Consulting firm FSG helps clients create social impact through powerful insights and ground-breaking initiatives, but its website wasn’t telling that story. Social Driver led an extensive website migration and redesign that brings FSG’s tagline, “Reimagining Social Change,” to life through a dynamic, brand-forward, mobile-friendly website.
A mission-driven consulting firm, FSG helps corporations, foundations, nonprofits and NGOs find new ways to achieve real results against society’s toughest challenges. FSG helps clients around the world create social impact through customized consulting services, powerful insights and ground-breaking initiatives. However, its website wasn’t effectively telling that story–and the website platform itself was nearing obsolescence.
FSG hired its longtime creative partner, Social Driver, to migrate its website to a new platform and improve the site’s accessibility, mobile-friendliness and back-end functions. Social Driver saw an opportunity to bring FSG’s tagline, “Reimagining Social Change,” to life through a dynamic, brand-forward website.
Social Driver knew the website was key to reaching FSG’s ideal clients–executive directors and VPs seeking a strategic partner for their organizations’ social responsibility efforts.
This project wasn’t just a redesign. It was a chance to elevate FSG’s brand amid growing competition in the collective impact consulting sector. The goal: show prospects that FSG had the insights and experience to tackle complex challenges and drive business results.
We seized this opportunity to optimize FSG’s client journey, starting with the site map and information architecture. We mapped every page and component of the site to the user’s needs, giving prospects a clear path forward and nurturing them through impactful content. Meanwhile, our team implemented tracking tools that provided FSG with valuable user data and integrated Salesforce functionality to help FSG capture warm leads.
FSG came to us with a partially redesigned home page, and while they liked the design’s look and feel, the navigation was confusing and unclear. We partnered with them to deliver a more functional, intuitive design that achieves FSG’s creative vision and quickly guides prospects to the next step–whether they’re a corporation, foundation or nonprofit/NGO.
FSG wanted to move away from dense, verbose copy–a common issue in the philanthropic consulting space–to a cleaner, more visual presentation. Clear, bold messaging, balanced with visual breathing room, elevates FSG’s brand, so it stands out as a force in the industry.
During the project’s discovery phase, FSG told us that many visitors arrived at the site to access specific resources and then quickly bounced away. This was a missed opportunity for FSG to tell its story and build brand awareness. We tackled that challenge by creating clear pathways through the site, optimizing internal links to drive visitors further into the site, and adding calls to action on each page.
A more strategic focus and elevated aesthetic have improved the website user experience and strengthened brand equity. FSG is able to engage the right prospects more easily, driving an increase in consulting inquiries that directly supports FSG’s business goals.