Franklin Capital Strategies is a third-generation firm serving successful business owners, athletes, and entertainers. They’re extremely customer-service oriented, and they pay attention to every detail of their clients’ lives, sending anniversary and new-baby gifts to their clients. Although their main book of business comes from business owners, the principal has a background in professional athletics, and at the time of the project, the firm was receiving an increasing number of referrals for professional athletes.
While the majority of FCS’s clients are business owners who need complete financial planning and money management, the firm also serves athletes and entertainers extremely well. Most of their athlete referrals are for insurance needs and come through the athlete’s money manager. As such, FCS needed to make it clear that they serve these clients well without threatening the relationship with the athlete’s money manager. They needed a site that spoke to their athlete market’s specific needs; at the same time, these niche services couldn’t overshadow their comprehensive planning services for their primary book of business. Read more...
Working with high profile and HNW clients, Franklin’s site needed to be cutting edge, modern, and unlike any other advisor’s. They wanted a sleek and minimalist design with content that intrigued the user just enough to contact them.
Being a third-generation firm, it was extremely important that we told the story of the evolution of the practice over the years. Although the principal’s grandfather and father are no longer with the firm, their history with clients and impact on the firm’s growth was vital to the representation of FCS.
FCS is also passionate about serving LGBTQ families, and they wanted to make sure to represent this clientele on the website.
What We Did
- Custom Website Development
- Core Messaging Content
FCS considered creating a separate website for their sports and entertainment services, but in the end, we decided it was best to include all of their clientele on one website. To represent both core markets, we created a page dedicated to the firm’s expertise in working with athletes and entertainers. While it stands out among the six pages in the navigation, this page doesn’t overpower the website, and it’s clear from the homepage that FCS serves a range of clientele with comprehensive planning services. One of the benefits to taking this approach is that clients will see FCS’s entire range of expertise, which could spark referrals between different markets. Read more...
On the homepage, we used a video reel that exemplifies the firm’s various target markets and a headline that clearly defines the strengths of Franklin Capital Strategies. The short Welcome message on the homepage gives a high-level overview of the firm’s brand promise and primary services, and the page is finished with a section titled “Let’s Meet.” The firm’s clients each have different meeting preferences, and by using three large icons (for a phone meeting, video conference, or in-person meeting), we were able to call out the different options prospects have to meet with the firm without adding much text to the homepage.
We were very intentional with the amount of content we used on Franklin’s site, and we kept everything from the navigation to the verbiage as minimal as possible. There are no sub-pages on this site, just six main pages with the most important information the firm needed to highlight. The end goal of the entire website is for prospects to reach out to FCS—which is why we placed the “Let’s Talk” button as a static feature in the header—it was so important, it needed to stand apart from the rest of the navigation.
The FCS contact page goes beyond the typical contact form and phone number—users have the option to schedule an appointment or provide their email address if they simply want to “stay in touch.” We love this approach because it’s extremely direct—most prospects don’t take action on a website because the advisor simply doesn’t tell them how. And with FCS’s “Let’s Talk” page, prospects can decide if they’re ready to meet and schedule an appointment or opt to stay in touch and automatically become a warm lead—there is no in-between.
With a firm that’s been around since the 40s, you can’t ignore history. Without straying from the modern design, we added a sleek timeline feature to the company’s About page.
FCS had multiple articles that highlighted the progress of the firm through the years, and by adding them to an interactive timeline, we were able to feature this valuable information in a unique way that didn’t bog down the page.