Case Study

59% Improvement in Search Ranking for a Leading Financial Services Client

About the Client

Our client offers banking solutions and financial services, including mutual funds, insurance, securities, private equity and realty.

What the client was looking for…

Our client asked HGS to:

  • Build a new and intuitive website where customers can find relevant information easily
  • Ensure ease of usage and functionality in the website design
  • Extract accurate content from multiple bank departments and present it to the customer
  • Devise user-friendly web apps and widgets
  • Classify, organize and condense product description data for better lead generation

How HGS delivered…


  • Built an SEO-enabled website with a UX journey that adheres to international design trends and usability parameters
  • Developed a new content strategy focusing on simplified content
  • Established a single-click navigation style with more logical, search-friendly segments and strategically placed Call-To-Actions (CTAs) for cross promotion
  • Introduced “Quick Links” and lead generation forms
  • Built systems and technology modules around customers
  • Added interactive tools, features and calculators

How the business transformed…

  • The website projected a more consistent feel with digital marketing touch points
  • With precise SEO usage, website search ranking improved by 59%
  • Increased customer engagement up to 120% (through more sign-ups for newsletters and alerts)
  • Delivered better digital experiences to their customers up to 7 on the scale of 1-10
  • Provided better user experience, reduced time taken to complete tasks, encouraged interaction and promoted leads
  • Helped customers make informed finance related decisions