"the blog ... positions the owner as a subject matter expert in Asian and Latin American finance, has helped increase traffic ... Over 25% of new traffic to the website is redirected from the blog. "

Project Portfolio:
  finetik.com

Challenge

Finetik.com is the website for a management consulting partnership with in-depth knowledge of both the Latin American and the Asian Financial Services space.  The client was unhappy with their old website and wanted a new website that articulated clearly the firm's core competencies. The firm's service offering had moved up the value chain and the new website needed to communicate this fact effectively.

Solution

Working closely with one of the managing partners and using my website creating strategy process, I helped him identify the critical items for the new site that showed the firm's core competencies and positioning.


Researching other firms in the same segment and using the information gathered from the discovery process, I came up with sample website templates that communicated the client's desired message on the site.  Several prototype templates were created in a reiterative way to help visualize and refine what was being discussed. Rapidly making reiterative versions allowed us to see if something worked well or not and whether to keep it or discard it.

Results

The client adopted the recommendations for the new site.  The first two figures below, beginning from the left side, show the final templates.  The last two examples show prototypes created during the discovery process of defining the websites content and look.


Some specific recommendations adopted included:

  • A blog was linked to the homepage of the site.  It provides frequently updating information that demonstrates the firm's expertise and in-depth knowledge in both the Latin American and Asian Financial Services space.

  • The left side navigation menu is present on every page.  The menu clearly shows the firm's core competencies and related offerings in a simple and organized fashion making it easier for prospective clients to quickly identify their area of interest.

Lastly, the use of the blog, that positions the owner as a subject matter expert in Asian and Latin American finance, has helped increase traffic to Finetik.com.  Over 25% of new traffic to the website is redirected from the blog.

   finetik.com