Endurance Financial Planning

Problem

Endurance Financial Planning (EFP) needed a website that reflected its philosophy of long-term financial planning while also being optimized for conversions. The previous site lacked performance optimization, strong UX practices, and mobile responsiveness, making it difficult for potential clients to navigate and take action. Additionally, there were no analytics tracking mechanisms in place, which meant EFP had no clear way to measure website traffic, user engagement, or lead generation effectiveness.

Craig Forsberg required a data-driven approach to track where inquiries were coming from and optimize his online presence for increased engagement and client acquisition.

Tactics

To address these challenges, we implemented a strategic redesign using the following toolstack:

Creative & Design

• Figma – Designed wireframes and high-fidelity mockups for a streamlined UX.
• Webflow – Developed and launched the fully responsive website.
• Adobe Creative Suite – Created visuals and optimized design elements for brand consistency.

Analytics & SEO

• Microsoft Clarity – Installed for heatmaps and user behavior tracking.
• SE Ranking – Used for keyword tracking and competitor analysis.
• Google Analytics 4 (GA4) – Set up for performance tracking and goal conversions.
• Google Keyword Planner – Researched target keywords to optimize SEO.
• SEMRush – Used for deeper SEO audits and ongoing performance monitoring.

Marketing & Automation

• Constant Contact – Integrated for lead nurturing and email marketing.
• Zapier & Make – Automated lead submissions and form management.

In addition to these tools, we optimized the website’s structure, keyword strategy, and lead funnel to ensure visitors could easily find key financial services and book a consultation.

Collaboration

This project required a close partnership with Craig Forsberg, ensuring that the website accurately represented his expertise and business goals. We conducted weekly meetings and progress updates to refine the website’s design, strategy, and messaging. This iterative approach allowed us to fine-tune the user experience, call-to-actions, and content structure based on Craig’s feedback while keeping the process efficient and results-driven.

Solution

The final website delivered:

• A fully responsive, high-performing design that worked seamlessly across devices.
• Advanced analytics integration to track website traffic, engagement, and conversions in real time.
• SEO-enhanced service pages for financial planning, wealth management, tax planning, and estate management.
• An optimized lead management system using Zapier and Constant Contact to streamline inquiries.
• A dedicated booking page with Google Tag triggers to track which referral sources generated the most consultation requests.

Results

By implementing these changes, Endurance Financial Planning saw significant improvements in website performance and user engagement:

• Active users increased by 33.3%
• New users grew by 30.8%,
• Event count surged by 209.6%, reflecting higher user interaction and engagement.
• Website views consistently increased, with the homepage and service pages driving the most traffic.
• Active users from the U.S. grew by 44.4%, ensuring local audience reach and engagement.

These results indicate that the new site is not only attracting more users but also successfully converting them into actionable leads.

Conclusion

By redesigning the website with a focus on performance, usability, and data-driven tracking, we provided Endurance Financial Planning with a strategic digital foundation. The new system now allows Craig to make data-backed decisions, optimize marketing efforts, and ultimately attract more qualified leads for his financial advisory services.

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