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Case study · Brand, web design & SEO

Nothing to sell.
Everything to prove.

We built Invest in ETFs’ first website in 2018 and every version since. In 2026 we rebuilt it from the logo up: a new brand, a new site and a clean break from its news-blog past, for an economist who explains investing to people who have never done it.

Client

Invest in ETFs

Partner since

2018

Relaunched

October 2026

Services

Brand, web design & SEO

Brand, web & SEO

2026 relaunch

Overview

Invest in ETFs is a free, plain-English guide to investing for people in the UK who have never invested. It’s written by Dr Sam Pybis, an economist with a PhD in economics and finance who teaches at a UK university, under the pen name The Off-Duty Economist. No ads, no affiliate links and nothing to sell.

We built the original site in 2018. For years it ran as an investing blog, with market news, company updates and how-to guides from a team of writers. By 2026 the ambition had changed: one expert voice, one audience and one job. More than half of UK adults with significant cash savings and no investments say they haven’t considered investing, and the top reasons are fear of losing money and not knowing enough to start.

That’s a hard audience to win. Money is the subject Google scrutinises most closely, and readers are rightly wary of anyone talking about their savings. So we rebuilt the brand, the website and the SEO around one idea: show the working. A named expert, a source for every claim, a review date on every guide and a public log of corrections.

Every version built by Turtle Media

0 yrs

Pages live at launch

Plain-English guides

Structured-data errors at launch

The brief

Three jobs.
One rebuild.

Sam didn’t need a prettier blog. He needed a site that looks and reads like the work of one trusted expert, to readers and to search engines alike.

One voice

Not a newsroom any more.

Retire years of news posts, guest-author pages and archives without losing what search engines already knew about the site.

Sam’s goal is simple: give people who have never invested the knowledge to do it themselves, rather than handing it over to a broker. He explains how investing works, never what to buy.

Trust

The toughest niche online.

Pages about money are held to Google’s highest bar for expertise and trust. The author’s credentials had to be obvious to readers and readable by search engines.

Tone

Friendly, not flashy.

Look nothing like a trading app or a bank. Investing had to feel approachable for a complete beginner, without ever feeling like a sales pitch.

What we built

Trust you can see on every page.

Every decision, from the logo to the page template, answers the question a first-time investor is really asking: can I believe this?

01 · Brand

A bear, a bull and a lot of colour.

A new logo family: a navy bear and a navy bull with sharp, angled cuts, the “in” of InvestinETFs picked out in teal, and seven colour versions. One animal for bear markets, one for bull markets. The knife cuts became the site’s signature shape: square corners everywhere, and a single cut corner on everything you can click.

02 · Structure

Five questions, five colours.

The site is organised around the five questions beginners ask before they invest: what is an ETF, how do I start, will I lose money, what does it look like in numbers, and what does the research say? Each section takes its own colour from the logo family (teal, lime, coral, blue and purple), so readers always know where they are.

03 · Trust

Credentials on every guide.

Every guide uses the same template: the author and a “last reviewed” date under the title, an “education, not advice” box, the short version first, then the evidence, with every source listed at the end. Structured data tells search engines who wrote each guide and what qualifies them. The editorial policy, disclaimer and public corrections page are always one click away.

04 · Migration

A clean break from the news desk.

Every old address was mapped before launch. Guides that had moved, and the old author pages, got permanent redirects to their new homes, so their history carried over. Retired news posts and categories now tell Google they’re gone for good, so they drop out of search instead of lingering. A fresh sitemap went into Search Console on launch day.

Services delivered

Brand & logo design

Website design

WordPress build

SEO & site migration

Structured data

Google Business Profile

The evolution

Same partner.
A sharper new chapter.

We’ve built every website Invest in ETFs has had. The first gave a new investing blog a home; the relaunch is built to earn the trust of people who have never invested before.

2018 · Original site

The first Invest in ETFs website, which grew into a busy investing blog: market news, company results and how-to guides, published often by a team of writers.

2026 · Relaunch

A new bear-and-bull brand, one expert voice, colour-coded sections and trust signals built into every template.

Mobile

Plain English, in your pocket.

Plenty of money questions get asked on a phone: on the sofa, on the bus, or halfway through opening an ISA. Every template was designed for small screens. The short version comes first, key figures sit in big stat tiles, wide tables swipe sideways and each section’s colour carries through, so readers never lose their place.

The result

A finance site that shows its working on every page - and every version of it built by Turtle Media.

Eight years together

Every version. One partner.

One team has built and looked after Invest in ETFs since day one, which is why the relaunch could start from what the site already had, not from scratch.

2018

Launch

We built the original Invest in ETFs website.

2018 – 2025

The blog years

Market news, company updates and how-to guides, with the site growing post by post.

October 2026

The rebuild

A new logo family, design system and website, with the trust template built into every guide.

Launch week

Relaunch

63 pages live, every old address redirected or retired, a fresh sitemap in Search Console, a summary file to help AI assistants find the right guide, and a refreshed Google Business Profile.

Client view

“I wanted to explain investing the way I’d explain it to a friend: plainly, with the evidence, and with nothing to sell. Turtle Media turned that into a brand and a website people can trust from the first page. They’ve built every version of this site since 2018, and this is the best one yet.”

Dr Sam Pybis

The Off-Duty Economist, Invest in ETFs

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Nothing to sell.Everything to prove.

Three jobs.One rebuild.