Transforming Chesley Taft’s online presence in a changing financial landscape
They approached BFT asking for help while they adapted to the evolving financial landscape, particularly the impending “great wealth transfer.” With the inevitable generational switch, Chesley Taft was aware that new tactics were necessary to showcase their services in a relevant, updated manner.
Challenges in Generational Differences Affected the Firms’ Brand Image
Changing Target Audience Dynamics
As Chesley Taft started to work more closely with those family members who would inherit during the great wealth transfer, and catered to a more diverse client base, they faced the challenge of not effectively communicating with this new audience. Their existing website did not resonate with the preferences and expectations of the younger demographic.
Updated Web Design to Match Millennial Expectations
The firm’s website design needed a contemporary makeover to appeal to both new and existing clients. The messaging and proof points also underwent a revamp to align with the changing needs and aspirations of their evolving clientele.
Efficient Digital Marketing Communication
Chesley Taft recognized the importance of modernizing their client communication strategies. They asked BFT to help them implement effective email marketing campaigns to stay connected with clients and provide valuable insights.
News and Team Section to Showcase Expertise
Chesley Taft wanted a dynamic way to showcase news and featured items to engage visitors and demonstrate their expertise. Additionally, they needed a solution to highlight their team’s specialized backgrounds.
A Multifaceted Communications Approach from BFT
Our team worked closely with Chesley Taft to address these challenges and create a tailored solution to modernize their online presence.
Brand Messaging Refinement
BFT collaborated with Chesley Taft to redefine their messaging to resonate with younger partners and clients, focusing on their unique approach and long-term success.
Dynamic Web Content Showcase
We designed a news and featured items section on their website, allowing them to highlight their thought leadership and market insights effectively.
Team Expertise Highlight
Developed as part of the project, a new dedicated section showcases Chesley Taft’s team, emphasizing their specialized backgrounds and experience.
BFT’s comprehensive solution yielded important results for Chesley Taft, including:
Increased User Engagement
The dynamic content showcase and modern design attracted a broader audience, including younger partners and clients, leading to increased website engagement.
Enhanced Marketing Communication
Chesley Taft’s email marketing efforts resulted in more effective client communication and improved client retention.
Improved Brand Perception
The refined messaging and team showcase helped reinforce Chesley Taft’s reputation as a trusted and experienced wealth management firm.
Working through this successful transformation of their online presence empowered Chesley Taft to thrive in the evolving financial landscape.
