18% of the top 50 consulting
By Greenfield Belser, a Finn Partners Company
firm websites have recently relaunched. See what’s fresh today!
October 19, 2016
Updates to top consulting firm websites appear to be occurring with more frequency. Our sitevisitsSM research catalogs these changes and provides the latest dish on professional service firm web design, content and development trends.
Last week, we shared changes to the AmLaw 100 firm websites. This week, we are sharing snapshots and reviews of noteworthy changes to consulting firm websites. In our research, we discovered that 18% of the websites of the largest 50 consulting firms are new (so far) this year. Here is a list and snapshot of the nine new site launches with a quick review of what we liked about each.
What we like best about the site is how The Advisory Board humanizes the delivery of thought leadership from its professionals. The content is substantive, but it comes across as less institutional and more personal (from an adviser, not a firm). Examples: Daily Briefings are in a smart Q&A format. The collection of blogs are topical, insightful, well-written, and down-to-earth in tone and subject matter. Another example, in the careers section, the introductory video has strikes a nice balance between professional and personal communications.
What a bold refreshing image and message to launch the homepage in “Fortune favors the bold.” Compelling commercials follow. And the case studies are not words but videos with the business problem—and solution—explained. Everything about this envelope around the more conventional detailed site is delightfully pleasing. Getting down to brass tacks proved to be a bit harder, but we got there. A big company with a lot to offer. Tough challenge.
The Infosys website looks the part of a global leader in consulting and technology. It’s modern in all aspects, including design, movement, responsiveness, social media leverage, video usage and how it delivers substantive information to the scanning reader. The thing we found most useful and differentiating are the stories that are part of the site’s main navigation. Pick any “Be More” story and you’ll be treated to a compelling microsite on what the client accomplished with Infosys at its side. The ATP (Association of Tennis Professionals), for example, tells the story of applied analytics to help ATP be more in the game.
KPMG.com is another robust, thought leadership-centric site smaller firms may choose to emulate (we hope in their own unique way). What we liked best about the site is how it leverages the firm’s leadership mantle to advocate for empowering women in the workforce. The initiative has two major branded anchor programs. One is the inaugural KPMG Women’s Leadership Summit. The other is the breaking-glass ceilings multimedia campaign featuring pro-golfer Stacey Lewis and Phil Mickelson in playful competition with a higher purpose. The campaign also includes an integrated social media component and the firm’s sponsorship of the groundbreaking KPMG Women’s PGA Championship.
We like McKinsey’s site for its super-efficient information delivery and sleek, business-news-like structure. Its focus on thought leadership is, well, how it leads. McKinsey teaches. It does not sell. The site’s Insights section is a conceptual model for our own best practices—visual and verbal communications are well balanced. As for their service/capability descriptions, they’re are brief, focused on benefits and dominated by insights. Consultants are organized by business function or industry. There may be a global consultant list but we couldn’t find it. No matter, there’s a reason why McKinsey perennially sits at or near the top of prestigious firm lists and it is reflected in their website content and design.
Navigant’s new site simplifies a complex and diverse array of consulting and industry focused capabilities. They do this by organizing their capabilities into three client goals: build, manage, protect. The three house things like strategy consulting on one end of the range and litigation or other dispute resolution on the other. Visitors are then immediately funneled to industry-specific experience in these areas. It may seem like a “small” thing, but we like the large typography site-wide. It is easy to read, navigate and digest.
We think “military” when we hear Northrop Grumman but it’s only natural that the firm share what it has learned in its industry with others in need. In fact, this commitment is reflected in its tagline, “The Value of Performance.” We found the most exciting component of the site to be the videos right off the bottom of the homepage (Logistics), which revealed the human side of the company, the passion of individuals for their work and the purposeful work they do.
The new Roland Berger consulting website is the centerpiece of a brand makeover that includes a new logo and all the other brand trimmings. There’s a lot to like about the new, including the use of the logo as icons for solution and industry offerings. Icons are ubiquitous on sites these days, many resembling clip art. Berger’s icons, employing its B, are unique. Each page of the site feels like a resource center. Small movements site-wide add interest to the experience. All in, the experience is intuitive, fresh, intelligent and pleasing.
Since we last reviewed the Towers Watson’s website they merged with Willis and are becoming a new brand. As the merger and brand integration continues, the new website offers links to the legacy firms, but impresses on its own. The effective use of a grid of shapes to deliver substantive information makes the information easier to consume. Not coincidentally, the grid mirrors the shapes in the new firm’s logo. We like the short videos that deliver thought leadership in two minutes or less as an alternative to reading the full white paper. For an example, see the Natural Resources Risk Index 2016.