital preservation first, ensuring that every investment decision aligns with long-term stability before pursuing consistent compounding returns. Guided by the philosophy of staying sensible through market cycles, Whitestone PMS adopts a balanced approach that combines prudent risk management with steady wealth creation. Their services are designed for investors seeking expert guidance, transparency, and sustainable financial growth rather than short-term speculation.

Project Brief

Whitestone PMS required a professional web presence that would be easy to manage, visually appealing, and able to scale as the business grows. The client opted for a WordPress site built on a premium theme, coupled with several customisations to align with their brand identity and functional needs.

Objectives

• Deploy a WordPress website quickly using a reliable theme to save cost/time.
  
• Customise elements (branding, layout, navigation, service pages) so the site looks bespoke and fits their business model.
  
• Ensure the site is user-friendly for both administrators (content updates) and end-users (clients or customers).
  
• Build with future scalability in mind (additional services).
  
• Optimize the site for performance, responsiveness and SEO readiness.
  

Solution

Theme selection

We selected a premium WordPress theme that is well-supported, responsive and flexible. The theme offered a clean design, multiple page templates, and customisation via customiser / theme options without heavy custom code.

Customisation

We then layered in customised features, including:

• Branding: replaced theme default fonts, colours, logo to match Whitestone PMS brand identity.
  
• Homepage redesign: customised hero section, service overview and call-to-action blocks to reflect the client’s messaging.
  
• Service pages: created dedicated service pages (e.g., value edge fund, resources) by adapting the theme’s page templates and adding custom fields or blocks as needed.
  
• Navigation and menu: reorganised primary menu to reflect key service offerings; added footer menu and site-wide contact information.
  
• Responsive tweaks: although the theme was responsive by default, we added CSS customisations to ensure optimum display on mobile (especially hero section, service cards).
  
• Performance optimization: configured caching plugin, image optimisation, lazy-loading; removed unused theme components and plugin bloat to speed up loading.
  
• Security & maintenance: configured basic security hardening, regular backups and update procedures.
  
• Training & handover: provided the client with an admin walkthrough so they can update content, add blog posts, manage service pages.
  

Technology stack

• Platform: WordPress
  
• Theme: Premium theme (name withheld for confidentiality)
  
• Plugins:
  • Cache & performance plugin
  • Security plugin
  • Image optimisation plugin
    
• Custom CSS/JS for branding and responsive enhancements

Accessibility and User Experience Enhancements

To ensure inclusivity and compliance with modern web accessibility standards, an accessibility widget was integrated into the Whitestone PMS website. 

This feature allows visitors to customize their browsing experience with tools such as contrast adjustments, saturation controls, monochrome viewing, reading guides, and animation pauses. The widget also supports visual navigation aids like a larger cursor option for improved usability. 

By including these adjustments, the website offers a more accessible and comfortable experience for users with visual impairments or cognitive differences, reflecting Whitestone PMS’s commitment to accessibility and user-centric design.