When Bridget Grimes, founder of WealthChoice, first approached us about her website, she had a challenge many advisors face: a beautiful website filled with industry jargon that wasn’t truly connecting with her target audience.
Today, we’re excited to share her transformation story – and the impressive results that followed.
The Challenge: Beyond “Fiduciary” and “Fee-Only”
“Like many other financial planning websites, our copy focused on messages like ‘fiduciary’, ‘fee-only’, ‘holistic planning’ – things that we believe we should say on our websites, but don’t resonate with prospective clients,” Bridget explains.
The original site faced several common challenges:
- Keyword-driven content that prioritized SEO over messaging
- Too many pages diluting the core message Industry jargon creating barriers to connection
- Limited client visibility in the content
- Lack of clear calls to action
The Vision: Speaking Directly to Accomplished Women
Bridget wanted more than just a refresh – she wanted a website that would truly speak to her ideal clients: accomplished, intelligent women seeking financial guidance. Her goals included:
- Creating a polished, modern aesthetic
- Developing approachable, jargon-free content Incorporating authentic client case studies
- Building a positive, educational tone
- Maintaining SEO performance while prioritizing genuine connection
The Results: Numbers Tell the Story
The transformation wasn’t just visual – it delivered measurable results:
Traffic & Engagement:
- Active users increased from 781 to 1.3k
- Event count jumped from 3.8k to 8.2k
- New users grew from 779 to 1.2k
SEO Performance:
Achieved first-page rankings for key terms: “Wealth Choice” “How to Negotiate Equity” “Finance Books for Women”
Expanded visibility for valuable second-page terms like “Work Life Balance and Women” and “What is an Equity Grant in a Job Offer.”
The Secret Sauce: Collaboration & Industry Expertise
What made the difference? According to Bridget, it was the collaborative approach: “Zoe completely understood what we were trying to accomplish and was able to create content that we were looking for. She understands our industry and how best to say what we want to say in a way that resonates with our audience.”
The new site achieves what many advisors strive for: a perfect balance of professionalism and approachability. “We believe the copy of our website is a huge differentiator from other financial planner websites,” Bridget notes.
Key Takeaways for Advisors
Looking to transform your own website? Here are the crucial elements that made WealthChoice’s redesign successful:
- Start with Strategy: Define who you’re really trying to reach and what makes them tick
- Simplify: Focus on clear messaging over industry buzzwords
- Show, Don’t Tell: Use case studies and testimonials to help prospects see themselves as clients
- Balance SEO & Story: Weave keywords naturally into compelling narratives
- Track Results: Monitor both engagement metrics and search rankings
Ready for Your Own Transformation?
If Bridget’s story resonates with you, we’d love to help you achieve similar results. Book a consultation to discuss how we can help your website truly reflect your firm’s value and connect with your ideal clients. And don’t miss WealthChoice’s new and improved website here!
“It clearly states who we serve and how. It’s easy to understand… The process was super collaborative and that resulted in a site that is doing exactly what we had wanted.” – Bridget Grimes, Founder, WealthChoice
