ClientFirst Advisors

Updating a financial website and brand


First Advisors is a financial planning firm that specializes in investment management and retirement and estate planning. The company turned to Risdall for a website redesign. It led to refreshing the broader look and feel of the brand.

Thank you for the fantastic job you did on the website. It looks great and we are proud to show it off!
First Advisors


The goal of the website redesign was to support referrals, as well as communicate First Advisors’ approachable and relationship-focused way of doing business.

Risdall started its work with First Advisors by hosting a Customer Avatar Workshop. The workshop offers an in-depth review of an ideal persona, including their goals and aspirations, frustrations, and how a product or service can transform their lives.

For First Advisors, this workshop focused on savers and what motivates them to look for a financial planner. The insights from this workshop were used to guide key messaging, site map and user flows throughout the website. It also provided First Advisors with a framework to continue persona development for other marketing efforts.


After developing a good understanding of audiences, Risdall built an inspiration board to guide the new design of the website.

An important aspect of the design was a new logo and color scheme, which was woven into the inspiration board alongside imagery examples. First Advisors ultimately adapted this style guide for a broader brand refresh for its business systems and branded materials.

Risdall used WordPress to build a site that brought together the design elements, user flows and site map. The new design is responsive, allowing potential clients to easily navigate the site from the device of their choice. A simple contact form also makes it easy for someone to connect with them about financial planning.


What started with a website redesign ultimately led to brand refresh for First Advisors. The new style guide delivers a modern and refreshed brand look and feel, while the website’s responsive design makes it easier for potential clients to connect with the firm.

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