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Same traffic. Same ads. Changed 6 things on the site. Went from $800K clients to $3.2M clients.
We started working on a financial advisory firm’s website 4 months ago.
Site getting decent traffic. Google Ads running. SEO solid.
But they had a problem:
Attracting $600K–$900K clients when they wanted $2M+ clients.
Not a traffic problem. A POSITIONING problem.
Their site was optimized for volume, not value.
Here's what we changed:
1. THE HEADLINE
Before:
"Comprehensive wealth management for successful professionals"
After:
"We help tech executives with $5M+ in stock options turn equity into generational wealth without the tax nightmare"
2. THE HERO SECTION
Before:
Talked about credentials, awards, experience
After:
Addressed the exact situation their ideal client is in
Prospects don't care about YOU until they know you understand THEM.
3. WHO WE SERVE
Before:
Service categories (retirement, investments,...
4. SOCIAL PROOF
Before:
"John was amazing! Highly recommend."
After:
"Reduced tax burden from $1.8M to $970K on RSU exercise." – Tech Executive, Series C
Numbers. Outcomes. Specifics.
5. PRICING TRANSPARENCY
Before:
"Competitive fee structure"
After:
"1% first $2M, 0.75%...
Same traffic. $1.8M difference in average client value.
The site stopped trying to appeal to everyone.
Started speaking to one type of person.
Wrong prospects self-selected out.
Right prospects thought "this person gets my situation."
The shift wasn't about more...
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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