A homepage that performs the level of the founder.
Prepared for Mary Beth Storjohann.
What follows is the scope, sequence, and investment for the engagement we discussed. Three phases. Three tiers. Ten weeks of focused work to close the gap between Allora’s positioning and the architecture it currently lives in.
Strategy first. Identity second. Build third.
Allora has the founder of a senior firm and the website of a startup.
The audit named the gap. The copy is right. The positioning is clear. The press portfolio is real. What’s missing is an architecture and a platform that perform at the level of the founder behind them.
This engagement closes that gap. Positioning is sharpened. The mark is refined without being replaced. The site is rebuilt in Framer, free of WordPress drag. At launch, the firm reads at the level of the operator who built it.
One engagement. Three phases. No design before strategy. No build before identity.
Every engagement at FinArt moves through the same three phases in the same order. Positioning is locked in writing before a single layout is designed. Identity is signed off before a single page is built.
This is what keeps the work fast. Decisions made once, not three times. Design that serves positioning, not the other way around.
Strategy
Phase 01 is where the firm gets written down. We sit with the work you’ve already done—the homepage, the press portfolio, the client patterns—and turn it into a positioning document we both sign off on. Nothing visual happens here. That’s the point.
- Discovery interview
- Brand voice audit
- Positioning document
- Messaging architecture
- Voice and tone rules
Phase 01 ends with the Strategic Checkpoint. One document. Both signatures. Locked before design begins.
Identity
Phase 02 is where the brand stops being words and starts being a feeling. It opens with the moodboard—one curated direction, not five. Type, color, texture, and photography references pulled into a single board with the case for why this is the direction.
- Moodboard (one direction, defended)
- Mark refinement (olive stays, oval goes)
- Typography and color system
- Photography direction
- Brand guidelines drafted
Phase 02 ends with visual sign-off. Once you nod, design is locked and the build begins.
Build & Launch
Phase 03 is execution. The site gets designed, copywritten, built in Framer, and migrated off WordPress with the SEO history preserved. Native CMS for the blog and podcast. Native opt-ins. No plugin vulnerabilities. The site you should have had two years ago.
- Framer site design and build
- WordPress to Framer migration
- Native blog and podcast CMS
- Brand guidelines finalized
- Two weeks post-launch support
Phase 03 ends at launch. Site live. Guidelines delivered. Hands on the wheel.
Same three phases. Different scopes of work inside them.
Each tier is a complete engagement. The difference between tiers is how far we extend the system after launch. Tier 02 is recommended.
Refresh
Fix the site.
Positioning, mark refinement, and a full Framer rebuild. The minimum viable engagement that solves the problem named in the audit.
- Positioning document
- Messaging architecture
- Voice and tone rules
- Moodboard (one direction)
- Mark refinement
- Visual system
- Photography direction
- Brand guidelines
- Framer rebuild (homepage + 4 interior pages)
- WordPress to Framer migration
- Native blog CMS
- Two weeks post-launch support
Refresh + Authority Engine
Turn the site into a lead engine.
Everything in Refresh, plus the infrastructure that turns six national press hits, a podcast, and a Substack into a working lead-generation system.
- Everything in Refresh
- Everything in Refresh
- AI photography direction (12 custom images)
- Everything in Refresh
- Lead-gen architecture (native opt-ins, welcome sequence copy)
- Podcast publishing system (episode templates, transcript pages)
- Substack archive integration on the Allora domain
- Two case-study pages
Refresh + Authority + Growth System
Build the operating system for the next three years.
Everything in Authority Engine, plus the brand and content infrastructure that carries Allora through team growth, content scale, and systematized referrals.
- Everything in Authority Engine
- Quarterly content engine (12-month calendar)
- Everything in Authority Engine
- Everything in Authority Engine
- Team-ready brand system (templated bio pages, role-specific signatures)
- Social template system (Canva)
- Press kit one-pager
- Referral kit PDF
- 90-day post-launch oversight (3 monthly strategy sessions)
Four equal payments. One per gate.
No hourly billing. No surprise invoices. Every payment maps to a moment in the work where you can see exactly what you paid for.
Reserves the engagement window. Work begins within seven days.
Triggered the day discovery begins.
Triggered when visual identity is locked.
Triggered at site launch and brand guidelines delivery.
What happens to the existing SEO from Workable Wealth?
Preserved. Every redirect mapped. Every URL that’s earned authority continues to earn it after migration. This is part of the build, not an extra.
Can I manage the Framer site myself afterward?
Yes. Framer’s CMS is built for it. We include training during the two-week post-launch window so you can publish blog posts, podcast episodes, and minor updates without us.
What if I want to add an assistant or care planner later?
The brand system is built to carry team additions without a redesign. New bios, new headshots, new pages—all template-ready. Tier 03 includes pre-built templates for this.
What does the Strategic Checkpoint actually look like?
One document. One page. Positioning, target client, three differentiators, voice rules. Both of us sign it before design begins. If we can’t agree on it, we don’t move forward. Refund of any unused fees.
Three steps from here to kickoff.
(01) Reply with your chosen tier. We send the agreement and Payment 01 invoice.
(02) We schedule the kickoff call once both calendars align. Phase 01 begins at kickoff.
(03) Strategic Checkpoint sign-off lands roughly two weeks after kickoff. Identity begins the day after.
Take the time you need. If it’s a yes, we sign. If it’s a no, you keep the audit.
Allora Wealth
FinArt Studio