Adviser 3.0
overview
Betta Webs built Adviser 3.0's conference website on HubSpot CMS for Timeline, the financial planning software company behind the event. It runs in two navigation modes, one for the months before the conference and one for the months after, and the switch between them is a content change. Adviser 3.0 is a UK conference for financial advisers who want to think bigger about their businesses, with around 50 speakers across six stages.
An annual event usually means an annual rebuild, and an annual rebuild means going back for budget. Adviser 3.0 changes its theme, line-up and agenda in the CMS. The site works in the off-season too. 31% of the people who saw the post-event registration CTA clicked through, the highest click rate on the site.
how we work
An event site has a harder Signal job than most. A visitor needs to know what the event is, when it is, who it's for and what a ticket costs, in about five seconds, and every one of those answers changes annually.
Signal usually comes down to three questions. An event adds a fourth, because the ticket price is part of the decision.
It also changes depending on when someone arrives. In February, the job is selling a ticket to this year's conference. In July, the conference has happened and the job is convincing someone who missed it to come to the next one. The same homepage has to do both without confusing anyone. All four answers sit in the hero, and all four change when the mode does.
From September to May it sits in Event Mode: home, the line-up, the agenda, speaker pages, partner pages, and a route to buy a ticket, all on HubSpot CMS. From June to August it moves to Post-Event Mode, where the relive page replaces the agenda, the speaker pages swap their bios for session recordings, and the calls to action point at next year.
The switch is a content change, not a development job. Nobody rebuilds a navigation twice a year.
For a conference, the line-up is the proof. Adviser 3.0 puts around 50 speakers across six stages, and speaker names sell the ticket. But people read the line-up on the agenda, not on the speaker pages. Between May and August 2026 the agenda took 1,392 views against the speaker pages' 368.
So the build surfaces the line-up where people actually look. The speaker pages sit behind it. They hold bios and sessions before the event, and the session recordings afterwards. Partners get named pages too, because an adviser deciding whether to spend a day out of the office is reading the names on the bill.
The relive page catches people who missed the event, and the Register Your Interest CTA Betta Webs built into it has the highest click rate on the site. 31% of the people who saw it clicked through. It earns that in the half of the year when a conference site would normally go quiet.
Traffic falls off a cliff after the date. The relive page and the announcement post are what the site runs on through it.
