Syndicus is a financial planning firm whose primary niche is helping attorneys and their clients manage money from settlement cases. The principal advisor has owned a variety of businesses and enjoys helping entrepreneurs oversee their unique financial landscapes.
Goals
Syndicus needed a website that called attention to their expertise in serving attorneys without alienating other business owners and individual clients they serve. They wanted to specifically highlight the firm’s unique knowledge and background in serving attorneys, since their specialization in dealing with settlement cases is not one that most advisors offer. Read more...
The client wanted a clean, streamlined website that touched on the crucial aspects of their expertise without over-informing the user. The goal was to provide just enough information to affirm the advisor’s expertise level and entice prospects to get in touch.
In this advisor’s experience, many attorneys have strong opinions about insurance companies and highly value New York Life’s reputation. For that reason, it was important to highlight Syndicus’s affiliation with NYL on the site without overshadowing the Syndicus brand.
What We Did
- Custom Website Development
- Core Messaging Content
Deliverables
The overall style of the Syndicus site—from the photo choice to the color scheme, to the icons used—emulates the sophistication often associated with a law firm. By segmenting the site into three separate target markets (Attorneys & Their Clients, Business Owners, and Individuals & Families), we were able to prominently feature the firm’s niche target market without watering down the rest of the information for business owners and families. We strategically placed attorneys first in the menu navigation, and for each section of the website, the services listed and content featured were chosen for their specific audiences. Rather than adding extra verbiage, we represented Syndicus’s list of services with icons and included a few educational videos relevant to each audience. We also customized the company overview content for each segment of the website so we could call attention to each of the markets’ specific pain points and desires. Read more...
By including a Strategic Alliances section, we were also able to call attention to the firm’s proud affiliation with New York Life without it being the first thing a prospect would notice on the site.
