How a Cincinnati Wealth Firm Traded a Generic Website for a Niche Site Built for P&G and GE Aerospace Executives

Matt Held, CFP®, Lead Advisor & Partner •

Clarity Wealth Management • Cincinnati, OH

In a Nutshell

Here's What We Built

Designed a conversion-focused financial advisor website built specifically for P&G and GE Aerospace executives in Cincinnati
Replaced a generic, dated site with a clear, scannable design organized around the questions high-income professionals actually ask
Created dedicated audience pages for the firm’s niche, covering equity compensation, RSUs, stock concentration risk, and complex tax planning
Translated the firm’s signature Clear Path Process™ into a simple six-step visual journey
Wrote compliance-approved copy that leads with the firm’s first-year flat-fee planning structure, fiduciary duty, and independent ownership
Migrated decades of existing content, including legacy P&G resources and the full blog library, with no loss of search equity
Launched cleanly across all 46 pages with full cross-browser and cross-device quality assurance

PROJECT SUMMARY

A Website Built for the Clients They Actually Want

Clarity Wealth Management is a Cincinnati-based, owner-advisory financial planning firm led by lead advisor Matt Held, CFP®, and founder Jay Finke, CFP®. The firm works with a specific kind of client: P&G and GE Aerospace executives, high-income professionals, and retirees who are navigating equity compensation, complicated tax situations, and the move into a long retirement.

Their previous website did not reflect any of that. It looked like a general-practice advisory firm and gave visitors little reason to see Clarity as a specialist in their exact situation. The copy was dense, the structure was hard to scan, and the firm’s real differentiators were easy to miss.

Clarity partnered with Indigo Marketing Agency for a complete website redesign and a full copywriting build. The goal was to make the firm’s specialty unmistakable, give prospects a clear path to act, and do all of it inside the firm’s strict compliance requirements. The result is a site that finally matches the expertise behind it.

PROBLEM BREAKDOWN

A Generic Site That Didn’t Match a Specialized Firm

A general-practice look for a niche practice

The old site read like any other advisory firm. Nothing on the page signaled Clarity’s focus on P&G and GE Aerospace executives, or its depth in equity compensation, concentrated stock, and executive tax strategy. The very prospects the firm is built to serve had no way to recognize that on the page.

Hard to scan, hard to act on

Content was written in long, brochure-style blocks. Busy professionals skimming on a phone or between meetings could not quickly find what they needed, understand the firm’s process, or see an obvious next step.

Strict compliance, high stakes

Clarity’s compliance standards are unusually strict. Every claim and every phrase had to hold up to review before it could go live. The site needed to feel specific and confident while staying fully inside those guardrails.

Our Solution

Build the Site Around the Firm’s Niche, Not Around a Template

Designed a clear, scannable website organized around one idea per section, so it reads at a glance on both desktop and mobile
Built dedicated audience pages for P&G executives, GE Aerospace executives, and a broader Who We Serve audience, speaking directly to equity comp, RSUs, stock concentration, and tax strategy
Turned the Clear Path Process™ into a six-step visual journey that shows prospects exactly what working with the firm looks like, from the first meeting through ongoing planning
Led with the firm’s real differentiators in the copy: a first-year flat-fee planning structure for objectivity, a fiduciary commitment, and independent ownership backed by the resources of Commonwealth Financial Network®
Preserved the firm’s existing equity by migrating legacy P&G resource pages and the full blog library, then linking those resources where prospects look for them
Ran copy and design through compliance before launch, so the finished site was approved and ready to go live without surprises

HOW WE ADDED VALUE

From Generic Brochure to Niche Authority

A site that speaks the client’s language

The new pages talk about the things Clarity’s clients actually deal with: stock options, RSUs, deferred comp, and the tax decisions that come with a senior corporate career. A P&G or GE Aerospace executive lands on the site and immediately sees a firm that understands their world.

Clarity you can scan

Every section follows a simple pattern of a clear headline, a short lead, and structured content that is easy to skim. Long explanations became bullet lists, comparisons, and callouts. A visitor who only reads the headings still understands what the firm does and who it helps.

A process prospects can picture

The Clear Path Process™ is one of the firm’s strongest assets, so we gave it room to shine. Six plain-language steps, framed around a guided hike, let a prospect see the full journey before they ever pick up the phone. That clarity lowers the barrier to reaching out.

Trust built into every page

Fiduciary duty, the first-year flat-fee structure, advisor credentials and recognition, and the backing of Commonwealth Financial Network® appear throughout the site. Together they answer the quiet question every high-net-worth prospect is asking: can I trust this firm with what I’ve built?

A clean, complete launch

Indigo launched all 46 pages, 20 main pages and 26 blog posts, with a full quality-assurance pass. Every page was checked across browsers and devices. Page text, headings, images, links, and SEO metadata all transferred intact, with no broken links and no content lost in the move to the live domain.

RESULTS

A Website That Finally Matches the Firm

Clarity Wealth Management now has a digital home that looks and reads like the specialist it is. Instead of blending in with every other advisory firm, the site puts the firm’s niche, its process, and its fiduciary, flat-fee model front and center.
Prospects who are searching for help with equity compensation and executive retirement in Cincinnati can now find a firm that speaks directly to them, understand how Clarity works in a few minutes of scanning, and take a clear next step. The expertise was always there. Now the website shows it.

Attract the Right Clients Without Spending Hours on Your Marketing

Your time is better spent serving clients than wrestling with your marketing. We build financial advisor websites and content engines that work in the background — attracting the right prospects and turning visitors into booked conversations. If you’re ready for marketing that compounds, let’s talk.