For today’s Advisor Website Showcase, we caught up with Craig Popp of Accru Wealth Management. Together, we explored the design and features of the Accru Wealth Management site. Read on to discover how the history and features of the website blend to create an effective marketing strategy.
Using our Fresnel framework, the Accru Wealth site uses a bright color palette and clear copy to create a welcoming and memorable website.
An emphasis on trust is apparent throughout the entire website, as each page returns to the relationship between advisor and client. This is demonstrated best on the “Our Approach” page, which asks clients to truly consider whether their services are a right fit, demonstrating Accru Wealth’s genuine interest in their clients’ financial well-being.
Below is our Q&A with Craig Popp, covering the design process, features and marketing of the Accru Wealth site. Read on to learn more, and discover inspiration for your own website.
Accru Wealth Management Q&A
1. Can you tell us a bit more about your services and the history of your firm?
We’ve been serving clients in our area for over 30 years—associated with Raymond James Financial Services for most of that time. I’m most proud of the fact that we have many generational relationships. I recently purchased the business from Eric Weiberg. He had purchased the company from a gentleman named Harold Westhoff in the late 80s. We still have client/family relationships that started with Harold.
We rebranded as Accrū Wealth on January 1 (the website being part of that). Accrue is benefits received by someone in regular or increasing amounts over time. Our team put a lot of thought into how this reflects our mission and supports our long-term vision to serve the area. Our thought was the use of the macron gave the name a contemporary twist.
2. Each of our website frameworks offers users a different experience. The Accru Wealth site uses our Fresnel Framework to create a strong and unforgettable first impression. What went into the process of deciding which framework to use?
I made the important decision to outsource the rebranding work to a local company, TEN17 Media. This decision falls on them. They felt it matched well with our logo and brand identity. From my perspective, I liked the ease of navigation and simplistic look. Sometimes less is more.
3. Your site recently launched but already has an active blog. Could you share some of your current plans for your blog and content strategy?
The goal is to inform and educate. I believe in empowering clients to make them better investors. The beauty of blogging—and combining that with social media—is the ease of delivering content to clients. One comment I regularly receive from clients is the amount of content I consume and share.
I have a list of article topics for the blog. Some probably won’t make it—and new ones will surface. All content circles back to our objective (inform and educate).
4. The Accru Wealth site does a great job of emphasizing the relationship between advisor and client and the inherent need for trust. This is demonstrated throughout the site, but most of all on step 3 of the Our Approach page. In terms of marketing, what other strategies have you used/plan to use to build trust in prospects?
In my opinion, building trust is all about being authentic. The majority of our new clients come from referrals. I believe that is because current clients appreciate that we are genuine. We also stress our commitment to a disciplined process—from both an investing and planning perspective. It doesn’t take long for anyone to realize that.
With the new brand, we are going to try some different things. One item in production is a postcard mailing. The front design contains our team photo, logo, and contact information, while the back will change each mailing. This version is “Craig’s Favorite Investment Quotes.” The goal is to keep it light-hearted. We want people to see the personal side of us.
5. Social media is integral to the growth of your online presence and overall marketing strategy. We noticed you’re active on both LinkedIn and Facebook. And you’re using video! Could you share a little bit about your choice of channels and general approach to social media?
We are data-driven decision-makers. At this time, it seems clear that LinkedIn and Facebook are the key platforms to be active. When the data says to change, we will.
My approach is to share what I find interesting. Some of our most successful posts are not industry-related. For example, in December, I posted an article about WD-40 (the can that always can) mainly because I grew up on a farm and thought it was a fun story.
Finally, I’m excited to see what we do in video this year. I’m letting TEN17 run with it. We’ve mapped out a plan for some evergreen content to start and then move into timely topics—or whatever I want to talk about!
6. If you could give other advisors looking to redesign their website just one piece of advice, what would it be?
Once you find the right partner, you’ve done 90 percent of the work.
7. Was there any part of the website design process that you were not looking forward to or thought might be difficult that turned out to be better than you initially thought?
Being associated with a broker/dealer, I was nervous about the compliance side of building a new site. One of the reasons I chose Twenty Over Ten was I felt they understood the regulatory requirements. I was even surprised about how few changes compliance requested.
8. How would you summarize your experience working with Twenty Over Ten?
Experience matters—and you can tell it’s not their first rodeo. The writing team and designer took the intake form and Copywrite call information and turned it into our voice. When I previewed the first draft, I immediately thought, “this is Accrū Wealth.”
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About The Author
Stuart is a Content Marketing Specialist at Twenty Over Ten and enjoys creating content that both entertains and educates. A Game Designer at heart, he can be found pursuing one of his many hobbies during his free time.