Smarter Financial Planning was using a templated website, which meant that the same copy and images were being used by other firms.
The messaging was mainly about products - it didn't explain anything about the benefits of financial planning. The logo was also in need of an update.
After an in-depth strategy call we were able to identify the firm's unique qualities: credibility, approachability, calmness and integrity.
We also defined the target market: people who were 55+, who had created their own wealth, worked hard and like to enjoy simple things in life.
We rebuilt the website
creating content that would appeal to this audience and a new brand identity featuring a blackbird (known for being warm and friendly) whose body was made up of elements of financial charts.
We also created a flagship video with Jon and a client video that explained the benefits of working with him.
"I had more visitors in the first six months of having a new website than I'd had in the whole time I'd been in business!" says Jon.
We are now creating monthly blog posts, a client newsletter, social media, local advertising and printing for Jon.