Website Redesign Investment Pays Off For La-based Private Market Specialist
Pathway Capital Website Redesign
OVERVIEW
Founded in 1983, Pathway Capital Management is a private market specialist serving the needs of institutional investors located around the globe. The company is highly trusted by its clients and focuses on building portfolios that consist of primary, secondary, and co-investments.
Pathway Capital had an outdated website that falsely portrayed their business as a small boutique firm.
DISCOVERY
Landing on the old website gave many potential clients the wrong first impression. Instead of conveying their large team size, years of experience, and global reach, they looked like a small boutique firm. Pathway Capital wanted to reshape this misconception through a new, updated website, hoping to correctly position themselves as the impactful global firm they are.
Another big issue with Pathway Capital’s old website was that it had an extremely outdated design and no clear conversion point. They lacked calls to action (CTAs) throughout the website, and no strong objective was made clear to help guide users to where they needed to be.
With this in mind, we kicked off the project with a discovery meeting where we set up some goals for the new website. The goals included: 1) integrating conversion points for key KPIs (to get visitors to sign up for their quarterly reports), 2) educate prospective clients on who Pathway Capital Management is, and 3) make the site multi-lingual to cater to their international audience.
before
UX STRATEGY
Since the quarterly Private Market Environment reports created by Pathway Capital were the first step in their conversion funnel, we dove into the user experience planning by focusing on how to integrate the signup in a way that was prominent, but not intrusive.
The next step was to lay out the story of who Pathway Capital Management was in an organic way. We sprinkled accomplishments and details of who they are across several pages, so that potential clients could learn about them, regardless of where they entered the site. By ending each page with a CTA, we ensured visitors would always have the opportunity to continue along the user journey when they reached the bottom of the page.
BUILD
After planning out the user flow and site architecture, and were soon ready to jump into the build phase. This was when we got to weave together typography, imagery, and a color palette to construct a design language that felt distinctively like the Pathway Capital brand.
We chose to develop our custom designs for the website on the WordPress CMS. Everything is easily managed on the back end by an administrator, giving Pathway Capital the ability to keep their site feeling fresh and up-to-date.
To add pizazz to the site, we spent a chunk of time collaborating with Pathway to plan and implement animation effects across the site. The site came alive with movement once the parallax and css animations were in place.
TEST & LAUNCH
The testing phase of the new Pathway Capital website was intense. Testing the animations was especially involved, since different browsers and devices treat this newer technology differently.
Once everything was tested and we were sure that various elements of the site were working as they should be, we trained the Pathway Capital on how to update the site via the CMS. They then tested the website to ensure perfection before the domain was pointed.
CLOSING THOUGHTS
With a site that now shows their years of experience and global reach, Pathway Capital has established themselves online as the the premier firm they are.
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