ETF MarketPro Case Study

Visit the site: ETF MarketPro

ETF MarketPro came up with a solution to a growing problem in the financial market industry surrounding ETFs or Exchange Traded Funds. The lack of truly objective resources and guidance for investing with ETFs was a driving motivator for the creation of this site. We were approached to help them address this issue and allow them to fill the niche in this industry.

Identity

The objective here with the logo and colors was to emote trust, yet convey a trendy, up-to-date feel. The blue and green work well together and the dark, almost black, gray solidifies the logo. It is a versatile icon that will allow for future expansion and revision of related logos.

Web Design

Simplicity was key here. We wanted to accomplish several goals here. First, to provide sufficient information without overwhelming the site visitors. Second, to create an appealing look for younger investors and an established look for the more mature investor. Third, was a navigation issue. Multiple paths to the same location without creating confusion or too much redundancy.

Architecture

Because of the nature of the industry, the information architecture was a pivotal piece in the puzzle. The need for extensibility and modularization was paramount. Storage and retrieval of the thousands of variables needed on the website was another concern that we addressed in the site architecture. Overall, the site will be able to grow and expand with the ever changing ETF landscape.

Search Engine Preparation

Going hand in hand with the site architecture is the Search Engine Optimization. The need for a way to easily manage the onsite SEO was of great importance. Providing easy access to certain key variables for the ETF MarketPro staff and their in-house optimization efforts was another factor. Now, at launch each page can be easily optimized to target specific key words and key word phrases. This will help tremendously to cut costs and will also work in concert with the offsite SEO work being done.