We often hear from financial advisors, insurance agents, lawyers, and other business owners who know they need to pay more attention to their online marketing, but feel overwhelmed and don’t know where to start. They want a well-designed, mobile-responsive website, but don’t want to spend months on the project only to create a site that is outdated within a year or two.
At Twenty Over Ten, each of our clients is assigned a Design Coach from the beginning, who serves as the main point of contact throughout the design process. Depending on your needs, you may then also get support from our Marketing, Copywriting, or Social Media teams, however everything starts and is built around your online brand and identity, which is rooted in your website.
Your digital marketing should start and be built around your online brand and identity, the foundation of which is your website.
Your website is available 24 hours a day, 7 days a week. It represents you and serves as your voice when you are not there to answer questions or talk to clients. And when your site is built on Twenty Over Ten’s platform, you can rest assured that it will not quickly go out of date, as we not only ensure your site will continue to look great on every device, all the time, but we also give you the tools to mangae your site via our user-friendly CMS (content management system).
For this week’s client showcase, we are profiling Cambridge Financial Group based in Tucson, AZ, who has done a fantastic job of building a site that allows their authentic voice to show through on the web. I had the pleasure to speak with Penny Marchand and get some insight into the firm’s new website.
Penny shared that a big website update and overhaul was needed as Cambridge Financial Group’s website was looking dated. Her favorite part of the new site is how it flows a lot smoother and the simple, easy-to-navigate design that sets it apart from other firms in the industry. Working with her Twenty Over Ten Design Coach, Penny decided to go with a single-page scroll site, as it provides a modern look and feel and easy navigation.
Another unique aspect to the site layout is the “Our Team” page, where the employees that makes Cambridge Financial Group successful are featured. When you hover over the image of the team member, a black overlay box pops up with a small bio and contact information. This interactive feature allows visitors to only see the information for those team members whom they are interested in reading about, allowing for a better User-Experience, as one is not inundated with content that may not be relevant.
“People read differently on the web than they do when reading printed material”
One thing we always tell our clients is “People read differently on the web than they do when reading printed material”. That is, people SCAN when reading websites. The more you can develop your content so that it is easy for visitors to scan your site and find what they are looking for, the more user-friendly your site will be, and the more likely users will be to complete any CTAs (Call to Action – signing up for your newsletter, scheduling a meeting, filling out a contact form, etc.)
Cambridge Financial Group is a wonderful example of a site that was built for easy scanning. Take for instance, the “What we are vs What we are not” section. Users can easily determine whether Cambridge’s services are a right fit for them. Penny shared that the idea behind this section was for prospective clients to know right away who Cambridge Financial Group is and why they are different from other financial professionals. In this way, the firm is able to set themselves apart in such a competitive industry.
Another great example of this principle is the “Our Services” page, which uses short paragraphs to quickly articulate the various services Penny and her team can provide. The design team at Twenty Over Ten developed icons to accompany each paragraph, making the whole page even easier to quickly scan.
Penny has already received a lot of great feedback from both clients and colleagues on her new site, and the team at Twenty Over Ten has even used this site as a reference to show other clients how to concisely write content for the web. We are sure that the positive feedback will continue as Cambridge Financial Group continues to succeed and uses their new website as the anchor for their digital marketing.