N2 Asset Management

The simple one, done properly

Naturally, this is the first thing anyone thinks of, and for good reason. A visitor decides how they feel about a firm before they've read a word of it.

A lot of that is just design done properly. Hierarchy, spacing, grids, typography, contrast. There are whole sciences behind each one, which is why you'd pay a designer.

But would a template tick those boxes?

Yes it would... and yet it still doesn't look credible. Why? Because it's built to suit any business and so belongs to none. There's nothing behind it to recognise. People trust what looks like it was made by someone who thinks the way they do, so the design (colours, typography, imagery, etc.) has to carry what the firm believes.

Think about it - an eco-minded client reads a page with greens and trees as a signal before a single word has been read. So it has to fit your business and your clients.

After a workshop and rounds of iteration, N2 wanted to be known for one belief: money is a means, not an end, and the end is freedom. Everything else came from there. Wide landscapes and open sky, clean architecture for the structure, a cool and quiet palette, and a classic serif that reads established without feeling dated.

This alignment of every decision feels trustworthy to visitors.

The part that stalls most websites (done for you)

A thin site makes you look like a smaller firm than you are. Depth is part of looking credible: services explained properly, questions answered before they're asked, the detail a serious client goes looking for.

Sites stay thin because somebody has to write all that, and a design agency won't. They don't know the subject, so they send over a content questionnaire and the job lands back with you, on top of everything else.

I'm part of the IFA world, so I already know how your firm works. For example, that most of your clients arrive on somebody's recommendation, which changes what a page has to do when a visitor lands already half-sold. Or that what they're really paying an IFA for is reassurance and having someone keep the whole thing coordinated, not the products underneath it.

With N2 we'd already agreed what the brand was there to say, so it took one workshop to set out what each page was for and write an objective for each. Then I wrote the whole site. It went back to them page by page in a form, my wording on one side and a blank column on the other, so all they had to do was mark the bits they wanted changed. They could see the journey laid out rather than imagine it, and nobody had to face a blank page.

Include the page they're looking for

Someone with a specific problem will always trust the firm that names it.

Say you'd just sold your business and had no idea what to do with the proceeds. Two firms in front of you, both listing retirement planning, investments and tax. One also has a page on exactly what to do after a business sale. You're always going to call that one.

So when there's a group you want to be credible to, I can write them a page of their own. The questions they actually ask, testimonials from people who've been through the same thing, written as though they're the only person reading it. Because to them, they are.

The second reason is newer. Someone with that question is now as likely to ask ChatGPT as Google, and those tools can't give advice, so they hand the person to a firm instead.

N2 are good at advising US persons living in the UK. On most sites that's a line buried under general retirement material. I wrote them a page on it, and a US client landing there feels relief before they've read a word of the rest. Everyone else scrolls past without noticing it exists.

For the visitor who won't go hunting

Some people arrive wanting a look around, and a good site gives them one. Others arrive with a single question and no patience for finding the page it's answered on. If they don't get it quickly, they leave, and you never know they were there.

So I built N2 an assistant that answers those questions on the spot. It only draws on content the firm has approved, which is what keeps it safe. It can tell someone what N2 does and whether their situation is the sort of thing the firm handles, and it can't wander into advice, because there's nothing in it to wander into. I tested it hard before it went anywhere near the site.

The part firms don't expect is what comes back. You can see what people ask it, so when the same question keeps appearing, you know exactly what your next FAQ or article should be.

Somewhere for it all to live

Every firm says it's client focussed. What that actually looks like is being useful when nobody's paying you for it: explaining a rule change in plain English, answering the question clients keep asking, writing the guide they'd otherwise go hunting for.

Most of that work gets done and then lost. A newsletter goes out once and disappears. A LinkedIn post gets its day and sinks. None of it is anywhere a prospect can find it six months later.

So N2's site has a place for it. Articles sorted by tag so someone can follow the thread they care about, and a video hub for anything filmed. Everything they write now lands somewhere permanent, on their own site, building up instead of scrolling away.

And if writing it is the bit that never happens, that's a job I can take off you.

A brand and website built to say the right thing to the right people

Website Build

Content Provided

Brand Strategy

The brief

Business

Compliance

Design involvement

Brand strategy

Care

Built for

More than just a digital brochure

Looking professional

Words included

Person-specific pages

Instant answers

A home for content

The simple one, done properly

The part that stalls most websites (done for you)

Include the page they're looking for

For the visitor who won't go hunting

Somewhere for it all to live