Asset managers’ websites: the shop window for B2B investors

A manager’s website is the public face and shop window for institutional and wholesale investors who are increasingly conducting their research and due diligence online

In today’s digital-first era, an asset manager’s website is effectively the shop window for its business, especially when targeting institutional and wholesale investors. Just as a storefront display entices passing customers, a well-crafted website attracts professional investors and fund selectors, offering a first glimpse into the firm’s capabilities and ethos.

A high-quality online presence can create a strong first impression and, more importantly, function as a powerful tool for attracting new clients, building trust and ultimately driving business success. This article explores why keeping visitors engaged on your website translates to a greater influence and competitive advantage, and how a holistic marketing strategy centred on the website can enhance B2B distribution outcomes.

Competing for attention in the digital arena

In the “attention economy” of digital business, time is a finite currency. If an investor spends more time engaging with your content, they inevitably spend less time on a competitor’s site. Firms are literally competing for the limited resource of user attention. Securing more time from visitors on your website therefore directly increases your influence on their decision-making while reducing the likelihood that a rival captures their interest.

Multiple studies underscore the importance of capturing and holding this attention. In B2B contexts, buyers typically research several providers before making decisions. About 90% of B2B buyers will research between two and seven websites prior to making a purchase decision, and they often engage with 3–7 pieces of content before even talking to a sales representative.

Applied to asset management, this means an institutional investor or consultant is likely comparing your thought leadership content, product information and online experience against those of other managers. If your website fails to captivate them – for example, if it’s hard to navigate or lacks compelling insights – a potential investor can swiftly jump to an alternative. On the other hand, delivering rich and relevant content that encourages a longer stay can crowd out competitors by monopolising the investor’s limited research time.

Time on site is not just a vanity metric; it correlates with deeper engagement and trust-building. The more time a professional investor spends exploring your perspectives on markets or understanding your products, the more your firm becomes a familiar and credible voice. Conversely, a short visit (or high bounce rate) often indicates the content or experience did not meet expectations, sending the visitor back to search results or rival sites. Researching firms online is typically the first step in the due diligence process, so capturing that initial attention is crucial to remain in the consideration set. In essence, every extra minute a prospect spends on your site is a minute they are not spending on a competitor’s site – a direct competitive win in the battle for mindshare.

Empirical evidence shows a strong link between digital engagement and business outcomes in asset management. A J.D. Power study found that asset managers who invested heavily in digital engagement with financial advisers (including robust websites and online content) were also the firms receiving the highest inflows from those advisers. Building relationships with intermediaries requires investment in digital engagement and has only become more important in recent years. In other words, an engaging website not only holds attention in the moment but can translate into tangible distribution success over time.

Driving traffic to the shop window

To maximise the influence of the website, asset managers must first get their target audience there. A comprehensive marketing strategy spanning SEO, content marketing, digital advertising, social media and email is essential to attract institutional and wholesale investors to your online shop window. Each channel plays a role in guiding prospects to the site, where you then have the best chance to engage them deeply.

• Search Engine Optimisation (SEO): Institutional investors and financial intermediaries frequently turn to Google and other search engines to research market trends, investment solutions and asset manager information. In fact, roughly 90% of B2B buyers start their purchase journey with an online search. Ensuring your website ranks highly for relevant keywords (e.g. “emerging market debt outlook” or “sustainable investing strategies”) is pivotal. SEO involves optimising on-page content, technical site health and earning authoritative backlinks so that your thought leadership pieces and product pages appear prominently in search results. The goal is that when a CIO or fund researcher searches a topic in your domain of expertise, they find your content and click through to your site, rather than landing on a competitor’s resource.
• Content marketing: High-quality content is the magnet that pulls investors into your website. It’s no surprise that 97% of marketers use content marketing as part of their strategy, as valuable content builds credibility. For asset managers, this means producing research whitepapers, market outlooks, blog articles, webinars and case studies that address the needs and questions of institutional and wholesale audiences. By regularly publishing insightful content (e.g. a quarterly macro outlook or a topical piece on regulatory changes), you give investors a reason to visit and revisit your site. This content not only attracts organic traffic via SEO but can be used in campaigns across other channels (social, email, etc.). It is important to maintain a content calendar so that your website is frequently refreshed – an outdated blog or stale insights page can signal to visitors that your thinking isn’t up-to-date. In contrast, a site brimming with recent, insightful content invites visitors to spend more time reading and learning, thus increasing their exposure to your brand’s expertise.
• Digital advertising: Paid digital campaigns are another route to drive the right eyeballs to your site. Asset managers often invest in targeted advertising on finance publications, paid search or programmatic advertising. For example, banner ads on an institutional investor news site or sponsored content in an industry newsletter can funnel interested readers to a dedicated landing page on your website. The key is to ensure message alignment – the ad should promote a value proposition or content offer that is fulfilled when the user clicks through to your site. Modern techniques like account-based marketing (ABM) allow tailoring ads to specific accounts or audience segments, directing them to pages that speak directly to their interests. All such roads lead back to your website, underscoring it as the central hub of your digital strategy.
• Social media amplification: LinkedIn, X (formerly known as Twitter) and other professional social platforms are invaluable for amplifying content and driving traffic. A research report or article hosted on your site gains much wider reach when your firm’s executives and corporate accounts share it on LinkedIn, where fund buyers and consultants are actively looking for insights. Notably, 93% of B2B businesses find LinkedIn effective for content distribution, highlighting its importance in the asset management industry where professional networking is key. Social posts can tease the value of your content with a link back to the full piece on your site. In addition, integrating social media feeds into the website can encourage visitors to follow and share. Many savvy asset managers embed live Twitter or LinkedIn updates on their homepage or insights pages, so visitors can see recent discussions and easily repost content, extending reach and bringing even more visitors in. The amplification effect of social media ensures your shop window is not on a deserted street, but instead situated in a bustling digital marketplace where your target audience congregates.
• Email marketing: Despite the surge of new channels, email remains a workhorse for B2B engagement. Periodic newsletters, event invitations or “latest insights” emails can drive existing contacts (and qualified leads) back to your site. Because the recipients are already in your CRM, email serves to re-engage them with fresh content, increasing the likelihood they will return to the site regularly. Tracking email click-through rates and subsequent on-site behaviour also provides feedback on what topics resonate, allowing refinement of both content and email strategy over time.

Together, these channels form a digital ecosystem funnelling traffic to the website. However, while these marketing tactics cast the net wide and draw the audience in, the website itself must then convert a casual visit into a meaningful engagement.

Maximising engagement on-site

When a target investor arrives at your website, the user experience (UX) determines whether they stay and explore or leave in frustration. Good UX design is thus fundamental to keeping visitors on your site longer and guiding them to the most impactful content. Key UX considerations for asset manager websites include:

• Intuitive navigation: Institutional investors often come to your site with a specific purpose in mind, for example to find information on a particular fund, read the latest outlook or evaluate your firm’s capabilities. Your site’s navigation menu and structure should be logically organised around their needs. Clear sections for insights, solutions/strategies, firm information and contact details are a must. Many top asset management sites use mega-menus or hover menus to allow quick access to deeper pages without excessive clicking. Reducing the number of clicks needed to reach relevant information improves usability and lowers the drop-off rate. Navigation labels should use industry-standard terminology (e.g. “Insights”, “Funds”, “Strategies”, “About Us”) so that users don’t have to guess where to click.
• Performance and accessibility: A sluggish or inaccessible website will quickly drive away visitors. Ensuring fast load times and mobile responsiveness is critical. Responsive design which adapts to different screen sizes is the baseline and images and scripts should be optimised for performance. Using modern image formats like WebP/AVIF instead of heavy PNGs or JPEGs can improve speed. Performance matters not only for user experience but also for SEO rankings. Equally important is web accessibility: adhering to standards (ALT text on images, high-contrast text, keyboard navigation support, etc.) ensures that all users, including those with disabilities, can engage. Research found that an astonishing 98% of U.S.-based websites are not accessible to users with disabilities– a gap that asset managers should strive to close, both for compliance and for broadening their audience. An accessible site with clean, fast design will keep visitors of all types engaged longer.
• Visual design and branding: Aesthetics and first impressions go hand in hand. Use of modern, professional design can signal that your firm is forward-thinking and credible. Large, high-quality visualscan draw attention and make content more engaging. Many asset managers are updating away from clichéd stock photos; custom imagery or data visualisations aligned with your brand can differentiate your site. Consistent colour schemes and typography that align with your brand identity help reinforce brand recognition. Visual hierarchy is also important: key messages or calls-to-action (CTAs) should stand out so that a visitor’s attention is naturally guided to them. A well-designed homepage might, for example, greet the user with a concise value proposition and a clear CTA like “Explore Our Insights” or “View Strategies”, immediately inviting further interaction.
• Scrolling vs. clicking: Web user behaviour shows a preference for scrolling over clicking through many pages. Rather than forcing the user to navigate through multiple layers, consider designing longer pages that tell a cohesive story as the user scrolls. For example, a product page might start with a summary, then scroll down to features, then performance charts, then related resources, all on one page. This reduces load times between sections and keeps users engaged in a continuous flow, much like a narrative or slideshow. One asset manager that embraced this trend is AQR, which moved to a single-page style layout inviting visitors to scroll for more information instead of relying on dense sub-menus. Long-form pages, used judiciously, can increase time-on-page by delivering information in a digestible, linear fashion that encourages the visitor to keep going down the page.
• Trust signals and compliance: Professional investors are inherently cautious and require trust signals before engaging further. The website should prominently display any credibility markers such as client testimonials, awards, years of experience, AUM (assets under management) or notable research publications. Such elements can persuade a visitor that the firm is substantial and trustworthy, encouraging them to remain on the site to learn more. Equally, ensure that regulatory and compliance information is easily accessible. Institutional and wholesale investors will expect to see disclaimers and regulatory information. Having these in the footer or at points of content download (with minimal hassle) shows professionalism and avoids frustrating the user with hidden requirements.

UX design should make the visitor’s journey effortless, informative and even enjoyable. A well-designed site anticipates what an institutional or intermediary audience is looking for and serves it with minimum friction. The result is greater “stickiness”: visitors browse more pages and spend more time, which increases the chances of your message resonating. As evidence of how impactful design and interactivity can be, a case study by Fundamental Media found that introducing an interactive infographic (to replace a long-form article) led to a 212% increase in average time on site for the campaign, compared to usual visit durations. In other words, thoughtful design and engaging content can more than double the time an audience spends with your brand online.

Tailoring the experience to the audience

Asset managers serve a diverse range of B2B audiences, from large institutional investors (pension funds, endowments, sovereign funds) to wholesale intermediaries (financial advisers, private banks, wealth managers). These segments have differing needs and expectations. Website personalisation is about dynamically tailoring the user experience so that each visitor sees the content most relevant to them, thus increasing engagement.

Many countries require financial institutions to ensure they offer suitable products and protect retail investors from unsuitable investments. When visiting an asset manager’s website, users therefore first see a screen asking them to select their investor type. While this regulatory requirement creates an extra step in the user journey, it also provides asset managers with an opportunity to customise the homepage or menu for each investor type. This ensures the content feels immediately relevant.

Beyond this initial segmentation, deeper personalisation can be implemented using data and analytics. With modern content management systems and marketing automation, a website can recognise which firms repeatedly visit and modify content accordingly. For example, if an investment consultancy firm frequently visits the site and consistently reads content on sustainability, the homepage might algorithmically highlight ESG-related research on the next visit by someone at that firm. Some asset managers employ account-based content personalization: if they know certain target companies (e.g. a large sovereign fund) are visiting their site, they might even create bespoke welcome messages or microsites for those accounts. Dynamic personalisation options that allow a unique site experience across different regions and investor types add value by presenting relevant content depending on the visitor’s profile. This client-centric design means each visitor wastes less time filtering content and can delve straight into material that speaks to their interests.

The payoff of personalisation is a more engaging and efficient user journey, which in turn improves the likelihood of conversion. By showing each visitor that you understand their needs you create a sense of rapport and relevance. This can significantly enhance the stickiness of the site: visitors will stay longer because the content resonates and they are more likely to return knowing that your “shop window” will display items tailored for them, rather than generic messaging.

Making the website sticky and impactful

Content is the lifeblood of an asset manager’s website. While design and personalisation create a hospitable environment, it is compelling content that ultimately convinces visitors to linger, absorb your viewpoints and keep coming back for more. A robust content strategy for an asset management website should consider variety, quality, format and frequency, all with the goal of enhancing “stickiness” (i.e. prolonged engagement and repeat visits).

Institutional and wholesale investors are hungry for insight and foresight. Providing high-quality thought leadership establishes your firm as an authority and builds trust. This content should be prominently featured on the site. It’s important that these pieces are not overly promotional; they should deliver genuine analysis or information that the reader finds useful in their own work. Over time, a rich library of insights can turn your site into a go-to resource for industry professionals, meaning they will proactively visit for updates, increasing organic engagement.

Fundamental Media’s research shows that financial intermediaries value evidence of an asset manager’s expertise and track record. By consistently sharing expert analysis on your site, you reinforce the perception of being “tried and tested” in your domain, which can influence propensity to invest. In practice, many asset managershave dedicated insight hubs where a fund selector can find everything from blog posts to downloadable whitepapers and webinar replays, catering to various depth of interest.

Different people prefer different content formats, and the same individual may prefer a quick overview at one time and a deep dive at another. A sticky website offers multiple content formats to engage a wider audience. This can include written articles, infographics, short videos, podcasts, interactive tools and even educational games or quizzes. There is a notable trend toward short-form content for quicker consumption. These formats cater to shrinking attention spans and time constraints. An asset manager’s site might feature a two-minute video summary of a longer market outlook paper – grabbing attention and delivering key points rapidly – alongside the full paper for those who want detail.

At the same time, interactive content can significantly boost engagement. The earlier-mentioned case study by Fundamental Media of an interactive infographic celebrating an ETF’s 30th anniversary led to a 2.41-minute average interaction time and a 212% increase in time on site, precisely because it invited users to actively scroll, click and explore an animated timeline rather than passively read a block of text. Gamification elements are another innovative way to educate and engage. Such interactive features not only keep users on the site longer but also can provide data back to the marketer. For example, understanding which questions users commonly get wrong could inform future content to address misconceptions. Fundamental Media’s campaigns have leveraged gamified content to both engage the audience and learn about their knowledge gaps, thereby optimising messaging strategy in follow-ups.

To encourage repeat visits, content must be updated regularly. If an investor knows that your site posts a new economic commentary every Monday, they have a reason to make it part of their routine. Conversely, if content appears sporadically or there are long gaps, visitors may not return often or will only when prompted by an email or social post. Establish an editorial calendar for publishing and stick to it. This consistency signals that your firm is actively thinking and engaging with current market developments. It also aids SEO, because search engines favour sites that update frequently with fresh content. A good practice is to mix timely pieces with evergreen content (deep analytical pieces that remain relevant for months or years). The timely content showcases responsiveness and draws immediate traffic during that news cycle, while evergreen content provides long-term value and can be rediscovered over time.

Given the wide array of content, guiding users to what’s most relevant for them is vital. Curating content on the homepage or section landing pages helps surface the best pieces. Displaying an estimated read time and a brief summary or key bullet points for an article is an excellent way to entice visitors to click. It manages expectations and proves that you respect their time by being up-front about the content’s value. It’s a design choice that keeps users engaged; they can prioritise which pieces to read now versus save for later, rather than feeling uncertain about clicking a title that might not meet their needs.

In a B2B context, the ultimate goal of engaging content is to move prospects along the sales funnel. The content strategy on the website should therefore align with lead generation and nurturing. This might involve offering premium content behind a form. If done judiciously for truly high-value content, this can convert an anonymous visitor into a known lead, which sales or distribution teams can follow up with. The website can also offer pathways for further engagement. For instance, after a visitor reads several pieces, a gentle prompt could invite them to subscribe to a newsletter or contact the sales team for more information. These call-to-action points should be strategically placed but not overbearing. The content itself warms up the audience by providing value; the CTAs then invite a deeper relationship.

In crafting content, it’s worth noting any regional nuances when appropriate. While global investors share many interests, certain topics or styles may resonate more in one region versus another. If your distribution is global, consider localising content, either through translations or region-specific commentary. A case in point: some asset managers maintain region-specific blogs or have separate sections of the site (often via country selection) to ensure, say, a German institutional client sees commentary that references the European Central Bank and is available in German. These regional adaptations demonstrate cultural and market understanding, which can enhance engagement for those audiences. That said, if facts or user behaviour do not substantially differ by region, maintaining a unified global content hub might be more efficient; the focus should remain on meaningful differentiation where it truly matters.

Ultimately, content is what fills the shop window; it must be attractive enough to draw someone’s gaze and rich enough to reward their attention with substance. By deploying a multi-format, regularly updated and audience-aligned content strategy, an asset manager’s website becomes a place where professional investors spend significant time consuming information, thereby deepening their connection to the firm’s brand and expertise.

Data insights and continuous improvement

To treat the website as a critical business asset, asset managers should manage it with a cycle of measurement, analysis and improvement. Web analytics tools (e.g. Google Analytics, or privacy-friendly alternatives given the myriad of reliability issues with third-party cookies) are indispensable for understanding how visitors interact with your site and content. These tools can reveal which pages attract the most traffic, how long visitors stay on each page, what the common navigation paths are and where drop-offs happen.

Key metrics to monitor include average session duration and bounce rate. An increase in average session duration (time on site) is a positive signal that visitors are finding the site content engaging – recall the earlier case where interactive content boosted time on site by over 200%. If your analytics show that visitors who read a particular whitepaper also frequently visit a product page afterward, that suggests a strong content-to-interest conversion path, informing you to perhaps feature that whitepaper more prominently or create more like it. On the other hand, if a large portion of visitors drop off after hitting the homepage, it may indicate that the homepage isn’t effectively guiding them, so perhaps the value proposition or navigation needs tweaking.

Personalisation and content strategy should be data-driven. For example, if the data shows that a certain topic consistently gets lengthy engagement, you might prioritise creating more content around that topic. If another section sees little traffic, perhaps it’s not of interest or not easily found, so decisions can be made to either improve its visibility or cut it. Additionally, A/B testing can be employed for continuous improvement: try two versions of a page, maybe one with a video header vs. one with a static image or two different titles for the same article, and see which keeps users engaged longer or results in more CTA clicks. Over time, these incremental optimisations compound to make the site more effective.

It’s also wise to solicit qualitative feedback on the website. Direct feedback tools (surveys, feedback forms, or even usability testing sessions with key clients) can uncover pain points that raw analytics might not show. Perhaps investors find the fund data tool difficult to use or they wish for a particular type of content. By listening and iterating, you demonstrate a commitment to a user-centric approach.

From a marketing ROI perspective, integrating web analytics with CRM systems allows you to track the journey from anonymous website visitor to lead to client. This closes the loop to show, for example, that a certain percentage of website leads progressed to meetings or investments. Such analysis can justify further investment in digital content or specific site features. The attention and engagement gained on the website can be quantified as a contribution to the sales pipeline, making the case that the site is not just a marketing expense but a revenue-driving asset.

Finally, as part of continuous improvement, keep an eye on competitor websites and industry benchmarks. The digital landscape evolves quickly – what was a cutting-edge web design three years ago may now feel dated. Regularly review top-tier asset manager sites (and even fintech or other financial services sites) for inspiration and to gauge rising standards. Publications and rankings can provide insight into best practices and innovation in the industry. If peers begin offering new interactive tools or superior functionalities, consider whether similar enhancements fit your strategy. That said, any changes should be evaluated through the lens of your own audience’s needs and your firm’s objectives, rather than change for novelty’s sake.

Conclusion

The evidence is clear: an asset manager’s website is not a passive information repository, but rather a dynamic, central platform for B2B marketing and distribution. It serves as the public face and shop window for institutional and wholesale investors who are increasingly conducting their research and due diligence online. By securing more of these investors’ time and attention on your site, you gain a greater opportunity to influence their perceptions and inform their decisions, all while limiting the time they have available to spend on competitors’ sites and content. In the fierce competition for investor mindshare, a compelling website can tilt the balance in your favour.

We have discussed how a multi-channel digital strategy funnels the right audience to this hub: SEO making you discoverable in search, thought leadership content drawing interest, social media and email driving traffic, and digital ads targeting key prospects. Yet, it is the website itself that ultimately must capture and hold the audience’s interest. Through effective UX design, the site delivers a seamless, intuitive experience that encourages deep exploration rather than quick exits. Personalisation techniques ensure each visitor sees a version of the site that speaks directly to their needs, increasing relevance and engagement. A strong content strategy fills the site with valuable insights and interactive experiences that not only attract prospects but also keep them coming back, turning the site into a trusted resource. Meanwhile, analytics and continuous improvements act as the stewardship tools to keep this digital shop window in optimal condition, responsive to user behaviour patterns and preferences.

Importantly, a well-executed website strategy confers benefits beyond just engagement metrics. It enhances brand positioning, builds trust through transparency and thought leadership, and can meaningfully support the sales process by warming up prospects. In an environment where 75% of B2B buyers prefer to self-educate online rather than engage with a sales rep early on, having a website that effectively communicates your value proposition is indispensable. Even for those later in the buying process, more than one-third of professional buyers use company websites in the discovery phase, meaning your site often plays a role at the crucial outset of consideration.

For asset managers seeking to refine their B2B digital strategy, the mandate is to treat the website as a strategic asset. This means investing in it – not only in terms of technology and design, but in content creation, user research and ongoing optimisation. The mindset should be akin to managing a flagship store: ensure it’s welcoming, well-stocked with what your audience needs and staffed (in this case, virtually) with tools and content that guide the visitor to the right solutions. Neglecting the website or underestimating its role is no longer an option, as digital-savvy investors will quickly gravitate to managers who meet them with a superior online experience.