For Devin Watts
Fallbrook FI isn't broken. That's the honest read. Devin has a clean Framer site, a genuine point of view, and a client profile that's sharper in conversation than it is on the page. The tree icon works. The color palette works. The bones are solid.
The problem is precision. The site is doing too much at once — serving too many audiences, saying too many things, asking visitors to work too hard to figure out if this is for them. At 20 clients targeting 90, that friction matters. Every prospect who can't immediately see themselves is a prospect who leaves.
This page is the full picture — what we found, the prototype we built, and exactly what it costs to fix it. Look at it and decide. No pressure. No follow-up cadence. Just an honest answer when you're ready.
The Prototype
That's what Fallbrook FI could look like.
Here's what it takes to build it properly.
Brand Audit
01Four findings.
None of them catastrophic. All of them fixable. The gap between where Fallbrook FI is and what it could be is smaller than it looks.
The headline doesn't pass the logo test.
"Money clarity for high-earning families and professionals" is true. It's also something forty other firms could claim without changing a word. Cover the logo. Swap in a competitor's name. Nothing breaks. Removing "and professionals" isn't about excluding anyone — it's about making the right people feel immediately found.
The flow asks too much.
The homepage scrolls long — but each section feels like it's restarting the conversation. New background. New layout logic. New visual tone. The brain pauses every time it has to recalibrate, and pauses are where prospects bounce. Clean layouts communicate. Cluttered ones make people work.
The case studies page isn't converting.
When a prospect gets past the homepage, the case studies page is where they decide. Right now there's no clear before and after. No named client situation a prospect can project themselves into. No specific outcome that makes the value of working with Devin feel real and concrete. Prospects land ready to be convinced and leave unconvinced.
The wordmark and icon are fighting each other.
The tree icon is rounded — soft edges, welcoming, approachable. The wordmark has sharp letterforms that create visual tension against it. It's not fatal. But it creates a small moment of dissonance every time someone sees the logo. A light refinement — not a redesign, a refinement — closes that gap.
Proposal
02What the next chapterlooks like.And what it costs to build it right.
Three tiers. One recommended. All built around the same strategic foundation and custom execution — the difference is depth and timing.
Engagement Options
03Three tiers. One process.
Every tier gets the same process and quality of execution. The difference is how deep we go and how much of the brand system gets built out at launch.
Full website restructure and copy refinement. Tighten the flow, fix the hierarchy, replace the headline. Mobile responsiveness cleanup. This is the version that stops the bleeding.
This is where Devin said he is right now. Lower prospect flow, focused on near-term needs. Tier 01 gets the site working properly without overcommitting.
Everything in Tier 01 plus a new logo system and visual system cleanup. This is the version that starts converting.
This is the tier for when prospect flow returns. The logo system and visual cleanup make everything downstream — LinkedIn, presentations, proposals — feel cohesive.
Everything in Tier 02 plus complete brand system. Full guidelines, collateral templates, brand voice document. Built to carry Fallbrook FI from 20 clients to 90.
Built for when the firm is ready to match the caliber of the clients it's attracting. Not the right move today — the right move when Devin hits 50 clients.
Copy updates, image swaps, new sections, quick fixes via Slack. One person who knows your site cold. No ticket system.
How It Works
04Three phases.
No surprises.
Each phase requires sign-off before the next begins. Nothing gets built until the phase before it is approved.
We go through the site together. Open discussion on what stays, what goes, what needs to change. We document everything — copy, structure, pages, SEO metadata — before a single thing gets moved.
Visual wireframes in Figma first so nothing is a surprise. Then we build in Framer — migration, new sections, updated messaging. Access for Devin throughout. Messaging and positioning refined in parallel.
Quality assurance pass. Mobile responsiveness check. DNS switch. WordPress site stays live until the day we flip. After launch: ongoing maintenance, one person who owns the site going forward.
How We Work Together
05No surprises.
No lock-in.
Flat project fee, phase-gated milestones, full ownership at the end.
You know the number before we start. No surprises, no hourly billing, no scope creep that shows up as an invoice.
Each phase requires sign-off before the next begins. You're never locked into a direction you didn't approve.
50% to start. 50% at launch. Tied to delivery, not a calendar.
Everything built in Framer is yours. No proprietary lock-in. No platform fees beyond what Framer charges directly.
Copy updates, image swaps, new sections, quick fixes. One person who knows your site cold. No ticket system.
Next Step
06The work is ready.When you are.
You've seen what Fallbrook FI could look like. This is what it takes to build it properly — and make the brand match where the firm actually is.
Questions, reactions, pushback — all useful. Reach out and we'll walk through whichever tier makes the most sense for where you're headed.