Financial planning · Ottawa, ON · 2023
Forest Financial Planning
A calm, credibility-first site for a fee-based financial planning practice.
Scope
- Website design
- Copy structure
- SEO
- Booking flow
- Client
- Forest Financial Planning
- Sector
- Financial planning
- Year
- 2023
01
The challenge
Planning is sold on trust, and trust is hard to design in a category full of stock imagery.
02
Our approach
Warm neutral palette, plain-language service explanations, planner bios up front, and a consultation booking flow that reads like an invitation rather than a sales funnel.
03
The outcome
A practice site that matches the tone of the advice being sold.
Design decisions
Three choices that made the difference.
Warm palette instead of corporate blue
Fee-based planning sells on human trust. The palette, photography and typography were chosen to feel like a conversation in an office, not a bank's quarterly report.
Plain-language service explanations
Every service is described in the words clients actually use, with jargon defined inline. Clarity here doubles as search content for the questions people type before they book.
Planner bios placed before services
Prospects choose a person, not a product. The bios lead so credentials and philosophy are established before pricing is ever considered.
What the site was built to be found for
Financial planner and fee-only advice searches in Ottawa, plus the informational questions — 'what does a financial planner cost', 'fee-only vs commission' — that precede them.
Where we would take it next
An article programme answering the fee and process questions prospects ask before booking, which is where this category's organic upside sits.
What we built
- —Service pages written in plain language
- —Planner profiles with credentials
- —Consultation booking flow
- —Educational content structure for pre-purchase questions
Responsive build
The same site, engineered for the phone in your customer's hand.
Tap-to-call in the header, a quote action always in reach, and images sized for mobile data. The mobile view is not a shrunken desktop — it is the primary design.
Next step
Want results like Forest Financial Planning?
Tell us about the business and we will come back with an honest read on scope, timeline and cost.