Park Capital WordPress Rebuild

Overview

Park Capital's existing WordPress site is approximately 10 years old, built originally by someone at Park Bank, and has never been meaningfully updated. It represents the most visible symptom of the firm's broader marketing gap. A rebuild is the agreed starting point before any lead generation or SEO work can take meaningful effect.

This project is scoped as part of a ^[1] retainer engagement, not a standalone project. See also the parent opportunity: ^[2].

Current State

Known Issues

• Domain authority: DR 6 signals low search engine trust; Google and Bing are unlikely to surface the site until this improves. Domain rank work can begin immediately — it does not require waiting for the new site to launch.
• Keyword coverage: Ranking for only 4 keywords versus a healthy target of 800–900 for a firm of this type and market.
• Imagery: All stock photography, low resolution. No local or community-specific visuals.
• Copy: Generic; does not reflect Park Capital's Madison roots, community involvement, or differentiated value proposition.
• Structure: Adequate coverage of services but not optimized for conversion or search intent.
• Security & platform: Outdated WordPress installation requiring security updates and a platform upgrade.

Rebuild Approach

Strategy-First Prerequisite

Per AAG's standard process, the website will not be built until a strategy session is completed. The site must reflect a defined value proposition, competitive positioning, and target audience — none of which Park Capital has formally articulated yet.

The strategy session (3–4 hours, no charge) will establish:
- Core value proposition
- Competitive differentiation vs. Madison-area wealth management peers
- Target audience definition
- Messaging direction for copy and content

See ^[3] for the general framework.

Content Direction

• Replace stock photography with local, community-focused imagery
• Write copy that speaks to Madison-area clients specifically
• Reflect the firm's identity in wealth management and 401(k) advisory
• Build content architecture that supports future SEO keyword expansion

SEO Foundation (Parallel Workstream)

Domain rank recovery can begin on day one since the domain itself is not changing. While the site is being rebuilt, AAG will:
- Begin backlink profile work to lift DR from 6 toward 25+
- Conduct keyword research targeting Madison-market financial advisory terms
- Perform competitor analysis to identify ranking gaps and opportunities
- Prepare a marketing plan ready to execute the moment the new site goes live

Scope & Pricing

This rebuild is included in the retainer rather than billed as a standalone project.

• Standalone project value: ~$7,000
• Retainer rate: $4,000/month (covers strategist, developer, designer, account manager)
• Minimum term: 6 months — required to ensure AAG recoups the website build cost
• After minimum term: Month-to-month with 30-day cancellation notice; no long-term contract

The 6-month minimum was clearly explained to Chris Kleine and acknowledged as reasonable.

Comparable Work

• Park Bank: Started at DR 4 (similar to Park Capital's current DR 6). Now at DR 30+. Traffic quadrupled over ~4 years of retainer work. Park Bank is a current AAG client and a directly relevant reference.
• First Business Bank: Full brand refresh completed. No longer a client (went public, moved to a larger agency), but demonstrates AAG's capability in the regulated financial space.

Timeline & Next Steps

The rebuild cannot formally begin until the engagement is confirmed. Pending steps as of the discovery call (2025-11-25):

1. Chris Kleine reviews AAG's website and case studies
2. Chris Kleine schedules a follow-up call including CEO Clint Bauck and a senior advisor
3. AAG begins background research (competitor analysis, keyword research) upon agreement
4. Strategy session scheduled — target mid-December 2025 or as soon as stakeholders are available
5. Website build begins post-strategy session; estimated ~6 weeks to launch
6. Domain rank work begins immediately upon engagement start (does not wait for new site)

Key Contacts

Related

• ^[4]
• ^[5]
• ^[3]
• ^[6]
• ^[7] — reference client for DR recovery results