Combined strength

by Andrew Strange, Content Director

When a website features hundreds of pages for multiple audiences, everything from the design and navigation to the tone of voice have to be considered carefully. And when these pages are drawn from two existing websites, the challenge becomes all the greater.

The Investment Association marked the New Year with the launch of its new website, which features everything from guidance for consumers interested in investing to industry insight for its members.

An important feature is that the Members’ Homepage can be customised to highlight particular subjects and give easy access to that information. This is significant, because those with different job roles may be looking for different things.

Wardour designed the state-of-the-art website to be attractive to consumers, but also to reflect The Investment Association’s important position at the heart of the investment management industry. It has more than 200 member firms that manage more than £5 trillion for clients.

Our role was to bring together the two existing sites (one for consumers and one for the industry) into one attractive website and ensure that visitors could easily find the information they needed. The site also had to work seamlessly across devices, from mobiles and tablets to computers.

We began by auditing the existing two sites, interviewing users and creating an online survey so that we could identify what was already working well and where we could improve.

An issue that immediately emerged among members was that, although the content provided them with an important professional resource, there were so many pages that it was sometimes difficult to find what they needed.

We spent many hours developing a sitemap that ensured that information was structured logically, but due to the volume of pages, a dropdown menu from the top of the screen could not feature everything. We therefore developed a secondary menu to guide users through each section.

Together with the new ability for members to design an attractive homepage that features the topics that are most appropriate to them, this navigation means that every page can be accessed quickly.

We were also aware of the need to help consumers understand investment information that can seem complex and daunting. To overcome this, we developed an easy-to-understand and engaging animation for the homepage.

The Investment Association aims to make investment better for clients, companies and the economy so that everyone prospers. We hope we’ve played a small part in helping to achieve that goal.

Take a look at the site at

Published Jan 12, 2015

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