A company's website is one of the most visible manifestations of the brand. The study ranks and rates the top ten consulting firm sites and provides best practices in website branding.

1. Missed
Opportunity:
A
Study
of
Leading
Consul8ng
Firm
Websites
December,
2014

2. Welcome.
We
are
glad
you
are
here.
Let’s
First
Talk
Differen8a8on
Branding
is
incredibly
fun
and
equally
challenging.
One
industry
where
it
is
especially
challenging
is
professional
services.
These
are
advice-­‐based
businesses
where
so
much
of
what
is
delivered
is
intangible.
Claims
of
differen?a?on
are
short-­‐lived
(and
oAen
suspect).
Everyone
sounds
and
looks
the
same.
For
these
reasons
and
more,
firms
within
the
category
are
lucky
to
achieve
incremental
gains
against
compe?tors.
Sadly,
parity
is
the
norm
in
professional
services.
Can
anyone
describe
the
difference
between
two
law
firms?
Aren’t
all
adver?sing
agencies
crea?ve?
Accoun?ng
firms
are
assumed
to
be
good
with
numbers.
How
can
one
firm
sustain
clear
differen?a?on
and
relevance?
This
is
a
broader
strategy
discussion
for
another
?me
as
this
report
deals
with
one
facet
of
professional
services
branding.
A
website
is
one
of
the
most
visible
manifesta?ons
of
a
brand.
A
poten?al
client’s
or
prospec?ve
employee’s
first
encounter
with
your
firm
is
likely
to
be
online.
Clearly,
clients
don’t
engage
professional
services
firms
based
on
the
website
alone
but
there
are
significant
benefits
by
trea?ng
your
site
as
a
cri?cal
part
of
the
brand
and
business
development
strategies.
I
know
this
in?mately
having
held
responsibility
for
the
websites
of
Interbrand,
the
leading
brand
consultancy,
and
DDB,
the
revered
adver?sing
agency,
for
a
combined
eleven
years.
I
have
also
consulted
to
over
twenty-­‐five
professional
service
firms
on
their
brand,
marke?ng
and
adver?sing.
The
vast
majority
of
these
engagements
involved
their
digital
brand
presence.
1

3. Most
professional
service
websites
are
built
and
invested
in
with
the
vague
purpose
of
establishing
creden?als.
They
become
robust
digital
calling
cards.
This
narrow
focus
minimizes
their
poten?al.
At
the
same
?me
these
businesses
struggle
with
communica?ng
and
demonstra?ng
the
complex
services
they
offer.
An
added
challenge
is
doing
this
across
mul?ple
geographies
in
different
languages
and
cultures.
I
have
wrestled
with
all
of
this
so
have
empathy
for
professional
services
marketers
and
their
agencies.
It
is
tough
to
do
it
well
and
sustain
any
advantage.
Our
study
of
the
top
ten
consul?ng
firm
websites
reveals
an
all
too
obvious
finding:
there
is
liUle
differen?a?on
among
them.
More
alarming
is
the
glaring
lack
of
quality
and
relevance.
For
strategic
thinkers,
leading
technologists
and
complex
problem
solvers,
it
appears
to
be
a
challenge
for
these
professionals
to
apply
their
talents
to
their
own
branding
and
specifically
to
their
websites.
Our
survey
of
over
1,200
marke?ng
professionals
is
revealing.
It
results
in
a
ranking
that
shows
who
is
doing
it
best.
More
importantly,
it
provides
fresh
ideas
for
any
professional
services
brand
to
employ.
We
hope
you
enjoy
and
find
value
in
the
following
pages.
The
content
here
is
a
subset
of
our
overall
study.
If
you
wish
to
learn
more,
we
kindly
invite
you
to
get
in
touch
to
discuss
your
business
and
brand.
Cheers!
Jeff
Swystun
2

4. What’s
Inside
Survey
Background
Insights
Ranking
and
Ra?ngs
3

5. Survey
Background
4

6. In
October,
2014
Swystun
Communica8ons
conducted
a
survey
via
LinkedIn.
It
was
sent
to
over
5,000
digital
marke?ng
professionals
in
the
United
States.
They
were
asked
ten
ques?ons
regarding
the
websites
of
the
ten
leading
consultancies.
Over
1,200
professionals
responded
in
full.
5

7. The
website
reflects
the
business
and
brand.
The
website
reflects
a
dis8nct
point-­‐of-­‐view.
The
content
is
clear
and
understandable.
There
is
depth
of
thought
leadership.
The
design
is
crea8ve,
appealing
and
compelling.
The
naviga8on
is
clear
and
well
organized.
The
website
provides
clarity
of
services.
The
website
provides
proof
of
capabili8es.
The
website
uses
progressive
technology.
The
website
is
relevant
and
differen8ated.
Ten
Ques8ons
On
Ten
Sites
The
ques8ons
covered
posi8oning,
design
and
content.
Respondents
were
asked
to
score
each
ques8on
out
of
5
with
5
being
best.
6

8. Ten
Consultancies
Vault.com
surveys
consultants
to
determine
the
best
consultancies.
Swystun
Communica8ons
used
the
current
Vault.com
ranking
to
select
the
consultancy
websites.
This
survey
covered
the
U.S.
websites.
Vault.com
2015
Rank
*
1 McKinsey
&
Company
2 The
Boston
Consul8ng
Group,
Inc.
3 Bain
&
Company
4 Deloi^e
Consul8ng
LLP
5 Accenture
6 Strategy&
7 PwC
8 Booz
Allen
Hamilton
9 EY
10 KPMG
LLP
*
Applies
to
their
U.S.
en88es
7

9. Insights
8

10. The
survey
produced
amazing
insights.
The
respondents
were
diligent,
thoughgul
and
sharp.
Their
qualita8ve
comments
were
highly
instruc8ve.
In
short,
they
did
not
hold
back.
The
following
are
a
number
of
observa8ons,
insights
and
ideas
to
help
you
build
or
redo
your
site
for
greater
impact.
State
Your
Purpose
What
is
the
purpose
of
your
website?
If
you
cannot
answer
clearly,
you
may
be
squandering
your
most
important
online
asset.
And
even
if
you
can
answer,
there
is
a
good
chance
your
site
is
not
fulfilling
that
purpose.
The
fact
is,
the
vast
majority
of
websites
underperform
or
far
worse,
they
are
counterproduc8ve.
Even
established,
successful
companies
with
enviable
brands
give
liUle
strategic
thought
to
their
website.
These
sites
have
been
tweaked
so
many
?mes
that
they
have
lost
their
coherence
and
purpose.
Most
are
a
result
of
patch
work
and
too
many
cooks
in
the
kitchen.
New
sites
struggle
too
with
their
purpose
but
for
the
opposite
reason.
They
tend
to
overthink
it.
These
businesses
make
their
sites
densely
complex
so
the
content
overwhelms
and
confuses.
Not
to
demean
their
poten?al
impact
and
power
but
a
website
is
basically
a
turbo-­‐charged
brochure
and
there
are
three
primary
purposes
of
a
brochure.
They
exist
to
establish
creden?als,
generate
leads,
and
sell
products
and
services.
A
website
can
accomplish
all
three
if
done
right.
Just
make
sure
to
state
a
clear
and
ambi?ous
purpose
and
make
it
yours.
9

11. Who
Are
You
Trying
To
Please?
Website
strategy
starts
with
agreeing
on
the
audiences
you
wish
to
engage
and
offering
them
real
value
when
they
visit
and
hopefully
return.
Keeping
users
on
the
site
for
as
long
as
possible
or
making
it
‘s?cky’
is
not
the
goal.
It
is
about
ensuring
your
visitors
use
your
site
to
meet
their
needs
quickly
and
easily.
It
means
delivering
a
balance
of
relevance,
differen?a?on,
educa?on
and
entertainment.
Every
professional
services
firm’s
site
targets
clients
and
prospec?ve
clients.
That
makes
sense
but
in
our
experience,
those
folks
tend
to
account
for
less
than
ten
percent
of
all
visitors.
Students
trolling
for
research,
compe?tors
looking
to
parry
your
thrusts,
and
job
seekers
make
up
the
larger
percentage.
Many
firms
have
over-­‐tailored
their
sites
to
aUrac?ng
talent.
We
tell
our
clients
to
focus
on
showcasing
cool
work
and
compelling
thought
leadership.
Prospec?ve
employees
love
that
content
much
more
than
a
trite
sec?on
on
hiring
prac?ces
and
company
culture.
The
main
audience
should
be
clients
and
prospects
but
they
are
not
a
homogeneous
group.
They
are
at
different
stages
in
the
buying
process.
That
is
why
client
journey
mapping
is
recommended.
Those
journeys
should
be
overlaid
onto
the
stages
of
awareness,
research,
comparison
and
ac?on.
The
site
posi?oning,
design
and
content
should
whisk
them
along
this
path.
Clients
buy
for
their
own
reasons,
not
the
firm’s.
So
worry
less
about
crea?ng
traffic.
Worry
more
about
crea8ng
conversa8on
because
conversa8on
leads
to
conversion.
10

12. Two
Key
Ques8ons
Professional
services
firms
deal
in
serious
stuff.
Business
strategies,
mergers
and
acquisi?ons,
global
ad
campaigns,
giant
development
projects,
and
more.
This
work
is
incredibly
interes?ng
and
compelling.
It
is
too
bad
that
most
of
the
communica?ons
from
these
firms
is
clinical,
stark
and
about
as
exci?ng
as
a
toaster
manual.
There
are
two
ques?ons
cri?cal
to
great
branding
and
a
great
website.
Answer
these
truthfully
and
crea?vely
and
your
site
will
stand
out.
What
do
you
want
visitors
to
remember?
How
do
you
want
them
to
feel?
Use
these
ques?ons
as
the
guardrails
and
goalposts
for
your
site’s
purpose,
design
and
content.
The
professional
services
category
is
playing
it
incredibly
safe.
It
is
crying
out
for
someone
to
step
up.
The
reward
is
far
greater
than
any
risk.
One
of
the
sites
in
this
study
offers
up
this
copy,
“We
deliver
true
results,
focusing
on
strategic
decisions
and
prac?cal
ac?ons
tailored
to
our
clients'
unique
reality.
We
engage
all
levels
of
an
organiza?on
from
day
one,
building
momentum
and
capabili?es
to
sustain
the
success.”
Ten
minutes
from
now
will
you
remember
it?
Did
it
evoke
any
emo?on
or
response?
11

13. What’s
the
Story?
Brands
are
stories.
Marke?ng
is
storytelling.
Visit
the
ten
consultancies
websites
in
this
study
and
you
will
not
find
a
single
compelling
plot.
There
is
no
consistent
narra?ve
to
any
of
these
sites.
They
are
a
jumble
of
boring
long
sales
sheets.
As
a
result,
there
is
no
personality
to
any
of
these
sites.
People
do
business
with
people.
Chemistry
is
cri?cal
to
selec?ng
a
professional
firm.
Unfortunately,
none
of
these
sites
have
set
up
their
online
presence
to
tell
a
story
or
truly
share
who
they
are.
In
the
absence
of
a
compelling
and
authen?c
brand
story,
these
brands
and
sites
have
compensated
with
overwhelming
content
and
incredibly
unoriginal
and
uninspired
design
and
imagery.
They
are
making
the
stock
photography
industry
profitable.
The
copywri?ng
looks
inwards
not
outwards
resul?ng
in
broadcast
communica?ons.
There
seems
to
be
no
interest
in
engaging
audiences
and
crea?ng
a
dialogue.
This
dearth
of
storytelling
is
an
amazing
opportunity
for
someone
with
the
desire
and
determina?on
to
stand
out
in
a
category
where
everyone
largely
sounds
and
looks
the
same.
Way
too
much
of
this
12

14. What do clients want? What do clients evaluate? What do clients decide on?
Solutions
Enhanced business performance
Return-on-Investment
“Help us make a gain or avoid a
loss”
Needs
and
Wants
As
shown
in
the
first
column
above,
clients
are
looking
for
solu?ons
that
will
enhance
their
business
performance.
The
services
you
deliver
must
provide
a
clear
return
on
investment.
Clients
want
help
making
a
gain
or
avoiding
a
loss.
What
gets
you
to
the
door
is
everything
in
column
two.
Your
business
reputa?on,
experience
best
expressed
through
the
work
you
have
done
with
clients,
specific
exper?se,
how
you
do
what
you
do,
client
roster
because
you
are
judged
by
the
company
you
keep,
your
size
which
is
not
a
determinant
of
quality
but
it
s?ll
communicates
an
aUribute
many
clients
evaluate,
and
your
ability
to
service
clients
where
they
compete.
The
third
column
is
the
most
important.
It
shows
that
the
decision
gets
more
personal
and
emo?onal
though
tangibles
like
price
are
s?ll
very
much
a
factor.
This
is
a
rough
idea
of
what
is
important
to
prospec?ve
clients
when
they
are
looking
to
engage
professional
services.
It
is
provided
to
help
you
understand
their
mo8va8ons
so
you
can
construct
your
website
with
a
clear
client
journey,
site
naviga?on
and
content
to
directly
meet
their
needs
and
wants.
Reputation
Relevant experience (client cases)
Relevant expertise (practices &
specialties)
Proprietary methodologies
Client list
Size
Geographic reach
Team member’s abilities, chemistry
& rapport
Understanding of the problem
Differentiated point-of-view
Capability to deliver on promise
Trust
Empathy
Confidence
Integrity
Price
13

15. AAbboouut tU Us s AAbboouut tU Uss AAbboouut tU Us s AAbboouut tU Us s AAbboouut tU Us s AAbboouut tU Us s AAbboouut tU Us s AAbboouut tU Us s
WWhhoo W Wee A Arere WWhhoo W Wee A Arere WWhhoo W Wee A Arere WWhhoo W Wee A Arere WWhhoo W Wee A Arere WWhhoo W Wee A Arere WWhhoo W Wee A Arere WWhhoo W Wee A Arere
About You Who You Are
It
Is
Not
About
Us
Too
many
professional
services
firms
make
all
of
their
communica?ons
about
themselves.
Most
have
taken
this
approach
to
illogical
extremes.
Nine
out
of
ten
websites
will
have
‘About
Us’
and
‘Who
We
Are’
as
their
primary
naviga?on
and
core
content.
This
is
bizarrely
self
absorbed.
These
firms
end
up
posi8oning
themselves
as
the
“Irrelevant
Expert”.
Instead
of
‘about
us’
it
should
be
‘about
you’.
Clients
are
buying
solu?ons
that
will
improve
their
business.
We
think
they
are
only
buying
us.
It
is
a
subtle
but
important
point
and
that
is
why
posi?oning
professional
services
is
so
difficult.
A
respondent
in
the
survey
suggest
that
PwC
should
organize
their
en?re
site
around
the
client
issues
they
profile.
This
would
be
more
relevant,
interes?ng
and
different
than
the
hybrid
architecture
of
prac?ce
areas
and
industries
that
the
category
tends
to
use.
14

16. Much
More
The
study
revealed
much
more.
The
rankings,
trends
and
comments
point
to
a
broader
set
of
prac?ces
that
professional
service
firms
cannot
ignore.
We
would
be
happy
to
share
more
on
these
and
apply
them
more
directly
to
your
situa?on.
Among
them
are:
Seong
a
clear
and
consistent
structure
CraAing
compelling
content
Establishing
valuable
calls
to
ac?on
Ensuring
dynamic
ac?vity
Providing
personal
reasons
to
come
back
We
also
have
insights
related
to
mobile
applica?ons
and
the
use
of
interac?ve
technologies
for
greater
engagement.
A
website
should
inform,
inspire
and
reassure
its
audience
about
their
purchase
decisions
or
poten?al
decision.
It
needs
to
draw
them
in
and
make
them
feel
something.
The
site
is
oAen
the
first
opportunity
to
make
them
remember
what
makes
you
different.
A
firm’s
website
is
far
too
important
to
be
squandered.
We
encourage
you
to
spend
?me
going
through
the
detailed
rankings
and
ra?ngs
that
follow
and
invite
you
to
get
in
touch
to
discuss
your
business
and
brand.
15

17. Rankings
&
Ra8ngs
16

18. Top
Websites
Cumula8ve
Scores
and
Ranking
The
study
ranked
and
rated
the
consul8ng
websites
based
on
ten
ques8ons.
Select,
relevant
qualita8ve
comments
are
also
provided.
Top
Sites
by
Rank
and
Scoring
(out
of
50)
1 Accenture
39.4
2 Deloi^e
Consul8ng
LLP
36.7
3 Bain
&
Company
34.9
4 Strategy&
33.9
5 McKinsey
&
Company
30.8
6 The
Boston
Consul8ng
Group
29.5
7 PwC
27.7
8 Booz
Allen
Hamilton
27.1
9 EY
19.5
10 KPMG
LLP
16.6
17

19. #1
Best
Consultancy
Website
Accenture
is
a
global
management
consul?ng,
technology
services
and
outsourcing
company,
with
more
than
305,000
people
serving
clients
in
more
than
120
countries.
The
company
generated
net
revenues
of
US$30.0
billion
for
2014.
High
performance.
Delivered.
18

20. 1.
The
website
reflects
the
business
and
brand
2.
The
website
reflects
a
dis?nct
point-­‐of-­‐view
3.
The
content
is
clear
and
understandable
4.
There
is
depth
of
thought
leadership
5.
The
design
is
crea?ve
and
compelling
6.
The
naviga?on
is
clear
and
well
organized
7.
The
website
provides
clarity
of
services
8.
The
website
provides
proof
of
capabili?es
9.
The
website
uses
progressive
technology
10.
The
website
is
differen?ated
4.3
4.2
4.0
4.1
3.7
3.7
3.9
4.2
3.6
3.7
Overall
Score:
39.4/50
“I
like
the
“New?
Start
Here.”
That
was
solid
because
the
site
is
jammed
with
overwhelming
content.”
“30%
less
content
would
improve
things
greatly.”
“The
color
becomes
tough
to
take
aAer
a
bit
of
cruising
on
the
site.”
“Zero
personality.”
“The
balance
of
copy
and
design
looks
right
at
first
glance
but
when
you
read
it
you
realize
they
need
to
work
on
their
tone
of
voice.”
“Time
to
simplify
this
one.
Way
too
much
content.
No
thought
given
to
the
visitor.”
“They
employ
hundreds
of
thousands
of
people
but
you
don’t
get
to
meet
any
on
the
site.”
19

21. #2
Best
Consultancy
Website
DeloiUe
Consul?ng
LLP
was
incorporated
in
1996
and
operates
as
a
subsidiary
of
DeloiUe
Touche
Tohmatsu.
It
specializes
in
human
resources,
informa?on
technology
services,
outsourcing,
health
policy
and
regulatory
reform,
and
strategy
and
opera?ons.
It
is
also
the
world’s
largest
firm
by
number
of
employees.
What
are
your
most
cri?cal
ques?ons?
DeloiUe
Consul?ng
has
the
answers
you
need
to
take
decisive
ac?on
and
achieve
sustainable
results.
20

22. 1.
The
website
reflects
the
business
and
brand
2.
The
website
reflects
a
dis?nct
point-­‐of-­‐view
3.
The
content
is
clear
and
understandable
4.
There
is
depth
of
thought
leadership
5.
The
design
is
crea?ve
and
compelling
6.
The
naviga?on
is
clear
and
well
organized
7.
The
website
provides
clarity
of
services
8.
The
website
provides
proof
of
capabili?es
9.
The
website
uses
progressive
technology
10.
The
website
is
differen?ated
4.1
4.2
3.7
3.5
4.1
3.0
3.2
2.9
3.9
4.1
Overall
Score:
36.7/50
“Strong
copy
pulls
you
in
but
the
whole
thing
does
not
hang
together.
Seems
like
it
is
wriUen
and
designed
by
two
people.”
“It
felt
split
personality.
Who
doesn’t
know
DelloiUe?
It
felt
like
it
was
trying
to
be
something
it’s
not.”
“Weird
hybrid
of
tradi?onal
site
with
a
more
progressive
scroll.
I
got
lost
several
?mes.”
“Nice
use
of
white
space,
clean
paleUe.
Friendly
design.”
“I
felt
like
a
drunk
driver
on
the
site.
Totally
disoriented.”
“Nice
aUempt
at
being
provoca?ve
and
drawing
in
the
visitor
with
ques?ons
and
claims.”
“Strong
consistency
in
brand
design
and
a
focus
on
copy
and
aesthe?cs.”
21

23. #3
Best
Consultancy
Website
Bain
was
founded
in
1973
and
now
have
50
offices
in
32
different
countries.
They
stress
their
work
in
strategy,
opera?ons,
technology,
organisa?on,
private
equity
and
M&A.
Bain
claims
that
their
clients
outperform
the
market
4:1.
Bain
&
Company
is
the
management
consul?ng
firm
the
world's
business
leaders
come
to
when
they
want
enduring
results.
Together,
we
find
value
across
boundaries,
develop
insights
to
act
on,
and
energize
teams
to
sustain
success.
We're
passionate
about
always
doing
the
right
thing
for
our
clients,
our
people
and
our
communi?es,
even
if
it
isn't
easy.
22

24. 1.
The
website
reflects
the
business
and
brand
2.
The
website
reflects
a
dis?nct
point-­‐of-­‐view
3.
The
content
is
clear
and
understandable
4.
There
is
depth
of
thought
leadership
5.
The
design
is
crea?ve
and
compelling
6.
The
naviga?on
is
clear
and
well
organized
7.
The
website
provides
clarity
of
services
8.
The
website
provides
proof
of
capabili?es
9.
The
website
uses
progressive
technology
10.
The
website
is
differen?ated
3.3
3.7
3.5
3.9
2.9
3.8
3.7
4.0
2.9
3.2
Overall
Score:
34.9/50
“Wow.
They
have
a
TwiUer
feed.
Yawn.”
“Bain
needs
to
have
a
higher
resolu?on
logo
up
on
the
site.”
“Naviga?on
and
general
look
are
beUer
than
McKinsey
and
BCG
but
the
black
&
white
images
rob
them
of
true
advantage.”
“The
business
seems
to
have
more
personality
than
most
but
this
site
feels
frequently
tweaked
rather
than
given
a
full
overhaul.”
“Fairly
dynamic
when
compared
to
compe?tors
but
the
site
is
very
2011.”
“Kudos
on
using
their
red
in
some
interes?ng
ways.
It
does
add
interest
as
you
go
through
it.”
“Can’t
a
big
firm
afford
original
photography?
I
gagged
when
I
saw
the
rowers.
Such
obvious
symbolism
says
you
think
your
visitors
are
dumb.”
23

25. #4
Best
Consultancy
Website
Strategy&
was
formed
on
March
31,
2014,
when
the
firm
formerly
known
as
Booz
&
Company
combined
with
PwC.
Strategy&
offers
strategy-­‐through-­‐execu?on
services
under
one
roof.
The
company
has
57
offices
around
the
world.
70
of
the
world's
largest
100
corpora?ons
and
400
of
the
largest
500
US
corpora?ons
are
counted
as
clients.
Introducing
Strategy&:
Changing
the
game
for
our
clients.
24

26. 1.
The
website
reflects
the
business
and
brand
2.
The
website
reflects
a
dis?nct
point-­‐of-­‐view
3.
The
content
is
clear
and
understandable
4.
There
is
depth
of
thought
leadership
5.
The
design
is
crea?ve
and
compelling
6.
The
naviga?on
is
clear
and
well
organized
7.
The
website
provides
clarity
of
services
8.
The
website
provides
proof
of
capabili?es
9.
The
website
uses
progressive
technology
10.
The
website
is
differen?ated
3.9
4.0
3.8
3.2
2.9
4.1
3.3
2.8
3.5
2.4
Overall
Score:
33.9/50
“Clean,
simple.
Decently
appealing.”
New
company,
crazy
name…website
is
too
tradi?onal.”
“Strategy&
?”
Should
do
Strategy&
you
–
with
a
focus
on
the
client
throughout.
That
would
make
it
fit
the
new
brand.”
“PreUy
word
heavy
but
naviga?on
is
easy
and
intui?ve.”
“Definitely
clean
but
it
really
could
be
any
business.
Seems
like
a
template.
Nothing
original.”
“Should
lose
the
PwC
template
and
create
its
own
brand.”
“This
firm
is
a
great
posi?on
to
breakout.
I
hope
they
have
the
courage
to
do
it.”
25

27. #5
Best
Consultancy
Website
McKinsey
&
Company
has
long
enjoyed
the
posi?on
and
reputa?on
as
the
world’s
leading
strategic
consul?ng
firm.
Established
in
1926,
it
operates
over
10
offices
in
more
than
60
countries.
McKinsey
is
considered
one
of
the
“Big
Three”
in
management
consul?ng
services
to
the
Fortune
500
set.
The
firm
proudly
calls
2/3rds
of
the
Fortune
500
among
its
clients
and
80%
of
Fortune
magazine’s
list
of
the
Most
Admired
Companies.
McKinsey
&
Company
is
a
global
management
consul?ng
firm.
We
are
the
trusted
advisor
to
the
world's
leading
businesses,
governments,
and
ins?tu?ons.
26

28. 1.
The
website
reflects
the
business
and
brand
2.
The
website
reflects
a
dis?nct
point-­‐of-­‐view
3.
The
content
is
clear
and
understandable
4.
There
is
depth
of
thought
leadership
5.
The
design
is
crea?ve
and
compelling
6.
The
naviga?on
is
clear
and
well
organized
7.
The
website
provides
clarity
of
services
8.
The
website
provides
proof
of
capabili?es
9.
The
website
uses
progressive
technology
10.
The
website
is
differen?ated
2.9
2.7
3.1
4.1
1.9
3.8
3.9
4.1
2.2
2.1
Overall
Score:
30.8/50
“Boring
but
capable
like
an
accountant.
I
wouldn’t
invite
this
website
over
for
dinner.”
“The
firm’s
reputa?on
precedes
itself
but
the
site
lacks
any
personality.
It
is
incredibly
clinical.
“The
site
is
easy
to
walk
through.
It
only
springs
to
life
in
the
sec?on
Insights
&
Publica?ons.”
“About
as
exci?ng
as
watching
paint
dry.”
“I
get
a
sense
that
they
are
playing
it
safe.
AAer
all,
their
brand
works
overall
so
why
take
a
chance
on
the
website?”
“It
feels
like
it
is
all
about
them.
The
client
is
missing.”
“You
get
what
you
want
without
any
surprises.
Too
bad.”
“Not
best-­‐in-­‐class
for
any
industry.”
27

29. #6
Best
Consultancy
Website
Boston
Consul?ng
Group
was
founded
in
1963
and
now
operates
78
offices
in
43
countries.
They
advise
clients
in
the
private,
public,
and
non-­‐profit
sectors
across
the
globe.
Fortune
Magazine
ranked
them
second
in
the
2012
list
of
the
“top
100
best
companies
to
work
for”.
In
2013
they
dropped
to
fourth
spot.
BCG
been
consistently
listed
in
Consul?ng
Magazine’s
“Best
Firms
to
Work
For”
list
since
2001.
BCG
is
a
global
management
consul?ng
firm
and
the
world's
leading
advisor
on
business
strategy.
We
partner
with
clients
from
the
private,
public,
and
not-­‐for-­‐profit
sectors
in
all
regions
to
iden?fy
their
highest-­‐value
opportuni?es,
address
their
most
cri?cal
challenges,
and
transform
their
enterprises.
28

30. 1.
The
website
reflects
the
business
and
brand
2.
The
website
reflects
a
dis?nct
point-­‐of-­‐view
3.
The
content
is
clear
and
understandable
4.
There
is
depth
of
thought
leadership
5.
The
design
is
crea?ve
and
compelling
6.
The
naviga?on
is
clear
and
well
organized
7.
The
website
provides
clarity
of
services
8.
The
website
provides
proof
of
capabili?es
9.
The
website
uses
progressive
technology
10.
The
website
is
differen?ated
3.2
2.9
3.3
4.0
1.9
2.2
3.9
3.7
2.8
1.6
Overall
Score:
29.5/50
“AAer
one
minute
my
eyeballs
began
to
bleed.”
“Not
only
does
the
site
need
a
complete
overhaul
so
does
the
en?re
brand
or
‘bland’”.
“Telling
visitors
to
go
to
YouTube
is
not
cool.
But
I
guess
they
aren’t
going
for
cool.”
“The
tabs
on
the
site
look
like
the
are
from
2007
and
once
belonged
to
a
local
insurance
agency
in
Scranton.”
“If
I
was
leA
with
one
memory
aAer
leaving
the
site,
it
was
“green”.
The
second
is
long
and
boring.”
“Shockingly
dated
in
almost
every
aspect.”
“The
graphics
are
really
dated.
They
look
like
they
came
originally
from
print
brochures
and
then
were
pasted
on
the
website.”
“Fire
the
CMO.
Oh
they
probably
don’t
have
one.”
29

31. #7
Best
Consultancy
Website
PwC
has
offices
in
157
countries
and
more
than
195,000
people.
In
FY14,
PwC
firms
provided
services
to
417
companies
in
the
Fortune
Global
500
and
462
in
the
FT
Global
500.
For
the
year
ending
30
June
2014,
PwC’s
gross
revenues
were
US$34
billion.
Crea?ng
value
for
our
clients,
people
and
communi?es
in
a
changing
world.
30

32. 1.
The
website
reflects
the
business
and
brand
2.
The
website
reflects
a
dis?nct
point-­‐of-­‐view
3.
The
content
is
clear
and
understandable
4.
There
is
depth
of
thought
leadership
5.
The
design
is
crea?ve
and
compelling
6.
The
naviga?on
is
clear
and
well
organized
7.
The
website
provides
clarity
of
services
8.
The
website
provides
proof
of
capabili?es
9.
The
website
uses
progressive
technology
10.
The
website
is
differen?ated
3.6
3.1
1.9
2.2
2.4
3.0
3.2
2.3
3.1
2.9
Overall
Score:
27.7/50
“Too
much
copy.
It
blows
what
could
be
a
winner.”
“Very
strange
experience.
It
did
not
feel
authen?c.
It
gave
off
a
sales
vibe.”
“Architecture
and
naviga?on
are
clumsy
only
because
they
are
trying
to
share
too
much.”
“You
have
to
drill
into
the
research
area
about
four
clicks
in
to
read
anything
that
will
not
give
you
seizure.”
“If
you
have
insomnia.
Read
this
site
before
bed.”
“The
whole
site
architecture
should
be
driven
by
the
business
issues
they
lay
out.
That
would
make
it
much
more
palatable.”
“The
people
photography
is
very
weak.
Cross
between
some
real
shots
and
stock.”
“They
can’t
seem
to
shake
their
accoun?ng
roots.”
31

33. #8
Best
Consultancy
Website
Booz
Allen
Hamilton
has
over
80
offices
throughout
the
United
States.
Its
core
business
is
the
provision
of
management,
technology
and
security
services,
primarily
to
civilian
government
agencies
and
as
a
security
and
defense
contractor
to
defense
and
intelligence
agencies,
as
well
as
civil
and
commercial
services.
This
spans
strategic
planning,
human
capital
and
learning,
communica?ons,
opera?onal
improvement,
informa?on
technology
work,
systems
engineering,
organiza?onal
change
efforts,
modeling
and
simula?on,
program
management,
assurance
and
resilience,
and
economic
business
analysis.
What
happens
when
tradi?on
meets
innova?on.
32

34. 1.
The
website
reflects
the
business
and
brand
2.
The
website
reflects
a
dis?nct
point-­‐of-­‐view
3.
The
content
is
clear
and
understandable
4.
There
is
depth
of
thought
leadership
5.
The
design
is
crea?ve
and
compelling
6.
The
naviga?on
is
clear
and
well
organized
7.
The
website
provides
clarity
of
services
8.
The
website
provides
proof
of
capabili?es
9.
The
website
uses
progressive
technology
10.
The
website
is
differen?ated
3.7
2.9
2.3
2.5
2.0
3.4
2.9
2.9
2.3
2.2
Overall
Score:
27.1/50
“They
come
across
more
like
a
government
department
or
a
nonprofit
associa?on
than
a
leading
consultancy.”
“Horrific.
It
is
must
be
an
embarrassment
to
employees.”
“The
average
age
of
employees
must
be
over
50
given
the
state
of
this
site.’
“I
think
they
know
their
market.
Too
much
flashiness
may
put
off
a
government
client.”
“Looks
like
my
HMO’s
website.”
“Lots
of
wri?ng
with
an
approachable
earnestness
that
all
adds
up
to
…
who
cares?”
“What
is
opposite
of
the
word
“sexy”?”
“Their
topline
naviga?on
is
an?quated.
The
whole
site
communicates
nothing
progressive
or
interes?ng.”
33

35. Ernst
&
Young
LLP
is
the
U.S.
member
firm
of
Ernst
&
Young
Global.
EY
doesn’t
really
have
a
“consul?ng”
department.
However,
they
have
an
“advisory”
unit.
EY
used
this
term
following
the
$11
billion
sale
of
its
original
consul?ng
unit
to
Capgemini
in
2000.
Some
consul?ng
firms
think
only
about
business
strategy;
some
physically
deploy
technology;
but
our
Advisory
services
help
execute
enterprise-­‐wide
performance
transforma?on
ini?a?ves.
We
help
turn
strategy
into
reality.
#9
Best
Consultancy
Website
34

36. 1.
The
website
reflects
the
business
and
brand
2.
The
website
reflects
a
dis?nct
point-­‐of-­‐view
3.
The
content
is
clear
and
understandable
4.
There
is
depth
of
thought
leadership
5.
The
design
is
crea?ve
and
compelling
6.
The
naviga?on
is
clear
and
well
organized
7.
The
website
provides
clarity
of
services
8.
The
website
provides
proof
of
capabili?es
9.
The
website
uses
progressive
technology
10.
The
website
is
differen?ated
3.2
2.1
1.2
2.3
1.6
1.3
2.4
1.9
1.6
1.9
Overall
Score:
19.5/50
“It
totally
reminded
me
of
a
college
website.
Stock
photos,
s?lted
language,
more
about
them.”
“Wow
and
I
thought
their
logo
was
bad.
The
consul?ng
site
needs
to
be
separated
from
the
other
services
and
have
room
to
breathe.”
“Some
of
the
graphics
were
simplis?c
even
childish.”
“One
page
had
21
bullets
of
drivel.”
“Definitely
a
dog
in
a
category
that
barks
a
lot.”
“I
struggled
to
understand
any
point
of
difference.”
“Does
their
marke?ng
group
any
budget?”
“Hands
down
the
biggest
abuser
of
stock
photography
I
have
seen
in
a
long
?me.”
35

37. #10
Best
Consultancy
Website
KPMG
offers
a
broad
range
of
advisory
services
spanning
analy?cs,
business
intelligence,
growth
enablement,
organiza?onal
design,
technology
enablement.
They
claim
to
own
the
nexus
of
mul?disciplinary
services
and
deep
industry
knowledge.
You
need
a
powerful
combina?on
of
capabili?es
to
focus
on
what
maUers
and
to
cut
through
the
complexity
of
the
challenges
faced.
36

38. 1.
The
website
reflects
the
business
and
brand
2.
The
website
reflects
a
dis?nct
point-­‐of-­‐view
3.
The
content
is
clear
and
understandable
4.
There
is
depth
of
thought
leadership
5.
The
design
is
crea?ve
and
compelling
6.
The
naviga?on
is
clear
and
well
organized
7.
The
website
provides
clarity
of
services
8.
The
website
provides
proof
of
capabili?es
9.
The
website
uses
progressive
technology
10.
The
website
is
differen?ated
3.4
1.7
1.4
1.3
1.4
1.3
2.1
1.3
1.5
1.2
Overall
Score:
16.6/50
“I
fell
off
my
chair
when
I
saw
the
photo
of
nuclear
power
plants
and
billowing
pollu?on
on
their
industry
page.”
“Just
when
you
thought
the
category
couldn’t
get
any
worse.”
“They
need
to
apply
their
‘cuong
though
the
complexity’
tagline
to
their
site.”
It
is
not
that
the
nav
does’t
work
because
it
does.
But
to
have
such
a
long
laundry
list
down
the
leA
side
is
hardly
an
elegant
solu?on.”
“This
site
reminds
me
of
an
old
brochure
from
the
1990’s.
You
use
every
piece
of
real
estate
and
it
ends
up
sucking.”
“Check
out
this
wri?ng,
“Maximizing
compe..ve
advantage
across
the
enterprise
is
perhaps
the
number
one
challenge
for
the
C-­‐suite.”,
That
is
just
awful
wri?ng
–
weak
and
jargonis?c.”
37

39. Thanks
for
taking
?me
to
review
our
study.
We
encourage
you
to
look
at
your
brand
and
website
with
a
fresh
lens
and
reinvigorated
purpose.
And
we
welcome
the
opportunity
to
learn
more
about
your
business
goals
and
brand
ambi?ons.
Get
In
Touch
416.471.4655
www.swystuncommunica?ons.com
38

40. Missed
Opportunity:
A
Study
of
Leading
Consul8ng
Firm
Websites
Every
brand
is
a
story.
Make
yours
a
bestseller.