Many private equity firms underestimate the impact of conveying authenticity, conviction, and company culture in their website content to attract prospective partners. When it comes to your marketing tools, your firm’s website is an essential component, which can attract potential companies and help you close successfully on negotiations.  In order to be successful, you need a website that is going to be authentic and reflect your private equity firm’s personality and values.

While your website will certainly include all the fundamental information and details about your firm, it also needs to have certain elements that will build trust and create an impression that has companies wanting to work with you.

Consider the target audience comprised of business owners who have spent a great deal of their life’s work in building up a business. They want a partner that will help them steward that company and help take it to the next level, while still being recognizable.

That means your firm’s website needs to foster trust and dispel the myths that private equity is all about tearing apart a company to make a profit. You also need to differentiate yourself and establish your brand and how it sets your firm apart. You want a website that reinforces your messaging and attracts businesses wanting to work with you.

With those goals in mind, it’s important to think about how your website can help target founders. What can you add to your website that conveys your personality and is an authentic reflection of the firm?

Here are 9 key areas that you should evaluate to assess whether your website reflects the real you or needs a private equity rebrand.

01. The Story

Narrative is important. Storytelling begins on your About page, which is where you can tell a bit about the firm’s genesis, growth and approach. It’s a way to establish your firm and your brand and should both forecast and reflect other elements of the site.

An important question to ask yourself about your About page: Does it show what’s important to you?

02. Culture

How do you position your firm as a pillar of trust? By demonstrating what your value proposition is, detailing how you work, and explicitly defining and framing your company mission.

Use imagery that reflects your corporate culture and explains your values. This section may include your philanthropic work, involvement in leadership roles in the industries you serve, and the important narratives that define what your firm represents.

For example, if your firm has a commitment to diversity, equity and inclusion, be sure it’s articulated, along with detailed examples as to what that means for employees and potential partners.

03. Personas

Who are your key target users for the website? You need to understand who your target users are and write the website, or major portions of it, to be resonant with each of those personas.

That work also means making sure that your messaging is consistent. Does your website reflect the way you deal with target users in real life? If not, you’re not being authentic or helping the cause.

You also want your website to answer questions. Does your firm have a clear sense of what target users need for information? Are those bits of information and answers to questions on your website?

04. Tone

What tone that your website copy gives off? If it strikes the right balance, for example, collaborative, experienced, passionate or confident, convicted, personable, tone can influence prospects to identify with your firm and the work you do and get excited about potentially being a part of it.

You’ll want to audit your copy to make sure that it’s consistent with the tone you exhibit in day-to-day work.  Even when a prospect is just skimming through snippets, you can make a more lasting impression by incorporating your firm’s unique voice.

Ask yourself: Are your statements things that people in your firm would say or are they boilerplate information?

05. Imagery

Are you using stock photography? Are there more photos of your people than just their bios? We suggest scheduling a photoshoot with your team and a professional photographer to capture your team and give you advice about how to use images that reflect your brand. Use these images to reflect the approachability and work style of your team visually.

06. Page Style – UX and UI

Visual design elements on your page create its look and feel. This is where you consider what the color palette is for the site, the use of animation, movement elements and video, photo treatments and fonts.

These elements, and your pages’ style, create the user experience (UX) and user interface (UI) that influence how viewers interact with and navigate the site.

They help to create the visitor’s journey, leading them from one area to the next and landing on a call to action that gives you contact information, insights, and leads to follow up on.

For example, is your firm tech-driven? If yes, then your website should not have an old, traditional feel to it. You want the style to convey the true essence and vibe of your firm.

Be mindful that styles and trends change, especially in web design. If it’s been a while since your site has had an overhaul, it’s time for a change. That doesn’t mean change just because new features are trendy, but because you want to incorporate features that convey how your firm pushes the envelope and is ahead of, not behind the times.

Some elements may seem out there, such as the use of videos or using illustrations instead of headshots. But it’s these very innovations that can be memorable and help convey your firm’s personality.

07. Team Bios

You want your bios to be professional … but with some personality. Spice up your bios by adding more personal touches – hobbies, likes or fun facts. Taking an example from a new PE client Monomoy Capital Partners, it never hurts to mention that someone “has never met a chocolate chip cookie he didn’t like.”

Your team profiles can still be professional while also reflecting your firm’s personality and not feeling stale.

08. Blog

As noted above, you want to position your firm as having expertise and competence. A blog is an ideal place to answer key questions your target audience is asking, provide general information, share your thoughts and demonstrate the depth of knowledge you have in a sector. A blog helps to support your messaging, direct readers to desired content – white papers, guides or videos, for example – and capture valuable contact information.

09. The Partner Perspective

A good way to obtain meaningful feedback and shape your site design is to ask some of your external business partners to look at the website. Ask them if it reflects your firm accurately, what’s missing and if it would attract them as a partner today. You’re likely to learn a lot.

If Your Private Equity Website Needs a Redesign…

Being engaged in the creation of a strong website helps to ensure it reflects your personality and nurtures trust. Building that website requires a partner with the creative skills to guide you through what we’ve suggested is essential.

When seeking out a website partner, make sure they instill trust and confidence and are capable of creating a site that will elevate your firm.

Some things to consider in finding the right firm:

• Do they do whiteboards for your persona breakdowns?
• Do they conduct user interviews?
• When do they bring you into the process?
• Do they actively share knowledge?
• Do they have an approachable team that will listen & guide you? Is it a team that you can ultimately trust to spearhead things?

Durkan Group might be that team for you. If your goal is to have a website that better reflects your firm’s personality, we would love to talk about how we can help you.