Impetus Advisory Group Website

The Problem

A firm that splits cleanly into practice areas risks a homepage that either flattens every specialty into one generic pitch, or forces a visitor to pick a lane before they've seen anything. And a team of 38 people needs a directory that scales past a hand-built grid of a dozen cards.

Approach

1. 01

   Built the homepage hero as a CMS-driven switch: selecting a practice area (Healthcare, Change Management, Finance & Economy, Podcast & Opinions) swaps the headline and the Insights articles pulled beneath it, so one hero serves four different audiences.

2. 02

   Modeled People as a single Webflow CMS collection powering all 38 staff profiles — photo, title, short bio — rendered as one directory grid instead of hand-built sections per department.

3. 03

   Kept Life at Impetus and Careers as their own lightweight pages, an Instagram-fed culture blog and a short lead-capture form, so tone can shift from advisory-firm formal to workplace-casual without touching the rest of the system.

A hero that reframes itself by practice area

Rather than one static headline, the homepage hero is wired to the site's four practice-area tabs. Selecting one swaps the headline copy and the three Insights articles surfaced underneath — so a healthcare client and a finance client land on what reads like two different, specific homepages built just for them.

Same system, two different tones

Podcast & Opinions swaps the article cards for an embedded YouTube playlist instead. Life at Impetus goes further, replacing the whole page with a culture-forward video hero — both running on the same nav and layout as the advisory-facing homepage.

Podcast & Opinions

Life at Impetus

Outcome

A single Webflow build that holds four practice areas, a real Insights CMS, and a 38-person directory without feeling like four sites stitched together — each section reads as its own space while sharing one visual system.