How a Financial Advisor Website Makeover Went from 2-4 Calls/Yr to Attracting 3 Qualified Calls in 4 Weeks with $1M-$3.5M Portfolios
Laura Kuntz •
Laurel Wealth Planning
In a Nutshell
Here’s What We Accomplished
- Built a rich, conversion-focused financial advisor website that answers prospect questions and showcases expertise
- Increased annual lead volume from 2–4/yr to 18 year-to-date (450% increase)
- 100% appointment show-up rate
- Attracted several high-net-worth prospects ($1M–$3.5M portfolios) through organic search
- Implemented self-scheduling that converts curious visitors into booked appointments
- Established SEO foundation delivering "cream of the crop" local leads without ongoing ad costs
- Best of all, we achieved all of the above with $0 ad spend - that’s HUGE!
PROJECT SUMMARY
A Website That Works As Hard As You Do
Senior Wealth Manager Laura Kuntz and her team at Laurel Wealth Planning knew their outdated website wasn’t pulling its weight. As a Minneapolis-based financial planning firm serving high-net-worth clients, they needed a digital presence that could showcase their expertise, answer prospect questions, and convert curious visitors into qualified leads.
For years, they relied on referrals and networking to grow – and it worked.
But with only 2–4 internet leads trickling in annually, they were leaving opportunity on the table. They needed a financial advisor website that could compete in today’s digital-first marketplace.
After partnering with Indigo Marketing Agency for a complete website redesign and SEO makeover, the results came fast. The new site didn’t just look more professional, it performed like a lead-generation machine.
In just the past two months, Laurel Wealth Planning attracted 10 new internet leads. One prospect self-booked a complimentary analysis meeting with a $3.5M portfolio. Several others arrived with $1M–$1.5M in investable assets. Year-to-date, they’ve generated 18 leads, versus their historical average of 2–4 per year.
These aren’t paid ads or purchased lists. They’re organic, high-intent, local prospects finding them through search and booking themselves. The website investment is paying dividends without ongoing ad spend, and the team is just getting started.
For years, they relied on referrals and networking to grow – and it worked.
But with only 2–4 internet leads trickling in annually, they were leaving opportunity on the table. They needed a financial advisor website that could compete in today’s digital-first marketplace.
After partnering with Indigo Marketing Agency for a complete website redesign and SEO makeover, the results came fast. The new site didn’t just look more professional, it performed like a lead-generation machine.
In just the past two months, Laurel Wealth Planning attracted 10 new internet leads. One prospect self-booked a complimentary analysis meeting with a $3.5M portfolio. Several others arrived with $1M–$1.5M in investable assets. Year-to-date, they’ve generated 18 leads, versus their historical average of 2–4 per year.
These aren’t paid ads or purchased lists. They’re organic, high-intent, local prospects finding them through search and booking themselves. The website investment is paying dividends without ongoing ad spend, and the team is just getting started.
Landing page and social media posts for Laurel Wealth Planning
Problem breakdown
An Outdated Website Leaving Money on the Table
No Digital Presence That Converts
Laurel Wealth Planning had built a successful practice through referrals and networking over decades; they’ve tracked referrals since 1999. But their website? It was outdated, didn’t address prospect needs, and certainly wasn’t generating leads. With only 2–4 internet leads trickling in each year, they were missing opportunities to scale beyond traditional growth channels.
High-Net-Worth Prospects Searching Elsewhere
Minneapolis is home to plenty of affluent individuals searching for financial planning services online. Without strong SEO rankings or compelling content, Laurel Wealth planning was invisible to prospects actively looking for exactly what they offer: comprehensive financial planning for clients with significant assets.
No Systems to Capture and Convert Digital Leads
Even if prospects found them, there was no clear path to engagement. No self-scheduling, no nurturing sequences, no strategic process to move high-value prospects from curiosity to commitment. They needed not just a better website, but a complete digital lead-generation system.
Our Solution
Build a Financial Advisor Website That Attracts, Engages, and Converts
- Designed a rich, comprehensive financial advisor website that addresses prospect questions up front and clearly communicates Laurel Wealth Planning’s value proposition and process
- Implemented local SEO optimization targeting Minneapolis-area high-net-worth prospects searching for financial planning services
- Integrated self-scheduling functionality allowing qualified prospects to book complimentary analysis meetings directly, reducing friction and capturing interest at its peak
- Created strategic content that positions Laura and her team as experts while naturally improving search rankings for high-intent keywords
- Built speed-to-lead infrastructure, enabling the team to respond within 5 minutes of new bookings, maximizing conversion rates
Next on the agenda, we will establish tracking and qualification systems to measure source, qualification rate, meeting attendance, and pipeline progression.
How We Added Value
From Invisible to Unstoppable
The numbers tell the story. After launching Laurel Wealth Planning’s new financial advisor website with Indigo:
Lead Volume Surge
18 internet leads year-to-date versus a historical average of 2–4 per year, with 10 arriving in just the last two months (5 in September, 4 in October). That’s not incremental growth, that’s transformation.
Higher-Quality Prospects
About half of all leads qualified as serious prospects (~9), with several bringing $1M–$1.5M in investable assets. One prospect who self-booked arrived with a $3.5M portfolio ready for comprehensive planning.
Self-Scheduling Success
A self-booking scheduler was installed and prospects are showing up to their appointments.
Organic, High-Intent Traffic
These leads aren’t from paid advertising. They are Minneapolis-based prospects finding Laurel Wealth Planning through organic search – the “cream of the crop” for conversion potential. Local searchers demonstrate higher intent and are easier to convert, especially when in-person meetings are an option.
Conversion Infrastructure
The website doesn’t just attract leads, it supports conversion. The team has implemented a multi-meeting process (3–4 touchpoints) to build trust with high-net-worth prospects, automated email drips between meetings, and rigorous sales discipline to maintain momentum.
Results
A Foundation for 4–5% Annual Growth
Laurel Wealth Planning is now positioned to exceed their historical 3% organic net new AUM growth and hit their target of 4–5%. With a goal of 10 new clients this year (currently at 8, with 4 in conversation) and 15 next year, the website is proving to be the growth engine they needed.
Jacob Dekok, LWP’s Indigo Account Manager, attributes the spike not to increased traffic alone, but to a website that converts curious visitors into booked appointments. The combination of strong local SEO, clear messaging, and frictionless self-scheduling transformed their digital presence from passive to proactive.
Jacob Dekok, LWP’s Indigo Account Manager, attributes the spike not to increased traffic alone, but to a website that converts curious visitors into booked appointments. The combination of strong local SEO, clear messaging, and frictionless self-scheduling transformed their digital presence from passive to proactive.
"I'm glad to work with people who can move the dime on digital marketing—which is hard to do—and I think we are moving the dime."
Laura Kuntz
The foundation is set. The leads are flowing. And Laurel Wealth Planning is just getting started.
Laurel Wealth Planning Landing Page Banner
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Short summary
In just a few months, Laurel Wealth Planning transformed their outdated website into a powerful lead-generation engine. With Indigo’s strategic redesign and SEO optimization, they grew from just 2–4 online leads per year to 18 year-to-date (half of which are qualified, including several $1M–$3.5M prospects). By combining a conversion-focused website, self-scheduling, and strong local SEO, they’re now attracting high-intent, organic leads without spending a dollar on ads—and have built a digital foundation for long-term growth.
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