When you’re in the business of selling expertise, your product is the people who provide it, which is why we helped Marquette Associates put a face—or more accurately—faces to their expertise when we collaborated to modernize its website and clarify its messaging.
As a longstanding and well-regarded investment consulting firm, Marquette Associates had assembled a massive library of thought capital that was well-used and valued by current clients, but the site needed updating for the way today’s users expect to interact with content. It also represented an untapped SEO goldmine, a situation also in need of correcting. Additionally, the overall structure of the site lacked the clear messaging that would help new prospects understand the scope of services and value Marquette Associates brings to its engagements.
Putting a face to expertise
The company’s line of business and services were made clearer on the homepage along with what Marquette’s associates are experts in. The recommended design literally gave face to this expertise by putting the people of Marquette, along with their credentials front and center. Their photos were tagged to their online posts and LinkedIn profiles, establishing and promoting their positions as thought leaders in the industry.
Creating a smarter search function
Given the extent of the content, the development of a user flow that better aligned with how people search was the first order of business, followed by the creation of a filtering system and relational matrix that enabled older, but relevant posts to be served up for given market conditions.
Auto-generated tagging creates a better experience
Given the volume of content pulling in visitors using keyword searches, the system now automatically selects related posts based on a combination of author, category and relevance, eliminating the need for manual tagging.
Old and new content has value
Regardless of its age, Marquette’s research cycles into and out of relevance with market moves. Several hundred articles made the trip to the new CMS with author attribution and no SEO loss. New articles are added weekly to the growing catalog of thought capital.