Re-design Financial Services Landing Page

Problem Analysis

After a thorough audit of the existing website, I identified several critical issues:

Navigation & Accessibility Issues:

• Left-side vertical navigation is unconventional for financial websites, creating potential user confusion
• Critical functions like 'Client Login' were not prominently positioned for regular users

Content Strategy Weaknesses:

• The landing page lacked a clear value proposition or compelling headline
• Hero image was visually appealing but irrelevant to financial services
• Instagram posts displayed on the homepage had no clear business relevance or strategy
• Service offerings lacked descriptive details, requiring additional clicks to understand what was offered

Design & Visual Hierarchy:

• Cluttered layout with inconsistent visual hierarchy made content scanning difficult
• Outdated visual design didn't reflect the firm's professional standing
• Overall aesthetic failed to inspire confidence in an industry where trust is paramount

Responsive Design Limitations:

• Important content elements disappeared entirely on smaller screens (Client Login button and News)

These issues likely contributed to have higher bounce rates, lower user engagement and missed conversion opportunities.

Current Hero Section Analysis

Research & Strategy

Brand Analysis:

• Examined their existing logo featuring distinctive handwritten script elements
• Noted their established blue color palette which conveys trust and professionalism
• Researched their brand history to understand their core values and positioning
• Identified key services that formed the foundation of their business

Target Audience Considerations:

• Primary audience includes business owners and individuals seeking financial guidance
• Users typically have varying levels of financial literacy
• Many users would be accessed on mobile devices as well

Design Process

My design process followed a strategic approach focused on both user experience and brand enhancement:

1. Strategic Content Architecture

• Reorganized landing page content with a clear visual hierarchy
• Added new sections to better showcase the company's expertise and services
• Designed content blocks to guide users through a logical information flow
• Created dedicated spaces for team introduction and service highlights

2. Conversion Optimization

• Strategically placed clear, compelling calls-to-action throughout the page
• Made contact points easily accessible at multiple user journey touchpoints
• Created visual emphasis for the 'Client Login' and 'Get in Touch' actions
• Designed service cards with subtle interaction cues to encourage exploration

3. Wireframe

• Developed low-fidelity wireframes to establish layout structure

Landing Page Wireframe

4. Strengthen brand presence

• Refined the application of their existing blue color palette for better visual impact
• Incorporated the handwritten script elements from their logo into the design
• Selected professional imagery that better aligns with financial services
• Created a cohesive visual language throughout all page elements

Strengthen Brand Presence

5. Hi-fidelity Prototype

• Responsive design for both desktop and mobile