Howell Financial Group is a financial planning firm that helps businesses and individuals develop the foundations of their insurance policies and financial plans. They care deeply about their clients, and the firm started focusing specifically on business owners and executive benefits when they noticed how underserved small businesses were in this area. This became a valuable entry point for client relationships, and consequently they also serve a significant number of individuals they meet through their work with employers.
Goals
With over 20 years of experience serving small businesses, Howell needed to highlight their expertise in serving business owners without alienating their significant number of individual and family clients. Read more...
Part of Howell’s brand promise is that they help companies who care about their employees care about those employees better. The firm’s messaging needed to affirm that Howell understands the needs of its clients and showcase their commitment to helping them serve their employees and families well.
What We Did
- Website Development
- Logo Design
- Core Messaging Content
Deliverables
To appeal to the busy business owner as well as the employees they serve, Howell’s website needed to be easy to navigate, resonate with their clients’ core concerns, and highlight their expertise in serving business as well as individuals. To accomplish this, we created a simple yet informative website that highlights all the necessary information on the homepage. Their company overview provides a short but compelling message about the firm and their commitment to clients, and their “Expertise” section provides an at-a-glance overview of all their services, strategically placing employee and executive benefits at the top of the list. Read more...
Howell wanted to make it as simple as possible for busy business owners to find relevant information and take the next step to do business with them. They needed to help prospects save valuable time by guiding them through the process and getting them as close as possible to a consultation. To accomplish this, we created a homepage that gives a quick and direct overview of the firm, their areas of expertise, their process, and how to get in touch. Then we placed a “Request a Consultation” button next to the top navigation where it’s always easy to locate.
Their minimalistic navigation also provides a modern way for users to browse the site. Rather than a takeover navigation that covers the screen, their menu appears in a convenient pop-out with intuitive subcategories, making it simple for busy users to find the information they need.
Their dynamic headline (“You care about your family/business/charities,” etc.) allows the firm to highlight each area their clients care about without cluttering their landing page. This eye-catching feature provides a clever way to call out different client needs, and their secondary tagline is a perfect way to establish empathy and reinforce their commitment to serving clients: “We’ll help you care even more.”
