integrity wealth website

Integrity Wealth Website Redesign

Role

Website Designer and Developer

Research, planning, design and development

November 2021 to March 2022

Overview

Integrity Wealth was looking for a new website to showcase their updated logo, and to make tools more accessible to clients and prospects. After consulting with key stakeholders about business goals, I created the Integrity Wealth website from the ground up. I started with keyword research for SEO, then developed wireframes and content. Once the basics were covered, I started designing and then eventually developing. I developed the website using WordPress and Elementor.

Background and Project Scope

Integrity Wealth is a wealth management firm that serves everyone from young couples to retirees. After a logo update that was more modern and web friendly, they were ready to update their website to reflect the change. I was tasked with creating a website for them that showcased the modernity of their logo and new branding. They pride themselves on a human centered way of operating, with a unique boutique type positioning – they want to stand out from large competitors such as Fidelity.

After speaking with key stakeholders, it was clear that they were wanting to expand the information contained on the website to showcase their services more effectively to potential new clients. Not only did they want to do a better job marketing to new clients, they also wanted to ensure their current clients had quick access to the tools that they had come to expect access to through their website.

Initial Research

After garnering a clearer idea about what Integrity Wealth was trying to accomplish with this new website, I set out to understand the client base and their needs better. I did this using multiple methods:

Internal reports that broke down the percentage of their clients based on age
Analyzing their Google Analytics to understand where their website was most frequently accessed
Interviews with advisors in the office to investigate the client based they were hoping to target and their age range
Analyzing the website heatmaps

Defining the Problem

Once I did research on the client base and desired new clients, there were a few obvious pain points:

Their old website had little to no information about the type of client they serve.
They did not have a mobile optimized site, despite their user base accessing their site on mobiles <75% of the time.
They were paying for a lead generation service, but no real strategy to specifically market to those prospects.
The heatmaps showed that many of the site visitors were navigating to the Client Portal where current clients were able to access their account information.

Designing a Solution

Now that I had a clearer idea of areas for improvement, I set out to create a site that made more clear to site visitors the type of client they serve, as well as a clearer description of their services. Secondary to new business was catering to the current clients needs of quickly and easily accessing their online account. The third solution was prioritizing the ability to schedule an initial consultation with an advisor, without having to dig too deep into the site. After creating basic wireframes and mockups of the site and garnering approval to go forward from stakeholders, I moved into the final design phase.

Final Designs

Ideal Clients Defined

My finalized designs incorporated clear imagery of the ideal client Integrity Wealth was targeting, each linking to landing pages that explained the services provided for those groups more specifically. These interactive tools were designed to draw attention and invite the user to click onto a new page with more information about the firm.

Clearly Defined Services

These landing pages were designed to explain to the client how Integrity Wealth can help them at their unique juncture, continuing the use of bright and modern imagery showcasing the human aspect of the business.

Quick Access Calls to Action

I eventually landed on a simple header that has a prominent button linking to the scheduling page, where they can stay on the site and book their initial consultation at any point along the users journey. Secondary to the discovery call callout, is the contact information for the firm, a search function, and a link to the client portal. This information is also reflected in the footer, along with a contact form that sends an email message directly to the administrators at Integrity Wealth.

Other Site Aspects

Aside from the design solutions that targeted the define problems from my research, I also worked to include data that was easy to understand and that showcased the success of the firm from a numbers standpoint.