IGC was faced with a generic website that neither reflected its global expertise nor facilitated the journey of the main user: businesspeople looking for more information on M&A consultancies. The content was fragmented across multiple disconnected pages, deals were presented without context or filtering, and there was a lack of cohesion between the site's communication and commercial material. The key person came to the site suspicious, needing to quickly validate the company's credibility, sector experience and global reach before considering a contact.
Understanding the context of the project and defining that we would have two different site versions (US and BR), we developed each site adapted to the specific needs of each market, maintaining a unified strategy centered on reducing friction during credibility validation. The information architecture was restructured to concentrate relevant arguments where the user needs them, eliminating unnecessary navigation. The presentation of transactions received a filtering system and visual organization that makes it easier to identify sectoral and geographical expertise. Another focus of the project was the creation of a page for each sector, making it easier to absorb content and information from each market niche.
