Case Study
A global asset management firm sought to revamp its website to align with evolving market expectations. Their goal was to move beyond a transactional approach, fostering customer trust while introducing new products in a highly competitive landscape.
This project extended far beyond a simple redesign—it was a comprehensive, strategic initiative involving a complete content rewrite and restructuring. The objective was to better support advisors, enhance the sales team’s efforts, and authentically represent AB’s brand.
About the Project
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The Problem
• Financial advisors (FAs) created their own materials.
•In interviews they described the site as “hard to use,” “frustrating,” and “outdated”
•No centralized way to update messaging
•Competing messaging and content structure disoriented the user
•Product content word count overwhelmed the user
•Inhuman, utilitarian tone alienated users, even professionals in this space
•AB looked behind the times while its competitors leaned into their digital presences
•No content strategy, copy not optimized for web
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The Solution
•Cohesive story layer that united the brand from higher level pages, through product content, and PM bios
•FAs able to find out more about the PMs on AB’s site, cutting down on doing their own research and creating bespoke materials
•Higher results in organic search
•Clearer path to behind-the-login proprietary content for FAs
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The Lessons
•Large institutions often see web and ux content as “covered” if they already invest in editorial, product, and marketing content
•Disjointed websites keep agency content strategists in business
•However, many agencies don’t like content implementation and will contract that out – this is an opportunity for agencies and independent content designers
•The value of providing an independent perspective: neither internal to the client, nor working for the agency