The situation
Retirement planning for teachers is a specific problem. Pension rules, supplemental accounts and district-specific plans do not resemble ordinary retirement advice, and a teacher who has been handed generic guidance before arrives skeptical.
The site also has to serve two other groups. Agents who work with the firm, and the vendors in its network. Those are not the same visitor and they cannot share one path.
What we built
Three paths, one site, no confusion about which is which.
- A headline aimed squarely at the audience, how every teacher can maximize their retirement, so a teacher knows in one line that this is not generic advice
- Agents and Vendors as their own top level sections, keeping the recruiting and partner paths out of the way of the teacher path
- Services separated from the blog, since one is what the firm does and the other is how it earns trust before anyone calls
- The phone number held in the header, because this audience often wants a person rather than a form
- A chat widget opening with a plain question rather than a sales line, which suits an audience that is being sold to constantly
- Imagery that says classroom without saying stock photo of a happy retiree
What it does now
A teacher, an agent and a vendor each land and find their own path within one screen, and the teacher gets a phone number without hunting for it. The tool the agents open in the meeting is the retirement income gap calculator, and one of those agents has a site of his own.