Hexagon* is a business which provides financing for companies who are looking to outsource the development of their business plans.
My design process started with research into Hexagon's client base. It was important that I understood who I was designing for, so that I could target my messaging and design appropriately. I was also able to combine this research with my own experience, as I had spent the early years of my career in finance.
For the hero section, I chose to use a corporate photo of a business meeting in which the members are greeting each other. The reason I chose this was based on my research on the impact of friendly faces. My research revealed that photos of friendly faces not only instil a sense of trust, but also help to increase conversions. When it comes to financial institutions, the value of trust is very important. It is one of the main reasons why the colour blue is often used by these organizations as a primary colour - as the colour blue conveys reliability and trust. This is a value that I wanted to further convey, which is why I chose the referenced image as the hero.
For the messaging in the hero, It was important that I communicate the value proposition to potential clients. My research from Nelson Normal Group revealed that the average user decides within the first 10 seconds whether or not they will stay on the website. That meant that If it wasn't clear to site users within the first 10 seconds what the value of Hexagon was, they would not view the rest of the site. I targeted my messaging to focus on the value of Hexagon in a way that is clear and easy to understand.
Since the goal of this site is to convert the site visitors into customers, I placed CTAs within sections that explained the benefits of Hexagon. By doing that, the goal is to help motivate the user to take action and click on the CTA.
*The name of the company was changed as requested by the client.