BEFORE :: MotherFund originally chose the pre-designed website template shown at right for the animations, lively music and impressive cinematic introduction. After providing the design firm with content and a few images, they quickly launched their first website. They became concerned, however, when their web stats showed they had an 80% bounce rate of visitors leaving the site. This could be attributed to the fact that important pages lacked focus and too many “Coming Soon” messages delivered an abrupt disconnect which communicated unfinished business. The CEO of the company, unable to receive satisfactory customer service from the offshore vendor, sought help locally.

AFTER :: The new site, designed in CSS and HTML, provides a showcase of customer testimonials in animating banners. With strategic keyword content designed in the code and content, the site’s search ability and ranking has improved considerably. More importantly, the number of applications for MotherFund’s financial services and partnering opportunities has increased. Through spot TV advertisements running the client testimonials and presenting the website’s address for additional information, MotherFund’s brand identity is more consistent and powerful.
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REQUIREMENTS :: The new site needed to communicate purpose and connect emotionally with the target audience to ultimately translate into increased online application submissions and better internet rankings for visiblity.

The CEO wanted to portray MotherFund’s persona as a hip, energetic organization. Since his business caters to restaurant owners and small shops, he wanted to show his clients engaged in their service environments. The site needed to attract serious business owners who were seeking a company with a reputation for high, ethical business standards and desire for a partnership that is supportive of their business ventures.

RESEARCH :: We were responsible for writing and tailoring much of the content about MotherFund’s services, reputation and business philosophy for this project. IBy interviewing MotherFund's most experienced sales representative we understood, from the perspective of a potential small business owner, what MotherFund had to offer. We read all available advertisements and articles and press releases as well as reviewed many of the competitor’s websites to establish the point of difference offered by MotherFund. It was obvious that working with MotherFund would be a positive experience due to their fast, friendly customer service for small businesses.

STRATEGY :: The application form for MotherFund is a very important tool and the most effective way to pre-qualify a perspective client. In the new site, we made it as highly visible and accessible from every page as possible. It is designed to be quick and easy to use. Complementary colors of MotherFund’s blue contrasted with a strong orange helps to emphasize important points, define the navigation and add a bright and lively touch to the content. Incorporating the client testimonials in the banners adds validity to the company’s purpose and reputation.

Using actual location shots of clients in action provides a strong visual connection to the relationship building commitment so important to MotherFund. On each page, MotherFund’s philosophy of excellence in salesmanship, loyalty and commitment are communicated through quotes, call-outs and strong, passionate headlines.

DESIGN :: The overall design for MotherFund’s new website is cheerful, welcoming and organized which in turn successfully communicates that working with MotherFund will be a positive and beneficial experience.