Planning Capital Management

R2 Involvement: Marketing Strategy, Branding, Web Design, Digital Execution

Clean website design to create lead generation funnel

Website: planningcapital.com

R2 Creative Group was entrusted with the wonderful opportunity to create a brand-new website for Planning Capital Management. This project is an important step in their journey to become the leading independent wealth management firm in Philadelphia.

Goal:

Planning Capital Management truly wanted to be the go-to place for anyone seeking expert financial advice, making sure that clients felt they had a trusted partner for all their money-related questions. To bring this vision to life, we incorporated some essential elements into the website that helped them connect with more people and generate leads. 

• Lead Generation: It was essential to devise diverse strategies for capturing leads throughout the website. This included incorporating forms, calls-to-action, and engaging content that would encourage visitors to provide their information.
• Client Education: The website needed to clearly articulate what sets Planning Capital apart from its competitors. This involved illustrating their unique approach to fees, underlying investment philosophy, and innovative technology solutions that enhance their service delivery.
• Relevance: The content had to focus on the business value that Planning Capital can provide to potential clients, particularly in terms of revenue growth and profit margins. There should be a clear connection made to the firm’s purpose, values, and overarching vision which resonate with the potential client’s goals and aspirations.

A central theme we wanted to communicate was the idea that while many individuals perceive financial planning as merely an investment strategy, the reality is that it fundamentally revolves around understanding people and their life goals. This critical concept needed to be effectively and transparently reflected in both the textual content and visual design of the website.

R2 Approach:

Upon reviewing Planning Capital Management’s service offerings, R2 Creative Group identified that the firm’s most significant distinguishing feature lay in its unique fee structure, which integrated both percentage-based and fee-based models. This innovative approach not only appealed to affluent investors but also made investment management more accessible and cost-effective. To enhance this message, we chose to emphasize this distinctive fee structure, alongside Planning Capital’s visionary outlook, typical client engagement processes, and their comprehensive asset management strategies.

The objective was to communicate this information using clear, succinct language paired with engaging designs. The resulting website is characterized by:

• User-Friendly Navigation: The website is designed for ease of use, facilitating effortless navigation for visitors seeking specific information.
• Inclusivity for a Variety of Clients: The content speaks directly to a diverse audience, addressing various financial questions and scenarios applicable to different client profiles.
• Clear Explanation of the Planning Process: We ensured that the planning process was clearly outlined and tailored to various types of clients, making the information accessible and understandable.

Outcome:

R2 Creative Group implemented a distinctive line-and-ink illustration style accented with watercolor elements, which created a visually appealing aesthetic that differentiated Planning Capital from other financial institutions. This artistic choice also promoted inclusivity, ensuring that individuals from all races, colors, and genders felt represented and welcomed. Dominating the homepage was a compelling image depicting a man climbing a mountain, which effectively symbolized the pursuit of financial success and achievement, thus capturing the firm’s value proposition.

To further bolster credibility and showcase expertise within the industry, testimonials from the firm’s owners were strategically placed throughout the website. Additionally, we highlighted insightful blog posts on service pages, allowing visitors to engage with content that demonstrates profound knowledge in relevant financial topics, while simultaneously establishing a robust internal linking strategy.

Furthermore, R2 Creative developed a user-friendly fee calculator, designed to not only elucidate the firm’s unique fee structure but also serve as an effective lead-generation tool. Altogether, this comprehensive approach has equipped Planning Capital Management with a powerful online presence, enhancing its ability to attract and convert potential clients.