Greenfield Belser 2017 Annual Review

Greenfield Belser has been a Finn Partners company for almost two years. This year we are adopting the new Finn brand style we created for the firm that is on the second spread of our book. That’s exciting for all of us here at Finn, but that’s hardly all that has been going on this past year. Really, it is impossible to say we love the work we did for one client more than another, but our goal is always to show you a balanced portfolio—across sectors with firms of varying sizes located all around the country. Read more here.

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Brand Thinking
Bleeding edge thinking on branding and marketing


Six of the top 50 consulting firms launched new websites in Q4 2017.

By Joe Walsh
February 26, 2018
 Six of the top 50 consulting firms launched new websites in Q4 2017.

Reviews of the six new websites, drawn from our catalog of the largest 200 professional services firms sites, reveal new trends. See the six at a glance below and read a quick take of what we like about each.

For a broader perspective, please spend some time on our sitevisitsSM research microsite. It catalogs 200 professional service firm websites and provides the latest dish on professional service firm web design, content and development trends.

Grant Thornton

Grant Thornton has a nice model for its site. The homepage marquee helps the visitor understand the entire firm, but the interior services pages (in this case, business consulting) confirm the firm’s expertise with thought leadership, case studies and how-to descriptions. We like that each service area appears to have its compilation of insights. The resulting collection of service descriptions and thought leadership combine to give the reader the impression of sites within a site. This isn’t easy to do, requiring more care and feeding than many firms are willing to give.


To mark its 50th anniversary and bright future, Capgemini has made its mark in the new digital world with a “handcrafted, humanized” wordmark, a new brand identity, and a brand new website.  We invite you to take time and visit them yourself.  It’s worth a visit.  The site is bright, airy, rich with content that pays off the notion that technology is only as good as the people behind it.  We particularly like the Capgemini at 50 microsites.

Hewlett Packard

Now here’s a switch, not just to the HP website, but in HP’s business and brand strategy.  Last fall, HP split its business units into consumer and enterprise products and services, rebranding enterprise as Hewlett Packard Enterprise—where its consulting services live. The new Hewlett Packard Enterprise website follows the now nearly universal convention of swiping north to south for more information below the fold.  Others features include extensive thought leadership and case studies.  We like how Enterprise declares “we’re in the acceleration business—slashing the time it takes to turn ideas into value.”


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.


Amid the thought leadership arms race of large consulting firms, it’s nice to see a leading firm share what it stands for and not just what it thinks or does about the issues of the day. Don’t be mistaken, ATKearney’s new website offers plenty of leading thoughts, yet it leads with the firm’s get it done mentality.  The writing throughout the site is super efficient, short, pointed, informative and tonally different than we see on competitor sites.  Example: “Real transformation is costly, distracting, and exhausting. More than a few C-suites feel this way. They’re searching for a way off the transformation treadmill.” We also admire the UX throughout the site; subtle movements add interest to pages.  Overall, this site does a superb job of brand positioning.

Arthur D. Little

The bold departure from the old (and somewhat staid), begins on the home page.   Moving images with overlaid with code and analytics give way to marquee topics like “reimagining telco operations in a hyper-digital world.  The first management consulting company in the world wants you to know that they continue to breakthrough. This is summed up in the line, “breakthrough enablers.”  Industry, service, and insight center pages on the site are short, powerful, and efficient.  Overall, does an exemplary job of presenting the right amount of persuasive and useful information without overwhelming the visitor.