New Funds Website

Madison Investments new website

Madison wanted an improved website that effectively communicated their identity, values, and unique qualities through compelling storytelling. The user interface needed enhancements, including a modern design and intuitive navigation for easy access to information. Additionally, the website didn’t adhere to SEO best practices, presented usability challenges, and lacked full automation of fund data updates.

Madison Investments new website style tiles stylescape

It was important for Madison Funds’ new site to align with the master Investments brand. We started by creating a Stylescape board that outlined all the key elements we would use and showed how they would tie in with the master brand. The board included headline and subhead fonts and styles, icon and infographic treatments, quote styles, chart and graph approaches.

Madison Investments new website sitemap

As with many sites that live within parent websites, Madison Funds had its own set of pages, but also linked through to the Investments site for important pieces, such as manager bios and to third-party sites for other information. The site map guaranteed all vital links were included, ensuring a smooth and seamless user experience.

Once the Stylescape board and sitemap were approved, we developed wireframes for select pages. By outlining the structure of each page, the wireframes offered a sneak peek into the layout and content hierarchy of each section.

Madison Investments new website wireframes
Madison Investments new website SEO

An initial crawl of their previous site uncovered 3x more URLs than needed, which included many duplicates and dead ends. We assisted with creating the content using SEO best practices to help drive organic traffic and complement marketing/sales efforts for lead generation and conversion.

Madison Investments new website custom graphs

Applying modern design and layout techniques, we were able to enhance the Funds’ image while staying within the brand boundaries of the parent Investments website. Simplicity was the goal on the development front. The site was set up for data automation and ease of use in making future updates to content and imagery.

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Grand Rapids, Michigan

625 Kenmoor Ave SE, Suite 301-3
Grand Rapids, MI 49546

Chicago, Illinois

Remote offices in Chicago and suburbs

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