The client
Unvault evaluates your jewelry online, lets you track it like an investment portfolio, and handles the sale when you’re ready. Think mark-to-market for the gold sitting in your drawer. Co-founders Nidhi Singhvi and Navya Reddy came to me through Ladd Martin, a fractional CMO I’ve worked with before, right after they closed a round of funding.
The problem
They didn’t have a traffic problem. They had a clarity problem.
The old site buried a genuinely simple idea under vague messaging. Visitors landed, squinted at the hero, and left. For a platform asking people to trust it with valuable jewelry, confusion is fatal. Ladd had just rebuilt the brand positioning from the ground up, and the website needed to catch up. Fast, because post-funding, every week of a confusing homepage costs real money.
What we did
The engagement started as a focused Webflow build: homepage, how it works, and FAQ. Three pages that answer the three questions every visitor has. What is this? How does it work? Why should I trust you?
The hero got one job: say the thing plainly. The how-it-works page walks the actual flow (upload photos, get a valuation, track your portfolio, sell with a prepaid FedEx label when ready). Trust signals moved up front: the professional appraisal process, the secure shipping, the transparent valuation.
Then it grew. Once the foundation was live, we kept building together: analytics wiring with Mixpanel, GTM, and Klaviyo so the team could actually see what visitors do, responsive refinements, custom touches like the gold-shimmer buttons, and SEO landing pages for appraisal and location searches.
The result
Google Search Console tells the story better than I could. The site pulled 400 clicks in a 28-day window in mid-December, right after the rebuild went live. By early June, that number was 1.8K, closing in on 2K. Organic search impact more than quadrupled in six months, and it kept climbing every time we shipped a new page.
That’s not a one-time launch bump. It’s what happens when a site keeps getting sharper: I’m still Unvault’s website guy, adding new pages as they need them, and each one gives search another reason to send people there.
Ladd’s review of the whole thing:
“He’s a wizard.”
The takeaway
A rebrand isn’t finished until the website says it out loud. When the positioning work is sharp, my job is making sure a stranger gets it in three seconds, and making sure that stays true as the site keeps growing.
Want to know if a stranger gets your site in three seconds? That’s exactly what a Sound Check tells you.