Acrobatadvisors.com

Steve Scher is a business advisor for entrepreneurs. He guides business owners to achieve ultimate success and financial freedom. He is also a speaker and an author. With so many facets, he needed an online presence that promotes advisory services, speaking services and his book in a clean, organized layout that makes it easy for busy, c-level executives to quickly find what they are looking for.

We began from the ground up. We worked with a copywriter and, together, we took the time to get to know Steve and his business.

We developed a company logo with a mark that also works as a stand alone brand element. He wanted it clean, easy to read, stable but with a touch of energy and forward motion. From this came a color palette— a stable blue and energetic green, both of which would translate well on his new site.

The site’s main purpose would be to sell Steve and his services but do so in a way that evoked trust and authenticity. This is why the main focus of each page is a professional yet approachable photo of Steve.

There would be multiple primary user goals, listed here in order of importance:

discover if any of Steve’s multiple services are a good fit for the user’s situation, either by reading site content and blog posts and/or by requesting the free chapter of his book,
contact Steve via form,
buy Steve’s book, and
schedule Steve to speak at an event

Knowing these goals with the professionally written content in hand, we went to work developing a UI that would ultimately help visitors and potential clients find their way to their goal—and Steve.

To accomplish this, the design had to be prepared for a user to take multiple avenues, whether they are interested Steve’s speaking topics, his book or how he helps second-chancers.

We designed the top navigation to stick on scroll, so the user can easily navigate between content no matter where they are on the site.
A global CTA is on every page, prompting users to “start a conversation” with Steve. We felt this phrase was professional yet casual enough to not feel sales-y. We used it in several other areas in place of “contact Steve.”
We also needed to highlight his free chapter and remind visitors of his speaking services so a sidebar was added to the design. Here we added a double opt-in, which not only allows Steve to share an introduction to his book, but also captures real leads. Below the opt-in on the service pages, we added a link to the speaking page in the form of a “reminder” for meeting planners.

His blog reflects is expertise and allows users to get to know him further without commitment. Since this was designed in WordPress, it was easy to create a blog that would be easy for Steve to post to himself.

Overall, the site has driven leads and book sales for Steve and Acrobat Advisors.

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