Broadway Advisors: A Clean Slate Case Study

The Client

Broadway Advisors is a boutique business advisory and accounting firm that assists companies through some of their most significant, and often difficult, business decisions.

Broadway started out as a boutique management consulting firm for financially and/or operationally troubled companies. They eventually expanded their offerings to become a resource for businesses in search of a solution for their accounting, tax and consulting needs.

The Project

When they came to us, Broadway Advisors’ existing site was just an outdated single page with a one-paragraph blurb about the company and a phone number.

While we admired their minimalism, the company had much more to offer. Their expanded services weren’t mentioned anywhere, and their existing site lacked the professionalism and modern design that the company wanted to convey.

After meeting with the Broadway Advisors leadership team, we were able to clarify the new site’s scope, how we would represent their services, and the initial direction for the design. Since their existing site was essentially a placeholder, we had a clean slate to work from.

Design

As a boutique agency, Broadway wanted their new website to provide a welcoming, small-business face to their business without sacrificing their professionalism or expertise.

Our designer made this happen with a clean, minimal design highlighted by subtle, tasteful animation. The images on the site reflect highlights of the Southern California landscape, reflecting where Broadway Advisors does most of their work.

The homepage design breaks out Broadway’s primary services into subsections as the user scrolls down. First, a section on restructuring describes the firm’s experience in that field, before breaking out into more traditional services like consulting, tax, and accounting services.

Content

Since the existing Broadway Advisors page said little about the company’s scope of services, we had quite a few gaps to fill to build out their new site.

Our content team collected marketing materials that the company had created to describe their expanded offerings, and used that information and collaboration with Broadway’s leadership team to fill out the new pages.

Instead of burying Broadway’s range of services beneath a drop-down menu, we chose to display each offering as its own link in the site’s main navigation.

This simple choice gives visitors easier access to the Broadway service they’re looking for, minimizing additional clicks and other obstacles to a good user experience.

The Results

Broadway Advisors’ website has come a long way from its origins as a monochromatic placeholder. Each page on the new site is easy on the eyes and serves a purpose — bringing visitors closer to the people and services that make Broadway a standout in the marketplace.

Broadway Advisors was thrilled with the finished site, which launched in the summer of 2017. The client continued to work with Website Muscle after the launch through our maintenance system — we’re basically the consultants to the consultants, which is pretty cool, right?

Share this post