It's out with the old and in with the new...
On September 12, 2017, The Mordfin Group officially launched their web2.0 updated website - hosted and designed on the HubSpot Content Optimization System (COS). Business Solution Partner's Chief Marketing Officer Craig Cook lead the design and development process with consistent feedback and support from Mordfin's Elana Korn and Managing Partner Stuart Mordfin. Also providing consultation to Mordfin were growth accelerators Eliatt Di Lieto of Leadership Efficiencies and Kevin Lutz of Morgan Grace.
Mordfin's website was growing stale from the content perspective, with very dated aesthetics, while the analytics were pointing to a huge increase in mobile viewership. The original designs were not aging well in the ever-evolving web development landscape - they were un-responsive and not mobile optimized. Additionally, the company was growing and changing, necessitating the development of new content around services, industry specializations and the resources available to Mordfin clients.
Mordfin's Old Website: 2014 - 2017, R.I.P.
More than this, the old website had been haphazardly migrated to HubSpot (by another company, not BSP!) leaving certain areas of the site buggy and prone to missing images, content or broken links. Overall, the site was in a state of neglect - upkeep and adherence to new web development standards were just not being attended to.
Overall, Mordfin's experience with HubSpot up to this point was lackluster. They published a phenomenal blog, but it got very little traffic. They were excited about email marketing, but lacked email templates, landing pages - even subscription forms! The old website was not leveraging the benefits of HubSpot overall, so neither was Mordfin. This almost led Mordfin to churn away from the HubSpot solution all together. But Business Solution Partner's came to the rescue!
A complete refresh was needed - not just of the aesthetic designs, but the entire website strategy. Business Solution Partners was engaged, and we got to work making the Mordfin Experience much more Inboundy right from the word go...
The process started with a series of conversations with Mordfin's stakeholders to develop a strategic redesign not just from the graphic perspective, but that of content as well. We knew that there would be a need for a large volume of additional pages, which meant a fresh look at the menu structure (information architecture) and the identification of Mordfin's key differentiators.
From here, we identified and developed Mordfin's key Personas, with a focus on the Industry Verticals that make up the Mordfin client base. It became clear that a new section of the website dedicated to the Jewelry Industry, Real Estate, SMBs, Non-Profit Organizations and Manufacturing Industry would help clients self identify and find the corporate accounting solutions that were right for them.
As for the overall aesthetics, we went all the way back to Mordfin's logo to find inspiration and direction.
We decided to take a fresh approach to the Mordfin brand; redeveloping the logo and adapting it to stand strong and proud as an anchor to the site header. With Mordfin's base blue established, we created a complimentary color palate and style guide to inform the rest of the design decisions.
We wanted a much more graphic web2.0 aesthetic, so Business Solution Partners developed a completely custom HubSpot COS template, with many variations, to handle all of our needs. Included in the templates were full width graphic elements, text overlays, Font Awesome Icon embeds, custom modules, CTA banners and even customization points for SEO, content and social sharing. This website is built for scrolling and the usage habits of the mobile browser.
The inclusive and consultative process between Mordfin, their advisors, and the team at Business Solution Partners allowed us to distill the most important elements of the Mordfin experience into a strategic direction, and the design/development skills of the BSP team brought the vision to life.
We're very proud of the new site, and believe the work speaks for itself. Please visit https://www.mordfin.com/ to see the results for yourself!