Transforming a Financial Advisory Website from
Digital Brochure to Conversion Engine
The Challenge
Business Context
Company Profile: Financial advisory firm with 50+ years combined experience
Target Audience: High-net-worth individuals (35-65 years) and business owners
Critical Issue: Website functioning as a passive brochure rather than an active business tool
My Role
Digital Product Designer
Duration: 8 months
Team: 4 - Lead, designer, developer, design intern
Deliverables: Complete redesign, LLM integration,financial agent exploration
Design Process: UX Research, Information Architecture, Prototyping, User Testing, Product Strategy, Visual Design.
✨ Tools: Agent.ai, Whimsical AI, Figma, Voiceflow, WordPress, HTML, CSS3
Key Problems Identified
1. Poor Lead Quality
Low conversion rates with minimal contact form submissions Attracting low-net-worth individuals seeking free advice instead of target clients High bounce rate with below-average time spent on site
2. Overcrowded service layout
18 services listed without clear hierarchy or user pathways Single contact button buried in one corner No clear differentiation between service offerings
3. Trust & Credibility Gaps
No visible team expertise or credentials Generic contact forms without personal connection Missing minimum investment thresholds
4. Functionality Limitations
No client portal for existing customers Manual processes for link requests Zero interactive tools for engagement
Before
Redesign Objective
Simple and efficient
Represent the Knowledge and Expertise of the Firm
“Turn expertise into trust and trust into action.”
Streamline the Service Navigation Experience
“From 18 scattered services to a navigable value ladder.”
Integrate Interactive Tools for Self-Guided Exploration
“Tools that teach, engage, and qualify.”
Create a Conversion-Based UX with Trust based contact.
“Don’t just drive clicks. Earn conversations.”
Competitor Analysis
Feature / UX Element
FBS (Before Redesign)
Fidelity
Betterment
Trust Signals
Minimal firm history on homepage
Logos, FINRA/SIPC, disclosures, whitepapers
Human tone, testimonials, blog with education
Contact Options
One “Contact Us” button on top nav only
Personalized contact routing by product
“Talk to a human” button on financial tool pages
Interactive Tools
None embedded; links requested manually
Full library of financial tools + retirement simulators
Goal-based financial modeling on site
Accessibility
Pop-ups, small font, low contrast, non-compliant nav
Tap-friendly CTAs, accessible modals
Mobile-first design; responsive onboarding
Tone & UX Writing
Technical and compliance-heavy
Slightly formal, but client-centric
Friendly, simple, trust-building
Lead Qualification
No filters; all leads routed same way
Different forms for each service
Intake quiz + form routing
AI agent to audit
UX writing Conversion rate optimizer
Persona
Dr. Jason Lin, DDS
Owner of Smile Right Dental
Decision-Making Factors
Wants comprehensive retirement planning beyond investment management.
Looking for a long-term relationship with a consistent point of contact
ABOUT
I’m Dr. Ravi Patel, a 47-year-old owner of Smile Right Dental in suburban Dallas. Since establishing my practice in 2008, I’ve built it to an $800K valuation with $152K annual income. I’m married with two children and have accumulated $280K in retirement savings. I’m seeking professional financial guidance to optimize my retirement strategy, manage practice growth, and create a secure future for my family both here and in India.
Needs
Maximizing tax advantages
Balancing practice reinvestment with retirement savings
College funding for children
Supporting aging parents in India
Pain Points
Limited time to manage investments due to busy practice
Balancing American retirement planning with cultural expectations of supporting family
Uncertainty about optimal retirement account mix
Information Architecture Draft
Flexible for Stakeholder Feedback
Sketched a complete IA overhaul on a whiteboard to categorize services by audience and purpose. Designed for rapid iteration and open stakeholder input.
Header revamp - Client Portal Integration
Cross-sell to clients
Secure login for existing clients.
Transformed website from marketing-only to service platform.
Interactive Engagement Tools
Funnel new customers
Retirement calculator, Estate planning checklist, Financial planning assessment to increase time on site
Accessibility & Mobile UX Enhancements - WCAG AA
Designing for All Hands & Eyes
Integrated haptic feedback and micro-interactions for a more intuitive user experience
Complied with WCAG AA standards to ensure accessibility
Enlarged tap targets for users aged 35–65
Used scalable typography to enhance readability
Strategic CTA Placement
Context specific, minimal scroll
Contact buttons in every section
Context-specific CTAs:
“Contact Portfolio Manager”
“Schedule Financial Planning Call”
“Join WhatsApp Community”
Key Takeaways
Strategic Decisions That Made the Difference
- Every pixel serves a purpose: Moving from aesthetic-first to conversion-first design
- Trust is currency: Personal connections and transparency in financial services
- Accessibility is good business: Designing for 35-65 year-olds improved usability for all
- Websites should work, not just look: Interactive tools and client portals add real value