You already know we can build the brand.
This is how we ship the website that finally makes it work.
Bannerman has 30+ years of expertise, a 100,000-listener podcast feeding the funnel, a fractional CMO leading the strategy, and a homepage that's still not pulling its weight. We're proposing the rebuild that closes that gap — designed by FinArt, built on Webflow, instrumented to actually convert.
Setting The Table
Brand work has always been our strength. Web is where we close the loop.
You hired Joel because the marketing engine needed a leader. We've worked together before — you know what FinArt brings to identity, voice, and visual systems. None of that is what this proposal is here to prove.
This proposal is about the web build and engineering layer — the part of the stack where most advisor sites fail quietly. A logo doesn't fix that. A brand book doesn't fix it. A homepage that loads in 9 seconds, has no conversion architecture, and doesn't know who's reading it isn't a brand problem. It's a build problem.
We're proposing to fix that part. Designed by us, built by Scott on Webflow, instrumented properly so the work actually moves a metric.
The proposal we put together a couple of months ago was scoped without the build and engineering layer — that work was happening separately. With Joel running the marketing engine now and Scott handling the technical foundation, we're proposing one engagement that ships everything in coordination. Same FinArt brand work you've already seen, with the build and performance layer included.
The Work
Brand identity. A site that converts.
Built to be found.
Joel produces the positioning and audience strategy through his AlphaEdge framework. We build everything visible on top of it. No overlap, no spiral.
Brand Identity
We translate Joel's positioning, audience, and messaging framework into a complete visual system. This is where Bannerman starts looking like the firm Josh actually runs.
Deliverables
- Brand identity workshop (2 sessions with Josh + key team voices)
- Logo & wordmark suite — two directions explored, one refined
- Typography system — display + body, including font licensing
- Color system — primary palette + secondary
- Photography & art direction guidance
- Brand guidelines document — digital, 20–30 pages
Site Design + Copy
Site copy and design built directly on top of the new identity. Designed to convert the right-fit prospect, not impress your peers.
Deliverables
- Site architecture — sitemap and page hierarchy
- Site copy across all pages — homepage + 4–5 interior
- Site design — desktop, tablet, mobile
- Component design system
- One revision round per page
Pages Included
- Homepage
- About
- Services
- Team
- Contact
- One additional page TBD with Josh
Build, Engineering Layer + Launch
Webflow build, with the engineering layer built in — not bolted on after. Site architecture, SEO/AEO, performance, and analytics ship with the launch.
Build Deliverables
- Webflow build of designed pages
- Responsive QA across all breakpoints
- CMS setup as needed
Engineering Deliverables
- Site architecture & URL structure
- SEO/AEO setup — schema, sitemaps, meta optimization
- Performance instrumentation — Core Web Vitals
- Analytics setup — GA4 + conversion tracking
- Google review acquisition workflow
- Launch pre-flight QA
Launch + 30 Days
- Coordinated launch with Josh + Joel
- 30 days of monitoring and minor adjustments
- Performance baseline report at day 30
The Boundaries
Some things belong in Joel's lane.
Some things belong nowhere yet.
We're allergic to scope creep, so we're naming the lines now. The work below is what your fractional CMO and other vendors handle — not us.
Joel's Scope
- Positioning and audience strategy (the input we build on top of)
- Customer journey mapping
- Email automation and nurture sequences
- CRM build and configuration
- Pricing tier strategy
- Lead magnet design
- Campaign roadmap
- Paid ad creative
Other / Not In Scope
- Stacking Benjamins website work — parked, separate engagement if requested later
- Reg SP compliance letters — your compliance partner
- Ongoing content production after launch
What We're Measuring
The current site can't tell you what's working. The new one will.
Most advisor sites are unmeasured. Bannerman's current site has no conversion tracking, no schema, no review workflow, and a 9-second page load. Here's the gap, and here's where we close it.
Page Load Time
Core Web Vitals tuned at the build level. Faster sites rank higher and convert more.
Conversion Tracking
Right now the site can't tell you who's converting. After launch, every action is instrumented in GA4.
SEO & AEO Foundation
Built in at launch so search engines and AI tools can read, index, and cite the firm correctly.
Search Visibility
Search Console connected from day one. We'll know what queries surface Bannerman and where positions move.
Google Reviews
Workflow built into the site so happy clients are routed to leave reviews — not asked once and forgotten.
Targets reflect the floor we work toward. Specific lifts depend on traffic, content, and Joel's funnel. What we guarantee is the instrumentation, the fix, and the visibility — Joel's downstream work has measurable surface to act on.
12–14 Weeks, Start To Launch
A predictable shipping cadence.
No revision spirals.
We work in phases for a reason. Each phase ends in a clear approval gate. You see the work, sign off, and we move forward — no loops back, no scope drift.
Who Builds This
A small team,
working in coordination.
We don't run an agency. We run a studio with specialists on the bench. For Bannerman, the team is small and accountable.
FinArt Studio — Brand & Web
Josh Passler, founder. Former financial advisor turned brand strategist. Studio works exclusively with RIAs and advisory firms. FinArt is the prime contractor on this engagement and owns brand identity, site copy, design, and project coordination.
Scott — Webflow + Performance
Growth engineer specializing in performance, SEO/AEO, and conversion architecture. Webflow expert, ACE program member. Engaged as FinArt's contractor for this engagement. Owns Phase 3 build and the engineering layer.
Joel Crampton — Fractional CMO (CMOAlpha)
Working alongside us as Bannerman's marketing leader. Joel produces the positioning, messaging, and audience strategy that this engagement is built on. We coordinate; he leads marketing.
Transparent Pricing
$22,000
Single all-in number. No surprises. No hourly billing. Includes everything in Phases 1, 2, and 3 — brand identity, site copy, design, Webflow build, engineering layer, and 30 days post-launch.
Deposit to begin
$8,800Midpoint (end of Phase 2)
$7,700At launch
$5,500Terms
- All deliverables, files, and IP transfer to Bannerman Wealth at launch
- Engagement starts within 7 days of signed agreement and deposit received
- Timeline begins when Joel hands off Phase 1 strategy inputs
The Thesis
You hired a fractional CMO because the marketing needed leadership. The web build needs the same kind of accountability.
There are three ways this could go. Joel could pick a generalist agency he hasn't worked with before. You could line up three vendors and try to coordinate them yourself. Or you could keep the team you already trust on the brand side, layer in a specialist who's done this kind of build for tech companies, and ship it as one engagement under one prime contractor.
We think option three closes the fastest with the least risk. You already know our brand work. We're vouching for Scott's engineering work. Joel runs the strategy. One contract, one timeline, three people accountable.
That's the bet you're making with this proposal: that doing it with people you already trust, in the right amount of time, is worth more than the alternatives.
Ready When You Are
Two ways to start.
Option 1
Sign and start.
Reply with a yes, sign the engagement letter, and pay the deposit. We're booked into your timeline within the week.
Sign the ProposalOption 2
Walk through it together.
Book a 30-minute call to walk through the scope, ask questions, and pressure-test anything that needs it. No selling on the call. Just clarity.
Book a CallBuilt by FinArt Studio for Bannerman Wealth. Proposal valid for 21 days. Pricing locked through expiration date.
Josh Passler, Founder, FinArt Studio · josh@thefinartist.com · thefinartist.com