+91%
Qualified leads
Halcyon — full redesign
Halcyon is a capital-markets tool for family offices. Their site talked to everyone and converted nobody. We redesigned the whole thing to speak to the only audience that pays.
−38%
Time to first demo
9 wk
Brief to launch
Halcyon
The brief.
Rebuild the marketing site around the one audience — family offices between $100M and $1B AUM — without explicitly excluding the adjacent ones. Ship in time for an industry conference nine weeks out.
What we did.
Cut the site from 28 pages to 9. Rewrote every page to lead with a sentence that a family-office principal would finish reading.
Commissioned a motion system that does work — every animation answers a question the reader was about to ask. Nothing for its own sake.
Outcome.
Qualified leads up 91% in the quarter following launch. Time-to-first-demo dropped 38%. The sales team reports that buyers now show up already warm.
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