Haywood Wealth Advisors — Website Strategy & Redesign
Role: Website Strategist & Designer
Focus: Audience Positioning • Messaging • Web Design • Lead Qualification
Overview
Haywood Wealth Advisors helps corporate professionals navigate financial decisions around retirement, equity compensation, and their 401(k). The firm needed a website that reflected the quality of its services and made it clear who would benefit most from working with it.
I refined the website’s strategy, messaging, and design around that audience. The work brought greater visual cohesion and a clearer story to the experience, helping prospective clients understand Haywood’s value, assess their fit, and take the next step toward a conversation.
The Challenge
Haywood’s existing website lacked the design cohesion and clear messaging needed to represent an established advisory firm. The visual hierarchy made it difficult to distinguish key information, while the content did not clearly communicate whom the firm served or what made its approach relevant to those clients.
The challenge was to create a more focused experience: one that presented the firm professionally, spoke directly to corporate professionals, and helped visitors recognize whether Haywood was a good fit. Design and messaging needed to work together to build confidence and guide prospective clients toward a meaningful first conversation.
The Solution
I centered the website around Haywood’s core audience: corporate professionals navigating retirement, equity compensation, and their 401(k). The opening message now speaks directly to those needs, while a dedicated “Who I Work With” section helps visitors recognize whether their circumstances align with the firm’s services.
I refined the visual hierarchy, typography, spacing, and page structure to create a more cohesive presentation. The content moves from the firm’s value proposition into the advisor’s relevant corporate experience, client criteria, and educational resources—giving prospective clients a clearer understanding of both the services and the person behind them.
Clearer information about fees and a consistent “Schedule a Conversation” call to action make the next step more transparent. Together, these changes give the design and messaging a shared purpose: helping the right people understand Haywood’s value and approach an introductory conversation with greater confidence.
Impact
The redesigned website gives Haywood a more polished presence and a clearer connection between its services and the clients it serves. Visitors can more readily understand the firm’s focus, assess whether it fits their needs, and learn what to expect before making contact.
Audience-specific messaging, visible client criteria, and clearer fee information support lead qualification before the first conversation. The finished experience provides a stronger foundation for attracting relevant inquiries while presenting the firm with greater consistency and clarity.
