In short: A fund or ETP issuer website has to serve visitors who arrive with a ticker, an ISIN, a theme or just a question, and get each of them to the right product, its documents and a route to invest. In practice that means a searchable catalogue, product pages with dated facts and documents, risk wording close to every route, education and research, and a clear next step such as a broker list or a contact form. Below is how we approached it on four real projects.
An issuer website is not a brochure. It is closer to a reference tool that also has to explain itself to newcomers. Some visitors know exactly what they want. Others have never heard of the product type. Both should leave with the right information, and neither should have to dig for a prospectus.
Everything below comes from LabForty's public case studies for Leverage Shares, Themes ETFs, IncomeShares and Relay Race Investments. Like the case studies, it describes public navigation and content availability only. It makes no claim about investment, commercial or traffic performance.
Visitors start from very different places
The first design decision is accepting that there is no single entry point.
- On the Leverage Shares US ETF website, some visitors arrive with a ticker from a broker screen. Others compare products by type, read about daily leverage or want to know how to buy. The site keeps those paths separate.
- On the IncomeShares website, some visitors arrive with a name, ticker or ISIN. Others want to see the whole range before choosing one product.
- On the Themes ETFs website, some visitors begin with a theme. Others arrive for a named fund, a prospectus or supporting explanation.
So the structure gives each starting point its own route, and connects them through the navigation. On Leverage Shares, the catalogue, product pages, education archive and how-to-invest page each carry one job, linked by the Leveraged ETFs, Company and Trading Hub menus. On Themes ETFs, about, contact and careers sit one level back in a company menu, so they do not compete with fund discovery.
The catalogue is a working tool
For a visitor with a ticker, the catalogue is the product. It has to be fast to scan and fast to filter.
- Leverage Shares: type tabs, search by name or ticker and a fund table with a factsheet and prospectus link on every row.
- Themes ETFs: name or ticker search with category tabs for all, thematic, and leveraged and inverse products, followed by the published fund table, again with a factsheet and prospectus link on every row.
- IncomeShares: the homepage itself holds the catalogue. Category tabs sit above a comparison table with reference asset, published figures, option strategy and a fact sheet link per row.
The common thread: the documents are reachable from the list itself. A visitor who only wants a prospectus should not have to open a product page to find it.
Product pages carry dated facts and documents
The product page is where accuracy matters most, because every figure is published and dated.
- The Leverage Shares SKHX page shows the ticker, fund name, published figures, a risk note and related ETFs, with tabs running from Overview to FAQ. Key information, trading details and distributions are listed as dated tables.
- The Themes ETFs DRGN page opens with the fund name, ticker and published figures, then an overview, key facts, holdings, performance, documents and related research. Sector weights are shown as a donut chart and a weight table, with a country breakdown tab. The prospectus, fact sheet, methodology summary and reports are listed on the fund page itself.
- The IncomeShares Tesla Options ETP page opens with tickers, product name, a Buy button, a section index and Key Information. A chart shows distributions per share by month, with tabs for the calendar and total return.
From an engineering point of view, this is where a fund website becomes a data system. Figures, holdings and distributions change on a schedule, and the page has to show what was published and when.
Risk wording stays close to every route
On the Leverage Shares website, product facts, documents and risk wording stay one step from each route, whether the visitor came from the catalogue, the education archive or the how-to-invest page.
Which documents and which risk statements must appear is decided by the issuer and its compliance team, not by the agency. Our job is to make sure the structure never pushes them more than a step away, on any device.
Education and research explain the product
Complex products need explanation, and explanation needs its own space so it does not crowd the product pages.
- Leverage Shares has an Education page with explanatory articles beside a Latest Research list, and an FAQ that groups questions about product structure, trading, risks and scenarios.
- Themes ETFs has Research Insights, with a featured article beside the latest industry insights, and an FAQ that separates questions about the company, thematic ETFs and leveraged ETFs, with a section index alongside.
- IncomeShares has Market Insights, listing dated articles as cards, newest first, with monthly investor updates beside explainers on options strategies. Its FAQ is grouped in four tabs, General first, with a guide download form beside them.
Every route ends in a next step
A visitor who is ready should not have to guess what to do.
- Leverage Shares: How to Invest explains trading through US brokers and closes with a grid of brokerage platforms where the ETFs can be traded.
- Themes ETFs: How to Invest explains investing through a financial adviser or a brokerage platform, then points visitors to the catalogue and common questions.
- IncomeShares: the homepage lists brokers as a searchable logo grid, and the contact page pairs an email address with an inquiry form asking for country, inquiry type, investor type and ISIN or product.
When the strategy has to be read in order
Not every investment website is a product catalogue. The Relay Race Investments website presents an investment strategy, a stock-picking methodology and a published track record. Here the visitor wants to understand what the strategy does before seeing any figures.
So the site keeps the overview, the method and the published record apart, with one navigation joining them. The Strategy page leads into the methodology, the Track Record page tables the manager track record against a benchmark index with numbered footnotes underneath, and the contact page pairs a form with the sponsor's contact card. Reading order is part of the design.
A checklist for issuer websites
- Separate routes for ticker, ISIN, product type, theme and first-time visitors.
- A catalogue with search and filters, and documents linked from every row.
- Product pages with dated figures, key information and documents on the page.
- Risk wording one step from every route.
- Education, research and an FAQ grouped by topic.
- A clear next step: brokers, advisers or a contact form that asks the right questions.
We build these as custom websites with technical SEO and performance in the scope, and keep them running under a support plan.
FAQ
What pages does an ETF or ETP issuer website need?
At minimum a searchable catalogue, product pages with documents, educational content, an FAQ and a route to invest or make contact. The four case studies above each use that pattern in a different way.
Where should fund documents live?
Close to the product. In these projects, the factsheet and prospectus are linked from every catalogue row, and fund pages list their own documents.
Who decides the risk wording on the website?
The issuer and its compliance team. The website structure makes sure that wording stays one step from each route.
Do you claim these websites improved results for the issuers?
No. Our case studies describe the public structure and content only, not investment, commercial or traffic performance.
Plan your fund website
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