Connor, Clark & Lunn Private Capital (CC&L Private Capital) is one of the largest independent and privately held discretionary portfolio managers in Canada helping families and not-for-profits. For a long time they had been relying for their net presence on a section of pages within the site of their larger parent company. Having determined that this arrangement was delivering less than optimal value, they decided to strike out on their own and asked Flywheel to help.
They talked of making it their “jewel in the crown.”
CC&L Private Capital had already done significant work revamping their brand identity and saw their website as an opportunity of bringing their new look to market. It was to be their jewel in the crown. We began with a review of existing research and an exploration of how the brand could be given a compelling practical expression. We then explored client personas and the potential journeys they could take through the site.
We brought strategic ideas to the table.
CC&L Private Capital’s “A wealth of thinking” emerged as a leading theme. But how could we establish its truth? How could we demonstrate the deep insight and understanding that informs the firm's offering? We proposed a number of ideas they hadn’t considered. Some they could accept and others they couldn’t. We took the time to find the right balance and shape a plan we could all get behind.
“We’re absolutely thrilled with the new website experience for our prospects and clients.”
That’s what CC&L Private Capital told us. For an organization with a long history, in an industry with conservative tendencies, the new site strikes the right tone of excitement and reserve, delivering a strong endorsement of the brand, offering and people. The look is modern and lively, the infrastructure strong and secure and the content accessible and mobile friendly. The “Insights” section and “Discipline in Action” pages prove “A wealth of thinking” is more than a catchy phrase.
So, what’s the net worth?
Within a month of launch, CC&L Private Capital’s development was already proving its worth. The site attracted and converted a new high-net-worth lead that had had no previous contact with the company. In general, more people are visiting and more are staying longer. Compared to traffic to their old web offering, traffic to their new site is up 40%. That’s what we call high net worth.