We began the Balentine project with a site audit — a vital process that we often implement in our migration projects that helps us first understand what’s existing on the site so that we can then start shaping what exactly we’ll build. For this project, the audit was huge, and helped us see the full shape of a somewhat complicated site. The audit was also instrumental later on in the build, helping us sort over 400 blog articles across two business lines and successfully migrate all entries from WordPress to Webflow.
One of our major tasks in re-thinking the Balentine experience was eliminating the site’s original structure: A bifurcated architecture that forced users to enter through the front door (i.e., the home page) and then immediately choose between institutional management and wealth management. This posed a couple of issues. The first was for users, who may not know which of the two buckets they fall into, and the second for Balentine, who found themselves managing two sites that largely mirrored one another. In the redesign, we eliminated the split, intuitively combining all services together while leading corporate investment clients to their corner of the site. We also highlighted the firm’s personal, human-focused brand by giving high priority to content around Balentine’s unique perspective.
Once UX, copy, and design were complete, we moved Balentine’s new site into Webflow. Development was straightforward, and once the site was finished, we were able to train the Balentine team on the platform so that they can make their own updates to the site, refresh content (like the home question pages), and truly own their site.
To further reinforce the firm’s human-centered brand, we organized Balentine’s new homepage around five questions that the team often gets from clients about wealth management. These inquiries each lead to information-rich landing pages designed to put clients at ease and draw prospective clients further into the site with service page links. The best part: We know those questions will change over time, but because of Webflow’s easy to use CMS, Balentine will be able to change them out and deepen the “answer” content, keeping their site evergreen for years to come.