NorthCoast Asset Management has three websites; the corporate company site, the private client site, and the advisor client site. We worked with the leadership and investment teams to realign the overall web strategy. By communicating with all departments (compliance, performance, client relations, etc) we were able to understand how everyone used the sites, what they didn’t like about the current websites, and what improvements they suggested.
By performing this gap analysis, we understood that a successful redesign would include more strategy performance data, company insights/biographies, better organization of content, and a more contemporary look & feel. In order to redesign the website, we needed to first understand what new information should be included and how the visitor flow should work.
A few key components helped to make the new site more strategic: the homepage became more of a gateway for visitors, we created an investor resources hub page for easy navigation between strategies, and every page contained more internal linking to make user flow more intuitive.
Below is what the old homepage looked like before we began work on it. Needless to say, it doesn’t appear like a trustworthy website of a private investment firm with over $3 Billion in assets under management.