Boston Financial

Making affordable housing more accessible

Boston Financial approached Grafik with a long-outdated website that didn’t reflect its position as a leader in affordable housing capital solutions and investment management. Since 1969, the firm has been exclusively focused on affordable housing, investing in communities that almost one million people have called home. Now, Boston Financial was looking for a new, modern website that elevated their online presence, increased lead generation, and supported the launch of a brand refresh.

Grafik put together a comprehensive website strategy aimed at accomplishing several key goals, including strengthening UX, clarifying navigation, updating content to highlight services and social impact, and creating opportunities for conversions. Throughout discovery and strategy, we dug into keywords, heatmaps, competitor websites, and navigation examples.

We identified user personas and tracked their journeys through the awareness, consideration, and decision phases of the conversion funnel—then mapped out a menu structure and call-to-actions that helped users quickly find the information they were most interested in.

To create a website that set Boston Financial apart from its competitors, our designers focused on eye-catching imagery that tells the story of not only what Boston Financial does, but also its purpose-driven mission. With the homepage hero, we looked to bring the new brand elements to life with animation, parallax elements, and large-scale photography. We also looked to add in dynamic content opportunities and increase the website’s capabilities for publishing timely content and thought leadership.

The U.S. has a shortage of almost 7 million rental homes that are affordable and available to lower-income people. Boston Financial is fighting that gap. Grafik helped them tell that story with an interactive timeline, impact statistics, and prominent case studies.

These new elements and features came together to give Boston Financial a site that is primed to increase SEO opportunities, tell its story to new audiences in a modern way, and build an online foundation that the firm can continue to grow.

With a clean, powerful website highlighting its new brand elements, Boston Financial has solidified its foothold as a leader in the affordable housing finance industry. The new platform allows for much better data tracking and analysis so they can continue to understand and reach their audiences, to share their mission and ultimately create more housing opportunities across the country.

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