Benjamin F. Edwards is a nationally recognized wealth management firm based in St. Louis, MO, with a growing network of advisors and branch offices across the United States. After engaging a separate agency for a full brand refresh and website redesign, Benjamin F. Edwards partnered with TPI to lead the custom WordPress development and long-term website management.
The Challenge
- Migrating a large, complex legacy WordPress site with multiple custom post types and extensive custom fields
- Managing a vast content library, including hundreds of employee and advisor bios and more than 100 branch location pages
- Preserving SEO rankings and organic search visibility built over many years
- Streamlining content structure to improve usability without disrupting critical business workflows
- Coordinating development across multiple teams, including an external design agency and internal client stakeholders
The Solution
- Architected a modern WordPress website that leverages core WordPress functionality while extending it with custom post types, custom fields, and tailored development
- Implemented carefully selected plugins and custom code to support complex data relationships and long-term scalability
- Executed a methodical, detail-oriented content migration process to ensure accuracy, consistency, and SEO preservation
- Collaborated closely with the design firm to faithfully execute the refreshed brand across templates and components
- Maintained tight communication and documentation across teams to identify challenges early and propose clear, effective solutions
- Continued our well established relationship through ongoing website management and maintenance to support future updates and performance
The Results
The finished website is a highly polished digital experience that clearly reflects the modern evolution of the Benjamin F. Edwards brand while improving usability for both existing clients and prospects. The new architecture and streamlined content structure make it significantly easier for users to find advisors, branch locations, and key resources, supporting stronger engagement across the site.
Through careful planning and execution, the project successfully preserved the firm’s long-established search engine rankings while creating a scalable WordPress foundation built to support continued growth. Today, the site serves as a flexible, future-ready platform, backed by ongoing website management and maintenance to ensure long-term stability, performance, and adaptability.