Design + Eng · 2023
American Gold & Silver
A precious-metals investment site that helps everyday Americans understand and act on gold and silver as wealth-preservation assets. The hard part: making an intimidating, data-heavy asset class feel approachable and trustworthy for first-time buyers, while turning passive readers into booked consultations.
- TypeScript
- React
- Stripe
I built the marketing and education site for American Gold & Silver Plans. It offers three core paths — Gold IRA rollovers (401k/IRA/TSP), insured direct delivery of physical metals, and a catalogue of IRA-approved bullion — wrapped in an education layer of guides and trust signals, all pushing toward a single conversion goal: booking a consultation.
The interesting engineering was in the interactive tools that make the case for metals concrete. I built a Precious Metals ROI Calculator that computes actualised returns against historical spot-price data from a chosen start year and amount; a live ticker pulling real-time gold, silver, platinum and palladium prices; and an interactive 'Rise and Fall of the Dollar' timeline of U.S. recessions and monetary events from 1913 to today, each node revealing context on demand.
The main UX challenge was altitude. Precious-metals investing drowns newcomers in charts and jargon, so the job was to translate that into digestible, honest information without overselling — real data doing the persuading rather than hype, alongside clear risk disclaimers.
The outcome is a site where a cold visitor can go from curiosity to a concrete, data-backed understanding of a metals allocation, then convert via a consultation booking, the free guide, or a contact form that routes qualified interest to the specialist team.
What the client said
