Industry:

Financial Consulting

HubSpot Products Used:

• CMS Hub Enterprise

Website:

www.vantagepoint.consulting

Results Overview:

• Page views per session increased by 50%
• Bounce rate dropped by 9.11%
• Session length increased from 31 seconds to 90 seconds

Services Used:

• UX Research
• UX Design
• UI Design System and High-Fidelity Design
• Bespoke HubSpot Theme Development
• Site Population & Build
• Content Writing (ESMInbound)
• Website Launch

Summary:

VantagePoint had outgrown its existing website and needed a refresh that portrayed the company as a large, global, inclusive, and diverse consulting firm. They wanted their website to reflect their identity as disruptors in the consulting world, showcasing their personality and helping to build trust with their audience.

The Challenge:

VantagePoint needed to build trust with prospects and potential employees. Their existing website was hard to update and lacked clarity in its message. It also failed to provide enough diverse user journeys for the different personas visiting the site. The long lead-time-to-sale meant that users often visited the site multiple times for research before converting, and the website wasn’t a true reflection of the business’s growth. Additionally, VantagePoint needed a careers section to attract fresh talent.

Users & Audience:

• CFO and C-suite executives
• Financial controllers or similar

Our Design Process:

UX Research:

Our research included stakeholder interviews, usability testing, and website statistics analysis. Key findings included the need for increased trust and clarity of message, as well as a stronger representation of VantagePoint as a large, inclusive, and global consulting firm.

Findings:

• The website needed to better reflect VantagePoint’s growth and personality.
• Users were confused by some of the website’s structure and terminology, particularly on the case study and resources pages.
• The case study page required email submissions, which frustrated users.
• The webinars section was confusing, and the process for downloading or viewing resources was cumbersome.

Impact of Research on the Product:

Home:

• Added a "Who we work with" section to help users identify with the industries VantagePoint serves.
• Clarified the value proposition and added clear key differentiators.
• Included testimonials from varied job roles.

Case Studies:

• Added case studies to the primary navigation.
• Removed forced email submissions, building trust and goodwill.

Resources & Downloads:

• Split downloadable content from webinars, adding "Asset type" (e.g., PDF, slideshow, e-book) and reading time where appropriate.
• Added video length on the webinar listings page.
• Removed gating for each resource, using an intelligent lead generation form that recognizes returning users, avoiding repeated email entries.

Services:

• Standardised the layout of the services category page and subpages for consistency.

About:

• Included brand values and more information about the company and team.
• Added pages like "Diversity & Inclusion" to highlight company culture.

Careers:

• Added a "Life at VantagePoint" page to showcase company culture to potential employees.
• Added a dedicated "Careers" page to highlight job openings.

Contact:

• Added a unique phone number for tracking conversions by phone.
• Included a voluntary email registration for webinars, events, and newsletters.

Branding Refresh:

We modernised the branding to be fresh, clear, and inclusive, while keeping it professional and trustworthy. The tone of voice was updated to be down-to-earth and energetic, avoiding clichés and focusing on how VantagePoint helps its clients.

Results:

• Page views per session increased by 50%
• Bounce rate dropped by 9.11%
• Session length increased from 31 seconds to 90 seconds
• Views of case studies increased by 153%

"I found the research stage of the project especially useful as it gave us valuable insight into how our target audience felt when using our website (something we’d overlooked in the rush to put together our first website!). I also liked that the research was used to clearly define each design decision that was made."
- Ife Akintoye, Marketing and Communications Lead, VantagePoint Consulting