Transforming Humdrum into Human

KAYAK worked with Matco to Humanize the Website Visitor Experience.

 

Transforming Humdrum into Human

KAYAK worked with Matco to Humanize the Website Visitor Experience.

 

Transforming Humdrum into Human

KAYAK worked with Matco to Humanize the Website Visitor Experience.

 

Improving communication, transparency and opportunity through quality website design with lead capture.

Challenge/Opportunity

Matco Financial is an established player in the Western Canadian financial services industry. Looking to expand their reach as a mutual fund provider, they engaged us to improve their online communications and expand upon their commitment to communicating as openly as possible with clients and prospects.

Matco saw an opportunity to acquire new business online from mutual fund investors. This required a robust online presence where consumers would be able to research the company and its products easily.

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Matco Financial
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matco financial website upgrade and relaunch

Goals and Objectives

KAYAK set out to redesign Matco's website to improve opportunities for engagement with investors. Lead capture through information request forms, inviting visuals, robust information and social media integration were key. As was client training on the ins and outs of social networking.

Outcomes

matco-mini-form

KAYAK designed and developed a clean, corporate style website, applying colour theory and incorporating human imagery. To meet the client's goal of lead capture, key pages include a personalized contact form (see inset), allowing visitors to see the individual they would connect with. In an industry as personal and private as financial services, the inclusion of advisor photos was critical to creating an environment of trust and familiarity.

Through personalized forms and a variety of engagement opportunities (from free information downloads to taking the first step in opening an account), the team at KAYAK opened the door for prospects at different stages of the pre-purchase and purchase cycles to be drawn into Matco's sales funnel. By providing an accessible platform, custom training and ongoing inbound marketing services, KAYAK helped positioned Matco Financial for online success.

In addition to the visual redesign, we delivered on our own goal of empowering Matco's staff to deploy content and engage with prospects on their own. By completing our Online Marketing and Social Networking Training program, Matco staff were positioned to connect with peers and potential clients online at a level unheard of in traditional circles.

Within 20 days of launch, Matco's improved website score jumped by an astonishing 69 points over its predecessor – a direct result of building their website the right way:

  • crafting quality content (for visitors)
  • incorporating social media (for sharing and connecting) 
  • ethical crafting of on-page SEO elements (for search engines)
  • incorporating lead capture to encourage new business (think website ROI).

Baseline Score: 15/100
Score at time of Writing: 84/100
Improvement 20 days from reLaunch: +69

Learn more about KAYAK's approach to creating a better business website for you.

Note: website scores fluctuate with competition, activity, social engagement and algorithm changes. Further, KAYAK clients are empowered to manage their own sites. As such, a site may transform significantly over time.

 

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building a better business website book by Randy Milanovic
Kayak Online Marketing's 3 Essential Worksheets for Online Marketers free download
findability book by Randy Milanovic including the 21 new rules of content marketing