Content design for institutional trust
Building cybersecurity trust for two very different audiences on an institutional-grade custody platform.
Building trust for ByCustody, an institutional-grade digital asset custody platform, for two audiences with very different starting knowledge at once.
Metrics and outcomes
The challenge
Digital asset custody is a product most people don't understand. And in a market where digital assets are still widely seen as unsafe, that confusion works against trust rather than building it. The business need was communicating genuinely sophisticated institutional-grade infrastructure to two audiences with very different starting knowledge.
Retail users might not have known how custody works at all, while institutional clients set a high credibility bar and had little tolerance for vague language. The user need was arriving at the same conclusion by different routes: this is secure, regulated and built for people who take their assets seriously.
The problem to solve: structure one page that builds trust quickly for both audiences at once, and surfaces clearly in traditional and AI-powered search.
Gathering insights
Product value proposition
ByCustody was about keeping digital assets safe, so I first needed to understand the underlying mechanics, then translate blockchain and cybersecurity language into plain English.
What users cared about the most at that point
The likely persona was someone who needed assurance that their digital money was in good hands, on infrastructure that could take a hit. User queries and feedback from Customer Service pointed in the same direction.
Ideation
Advised on page layout
I worked out the information architecture alongside the product designer: what a first-time visitor had to understand immediately, which trust signals needed to be visible without scrolling, and how the information should sequence to build confidence.
Simplified complex custody concepts
Security was framed as asset protection first, with technical detail as supporting evidence rather than the headline. The copy avoided “cryptocurrency” in favour of “digital assets” throughout, a deliberate signal of regulatory maturity that matched how institutional markets talk about the space.
Implemented SEO and GEO-optimised FAQ
Working with the SEO team, I had an FAQ section wrapped in JSON-LD schema so Google and AI search tools can surface individual answers directly, each entry matching the phrasing of a likely user query with a direct, standalone answer.
Results
- Shipped JSON-LD FAQ schema so AI search tools can surface answers directly
- Built one page architecture that earns trust from both retail and institutional audiences on an institutional-grade digital asset custody platform
