Rathbones is one of the UK’s leading providers of investment management services for private clients, charities and professional advisers. With a heritage dating back to 1742, it has over 35,000 clients and almost £40-billion of funds under management.
We needed to adapt Rathbones’ printed brand guidelines for digital use, ensuring all communication was clear and consistent, no matter the platform. This meant creating a premium look and feel that appealed to a younger audience, while retaining Rathbones’ unique heritage and remaining relevant to its existing customer base. Considering the many printed items currently produced, we captured the essence of Rathbones graphically at every touch point, applying it all to their online presence. Rathbones needed its website to play a more effective and results-driven role.
The site was receiving around 25,000 visits per month – most visitors staying for less than a minute, and almost 45% venturing no further than the homepage. Traffic tended to be direct (67%), with 27% coming from search engines and 6% arriving from referral sites. Rathbones wanted to see better content, functionality and navigation to drive more traffic and achieve a lower bounce-rate.
In order to reflect the changing needs of Rathbones’ customers, we created a fully-responsive website for use on tablet and mobile.
The look and feel that was fresher, cleaner and less cluttered, with a far more dynamic homepage. Navigation was made simpler, more consistent and intuitive, which allowed us to direct different audiences from the homepage to the relevant content more efficiently.
The content itself was made more concise and easily digestible.
- Over 1 million visits since launch
- 30% increase in month-on-month web traffic
- 20% more time spent on site than previously
- 30% decrease in bounce rate