Singletrack approached Make to reposition and redefine their digital presence, including a revised look and feel for their website and a new set of brand adjustments that helps their business become more prominent in the market. Make were also tasked to reposition the brand’s tone of voice with new website copy and key messaging that would sit front and centre on the new look website build. Another key was to step up website security and ensure that the new website build would surpass their high-security measures.
Primarily, the new web build needed to convert potential leads, with the use of regular and engaging forms and calls to action. The website also needed to showcase Singletrack’s deep and rich library of client-facing assets, developing trust and confidence in their service offering.
Their incumbent website had been live for many years but was not communicating the scale of the business and the type of client they were now looking to attract - the admin panel of their previous platform did not allow the flexibility to create and manage content quickly and easily.
Before we could redefine the look and feel and website content we first had to clearly understand the Singletrack product, the market and the various stakeholder audiences the new website had to adhere to.
Singletrack is a growing provider within the Fintech CRM space working with large scale investment firms, banks and high net worth individuals alike, therefore the website security had to mirror the significant security standards their product delivers and their customers expect. To do this we had to work closely with the CTO and IT teams at Singletrack, which in turn allowed our team of developers to configure the website security to a level that met the high bar set by Singletrack.
In order to be more prominent in the UK Fintech space, the new Singletrack website had to clearly communicate the business offering whilst appearing approachable and appealing to new, larger audiences. Their old website was very tech-focused and did not represent the human or empathic side of the business, which is a major factor for how Singletrack operates. Our solution was to research and evaluate the direct competition and wider Fintech market and then design and build a website that gave Singletrack a technological advantage along with a human and more personal element that allows the new-look business to be approachable.
Our work involved us reviewing the SEO landscape to allow us to learn what search terms and back-linking techniques we could use in order to ensure our new website was more prominent and would outperform the competition. We set SEO benchmarks and made improvements and adjustments to existing website copy, whilst simultaneously re-writing and producing new content that would help the business to rank for the correct search terms. Since go-live, we have implemented and have continued ongoing optimisation and a digital marketing plan that allows the website to gain new visitors, and in turn new customers, month after month.
The finished website product speaks volumes and is a strong representation of the Singletrack brand. The new website better positions the brand in the market and the entire marketing team we have worked with at Singletrack are pleased and appreciate our collaborative working relationship.
The website continues to grow in SEO prominence as we continue to optimise and make adjustments to help continually improve the web performance. Make also host, manage and maintain the website on a monthly basis whereby we deliver a monthly sprint of amends and adjustments in line with marketing campaigns the Singletrack team are running.
The Singletrack website is another key achievement for our Digital team at Make and is another great showcase of the work we can deliver for marketing teams operating in the Fintech space.
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