HSBC.com About Us & Advantage

Fagan was Principal Content Developer for the websites of global bank HSBC. The role combined writing web content with developing front-end code, two of her strengths. HSBC bought Beneficial.com and HFC.com, which desperately needed redesigns. The two sites were essentially the same but served different markets.


Before: HFC.com About Us
Before: HFC.com About Us
Background

HSBC acquired Beneficial and HFC, which had been losing market share to online and upstart mortgage companies.

Challenge

Differentiate Beneficial and HFC from competitors by highlighting the companies’ long histories, traditional values, and community service.

Solution

The About Us page became a multi-page section Advantage section. The home page banner image linked to the Advantage landing page. This is a good example of how information architecture can support branding efforts.

After: Beneficial.com Advantage
After: Beneficial.com Advantage
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