Ross Wareing is an ACCA-qualified accountant and a former Executive Director of a regulated private hospital, now advising organisations across Singapore and London on financial performance and change. The whole site turns on one line, "I have done the job I advise on", because in a market crowded with consultants who have only ever advised, being the person who actually carried the accountability is the entire proposition.
Wareing Advisory (Wareing Group Pte. Ltd.) · 2 weeks · 2026
Project Details
Independent advisory is a difficult thing to sell online. The buyer is usually a board member or a chief executive with a problem they would rather not advertise, they are not comparing providers on a directory, and their first question is not what you charge. It is whether you have ever actually been accountable for anything.
Transformation, change, performance improvement, growth. Every advisory site in the category uses those words, which means none of them carry any weight. Differentiation has to come from evidence rather than from vocabulary.
An individual advisor is up against consultancies with brand recognition and pitch teams. Looking small is fatal, and looking bigger than you are is worse, because the whole value is that the person you meet is the person doing the work.
Working across Singapore and London means the site has to read credibly in both without becoming a generic international consultancy page that belongs to neither.
Twenty years of leadership, £35m of savings delivered and a £3m capital investment taken from business case to launch are strong figures. Dropped in without context they read as a CV. Placed correctly they are the proof for the claim above them.
We built the whole page around the one differentiator and let the numbers do the arguing, then kept the site deliberately short so nothing dilutes it.
"I have done the job I advise on" sits as the section heading directly under the hero, with the three figures alongside it: 20+ years of executive, financial and operational leadership, £35m+ in organisational savings, £3m of capital investment delivered from business case to operational launch. Claim and proof share one screen rather than sitting pages apart.
Executive leadership, financial leadership and transformation delivery establish what Ross has been accountable for. Only then do the three service lines appear: executive and interim leadership, transformation and change, and financial performance and growth. Credentials before offer, which is the right order for a buyer who is assessing the person first.
Where I add value. Tell me what your organisation is facing. Speak with Ross. No third-person biography, no "the firm", no royal we. For a practice whose value is that you get the individual, writing as a company would have contradicted the product.
Singapore and London sit next to the primary call to action in the hero and again in the footer. Two words, no international-consultancy language, and a reader in either city knows immediately that this applies to them.
Home, about, services, experience, contact, and the two legal pages. Restrained navy and gold, a serif for the headings, generous whitespace and one photograph of Ross actually working. At this level, a short site that says one thing well outperforms a large one hedging across five.
These are the real pages, captured from the live site rather than mocked up. Scroll inside either frame to move through the whole thing, and switch between how it looks on a desktop and on a phone.
3 phases from kickoff to launch.
Worked out which single claim the site would stand on, and which numbers were the evidence for it rather than decoration.
Developed the navy and gold system, the serif headline treatment, the credential and service layouts and the statistics band.
Built the seven pages on Astro, wired the enquiry and WhatsApp routes, and deployed to Vercel.
Tell me what your site is doing now and what you want it to do. I will tell you honestly whether it needs a rebuild, a restructure, or nothing at all.
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