Financial Services Branding, Website Development and Automation for Steepe & Co.
Our work for Steepe & Co
Steepe & Co. needed its brand, website and onboarding process to support its work with Canadian financial advisors. We refreshed the identity and messaging, rebuilt the website and integrated DocuSign for digital onboarding. Content and email automation supported follow-up with prospects and the delivery of fund information. The project reported 150% more new leads, 45% more qualified consultations and 75% faster onboarding. It connected the customer-facing materials with the systems the team used to manage inquiries and ongoing communications.
Branding and messaging for the advisor audience
We updated Steepe & Co.’s identity, guidelines and messaging for Canadian advisors, including the compliance language used in the materials. The wider project reported a 65% improvement in lead-to-client conversion, alongside the brand and website changes.
Website development and DocuSign onboarding
We developed the website, integrated DocuSign and implemented on-page SEO and analytics. The reported outcomes included 75% faster onboarding, 85% faster communications and 150% more new leads across the combined work.
Collateral and email for the sales process
We produced executive photography, performance sheets, investment decks, one-pagers and email templates. The materials used the same identity and messaging across the advisor journey, with the project reporting 45% more qualified consultations with prospects.
A clearer brand and onboarding process for Steepe & Co.
Steepe & Co. offered Canadian advisors access to U.S. private-credit opportunities. Growth had outpaced its brand, website, materials and manual onboarding process. The work needed to bring those parts together for a financial services firm, with the client’s compliance requirements considered alongside the way advisors learned about the offer and completed the next steps.
The scope brought together branding, website development, SEO, content marketing, marketing automation, and photography. These needed to serve the same advisor journey, with consistent explanations and a workable route from an initial inquiry to onboarding.
Context & Challenge
Canadian financial advisors needed enough information to assess the offer and raise the questions relevant to their clients. The website, forms and collateral had to communicate trust, security, and competence through clear information and usable processes, with the appropriate review of financial and compliance language.
Steepe & Co.’s website, collateral and manual onboarding process were not keeping pace with the business. Messaging focused heavily on the product, and the materials varied in style and tone. The team needed a more organized lead-generation process, with automation, consistent content and better information about where inquiries came from.
Our Approach & Strategy
Our team started by defining the business outcomes that would matter most:
- Increase qualified leads from Canadian financial advisors.
- Reduce onboarding time while ensuring compliance.
- Build brand authority in the private credit space.
- Create scalable marketing systems that the Steepe & Co. team could use beyond the scope of this engagement.
To get there, we mapped the work into three integrated streams: brand & trust building, digital infrastructure & automation, and content & lead nurturing.
The SEO strategy informed the site structure and content plan. Steepe’s website needed to help Canadian advisors research the private-credit offer, understand the firm and find relevant information. Those audience and product questions guided the content.
Creative Process
We believe brand trust starts with visual and verbal consistency. That meant running a deep dive into Steepe & Co.’s identity:
- Brand Audit & Messaging Framework: We analysed existing materials, advisor feedback, and competitor positioning. The messaging had to balance sophisticated investment language with clear, plain-English explanations for busy advisors.
- Visual Refresh: We created a refined logo mark, updated typography, and a cohesive colour palette that would translate across web, print, and digital campaigns. Every decision was made to convey security, expertise, and modernity.
- Photography Direction: Our in-house photography team shot executive portraits, team photos, and product imagery. These were styled for approachability and authority, important for a sector where personal trust often drives the deal.
Execution & Deliverables
1. Branding & Marketing Materials
We developed brand guidelines covering tone of voice, photography style, colour usage, and compliance disclaimers. Deliverables included:
- Redesigned performance sheets and fund factsheets.
- Investor decks optimised for both print and digital presentation.
- Email templates that aligned visually with the new website.
- Compliance-approved marketing collateral with clear calls to action.
See our branding services for financial services firms.
2. Website Development & SEO Integration
The website was rebuilt from the ground up:
- Secure, scalable platform with regulatory compliance baked in.
- DocuSign integration for fully digital onboarding.
- Conversion-focused UX with clearer navigation, prominent CTAs, and landing pages tailored to different advisor needs.
- On-page SEO optimisation aligned with the private-credit offer and the information Canadian advisors needed.
We implemented analytics and lead tracking to support review of inquiries and website activity. The tracking gave the team information to compare as the new site and follow-up processes were used.
3. Marketing Automation & Lead Nurturing
We configured marketing automation to:
- Nurture prospects with compliance-friendly drip email sequences.
- Deliver fund updates and market insights directly to advisors’ inboxes.
- Segment contacts by engagement level, ensuring sales teams prioritised the warmest leads.
The result: 45% more qualified consultations and 180% higher engagement with top-tier prospects.
Learn about our marketing automation services.
4. Content Marketing & Thought Leadership
We built a content plan focused on topics Canadian advisors care about: cross-border investing, private credit trends, and compliance updates. Content was distributed via:
- Blog articles optimised for SEO and advisor search behaviour.
- Downloadable guides that doubled as lead magnets.
- Social content for LinkedIn to expand reach among the advisory network.
Visit Steepe & Co.’s website to see the live content.
Tangible Outcomes
The project reported changes in acquisition, consultations, onboarding and communication speed:
- Reported 150% increase in new leads after launch.
- 45% more qualified consultations with advisors.
- 75% faster onboarding through automation.
- 65% higher lead-to-client conversion rate from the website.
- 85% faster client communications with automated workflows.
Lessons Learned & Next Steps
Projects in regulated industries need a clear review process for the content and systems being delivered. The client’s compliance requirements informed the branding, copy and development work, with documentation and approvals considered as the materials were prepared rather than left until the end.
The planned next phase included further paid-media work, SEO for relevant advisor searches and continued publication of fund and market content. The new website and automation provided the structure for those activities, with the team able to review new campaigns against its own lead and consultation measures.
The work combined agency services around the advisor journey. Branding and content explained the offer, the website organized the information, and automation supported onboarding and follow-up. Coordinating those parts gave the client a consistent set of materials and processes to use beyond the initial launch.
If you’d like to see how we deliver measurable growth for financial services firms, explore our other professional services marketing services or contact us about your project.
Project FAQs
How does a financial services marketing agency help firms like Steepe & Co. generate more leads?
A financial services marketing agency uses branding, SEO, website development, and marketing automation to build trust and attract qualified prospects. This approach creates a compliant, professional presence that converts more visitors into high-value leads.
What is the benefit of marketing automation for financial advisors?
Marketing automation allows financial advisors to nurture prospects with timely, relevant communications while reducing manual admin work. It ensures consistent follow-up, delivers valuable insights, and increases the likelihood of converting qualified leads into clients.
How can a website improve lead generation in the financial services industry?
A well-designed financial services website enhances credibility, simplifies navigation, and integrates secure onboarding tools. When paired with SEO optimisation and clear calls to action, it helps firms attract more qualified traffic and convert those visitors into clients.
Why is compliance important in financial services marketing?
Financial services content needs to be reviewed against the requirements that apply to the firm and the offer. In a project such as Steepe & Co.’s, that includes the language, disclosures and approval process for websites, collateral and follow-up messages. Design and marketing work should support that review rather than imply a blanket guarantee of compliance.
How do I get started with Setsail Marketing for my financial services firm?
Book a Growth Strategy call with Setsail Marketing to discuss your financial services project. We can review the advisor audience, offer, existing website, onboarding process and compliance review requirements, then identify the branding, content, development and automation work needed.
