Investing in an authentic brand voice
As fee-only financial advisors, Market Street takes a much more personable approach to managing wealth than the Edward Joneses of the world. They’re a team who knows who they are to the core — and they tapped Kicks to make sure their website spoke authentically to the down-to-earth Market Street experience.
Casual conversations with the millionaire next door
No matter what industry you’re in, there’s nothing that sucks more than sitting in a stuffy boardroom surrounded by old dudes in suits and ties. That’s especially true when you’re dealing with something so personal — and emotional — as money.
When we started our conversations with Market Street, it was obvious that they put the “personal” in personal finance. Their entire team has a real ease about them, swapping the dusty old suit-and-tie routine for casual quarter-zips and chats about dogs and how your college football team did that weekend.
After falling for the Market Street charm, we knew that capturing that voice authentically would be a key for their new site — especially as they focus on their target audience of “the down-to-earth millionaire next door.” We set torch to all the arcane financial jargon and wrote up a website that speaks just like Market Street does: eye to eye, not over your head.
Enough about us, let’s talk about you
When you’re dealing with the titans of the financial industry, it’s hard to feel like you’re worth anything more than the number of zeroes in your portfolio. Market Street knows that shopping for a new financial advisor can really suck, so they leaned on Kicks to flip the script.
As part of Market Street’s new site, Kicks built an interactive onboarding tool for potential clients that focuses on their life, instead of their money. What’s the biggest thing keeping you up at night? What’s something you’re looking forward to? What do you want your legacy to look like when you’re gone?
For users, it’s a more engaging way to explore a financial plan that’s right for your life. And because those responses are sent directly to Market Street’s advisors, it lets them show up informed to those initial get-to-know-ya meetings with prospective clients.
With alignment on brand, audience and U/X, Kicks set up Risers For You for a big leap forward.
Selling a clean, simple product is only as clean and simple as your e-comm site. When we redesigned Risers’ website, we did it with a simple user experience in mind — especially considering the older end of the audience spectrum.
By leveraging WooCommerce, we helped Risers offer a customized shopping experience for their range of products. Users can easily filter to find the right leg shape, finish and size for their furniture.
Throw a rock at any financial website and you’re bound to hit a million stock photos of old dudes in suits and ties shaking hands. Or even worse, boring charts and tables about financial stats that you need a degree to understand.
Our goal in revamping Market Street’s website was to kick the dusty old industry standard visuals to the curb. We instead opted for a modern aesthetic that blends illustrations with custom photography of the Market Street team.
A foundation for effective marketing
Writing detailed web content is pretty bog-standard protocol when you’re building a website. We wrote up elaborate content that’s interactive and drives user engagement, but what’s more exciting is how that content sets Market Street up for future success.
Through ongoing blogs, emails and paid advertising, Kicks will serve personalized content to Market Street’s clients based on their specific financial goals. For example, a young barista might get on the “5 tips to help you start saving for retirement” track while a retiree with her feet in the sand in Sarasota might get served details on tax loss harvesting.
The work you do for your website content today can set you up for marketing success down the road. When it’s time to rebuild, remember to call on Kicks.
Huge credit to Kicks for getting us where we want to take ourselves. It’s so refreshing to collaborate with a team that listens and doesn’t steamroll our ideas. You guys really knocked it out of the park!
Kyle Thompson, Partner, Market Street
Being a financial advisor isn’t about the size of the portfolios you manage or the accolades you’ve won. At least, that’s not what it’s about at Market Street. What matters about them is you — your life, and how they can make your wealth work better for the life you want to live.
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