Great Hill Partners
- TELLING CEOs a MORE CONVINCING PRIVATE EQUITY STORY BY HIGHLIGHTING PORTFOLIO COMPANY SUCCESSES
For many growth company CEOs, most private equity firms look, feel and sound the same — at least when it comes to how those firms represent themselves online. In fact, during our discovery process we found that on the basis of their “about us” copy alone, it was virtually impossible to identify which firm was which. But beyond their website, our client Great Hill Partners truly is different — and it was our job to communicate that difference loud and clear on a newly redesigned site.
Our solution? A first-in-their-industry approach that tells GHP’s story almost entirely through the successes of its portfolio companies and helps CEOs seeking investment to picture themselves in GHP’s portfolio. We significantly reduced the amount of text-based, firm-focused content (incorporating just enough about the company’s values and vision, investment criteria and team credentials) to shine the spotlight on key activities, successes, milestones and news coming directly from active investments. And we partnered with the design team to present this information in a highly visual way.
For this project, we worked alongside the client’s digital strategy shop, web design agency, and an outside development firm — forming a single, seamless team focused on meeting the client’s needs. Using GatherContent as our primary tool for workflow, writing, coordination and approvals we delivered solid, structured content and metadata that could be seamlessly ported into the client’s content management system.
- WHAT WE DID
- Website Content Strategy
- Voice and Tone
- Existing Site Content Audit
- Competitive Analysis
- Website Messaging Hierarchy
- Website Information Architecture
- Web Writing
- Metadata Writing
- Content Sourcing and Curation
- Content Workflow & Governance
Our content strategy resulted in a radically different approach to telling GHP’s private equity story. By making portfolio company milestones the main feature on the firm’s home page, “remixing” these success stories in a dynamic and compelling Media Center section, and threading relevant pieces of portfolio company content throughout other areas of the site, we’re proving GHP’s mantra that “your success is our success”. And unlike every other site in their space, GHP’s content is anything but stuffy and dull.
Following the new site’s launch, we successfully handed off content management and site maintenance to the client’s internal marketing team — supporting their success with straightforward processes, workflows and written standards.