Asset Management Website Design Analysis — Sarasota, FL

As always, these small business website design analyses are here so you can see examples of website designs that incorporate all of the 5 essentials of business website design. I’m your host Shannon Johnson (PostcardMania’s Web Design Specialist), and my next analysis comes from the asset management industry. The business, Kinetic Management Group (KMG), is located in Sarasota, FL.

See the site in action: www.kinetic-sg.com

Design:

The design of this website is very image heavy, and that’s a good thing. When you’re talking finance, the minutia and jargon can take over fairly quickly. That will scare away a lot of inexperienced investors, who are intimidated by the intricacy of asset management. This site’s design is very welcoming because all you see when you arrive are pictures. The pictures are grandiose and vibrant. There’s a picture of NYC, a classic sculpture of Plato for the Philosophy page (very nice touch). The company gives you the feeling they are used to the big stage of financial investing and asset management, which is key for establishing credibility. The design of the site is very well done, because it welcomes inexperienced prospects and builds trust immediately.

Marketing:

Here are some of my biggest marketing take-aways from this site:

1) Stay Above the Scroll Line:
This site keeps a vast majority of their content above the scroll line. In other words, you can see almost all of the content without having to scroll down. This is a result of the simple and efficient style the site uses throughout and breaks a complicated business down into digestible portions for the average prospect.

2) Great Use of Imagery:
They use a lot of great pictures on this site. They all are very well chosen for reinforcing the marketing message, and they set the right tone for the site to build trust and credibility with visitors. Investing is complicated and the images help visitors visualize what’s being discussed.

3) Efficient Communication Fitted to the Prospect:
People appreciate when marketing is communicated on their level, understanding where they are coming from. It’s hard to avoid financial jargon entirely, but the site does well to efficiently communicate their services in small blocks of text that the average investor can understand.

SEO (Search Engine Optimization):

SEO is the practice of optimizing the copy on your website so that search engines can understand what your website is about and how they should rank it for particular keywords. This website is optimized for keywords like “asset management,” “financial planning,” etc. These keywords sum up what they offer to prospects, so they will draw the right crowd to their website.

Copywriting:

As I mentioned earlier, the copy of a business like this, which can get very complicated very quickly, needs to be written extra-carefully so they don’t lose interest or overwhelm inexperienced investors. KMG does a great job of efficiently communicating how they help their clients and why they are credible and trustworthy with their clients’ investments. They use a page to explain the credentials and experience of their staff, and communicate their services in easy to understand language. For an industry like asset management, that is thoroughly appreciated by prospects; and it sets KMG apart from their competitors.

Programming:

I’m easy to please with programming. As long as it isn’t getting in the way and distracting the visitors of the site by looking unprofessional, I am satisfied. This site incorporates a nice visual layout, simple navigation and was free of bugs and glitches. Looks good to me!

Does your site have all 5 of the small business web design essentials? Find out by downloading our Ultimate Small Business Web Design Checklist.

Best,
Shannon