Merrill Lynch Homepage Offers More than Wealth ManagementBy Greenfield/Belser
October 7, 2015
During our recent site visitsSM review of the largest 200 professional service firm websites, we spent a lot of time poring over sites, in particular the source of your first impression—the homepage. We saw a wide range of designs, a few of which impressed us, while most missed the mark.
You have one chance to make a positive first impression. Your homepage is the first thing most visitors see when they come to your site. This is your best opportunity to demonstrate your brand promise and distinctive identity—in .05 seconds.
How can I gain the visitor's attention and keep them on my site? Know your target audience. Merrill Lynch does! Blending the past with the present in a single image, Merrill Lynch says, "Hey, we're not your father's bank. We're your bank, today. We understand you and how you live." It's compelling that the Mad Men in the image appear to be from the 50s and 60s, exactly the age of this young man's father. You almost feel as if you have their creative brief in your hand, which is what the very best strategic design reveals. Rather than listing “financial planning” in the navigation bar above, Merrill Lynch invites you to explore “Your life priorities.” Smart, smart, smart.