Based in Sydney, Mitchell Asset Management is one of Australia’s leading providers of funds management, investment and business advisory services to private clients.
The company also offers a range of financial planning services, including life insurance, superannuation, property investment, aged care advice and succession/estate planning.
The brief
Well established as a high-end provider of financial advisory services, Mitchell Asset Management sought to further differentiate the two streams of their business: Asset Management (high wealth investors) and Financial Planning (individuals, families, retirees).
Key to this differentiation was a re-structure of their existing website so that the design and content clearly communicated the two streams to the relevant target audiences.
Subsequently, Mitchell Asset Management engaged us as their website copywriter to re-write the web content so that it was engaging, succinct and focused on the value propositions offered by the business.
The approach
Working closely with webqem, the agency responsible for web design and development, we initially provided recommendations on how to re-structure the sitemap for an improved user experience.
We then set about writing content for the site, delivering new web copy in a phased approach to achieve efficiencies across the project timeline, as well as to allow the client sufficient time for review and internal approvals.
The result
Mitchell Asset Management now has a professional, responsive and easy to navigate website, where each business stream is clearly defined for the different target groups.
Furthermore, the content is clear, engaging and benefit-driven; the key elements that compel potential clients to seek further information about the business.
Overall, Mitchell Asset Management was extremely pleased with the result:
“Thank you for all your work on the copy – it’s exactly what we were after!”
