Research you cannot see, made concrete enough to buy
Website
T4 Associates interviews a company's customers and reports what they actually think. Voice of the customer work for corporate marketing teams, and customer due diligence for private equity firms deciding whether to buy a business. Forty-four pages, serving two audiences that share almost nothing.
Market research is hard to sell from a website, because what you are buying is a conversation that has not happened yet. So every page here does the same job in a different register: name the question, say who gets asked, and show what came back last time.
The menu
Six kinds of research, six pages
Net promoter score, win/loss analysis, competitor intelligence, product research, customer loyalty, brand awareness. Each one gets a page of its own, not a bullet on a services list, because a marketing director does not go looking for market research. They go looking for the specific thing their board asked about on Tuesday.
One of the six
What each service page has to carry
Win/loss analysis opens on what it is, then the drivers of winning new business, then how a study is actually run, then what changes afterwards. Nobody buys research from a definition. They buy it once they can picture the interviews happening and the meeting where the findings land.
The other practice
A second audience, with its own numbers
Private equity due diligence sits apart from everything else, and the page says so with figures the firm stands behind: one in eleven engagements surfacing a valuation-altering red flag, 185+ engagements delivered, 65+ private equity firms, family offices and independent sponsors served, 15+ languages. A deal team reading at eleven at night wants a number before it wants a paragraph.
The proof
Four deals, and what each one changed
Price recalibration, deal called off, competitive threat, growth rebuilt: four tabs across the top, and the open one tells you the context, the work and the result. The first is twenty-five million dollars off a purchase price because somebody talked to the customers first. Specifics like that are the only thing that makes diligence feel cheap.
The client edits this themselves, in the CMS
The people
Eleven researchers, each with a page
A client buying research is buying the judgment of whoever runs the interviews. Every one of the eleven has a photograph, a role and a page of their own, so a prospect can see who would actually be on the calls before signing anything.
The client edits this themselves, in the CMS
The library
Twenty articles, and one pushed forward
Customer due diligence, differentiation, value creation plans, the private equity playbook. One sits in a navy panel at the top with a yellow read button, and the rest run underneath. For a firm whose product is thinking, publishing the thinking is the closest thing to a free sample.
The client edits this themselves, in the CMS
The range
Everything they do, on one screen
The homepage stops describing and lays the whole practice out, with one route into the research work and another into diligence. Then four things the firm says set it apart. A visitor who arrived for one service leaves knowing there were five more and a second practice entirely.
How an intangible gets sold
Two front doors, one site
A marketing director and a deal partner want different words, different proof and different next steps. Averaging them gives you one page that suits neither, so the site runs two routes from the homepage and lets each one sound like itself.
A service is a page, not a bullet
Six research types each get a real page with their own language. That is what makes them findable by somebody searching for the specific thing, instead of for the category it belongs to.
The articles are theirs to publish
Insights, team members and the deal examples are all content the firm adds itself. A consultancy's credibility decays the moment its last post is two years old, so publishing has to not involve me.
Booking is one click from anywhere
A scheduling page sits at its own address and the calls to action point at it, so an interested reader is never hunting for a contact form at the bottom of something.
Names and numbers, not adjectives
The pages that do the selling lead on figures the firm will stand behind and on named deals. In a market where every competitor claims deep insight, the firm willing to put a number next to the claim is the one that gets the call.
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Craig WoodCEO, Definian
Your great work deserves to look great.
Twenty-five minutes. Tell me what you're trying to do and who needs to see it, and I'll tell you what I'd build first and roughly what it costs.