H Financial Management
Goals
Redesign the H Financial Management (HFM) Website to create a more organized structure, so that prospects and clients may find the information they are looking for. The HFM website will uniquely set them apart from other financial firms and not just serve as a “cookie cutter” solution. The HFM website must retain and generate confidence in its current clients and generate referrals from their target market.
Communication
H Financial Management wants to communicate a focus on the client as an individual person with individual needs and goals, where the company is always putting the clientʼs best interests first. It wants to evoke a sense of trust, tradition and values while forming long-term personal relationships with their clients. In addition, they want the visitors to the site to visualize themselves achieving their financial goals and dreams. H Financial Managements Motto: “Helping People Manage and Simplify Their Financial Lives.”
Objectives
The HFM website redesign will focus on structure and information architecture as well as creating sleek, modern design elements. The website will be divided into 5 main sections. The first section, “Personal Investing”, gives a basic overview of what HFM specializes in, including: Financial Planning, Asset Allocation, Retirement Planning, Estate Planning, Investment Planning, Education Planning and Insurance and Annuities. The other 4 main sections focus on needs for specific groups including:
- Employees/Retirees of big corporations
- Owners of small business
- Wealthy Individuals
- Current Clients
Special attention will be given to copywriting for the site, since this will be a driving force for generating referrals through current clients and helping to make clients feel at ease. The copy will emphasize a more client-centered, conversational approach that is non-threatening and does not contain “corporate speak”. The redesign will also create a special section just for clients, where current clients may go for frequently asked questions, guides for reading their statement, looking at their statements online, as well as a call to action to refer a friend. Each element must be compliant according to SEC regulation.
