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The Basics

  • ClientFinancial Plan, Inc.
  • Industry: Financial Planning and Portfolio Management
  • Services: Website Design, SEO
  • Bottom Line: New website design dramatically improved user experience and SEO rankings.

Problem

Financial Plan, Inc, a fee-only wealth management firm in Bellingham, WA, wanted to redesign their website order to improve the user experience for potential and current clients while also presenting an more modern, elegant visual representation of the brand. Having worked with FP, Inc over the past three years, we’d become familiar with their business philosophy, aesthetic preferences, and website needs as a growing local financial services firm, all of which informed our design process.

Financial Plan, Inc. had three primary requirements for their new site:

Aesthetics

The new site should appear modern, sophisticated and informative while preserving a clean and minimalist overall aesthetic. It should present Financial Plan, Inc. as a premier, high-end solution for high net-worth individuals looking for fee-only financial planning services.

Ranking Power

Since FP, Inc. has invested in SEO in prior years, the new site must maintain and build upon the existing optimization, with special consideration paid to URL structures and 301 redirects.

Client Center Integration

In addition to serving potential new clients, Financial Plan, Inc’s site also contains resources for existing clients, which are accessed via an on-site client center. The new site must include this current functionality, in a manner that is consistent with both the new site’s design and the client center’s own platform.

Solution

We began work on the new site in 2017, following our ten-step design process.

Result

The end result was a new WordPress site that delivered significant performance gains in search engine results, increased phone calls to the office, and embodied the brand’s exacting standards for their own work.

In the end, Financial Plan, Inc. experienced a 300% increase in Google and Bing organic rankings.