Chesley Taft

Transforming Chesley Taft’s online presence in a changing financial landscape

Services

Copywriting, User Experience, Strategy, Design, Development

Credits

Chesley Taft is a wealth management and financial advisory firm with a rich history. They needed a website that would resonate with a changing client base.

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.

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.

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.

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.

Modern Web Design

We revamped their website design using a visual site builder to ensure a contemporary and user-friendly interface, aligning with the expectations of their younger audience.

Email Marketing Implementation

A new integrated email marketing system enabled Chesley Taft to communicate with their clients more effectively, share valuable content, and provide personalized financial insights.

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.