Ameritrade Institutional

www.ameritradeinstitutional.com

Bringing Light to the Black Hole

Ameritrade's Institutional Client Division is one of the company’s fastest-growing businesses, but its Web site needed drastic revamping to reflect that dynamic movement and add a marketing sensibility to the site. They hired Brook Group to recast its Web presentation as a marketing-driven site that would serve its dual audience by providing depth of information in a compelling, easy-to-navigate format.

Out of the Darkness

“A customer's entire experience on a Web site creates an image of a company, defining or redefining that company's brand. You need that experience to be as smooth as possible,” said David Beveridge, Managing Director and Brook Group's project lead.

Presenting the Big Picture

Ameritrade Institutional needed Brook Group to create a visual solution that would carry the site’s message and develop a dynamic and intuitive user experience. They also needed help writing content that would impel clients and prospects to do business with Ameritrade.

To make the site easy to use, Brook Group's information architecture and design team worked with Ameritrade managers to clearly define audiences and their expectations. The new site navigation was built to address those audiences, clearly presenting paths for each, and allowing cross-navigation when content applied to more than one audience. Basing the color scheme and overall organization on the company's existing brand standards for the Web, Brook Group infused the site with imagery and promotional opportunities. Brook Group's content strategists worked closely with Ameritrade's staff to adapt their language for a marketing site.

The Results Are In

This unified and visually stimulating design and content approach engages the audience and represents the dynamic nature of the company. The navigation system clarifies the site for users and the search engine within the site allows users to quickly find the desired information.

Perfect Timing

This project was completed under budget and finished in time to coincide with the annual user conference. The site embodies the meaning of the annual conference’s theme: Powersource.

Do Users Get Lost in Your Site?

Our design team is made up of individuals who know the mechanics of good Web design. Through our design, usability and branding expertise, we help organizations create positive Web experiences for their customers. Our services help organizations increase market share and instill unshakable customer loyalty. Let Brook Group help turn your Web site into a portrait of your vision. Contact us today.