Family Business Consulting Group
Website Content, User Personas
The Family Business Consulting Group (FBCG) believes family enterprises are vitally important to our economies and social fabric. So they're about creating a foundation for better business performance, while also fostering stronger relationships in the families that built them.
Or as they like to say: Seeking the greatest good for the family and business as a whole.
FBCG needed to redesign its website to improve the user experience, differentiate FBCG from top competitors, and streamline conversions — i.e., generate more leads, subscriptions, and event registrations.
I was asked to work alongside their web development agency to produce 30+ pages of fresh content.
We began by developing five distinct user personas. Next we fleshed out the site map with a detailed content plan for all top-level pages and subpages. I supplied all approved content in a content matrix, which clearly outlined all page elements, making it easy for staff to implement with their CMS.
The resulting website helped communicate FBCG’s services, processes, and benefits more clearly to better pre-qualify leads and shorten sales cycles. It won kudos from management. And provided family businesses with the resources they desperately needed to weather a global pandemic.