Financial Services Client Website Update
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Financial Services Client Website Update *
Mathews Comfort is a financial planning and wealth management firm based in Oxford. As part of their digital refresh, I was brought in to support improvements to the website’s content structure, messaging hierarchy and page copy with the goal of better guiding prospective clients and reflecting the trust-based, long-standing nature of their work.
Challenge
In an often jargon-heavy industry, the challenge was to communicate their range of service offerings in a way that was clear, reassuring and tailored to real client concerns without sounding generic or overly technical. The client also needed to ensure that their potential clients could easily navigate the site, understand service differences and feel confident enough in their expertise to book a consultation.
Approach
Making significant financial topics feel approachable while guiding users clearly through the site. Restructuring and rewriting key pages to better reflect their client’s needs, simplifying the content journey from first visit to enquiry. The tone was refined to feel professional yet warm, avoiding generic industry phrasing in favour of benefit-led language that built trust and credibility.
Rewrote copy for the brand’s home page, about us page and team page as core landing pages for prospects
Improved content hierarchy and messaging flow throughout key pages to reflect common client questions and decision-making stages
Embedded internal links and CTAs to support SEO, user journey and conversion throughout the site
Result
The updated website content contributed to a more user-friendly, informative site experience, making Mathews Comfort’s financial services easier to navigate while encouraging deeper engagement. Clearer calls to action and purposeful copy helped position them as both approachable and expert-led, reinforcing trust at every stage of the user journey.