The Challenge

A website refresh with the intention to streamline multiple integrations, that required a deeper dive into the whole user journey

Who are Fielding Financial?

Fielding Financial are an award-winning property investment training company, their website should be front and centre of their business, one of the key drivers of customers into their system of seminars and training courses.

However, customers were not engaging, leading to worryingly low seminar attendance figures.
Email marketing was a large part of the strategy, so key landing pages needed to be considered

As the stats below illustrate, the new Fielding Financial website is becoming the asset it was built to be.

A prominent student portal and clear CTAs ensure prospects and members alike can find their way to where they want to go, whether that be to access a course or book their place on an upcoming seminar.

“The team at Vu have been a pleasure to work with over the past 8 months, creating a modern and functional website that creatively allows our company personality and values to shine through.”

The Fielding Financial team will also find it much easier to add and amend events, course modules and other site content, cutting down on valuable admin time.

In Need of Modernisation

From the outset it was clear that we would need to pull apart the existing website and find out where the user journey was breaking down. Only then could we redevelop the site so that it complemented the company’s business strategy.

Some prototype mockups of the user experience

From a design perspective, we needed to bring the aesthetic of the website up to date while still ensuring the style worked with the existing brand aesthetics.  

We selected a more friendly rounded serif font and paired this with a modern rounded sans for a more contemporary look. We further lifted the design into the 21st Century through a use of on trend colour gradients.

As a locally based web agency, Vu were a natural candidate for the bespoke technical integrations required of the Fielding Financial project.

After meeting the team, they also began to learn the range of expertise and services to help develop other elements of their digital offering.

The Solution

To locate the source of the issues, Dom walked the user journey in the customer’s footsteps, quickly discovering that booking on to a seminar was a difficult, time-consuming process. He then attended seminars and met other stakeholders in the process to gain clarity on the wider priorities of the organisation.

“Since launch in April, Vu have been on hand and quick to respond to all our queries as we navigate our way around. They are always friendly, enthusiastic and keen to find solutions.”

A Valuable Asset

This helped the wider Vu team understand which features should be retained, which needed rebuilding and which could be stripped away altogether – much like the value Fielding offer in understanding how to renovate a high value period property.

The new Fielding Financial website is now ready to become the asset it was always intended to be. The re-organised home page provides clear separation between the property training and personal betterment services.

Meanwhile, a prominent student portal and clear CTAs will now ensure prospects and members alike can find their way to where they want to go whether that be to access a course or take that vital first step in booking their place on an upcoming seminar.

Results

72%

Increase To Free Seminar Bookings

9%

Reduction To Bounce Rate

32%

Increase To All Bookings

17%

Reduction Of Costs

The Fielding Financial team find it much easier to add and amend events, course modules and other site content, cutting down on valuable admin time.

After launching their new website, Fielding Financial experienced a marked upturn in their KPIs.

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