Hoover is a boutique financial firm in Kansas that delivers a small-town feel for its varied range of clientele. Built on trustworthy relationships, Hoover’s goal is to help its clients achieve the best possible outcomes for whatever situation they face. The firm specializes in serving a few specific but diverse markets—physicians, farmers, and high-net-worth individuals.
Goals
Hoover has a specific marketing need that we see with a lot of our advisors—they serve several niche target markets almost equally, and they need to speak to each of these audiences without alienating others or overwhelming their message. Read more...
They wanted a site that represented their local, small-town feel but didn’t pigeonhole them as a Kansas firm, since they’re licensed in several states. They also wanted to maintain their identity as a warm, inviting team that takes care of clients like family.
What We Did
- Custom Website Development
Deliverables
The Segmented Site: Serving multiple and yet diverse target markets is a common “problem” for a lot of advisors. One of the best ways to address this on a website is with a segmented design. Hoover’s landing page is extremely simple, with a headline and four icons that represent their core target markets. When a user hovers over each market, they see a photo that represents that category. Prospects are able to click the category that best describes them, and from there, their experience on the website is tailored to their industry. For instance, in the “Farmers and Ranchers” segment of the website, Estate Planning is listed first under Services and is described in terms of farmland and farm owners; on the “Physicians and Healthcare Professionals” segment of the website, Retirement Planning and Debt Management are listed first, both in relation to a doctor’s specific planning needs. Read more...
The Catch-Alls: Another common messaging conundrum is how to address your “extra” target markets. Hoover doesn’t serve strictly physicians, business owners, and farmers—those are their core markets, but they don’t want to alienate other prospects that fall outside of those categories. When this is the case, we include what we call “catch-all” language to help tie in the rest of their market. That’s why Hoover’s homepage lists “Business Owners and Executives;” “High-Net-Worth Individuals and Families.” By adding these phrases, you can address your core markets without alienating others.
To make the website warm and inviting, we focused heavily on images of people (specific to their target industries) and used minimal whitespace. The initial landing photo is a nod to their Kansas location, but the rest of the site retains a client-centered approach. We also dark-casted the photos and used black and gold accents to complement their other branded collateral.
