Case Study
Schneider Financial
Evansville, IN — Independent Financial Advisor
A 37-Year Financial Firm Still Telling Visitors to “Add Our Site to Your Favorites in Your Internet Browser.”
On the homepage of sfinc.com — the website of Schneider Financial, an independent financial advisor serving Evansville since 1987 — visitors are currently greeted with this instruction:
“We encourage you to add our site to your Favorites in your Internet browser for easy access in the future.”
This copy was written for Internet Explorer. It was relevant around 2003, when “Favorites” was the IE-specific term for bookmarks and instructing users how to save websites was genuinely useful guidance. That was 23 years ago. The firm has been in business for 37 years. The website copy has not caught up.
The Firm
Schneider Financial was founded in 1987 and has been serving Evansville-area clients for nearly four decades as an independent financial advisor. The firm offers investment planning, retirement strategies, insurance solutions, and comprehensive financial guidance to individuals and families across the Tri-State region.
37 years in business is a meaningful credential. It means the firm has guided clients through multiple recessions, two major market crashes, and decades of regulatory change. That longevity should be the headline of every client conversation. Instead, the website opens with a reminder that Internet Explorer had a “Favorites” menu.
What We Found
A website template deployed in the early 2000s and left largely untouched — with original copy intact, including guidance written for a browser that Microsoft retired in 2022.
Internet Explorer-Era Copy, Still Live
“Add our site to your Favorites in your Internet browser” is not generic web copy. “Favorites” (capital F) is the IE-specific term. Chrome, Firefox, Safari, and Edge all use “Bookmarks.” This copy was written at a time when IE had roughly 95% browser market share.
Microsoft ended support for Internet Explorer in June 2022. The copy instructing visitors to add the site to their IE Favorites has been live on Schneider Financial's homepage since approximately 2003 — through the 2008 financial crisis, the 2020 pandemic market crash, and everything in between.
What a Prospect Sees
A potential client in their 50s researching retirement planning options in Evansville visits sfinc.com. They're on their iPhone. They see a site from another era with instructions for a browser that hasn't existed for years. The signal is clear: no one has looked at this website in a very long time. If the firm can't maintain its own digital presence, can it stay current on tax law, Social Security strategies, or RMD rule changes?
37 Years of Expertise, Invisible
Nearly four decades of client relationships, market cycles survived, and financial guidance delivered — none of it visible above the fold. The longevity that should anchor every marketing conversation is buried beneath copy that dates the firm to the dial-up era.
What We'd Build
A site that leads with 37 years of independent financial advising — and converts the prospect who is actually researching advisors right now.
37 Years as the Opening Statement
“Independent financial advice in Evansville since 1987” — above the fold, leading the hero. Not a tagline, not marketing copy. A fact that immediately differentiates the firm from every advisor who opened their practice last year.
Independent Advisor Positioning
Independent financial advisors aren't tied to any single company's product lineup. That's a genuine competitive advantage over captive advisors at big wirehouses. A site that explains this — and what it means for a client's portfolio — earns the prospect who is specifically shopping for independent advice.
A Clean, Mobile-First Experience
No IE-era copy. No instructions for long-obsolete browsers. A modern financial advisory website that works on the devices clients actually use, with a clear path to a first conversation.
Spec Redesign Deliverables
- ✓“Independent financial advice since 1987” hero — 37 years as the first impression
- ✓All IE-era copy removed — written for 2026 clients on 2026 devices
- ✓Independent advisor advantage explained — why no product conflicts matters
- ✓Service pages: retirement planning, investment management, insurance, estate prep
- ✓Mobile-optimized consultation booking — primary CTA visible on every screen size
The Opportunity
Schneider Financial has been in business for 37 years. Most financial advisors in Evansville cannot say that. Longevity in financial services is a genuine signal of client trust — people don't keep working with an advisor for decades unless the advisor is delivering real value.
None of that comes through on sfinc.com today. The site's IE-era copy actively contradicts the message of a modern, capable firm. The fix isn't just removing an outdated line — it's rebuilding the digital front door to match the reputation that 37 years of client relationships have already earned.
We've built the spec redesign. John can see exactly what it looks like before committing to anything.
Want to see the spec redesign?
We built a full redesign for Schneider Financial. Book a 30-minute call to walk through it — no commitment, no pitch deck. Just the site.
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