01Overview
Two audiences,
one clear story.
KEATING Inc. is a financial services firm serving individuals and businesses, and partnering with independent financial advisors.
KEATING’s previous site lacked cohesive branding, didn’t serve its different audiences well and offered limited room to grow.
We built a scalable design system with clear paths for two very different audiences, financial services clients and independent financial advisors, plus flexible backend structures for a growing team, multiple locations and affiliated advisory firms.
KEATING
Financial services
Client
KEATING Inc.
Industry
Financial services
Timeline
3 months
Platform
WordPress
Scope
75+ pages
What we did
Website designWebsite developmentUI / UX componentsUser buildoutResources buildoutUnique integrationsBrand videos & photography75+ page build
75+
Pages, each with a custom layout
2
Distinct audiences: clients and independent advisors
3
Custom data structures: team members, locations and advisory firms
4
Top-level paths: individuals, businesses, why KEATING and advisors
02Plan
How we defined the
end-user experience.
Discovery included stakeholder interviews, content audits and journey mapping for both audiences, plus a review of KEATING’s existing digital footprint to plan a smooth migration.
Individuals & families
Looking for an advisor and planning support that fits their situation.
Business owners
Exploring benefits, retirement plans and business services.
Independent advisors
Advisors growing their own practice and looking for the right partner.
All of them need:
Clear paths by audience
Professional trust
An easy next step
Site navigation · hover or tap a menu item, or pick a visitor to see their path
03Design
Professional, trusted
and accessible.
A comprehensive design system and brand styling guide shaped every element, conveying professionalism and clarity while staying approachable for individuals and advisors alike.
Mini brand board · Montserrat, KEATING red and maroon, and the two personas we planned around
A custom layout for every kind of visit.
Each page received a custom layout tailored to its purpose, whether introducing team members, sharing insights or guiding advisors toward partnership. Mobile got equal attention, with custom navigation throughout.
Financial planning · hover to scroll
For businesses · hover to scroll
For individuals · hover to scroll
04Development
Custom built and responsive
on every device.
Fully customized from the ground up, built for complex content that’s still easy to manage.
Team members
A custom structure for every person on the team.
Locations
Every office, managed in one place.
Advisory firms
Affiliated firms, each with their own profile.
Blog & insights
A polished post template and curated archive.
Lead generation
Forms and scheduling integrations.
Optimized for mobile
One header, footer and mobile menu across devices.
05Launch
A new website
experience.
We replaced KEATING’s previous site with the new build in one seamless launch.
- Legacy URLs redirected to protect SEO
- GA4 and Search Console connected
- reCAPTCHA v3 and SSL in place
The new KEATING Inc. website went live faster, smarter and ready to scale.
In their words
Twofold truly has an ear to hear your ideas and bring them to life! They have a keen talent that should definitely be utilized. I highly recommend them for videos and website creation!
Quinn JacobsChief Operations Officer, KEATING