Prolman and Keane is a financial advising firm specializing in comprehensive financial planning. At the time of the project, their clientele consisted largely of individuals in their 60s or older coming to them for retirement planning, but they were receiving a significant number of newer clients in different industries and age groups.
Goals
The client needed a website that was simple to navigate and would provide a seamless user experience for their older clientele. The design also needed to appeal to the client’s evolving target market of slightly younger business owners, experienced professionals, and physicians.
What We Did
- Website Development
- Logo Design
- Core Messaging Content
Deliverables
To enhance usability, we opted for a tiered homepage with minimal content and a large takeover navigation. Including pivotal information in the separate homepage tiers allowed us to highlight the necessary information about the firm while providing a clean and simple look to the landing page. The takeover navigation style offers an edgier, somewhat trendy approach with large, basic headlines that still make it very user-friendly. Each click from the main navigation leads to a separate page with modular sub-pages that allow the firm to share more about their business while maintaining an uncluttered feel with minimal scrolling. Read more...
The photos on the Prolman and Keane website are intentionally abstract, designed so prospects and clients can picture themselves in these scenes as they browse the site. Each photo contains examples of Prolman and Keane’s suggested target market while maintaining a level of anonymity that allows users to envision themselves in place of the subject.
Their site also contains a unique call-to-action button designed specifically to help clients prepare for their next meeting with the firm. This “Meeting Prep” button not only makes their site simple for current clients to navigate, but also tells prospects that this is a firm that anticipates and prepares for its clients’ needs.
