Professional Services · Chicago, United States
Brand and Website Refresh for a Chicago Advisory Firm
Silverfern Advisors Group
Silverfern Advisors Group aligned positioning, website, and sales decks so partners told one coherent story.
Client: Silverfern Advisors Group · Location: Chicago, United States · Industry: Professional Services
The problem
Partners described the firm differently in every pitch. The website listed services without explaining who Silverfern was for. Prospects left intro meetings still asking what the firm actually did.
- Conflicting narratives across partners
- Service laundry-list IA
- Decks and site visually unrelated
- Calendar booking without qualification created tire-kickers
The solution
We ran positioning workshops, rebuilt the site around industries and engagement models, refreshed proposal templates, and added light qualification before calendar booking.
Our work
Partner time was limited — workshops were short, decisions were documented, and design reviews were async-friendly.
Positioning workshops
Interviewed partners and recent wins/losses. Distilled a narrative and proof pillars partners approved.
Site IA & design system
Industry and engagement-model pages, proof modules, and a visual system matching print decks.
Build & proposal kit
Launched the site, one-pagers, and proposal master. Added a short qualification form before booking.
Enablement
Trained partners on talk tracks and when to send which asset.
Team time invested
Brand and web heavy — intentionally lean engineering once IA was clear.
| Role | Focus | Hours |
|---|---|---|
| Brand strategist | Workshops, narrative | 120 |
| Content strategist | Site copy, proof | 100 |
| Designer | Web + deck system | 140 |
| Web developer | Build, forms | 140 |
| PM | Reviews, launch | 40 |
Total Flexus effort: ~540 hours across 3.5 months.
Results
Qualified proposal requests rose 41%. Intro meetings started with less “so what do you do?” friction.
- +41% qualified proposal requests
- Partners using shared talk tracks in pitches
- Decks and website visually aligned
- Better meeting quality after qualification gate
“Our decks and website finally sound like the same firm. Prospects notice.”
— Managing partner, Silverfern Advisors Group