About Asset Advantage
Asset Advantage are a boutique provider of asset finance and business loans to small and medium-sized enterprises (SMEs) in England and Wales. They have a unique approach in the market place in that they will consider any asset and any industry sector, and they will lend up to £1million. They work closely with a carefully chosen panel of finance brokers, who introduce the business to them. Their aim is to forge a stronger relationship with their finance brokers, and attract new finance brokers to join their panel.
Asset Advantage wanted to update their old WordPress website that did not reflect the unique business finance solutions that they provide. They were looking for a streamlined and broker-focused website that showcased the available funding options and provided clear calls to action (CTAs). The focus was to create a user-friendly website that would be engaging to their existing broker panel, while also attracting new brokers. The website would consist of around 30 pages and would also need to provide information to customers who have existing loans with Asset Advantage and other business stakeholders.
They were looking for an experienced and professional digital marketing company that could create a new and modern website that would support their wider digital marketing efforts. As the Asset Advantage website had not been updated for some time, there was a clear requirement for a significant re-design of many areas of their WordPress website including the layout, navigation, and structure.
Asset Advantage required a professional WordPress web design agency with a proven track record of delivering functional and commercially focused websites. Following the recent appointment of their new marketing manager, they sought a company that could collaborate closely with them to make their new WordPress website a reality.
After making initial contact with VIP IT and having a free consultation with Liam to clarify the project requirements, Asset Advantage invited us to respond to their request for proposal (RFP). We provided a comprehensive proposal detailing our website build and maintenance approach, proposed sitemap, project plan and indicative costs. The detailed proposal was delivered well in advance of the deadline following a review of the RFP, and included provision for support with other areas of their digital marketing should it be required. Following a competitive tender process, VIP IT were selected as the preferred WordPress website agency for the project.
Seamless WordPress Website Project Management
Following our selection, we set about actioning the project plan for the new Asset Advantage WordPress website. The project was managed based on Agile principles with a staged review process, which would facilitate the provision of feedback and approval as the website progressed. As a company with a trained and qualified project manager in our team, we were able to deliver a professional project management approach from the start through to the end of the project.
We provided regular progress updates via our chosen project management platform, which provided their marketing manager with a live view of progress and the opportunity to collaborate on key tasks. Asset Advantage already had a preferred website hosting partner in place that would host the new website. We collaborated with their existing host throughout the web design process to ensure that the project progressed smoothly.
Professional WordPress Web Design
Once the website project was underway, we arranged a kick-off meeting with Asset Advantage’s marketing manager to collect logins for Google services & website platforms and confirm arrangements regarding the website copy and images. To minimise disruption to both Asset Advantage’s existing customers and potential customers, we recommended that the new website be built within a staging environment. This minimised disruption and provided a suitable space for website testing. In order to ensure that the new website would deliver a great user experience with a fast page loading speed and easy updates, we used our preferred, industry-leading website platform to build and manage the website.
As soon as the staging environment was built, we developed initial designs for key website pages in accordance with Asset Advantage’s brand guidelines and website plan. The initial designs were sent to their marketing manager for review and approval at regular intervals. This helped us to make regular changes based on their feedback as the project progressed. We collaborated closely with their marketing manager to bring their website vision to life and provide invaluable professional input on all aspects of the website.
Smart Functionality & WordPress Integrations
Not only was the new website built with a modern design, it also had great functionality at its core. We seamlessly integrated contact forms, an email marketing platform, re-targeting codes, user behaviour tools and Google Analytics 4 (GA4). Tracking is critical to the success of every form of digital marketing, so getting it right has never been more important. Our Chartered Institute of Marketing (CIM) trained Google Analytics specialist was able to set up GA4 in accordance with best practice to ensure that valuable user data is captured to inform future website changes and improvements.
Professional Website Launch Support
Once all of the website pages had been developed, the website was reviewed by the wider Asset Advantage team so they could provide feedback and make suggestions prior to the website launch. This allowed a series of website changes to be made in advance of the final review. The final website review involved Asset Advantage’s directors reviewing the website prior to its launch. After a small number of changes, the website was approved, and the launch was planned in close collaboration with their website hosting partner.
Prior to the launch, we provided dedicated support with planning. This included reviewing and advising on website link mapping to ensure that appropriate redirects were in place before the website launch. Careful launch planning is often missed during website projects, resulting in broken links, a poor user experience and negative SEO implications. Our careful and professional approach ensured that no broken links were present in the new website. In addition to the link mapping, we also helped Asset Advantage with contact form testing to check that all contact forms were functioning correctly, and emails were being received as expected.
Asset Advantage are delighted with the design and functionality of their new website. They have received many positive comments from stakeholders, including the commercial finance brokers that they are seeking to attract. The new website perfectly showcases their business finance solutions, provides brokers with a range of case studies to review and provides a great user experience to their website visitors. It was launched in-time for key marketing activities that they had planned and helped them to secure enquiries from new commercial finance brokers that are looking to join their broker panel.
Post-launch, VIP IT continues to provide them with full website support as part of our popular and cost-effective WordPress website maintenance plans. Asset Advantage rest assured that website updates and maintenance are taken care of in a timely manner for a monthly fee. The website maintenance tasks have included uploading news articles, developing new landing pages in support of on-going marketing activities, uploading case studies, and creating website pop-ups. In addition to this, website updates including theme updates and plugin updates are completed so their website continues to perform at its best.
Marketing Manager at Asset Advantage
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