With an increasingly outdated website and an overwhelming amount of content, Waddell & Reed engaged DEG on a full-service project to reimagine the brand’s flagship website.

Many people make investments to grow their wealth. But the process involves meticulously researching and selecting the right funds. Without the proper information to evaluate if a fund is the best one for investment, people will move on to another fund or financial planning partner. That’s why one asset management company knew it needed to spend some time investing in itself.

The challenge

As an asset management and financial planning company, Waddell & Reed knows first-hand the importance of making smart investments. With an increasingly outdated website and an overwhelming amount of content, Waddell & Reed engaged DEG on a full-service project to reimagine the brand’s flagship website.

When learning about investments and financial planning, people often go online to research and find guidance. If a website is too difficult to navigate or doesn’t provide the right information, they move on to the next.

The strategy

After evaluating the website to learn more about the customer and company administrator’s current web experience, DEG developed a strategy to maximize the brand’s message within a modern design atop a scalable platform. A major aspect of the project would be to organize Waddell & Reed’s content on the front end while making it manageable on the back end. DEG defined three main objectives for the new website: increase positive brand recognition through improved website content and functionality, allow for efficiency in updating website content, and improve marketing efforts.

Waddell & Reed and DEG launched the new website—that performed faster than the previous one—featuring strategically organized content within engaging user experience and design.

The solution

DEG enhanced the content experience by re-platforming the non-responsive, hard-coded site to Sitecore, empowering website administrators to effectively manage content through a CMS. The agency collaborated with Waddell & Reed to re-architect every page of the website, producing on-brand, optimized content ready for both users and search engines to find.

Next, DEG focused on an important piece of the financial planning process: data. The Waddell & Reed website hosted numerous pages about funds and their families of funds, containing detailed pages for each fund with information crucial to the selection process. DEG and Waddell & Reed understood this data had to easily be consumed by clients and adjusted by the financial advisors to stay up to date per federal regulations.

DEG restructured the information architecture and made every page customizable, leveraging the Sitecore platform and best practices to display large amounts of financial data engagingly. The agency also categorized the content, dynamically pulling information related to a tag to make maintaining the content easier than before. With hundreds of funds listed, DEG eased the burden of content entry for the Waddell & Reed team by incorporating wildcard pages, enabling every class within a specific fund to direct to the same page.

With so much information contained within the website, DEG optimized the site functionality to ensure load times were fast and developed clear pathways for visitors to quickly find relevant content. The agency also made SEO improvements for Waddell.com to ensure it ranked well in search results above the other three Waddell & Reed-related sites that traditionally ranked higher.

The outcome

Waddell & Reed and DEG launched the new website, featuring strategically organized content within engaging user experience and design. Overall, the new site performed faster than the previous one and guided investors to the fund information needed to make a smart investment. Next, DEG and Waddell & Reed built the brand’s corporate site on Sitecore.

With a new and improved website, Waddell & Reed can now focus on its most important investments: those of its clients.

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