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Affinity Financial Planning

Through Affinity FP, Tom and Adie help local people in Scotlands Central Belt with all things financial advice from mortgages and investments to pensions and life insurance.

With over 80 years of combined experience, the team at Affinity confidently recommend the best products on the market for each client's situation, and navigate them through the buying process. As a local company, Affinity is committed to delivering a face-to-face service, where they can get to know potential clients on a personal level.

Visit affinityfp.com
Photo of the affinity team

Project Goals

Tom and Adie had been running their business for over 20 years. Although they had a website, they felt that it didn’t reflect their company values of helping people from all walks of life. It was also extremely “wordy” and didn’t encourage people to get in touch.

They were ready for a website that:

Highlighted their reviews
Had a modern, clean interface
Looked great on mobile devices
They could manage themselves after launching

The "before"

Until we started working together Tom and Adies website hadn’t been touched in 4-5 years. The site wasn’t optimised for mobile, nor was it GDPR compliant, and the stock images didn’t fit the companies brand image.

Screenshot of Affinity FP's old website

Project Highlights

Free to focus on their own valuable work

Not only did they get to continue focusing on their own work throughout the project, Tom and Adie now have total control over their site, so if they want to update a service, they can jump in and make quick changes easily.

Up-to-date details

Affinitys website is now completely up to date, so Tom and Adie don't have to worry about old statistics from 2014 or pages for services that they no longer offer. They know exactly what is on their website, and have even integrated helpful calculators to assist clients from the get-go.

Confident about sending clients to their website

Gone is the website shame that held the Affinity team back from proudly sharing their website with others. They're now happy to send potential clients to their site to find out more about their services.

Mobile use has increased by 20%

Although their old site worked on mobile, it hadn't been designed with mobile use in mind. Now it's easy for clients to browse the site wherever they are.

Colours & Fonts

I chose a calming colour palette to reflect Affinity's steady and confident energy. Affinity already had a logo that they were happy to keep, so I based this combination of turquoise, teal, white, grey, and black on that.

To create a welcoming, modern look that matches Tom and Adies expertise, and assertive attitude, I used Futura for headings and Fira Sans for body text.

Preview of Futura font. The image reads "Come on Ross, you're a palaeontologist. Dig a little deeper"Preview of Fira Sans font. The image reads "Come on Ross, you're a palaeontologist. Dig a little deeper"

Stock Photography

Tom and Adie described Affinity's brand personality as local, honest, no-jargon, and helpful, which I used as the basis for pulling together stock photos. It was important to me that the stock photos were inclusive and fostered a sense of community across different social-economic backgrounds.

Copywriting

The challenge for writing the copy for Affinity was how much there was (22 pages) and how to strike the balance between giving enough information to the reader, without boring them with article-like pages that the majority of users wouldn’t read.

During our brand interview, I spoke with Tom and Adie at length about the services they help clients with, common pain points, and frequently asked questions. By dedicating an FAQ section to each page, solely for common questions specific to that page’s topic (pensions, insurance, etc…) then readers could find quick answers to any queries they had.

Because many of Affinity’s clients often haven’t worked with financial advisors before, they’re often skeptical about making that first move for worry that they’ll end up speaking to someone who uses a lot of financial jargon and isn’t very approachable. To address this, I posed the team a list of questions, whose answers were added to a “meet the team” section, so website visitors would feel more comfortable and felt like they knew the person on the other end of the phone.

screenshot: "how we work" copywriting notes
screenshot: "who we are" copywriting notes
screenshot: "home page" copywriting notes

The Website

I brought together the colours, fonts, stock photos, and copy to create a website that led Affinity Financial Planning's clients through a clear user journey so they could easily get to where they needed to go. After researching their industry and getting to know Tom and Adie, and the services they help their clients with, I was able to design a user journey that made it super easy for website users to find out more about.

The completed website is made up of 3 main elements:

Core pages: Home, About and Services
Individual service pages - 22 pages in total
Contact page making it easy for people to drop and enquiry email, or call Affinity straight away
Screenshot of Affinities Life Insurance PageScreenshot of Affinities FAQ SectionScreenshot of Affinities Home PageScreenshot of Affinities Income ProtectionPage
Preview of Affinities website on mobile screens

The Results

Free to focus on their own valuable work

Not only did they get to continue focusing on their own work throughout the project, Tom and Adie now have total control over their site, so if they want to update a service, they can jump in and make quick changes easily.

Up-to-date details

Affinitys website is now completely up to date, so Tom and Adie don't have to worry about old statistics from 2014 or pages for services that they no longer offer. They know exactly what is on their website, and have even integrated helpful calculators to assist clients from the get-go.

Confident about sending clients to their website

Gone is the website shame that held the Affinity team back from proudly sharing their website with others. They're now happy to send potential clients to their site to find out more about their services.

Mobile use has increased by 20%

Although their old site worked on mobile, it hadn't been designed with mobile use in mind. Now it's easy for clients to browse the site wherever they are.

Client Review

"Having worked closely with Rachel throughout the project, I would have no hesitation in recommending her to anyone looking to have work done in respect of their website, whether it's having a completely new one created or giving their existing site a makeover.

The whole project was undertaken in the agreed timeframe with absolutely no fuss or inconvenience.

With Rachel taking on the workload, it let me concentrate on my day to day work."

-Tom Ward, Affinity Financial Planning Ltd

Speak to Rachel

Your brand is worthy of a great website, let's have a chat to see how I can help. Book a free call using the calendar below, or click here to open Calendly to chat about your project.

Here's what we'll cover on a free 45 minute Discovery Call

• How to position and sell the value of your service
• How to define the market that you should be pursuing when your website is Live.
• How to define your unique competitive advantage for your service.
• How to make website users feel welcomed and encouraged to take action.
• Estimate setup costs for your website to succeed.

PLUS, you'll get a personal Accessibility Audit (£69 value) completely free!

👇 Book a call below 👇