IQ Capital
300% increase in average session duration
The client.
IQ Capital is a VC firm based in Cambridge and London that invests in “deep-tech” across sectors including machine learning, AI, robotics, advanced engineering and materials and data focused propositions, based on disruptive algorithms.
The challenge.
Improve messaging to attract and engage with a more targeted audience. The existing presence wasn’t representative of brand positioning. The user interface (UI) was dated and didn’t follow current web standards resulting in high bounce and drop-off rates.
The strategy.
Maintain the spirit of IQ and its existing brand identity. Conduct user and competitor research. Design and build a new website incorporating the new look and feel. Build the site on a content management system and develop an in-situ jobs board for the technology companies that IQ invests in.
What we did.
Audience research
We took a user-centric approach to the project by conducting thorough research into IQ Capital’s audience. This involved desk research and interviews with internal and external stakeholders to establish their unique requirements, informing our decisions on branding and website design.SEO analysis
SEO analysis of IQ Capital’s existing content and its competitors helped to identify opportunities to gain an advantage by increasing exposure to the right audience on search engine results pages. Using our analysis, we produced content that pleased both the audience and search engines, improving ranking for target keywords and using internal links to build page authority.Content generation and migration
To limit delays often associated with generating and migrating content from the existing site, we used a content prototyping tool designed for writers called Gather Content. The software ensured content was mapped out in a structured way and gave the client freedom to make edits and add comments, helping us to meet their precise requirements.Enhanced information architecture
The website design was created in a way that is both easy to use and useful to the audience. We employed pillar pages, integrating captivating content that linked to related pages. This enhanced site visibility on search engines and improved user experience. Throughout the process, we used a tool called Treejack that allows real users to test the site structure, helping to identify areas that could be improved based on their experiences.Modern and dynamic web design
There’s a reason why WordPress is the most popular choice of CMS. We used it to give IQ Capital a new, modern feel that perfectly captured its brand. The CMS is user-friendly, allowing the client to easily edit and add pages for future updates. The design is also responsive, incorporating elements that automatically adjust according to screen size, allowing for optimal performance across multiple devices.Project snapshot.
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12%
reduction in bounce rate
300%
increase in average session duration
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