Heng Ren Partners is an investment management firm, founded in 2013 and based in Boston, Massachusetts and is a constructive, innovative, and active investor in Chinese stocks. The firm has helped garner recognition and accolades for its strategies of investing in underappreciated Chinese, Emerging and Frontier market firms listed on exchanges worldwide. Heng Ren's research is highly proprietary, and in some cases it has the only known valuation model in the world for some companies because they are ignored and under-researched.
When Heng Ren's founder, Peter Halesworth, contacted me about redesigning his firm's website, he had a few requirements: he wanted the firm's mission to be crystal clear, he wanted the site to be very well-organized and easy to use, and he wanted plenty of imagery to convey the idea that Heng Ren is a leader in investing in the Next China. He needed the firm's experience and perspective to be front and center, and of course, he wanted the site to be well-optimized.
Client Heng Ren Partners, LLC
Services Website Redesign, Copy editing, Content Strategy, Image management, SEO
Resources Rapidweaver
Website hengreninvestment.com
At the top of every page of this site is a clear statement about what Heng Ren does, how it is different and that gets visitors to stay on the page and browse the entire site. We used very unique and colorful imagery that captures the current and the next China. While China is a nation with a long and fascinating history, Heng Ren is focused on the future, and it was critical to capture that vision visually and in the copy.
Adding color to every page was very important. Banking firms don't have products or tangible goods they can show on their sites. But they can differentiate themselves from others with really good, colorful imagery that helps tell their stories. We went through a lot of stock and original photos before settling on the ones we used - all of which I think are not only beautiful but very much in line with the bold, colorful and interesting character of the firm.
More importantly, the copy on all pages and in particular the firm's About page, had to be succinct, interesting and memorable. Peter and I worked extensively on this together because it is critical that when people arrive on the site, they understand immediately what Heng Ren is, what it does, who its clients are, what sets it apart and why the firm is very much a leader in its space. Mission accomplished, I think!
The new site is treating Heng Ren pretty well! People are finding it easily in searches, and it's getting a good deal of traffic. It's also helping Peter and partners focus on business because the site explains what they do clearly, so less time is spent on restating the main message and more on developing new relationships and conducting business.
In this Before and After video, I talk about how the site was developed and show its before and its after.