Folk Williams Financial Management is a premier financial services firm, restructuring our digital presence. We provide three core pillars of service: Accounting, Business Management, and Tax Preparation.
We want to completely avoid the "stuffy, generic corporate" look. We need a sleek, minimalist, "Warm Corporate" digital experience that establishes deep institutional trust while feeling modern, exclusive, and human.
Our organization currently uses WordPress, so the final project must be integrated seamlessly into our existing WordPress infrastructure.
Project Scope: Full Custom UI/UX Design (Figma) + Front-End WordPress Development.
Homepage Architecture & Service Hierarchy
The homepage must act as a clear traffic director for our three service lines, introducing a distinct operational hierarchy:
Tax Preparation (For Everyone): This section must explicitly communicate that our institutional-grade tax filing and preparation services are open to individuals and families of all backgrounds and income statuses.
Accounting Services (For Growing Entities): Dedicated to businesses and individuals requiring robust, clean, and strategic financial tracking and reporting.
Business Management (For High-Profile / High-Net-Worth Segments): This is our high-touch, exclusive advisory ecosystem. The homepage must funnel these users into a specialized section, segmenting four distinct archetypes:
Elite Performers (Athletes/Entertainers) – Focusing on multi-stream revenue and empire building.
Corporate Leaders (C-Suite Executives) – Focusing on equity compensation, RSUs, and corporate benefits.
Wealth Creators (Founders/Entrepreneurs) – Focusing on business-to-personal transitions and liquidity events.
Legacy Planners (Families) – Focusing on multi-generational wealth preservation and family office dynamics.
Required Page Architecture
The freelancer will be responsible for designing and developing the following page structures:
Homepage: Main gateway introducing the 3 pillars, featuring an inclusive Tax Prep callout and an elite interactive pathing tool for the Business Management segment.
Dedicated Service Page 1: Tax Preparation: Tailored to a broad audience, emphasizing accuracy, maximizing deductions, and stress-free digital document collection.
Dedicated Service Page 2: Strategic Accounting: Focused on business accounting, bookkeeping, and entity structure.
Dedicated Service Page 3: Premium Business Management: An elite, high-end landing page using the messaging framework designed for our high-profile target audiences.
Insights Hub: Clean, editorial Blog/Media layout for market commentary and tax tips.
Contact Page: Premium, multi-functional secure form with client portal access options.
Technical Requirements & Workflow
Phase 1 (Design): Deliver pixel-perfect, high-fidelity responsive wireframes/prototypes in Figma for desktop and mobile for our approval.
Phase 2 (Development): Convert approved Figma designs into a clean, custom, lightning-fast WordPress site using Gutenberg blocks or a premium, lightweight page builder (like Elementor Pro or Bricks). No pre-made ThemeForest themes.
Performance: Must be hyper-optimized for mobile and score 90+ on Google PageSpeed Insights.
Integrations: Must include secure external links to third-party client portals (Charles Schwab/Fidelity) and embedded secure methods for tax document collection.
Visual & Aesthetic Direction
Aesthetic: Clean layouts, luxury minimalist typography (editorial serif headers paired with clean sans-serif body text), and smooth scroll-triggered micro-interactions.
Colors: Light/White, Deep oceanic blues, rich texture, warm cream/sand accents (logo attached with brand color).
Vibe: Think modern luxury, elite fintech, or high-end architectural firm web design. Absolutely no AI design and cliché stock photos of financial handshakes, calculators, or piggy banks.