Brief
Avidian Wealth Solutions is a Houston-based wealth management firm targeting high-net-worth investors, families, and business owners. Not only did Avidian need to appeal to a selective audience, they also needed the flexibility to expand and gain rank in new markets as they work to expand their presence.
The challenge
Avidian had evolved significantly since their last redesign, raising their minimum investment requirements and expanding into new markets. Meanwhile, their existing website did not position them for either of these shifts.
The message was unclear, the online branding indistinct and the site structure was built with a single geo-focus area in mind. In order to address these challenges, Avidian worked with Baal & Spots to create a sleek new website that would showcase their evolving brand and position them for long-term growth.
The results
Just four months after launching the redesigned website, Avidian saw a 76% increase in organic traffic over the month prior to launch. This increase in traffic has resulted in a 78% increase in average engagement time on the site, as well as a 148% increase in lead value.
Additionally, the updated, optimized content on the redesigned website has improved Avidian’s organic search engine ranking across the board, making it easier for potential clients to find them online.
Since launch, the site has seen a 63% increase in overall keyword rankings, a 77% increase in keywords ranking in the top 3 positions and a 57% increase in page 1 rankings.
Higher rank has translated into growing traffic and an increase in assets under management — the value of potential clients has increased by 148% since the site relaunch, and unqualified leads have decreased drastically.
The new site also ranks for local keywords in each of the client's geographic markets, including the new and highly competitive Austin market which has experienced a 132% increase in local rank.
How we did it
1. A clear and consistent brand message
Before building the new site, we led Avidian through a brand messaging exercise and worked closely with them to explore taglines, value propositions, and positioning statements that more effectively communicated their unique approach to wealth management for high-net-worth clients.
2. Robust, location-specific service pages build traction in local markets
Content-rich, location-specific service pages were developed to help our client build rank for a variety of high-value keywords within each of the firm’s core markets.
With future growth in mind, we transitioned the main service pages to be geo-agnostic to simplify user experience and appeal to the widest possible audience, moving location-specific pages to an appropriate submenu.
3. Optimized content showcases Avidian's unique approach to wealth management
We work closely with the Avidian team to create highly informative search-optimized content built on meaningful insight and strong brand messaging.
4. User-friendly design drives lead generation
The new website design was created with both search engines and the user in mind. We created a visually appealing and easy-to-navigate site that would encourage users to engage with the content.
5. New and improved layouts for their top-performing pages based on user data
Leveraging lessons learned from both the client and our analytics, we identified that the Team and Insights pages were crucial components of the lead acquisition process.
As such, we took the redesign as an opportunity to improve the layouts of these pages to be more visually appealing, informative, and conversion-friendly.
6. Ongoing social, paid search, and SEO strategy to maintain and improve organic ranking
A website is only as valuable as its distribution strategy. We’ve also helped Avidian drive traffic and improve visibility using social media, search engine marketing, and content-led search engine optimization to attract in-market visitors.
Continued collaboration for ongoing success
The results speak for themselves (just scroll up if you need a refresher) — after redesigning Avidian’s website, we’ve seen a significant improvement in Avidian's organic search engine rankings, user engagement, and lead generation.
But the success of Avidian’s updated website is just the beginning. Our partnership with them began in 2021 and it’s only growing. To this day, we continue to work closely with the Avidian team, providing ongoing support and strategy to ensure their digital marketing efforts are successful in the long run.
