Case study · Precious metals storefront
Bullion Reserve website: two funnels, buyers and sellers.
A walk-in gold, silver and coin counter in Madison Heights, with live spot pricing and private booking.
Bullion Reserve has two customers at one counter: people buying gold, silver and coins, and people selling jewelry or an estate. They search different words and worry about different things, so the site had to speak to each separately and earn trust before the visit.
Visit the live siteWhat we built for Bullion Reserve, and why
A live spot-price board
Gold, silver, platinum and palladium prices update on the page, so a buyer sees the market before driving over.
A sell-side payout estimator
A seller enters what they have and sees an estimate built from the shop’s stated method, which answers the first question every seller has.
Private appointment booking
Selling an estate or a family piece is personal. A private slot, booked online, lets a seller come in without an audience.
A counter-management console
Behind the storefront is the tool staff use for transactions and records, so the public site and the counter share one source of truth.
How the Bullion Reserve website was built
One intent per page
Pages for buying bullion and pages for selling gold were kept apart from the sitemap down, so each search lands on a page written only for that person.
Buyers and sellers each get a site made for them.
Trust built by stating the method
The site explains how prices are set and how a sale works instead of making promises, and an automated check fails the build if the copy drifts into hype.
Sellers know what to expect before they walk in.
Live data from the market
Spot prices feed the board and the estimator, so the numbers a visitor sees match the market the counter is trading on.
The website is as current as the counter.
Front and back on one system
The storefront and the counter console were built together, so bookings, transactions and records never need copying between tools.
Less paperwork behind the counter.