Capturing Client Voice and Niche Customer Segments
Varra Financial had spent decades empowering business owners and entrepreneurs to build and preserve their wealth. Despite their expertise in investment management and portfolio strategies, their website was attracting the wrong clients. To grow, Varra Financial needed to reach their ideal clients by standing out from a sea of other wealth management firms.
The Problem
Generic Positioning and Unqualified Leads
“If you went to our website, and then you went to three of our competitors, they would all look and feel the same.”
Varra Financial’s website was overwhelming the sales team with too many unqualified leads and unable to reach their three ideal client segments: business owners, young professionals, and pre-retirees. They had already worked with a vendor who brought financial expertise but failed to capture Varra Financial’s voice, leaving Cameron hesitant to hire another agency.
But Mike Black, CEO and Founder of Ignition Canvas, had earned Cameron’s trust and was eager to tackle Varra Financial’s core challenge: building a website that looked good, spoke directly to their ideal clients, and adhered to strict industry compliance regulations.
The Solution
Crafting the Ideal Client Narrative
“How do we get what’s important to clients on the page?”
Ignition Canvas got to work crafting narratives that appealed to each of Varra Financial’s ideal client segments by dialing into their needs and goals. After an extensive “discovery phase,” Ignition Canvas worked with Varra Financial to understand their business goals, key differentiators, and ideal client profiles.
The result was targeted messaging, custom copy, and specific imagery for three distinct webpages geared toward business owners, young professionals, and retirees. Through meticulously designed mood boards, Ignition Canvas ensured the new site’s look and feel conveyed the Varra Financial brand.
“It was clear they understood who we wanted to work with, what we saw as our value, and what we saw as our differentiator.”
The Results
Higher-Quality Leads and Higher Close Rates
Beyond compelling imagery and narratives that resonated with their ideal clients, the new website delivered tangible results. Varra Financial went from sifting through hundreds of unqualified leads to receiving a higher volume of more upmarket clients.
“We’re having a much higher hit rate. When somebody reaches out to us, we know at least 50% of the time, they’re going to be a really good fit for our firm.”
In addition to increased sales and operational efficiency, the site’s style and substance have successfully attracted a higher-net-worth clientele. Now, Varra Financial is on a trajectory for sustained growth.
Let’s talk
Ready to stop guessing
and start growing?
Tell us about your business and your goals. We’ll be honest about whether we’re the right fit, and if we are, we’ll show you exactly what’s possible.
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