Strong branding and a dynamic website should facilitate a marketing plan that will help your PE firm:
– Stand out with your LP audience
– Support and protect your brand
– See the best deal flow from investment bankers
– Be viewed as a value-add partner and investor by CEOs and entrepreneurs
– Attract the best talent
1. Website is Easy to Navigate
Don’t expect your website’s visitors to have the patience to hunt for information. Simple, easy to understand navigation is perfect for first-time visitors to understand your firm's criteria and approach, what your firm does, and find how to get in contact with your team. We recommend having menu items that clearly outline the most important aspects of your firm: Home (general overview), About (team and core ethos/mission statement), Strategy (criteria, approach), Portfolio, and Contact Us. It's common to have other pages, but the pages we just listed should be easy for a first-time visitor to access.
2. Call-to-Actions are Prevalent
Your website should efficiently encourage website visitors to take some course of action — whether that's submitting a form to download a piece of content, reaching out to an advisor on your team, or subscribing to receive a monthly newsletter/update. Without a call to action (CTA), visitors are more likely to click around randomly - and not do the action you want them to.
3. Website is Mobile-Optimized
If your website isn’t properly optimized for mobile use, it’s unlikely users will stay on the site for very long, much less reach out to contact you. Beyond the basic capacity to be displayed on a mobile screen, your website must have lightning-fast responsiveness, simple navigation, visual appeal, and easy-to-consume content. Recent updates to Google's algorithm have made mobile responsiveness more important than ever, as sites are actively being penalized for mobile missteps.
4. Photography
No one wants to see the same, unoriginal stock photos of two business people shaking hands. Websites, digital assets, and social media accounts that incorporate photos of your team statistically perform much better. Not only will you see greater engagement by using original photos of your team and office, you will also help your firm stand out from the crowd - and the sea of stock photos.
5. Website is Current
An outdated site may damage your business’s credibility. Your website needs a modern design that portrays competency, relevancy and professionalism. On top of that, your website is the face of your business. Consistently updating your website with current PortCos, new and engaging insights, and a current "team" section will strengthen your brand by showing that
6. Search Engine Optimized (SEO)
Search engines drive over 90% of all web traffic. Without implementing healthy SEO practices, it’s more difficult for people to find your website. Having a website that is deliberately optimized for content, functionality, mobile responsiveness, and UX is crucial if you want to strengthen your brand by increasing your organic visibility.
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