F-2026
RLN Wealth
The audit named the gap: a tax-first, equity-comp practice with the brand of a generalist. This proposal is the fix — three phases, each one gating the next, so no design work happens until the position is right.
Strategy First. Design Second.
A homepage that passes the seven-second test for a late-career executive with a concentrated stock position. A services hierarchy that leads with tax and equity comp instead of burying them mid-list. A brand system built to hold a team, not just a founder — ready for your first partner advisor and the local growth you’re already seeing.
PROPOSAL FOR
Ryan Nelson
PREPARED BY
Josh Passler, FinArt Studio
DATE
VALID UNTIL
02
Overview
Before we touch design, we need to fix what’s broken:
P 01
Three different headlines across one homepage, none naming who this is for, sitting beside five value pillars every fiduciary already claims.
P 02
The CPA-plus-CFP tax-first edge lives in a subordinate clause and the site's metadata — not the page a prospect actually reads.
P 03
The equity-comp page — your most valuable URL — is labeled “About” in the nav, and the services list ranks tax and equity comp mid-pack instead of first.
03 PHASES
Scope of Work
A complete positioning and brand system built in three phases.
P
01
Diagnosis & Positioning
4-5 Weeks
1.1
One interview with Ryan. Three to five interviews with favorite clients to capture how they actually talk about the work.
1.2
The tax-first, equity-comp position defined and pressure-tested against the metadata that already proves it.
1.3
Services hierarchy reordered around tax and equity comp. Voice guidelines that replace mood language with diagnosis.
P
02
Phase 2: Strategic Foundation
3-4 Weeks
2.1
A wordmark that reads correctly on first look — no more bird mistaken for a whale or a shark.
2.2
Color, type, and imagery system built for a growing firm. Guidelines a future team can follow without a rebuild.
2.3
Visual and messaging framework that surfaces the Twin Cities local edge and names GeoWealth as real infrastructure.
P
03
Build
6 Weeks
3.1
New sitemap and page-by-page copy in the repositioned voice, led with the tax-first diagnosis.
3.2
Full site built natively on Framer. Migrated off the current platform with redirects that preserve existing SEO equity.
3.3
QA across breakpoints, page-level SEO metadata, and a walkthrough so your team can edit content without a developer.
04
Why This Approach Matters
Published fees run $6,500 to $30,000 in flat planning, plus an AUM schedule starting at 0.90 percent on the first million. Every visitor who leaves in the first seven seconds because the site reads generic is a client whose lifetime value is measured in the tens of thousands. This engagement only has to work once to pay for itself — then it keeps working.
The Gap:
A solo-operator brand versus a boutique firm of two to four specialists. Generic positioning versus a tax-first, equity-comp niche. A growing local presence that appears nowhere on the site. GeoWealth, invisible. No architecture for a team, a bench, or a first partner advisor.
What this project does for you:
Turns your best-kept secret — the CPA-plus-CFP tax edge — into the first thing a prospect reads. Stops the site from filtering out the exact executives you built the firm to serve.
Result:
A site that passes the seven-second test, ranks your two strongest client-getters first, and gives Google and the human the same story about what the equity-comp page is.
05
Investment & Terms
TOTAL INVESTMENT
01 — $10,000 on approval. Reserves your start date on the calendar.
02 — $7,500 at Phase 2, Design. Due at kickoff of the design phase.
03 — $7,500 at Phase 3, Build. Due at kickoff of the build phase.
PAYMENT TERMS
This proposal is valid for 30 days from the date above. Ongoing site maintenance and marketing execution are scoped separately after launch. Existing compliance filings — ADV 2A/2B, Form CRS — are unchanged unless you ask us to fold them in.
TIMELINE
Fourteen weeks from kickoff to launch across three gated phases. One dependency keeps these dates honest: feedback inside three business days at each review point. Fast feedback keeps the calendar on track; slow feedback moves it.
06
Ready to Move Forward?
Select an option below to take the next step.
By clicking approve, you’re confirming this contract. I’ll reach out with the first invoice and onboarding email.