Case Study: CFP Board
How do you personalize a certification process?
Becoming a CERTIFIED FINANCIAL PLANNER™ is a challenging process, so CFP Board needed an intuitive website that guides and supports visitors. We helped our client personalize the experience to meet prospects and candidates wherever they are on their path to CFP® certification, and to support CFP® professionals with the tools they need to succeed.
Partner on content
In the past, CFP Board highlighted the rigor of its certification process, but that dissuaded some from getting certified. Instead, the new site demonstrates the value of certification to a financial planner’s career while pointing out all the ways that CFP Board can help. We led message development, which included a comprehensive guide explaining how to bring the new voice to life. Our content team closely collaborated with CFP Board subject matter experts on creating and refining nearly 450 web pages. By developing new content to drive traffic, we helped fill in gaps we’d identified during the content audit. We conducted multiple trainings that included web writing best practices, voice and tone, and using GatherContent. In addition, we worked together on content entry to ensure that the content looked as good as it sounded.
Personalize the experience
Provide versatile admin tools
Build a more diverse workforce
We supported a central mission of CFP Board to promote gender and ethnic diversity using carefully crafted design and messaging. As part of that process, we streamlined the CFP.net digital ecosystem by integrating content from two previously separate sites. This content, including work from the Center for Financial Planning, now has higher visibility across CFP Board’s audiences, with the added benefit of increased link equity on CFP.net.