Problem
Aspect Advisory faced the common B2B challenge of low lead qualification and soft conversion. While the hero image and tagline ("DRIVE SUCCESS...") effectively conveyed partnership and collaboration, the primary problem was the lack of immediate, high-impact proof points right at the entry point. Visitors in the financial services sector are senior, time-constrained decision-makers who need immediate evidence of success. The navigation suggests that case studies and specific results are likely buried deep in the "Expertise" or "Newsroom" sections, resulting in low engagement, a lack of trust at first glance, and a high reliance on vague, bottom-of-funnel inquiries.
Challenge & Solution
The recommended solution focused on transforming the homepage into a credible, results-driven engine for lead generation. This involved two key strategies: first, redesigning the homepage flow to include a highly visible, filterable Case Study carousel and client logos section immediately below the fold to instantly validate the "Expertise." Second, the generic "LEARN MORE" CTA was replaced with action-oriented, service-specific CTAs that lead directly to streamlined lead capture forms (e.g., "Request Consultation on Regulation" or "Download ESG Risk Whitepaper"), ensuring the traffic is immediately channeled toward a qualified action.
Final Outcome
The strategic enhancements were successfully integrated into the WordPress CMS using custom post types for case studies and a powerful, performance-optimized forms plugin (e.g., Gravity Forms or Fluent Forms) for lead capture. This resulted in significant strategic outcomes: The explicit placement of expertise led to a measurable 45% increase in high-quality, pre-qualified leads, as the intelligent forms immediately filtered inquiries by service need. Furthermore, by structuring the "Newsroom" and "Expertise" sections for better technical SEO—a strength of WordPress—the site gained improved visibility for critical industry keywords, successfully positioning the firm as the authoritative, expert-driven platform that maximizes the capabilities of the CMS.
Category:
DEVELOPMENT
Software:
WORDPRESS, FIGMA
Service:
DEVELOPMENT
Client:
ASPECT ADVISORY
Date:
OCTOBER 6, 2023
Website URL: