Web Design for an Estate Planning Fintech Startup
Sep 2018
Role
Design, Development
The Challenge
Estate Guru Pro is a cutting edge legal and fintech startup that provides simple estate planning tools for financial advisors. Estate planning has been stuck in the same place for decades: long forms, hours with attorneys, and ridiculous fees. Estate planning can also be a headache to understand. Financial advisors are sometimes hesitant to recommend estate planning solutions, depriving clients often of an important financial vehicle.
With EG Pro, advisors have a cloud-based digital estate planning tool powered by AI. They can just plug it in and everything is taken care of for the advisor, the attorney, compliance, and the client. This cuts down the cost for the client and unlocks additional revenue streams for advisors. Everybody wins.
They had already seen the success of the product in their consumer business. With EG Pro, they harnessed that power so that enterprise clients could benefit.
They came to us because they needed a website to:
- Explain the product benefits
- Highlight the wide variety of product use cases
- Educate advisors on how to deploy the product in their practice
- Generate appointments
The Solution
User Experience
Falling in love at first sight
To help them show off all the ways EG Pro makes people’s lives easier, we created an ultra long landing page that captures all of the benefits. The way we leveraged contrast, imagery, and UI makes you want to keep scrolling. As a result, the user thinks “wow, this can do a lot for me” instead of “oof, this is overwhelming.”
Product Presentation
The unique thing about the product is that it has so many applications in so many different contexts. Whether you’re a financial advisor, accountant, or real estate professional. And the benefits vary depending on your practice. So instead of creating one master product page, we created a template to show the product benefits based on the industry. For each industry, we:
- Tell a story on how EG Pro can help make life easier
- Show specific product use cases and benefits
- Provide a starter kit on incorporating estate planning
- Provide CTAs to book a demo with an industry expert
Education and Resources
Since estate planning can be tricky, we created a resource center that allows advisors to learn everything they need. It includes articles, webinars, and interactive guides. We designed the information architecture of the resource center to align with the estate planning process. This makes it easy for the advisor to find help based on where they are in the process.
We also integrated Calendly to automate the appointment scheduling process. And we strategically placed CTAs throughout the site based on where the user was in the journey.
Results
We were able to help the sales team save time with a 10% decrease in the redundant support inquiries thanks to the online resources. Once the website launched, the site drove a 18% increase in revenue for that quarter.
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If you’d like to learn more about Estate Guru Pro or discuss potential projects, feel free to shoot me a ping.
Till next time — own your power, give back, and leave no stone unturned.
Black Lotus Out.
