When Homestead Funds decided to redesign their website, they faced two major challenges: How could they expand their investor base beyond their electric cooperative roots? And, how could their website position the company as a resource for not only individual investors, but also financial advisors? To handle those challenges, they turned to PurcellCom for help in creating unique financial web copy that highlighted their unique history and philosophy.
We talked to the firm’s experienced marketing and client-facing people and simply asked, “What do you say to clients and prospects, and why?” We compared those insights with previously created brand and marketing materials and came up with a short list of flexible themes that could help guide messaging. We also outlined what kind of voice you’d expect to hear from a company that has a large rural investor base.
That structured approach drove the planning for their web site and made creating unique web copy both easy and efficient – most pages were finalized for the testing site after only one round of revision.
The completed site transformed the company’s brand image and their unique financial web copy made a compelling, differentiated case for Homestead as a service provider.