Hemenway & Barnes Appeals to the next Generation of Clients with a Thoroughly Modern Microsite That Teaches Rather than SellsBy Joe Walsh
November 23, 2015
Our client, Hemenway & Barnes, is a proud steward of a tradition with roots in Boston where trustees were charged with handling the wealth of ship captains. Today, Hemenway works with captains of industry, entrepreneurs, families and nonprofits.
The firm’s new wealth management thought leadership center targets the next generation of family members among the firm’s existing and prospective clients. The goal is to share lessons learned at key moments in life with the next generation. The firm’s advisors contributed a series of how-to articles on subjects like creating your first estate plan, early financial planning and buying a home. The articles are drawn from years of experience and are packaged in a responsive microsite format that 20 and 30 somethings hopefully find informative, personal and relatable.
Hemenway is ahead of a trend we see developing among professional service and B2B firms generating more and more content and content marketing programs. Smart firms are building and designing sharp content or resource center microsites for industries, business issues or other specific audiences. And we are right in the mix.
The homepage introduces the human element to wealth management planning, suggesting that “life has its moments, plan accordingly.” While the subject matter is serious, the tone of the site is optimistic and even a bit playful.
The site is navigated by a drop-down menu of articles on all topics or can be explored via moments in time tabs like early planning, expanding needs and full circle support. When the visitor clicks on a subject, they see one of many articles on challenges and opportunities they may encounter in life’s journeys.
With the next generation as the target audience, mobile-friendly delivery is key. This fully responsive design delivers on all devices. Kudos to the Hemenway marketing team for a site well conceived, designed, written, developed and launched.