Tolou Capital
Problem
The client's website was minimal, consisting of just a single page with basic location and contact information, and no established brand guidelines. He wanted a fully developed site, modeled after sites like Citadel and Long Ridge, but on a smaller scale. The client was especially focused on establishing credibility, given the finance industry’s emphasis on reputation and trust, while also aiming to expand their reach to attract new clients.
Research
Research was conducted on the top ten hedge funds to gather insights into the ideal information architecture, user flow, and content for the site. Branding elements, such as color schemes and typography commonly used by leading firms, were also analyzed. Additionally, key metrics highlighted by hedge funds were examined to identify the best ways to showcase results, build trust, and enhance their reputation.
Goals
Develop a Complete Website: Develop a comprehensive website, inspired by sites like Citadel and Long Ridge, but scaled down to fit the client's needs.
Establish Credibility: Focus on building the client’s reputation and trustworthiness, addressing concerns specific to the finance industry.
Expand Client Reach: Design the site to attract new prospects, helping the client grow their business.
Incorporate Branding: Establish a cohesive brand identity, including color schemes and typography, aligned with industry standards and best practices.
Showcase Results with Key Metrics: Utilize the most relevant hedge fund metrics to effectively present the client’s performance and build trust with potential clients.
Implement Analytics: Set up Google Analytics to track user engagement and behavior, enabling data-driven decisions.
Information Architecture
The information architecture (IA) is modeled after the top ten hedge funds but has been streamlined for a smaller site with less content. Surrounding content and pages are crafted to establish trust. Hedge fund websites often feature less straightforward user flows, as investing requires significant trust and financial commitment. As a result, the primary call to action (CTA) across the site is a contact form, inviting users to learn more about the services offered.
Branding
The typography combines serif and sans-serif fonts, reflecting a balance between classic and contemporary finance. The navy blue conveys authority, reliability and trust. With "Tolou" translating to sunrise, the design signifies the arrival of new opportunities and expansive horizons.
Responsive Design
Figma
Designed in Figma, incorporating both mobile and desktop layouts to ensure a seamless user experience across devices.
Webflow
Built in Webflow and designed to be responsive across all viewports, including desktop, tablet, and mobile devices.
Challenges
Initially, I had limited knowledge of the hedge fund industry, but my background in investing and job experience in private equity helped ease the process. However, the lack of information about the company’s asset classes and relevant statistics made it challenging to establish credibility, especially since competitors had more data to showcase. I also needed to learn about HARO (Help a Reporter Out) PR outreach to hire a freelancer for linkbuilding, which would enhance the website's SEO and visibility on prominent financial sites.
Learnings
Collaborating with a freelance HARO linkbuilder has given me valuable insights into SEO and public relations. Through in-depth industry research, I've deepened my understanding of the hedge fund sector and its unique challenges, particularly in establishing authority and earning trust. This experience highlighted the importance of SEO, PR, and strategic content creation in building a strong reputation in the financial industry.
Results
Complete Website Developed: A comprehensive website was created, inspired by industry leaders like Citadel and Long Ridge.
Credibility Enhanced: The client’s reputation and trustworthiness were enhanced through having a larger online presence, stats, and insights page.
Client Reach Expanded: Secured features on high DR sites including MSN, Yahoo Finance, NASDAQ, GoBankingRates, and AOL through HARO outreach.
Branding Incorporated: A cohesive brand identity was developed, including color schemes and typography that align with industry standards and best practices.
Key Metrics Showcased: Relevant metrics were utilized to effectively present the client’s performance, building trust with potential clients.
Implemented Analytics: Google Analytics was successfully set up to track user engagement and behavior, facilitating data-driven decision-making.
Contact Me
Have a question or a project in mind? Let’s chat!