BH Capital Ltd – Merchant Banking Institution
The Project Brief
- Give the current site a design makeover with a modern look and feel and easier content access
- Increase conversion rate
- Provide a resource for affiliate bankers
- Create an online marketing strategy to generate qualified leads
- Replace the 1950’s look and feel of their current website with a 21st century look and feel
- Establish a clear value proposition
- Replace the “billboard/company brochure” tone with valuable content specifically addressing the needs of their target audience
- Build thought leadership, trust and authority in the small and medium business space
BH Capital is a merchant banking operation which is a hybrid between commercial banking and investment banking. They take a much more pro-active and hands on approach to business finance than either an investment or commercial banker is able to.
All aspects of a clients business are considered and BH Capital provides all the relevant financing, management consultancy and marketing required to create success for their clients venture.
This “hands on” proactive approach and the available expertise, resource and finance that BH Capital is able to bring to the table was not evident from their website. This is a significant competitive advantage over other financial institutions and needed to be aggressively promoted.
The Plan of Attack
After a few intense strategy sessions we created a three pronged plan of attack:
- We created the “Just Ask George” radio show. This is a regular video show where George Lovato, Jr. the BH Capital Chairman, is interviewed on financing and management issues relevant to the needs of US business. This platform provides an excellent opportunity for a prospect to gain a full understanding of the expertise and resource that BH Capital can provide. It also provides an understanding of the process involved in seeking corporate finance and gives a prospect the chance to “gain the measure of the man.”
- Create a blog as another content distribution channel to support the Just Ask George Radio Show. This provides more in depth information that a Just Ask George viewer can reference. It also serve as an additional sales funnel entrance.
- Populate the website with testimonials, tombstones, press articles and interviews to provide proof of success and build trust, authority and thought leadership
A secondary challenge was to address the significantly high bounce rate from the previous website. Navigation was difficult and there was no clearly identifiable sales funnel.
However the main problem was the finance application form. It was 3 pages long, required a significant investment in time and effort on behalf of the applicant to complete, and required files to be attached. This was much too cumbersome a process for the applicant and a significant number bounced before completing it.
To rectify that we created the “Fast Track” Application that requires much less information and can be completed in a matter of 2-3 minutes. We also built a clearly defined sales funnel leading up to it.
We also created an eCommerce solution for the sale of George Lovato, Jr’s. published books.
Since the launch of the new BH Capital Ltd website:
- Website bounce rate has reduced by 79%
- Traffic has increased by 220%
- Conversion rates have increased by 325%
- Just Ask George Radio Show views are currently 2,750,000
We’d love to discuss building you an online presence that gets you more customers and makes you more sales. Call us on 505 250 1990.
- Set the goals
- Set the conversion targets
- Marketing Consultancy
- User Interface
- Content Architecture
- Responsive Design for Mobile Devices
- eCommerce solution
- Content Creation
- Content Marketing
- Content Management
- On-page & off-page SEO
- Email Marketing
- Just Ask George Production
- Blog creation, coaching and editorial calendar