Basispoint Design

In finance, your website is often your first investor meeting.
Before the handshake, before the pitch deck, before the in-person conversation, investors form opinions based on what they see online.

The challenge? Too many firms are getting that first impression wrong.

In the investment space, trust begins digitally. Your website doesn’t just communicate who you are -  it sets the tone for capital flow and investor relationships. If your digital presence feels outdated or confusing, credibility is lost before the conversation even begins.

Here are three of the most common mistakes we see when reviewing fund and financial services websites:

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1. Outdated, Static Design That Undermines Credibility

In an industry built on innovation, a stale website signals stagnation. Investors expect modern, responsive, and visually engaging experiences. If your site still looks like it belongs in 2015, it communicates that your firm is behind the curve.

The Fix:

• Use clean, modern design principles that reflect your brand’s identity.
• Highlight innovation with interactive elements, dynamic visuals, and data presentation tools.
• Refresh design regularly to signal agility and growth.

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2. Messaging Loaded With Jargon Instead of Clear Value

Websites overloaded with industry buzzwords create confusion rather than clarity. Investors are looking for a clear, compelling narrative: who you are, what makes you different, and why they should trust you.

The Fix:

• Replace jargon with plain, investor-focused messaging.
• Clearly define your value proposition in the first few scrolls.
• Use storytelling to connect your strategy with investor goals.

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3. Poor Mobile Experience That Loses Engagement Instantly

More than 60% of financial research and site traffic now happens on mobile. If your website is slow, difficult to navigate, or poorly formatted on a phone, you lose engagement before you even have a chance to connect.

The Fix:

• Build responsive sites that adapt seamlessly across all devices.
• Prioritize fast loading times and intuitive navigation.
• Test mobile user journeys the same way you test desktop experiences.

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The New Baseline for Investor Credibility

A fund or financial services website is no longer just a brochure -  it is a strategic investor communications tool. Modern visuals, a clear narrative, and seamless UX across devices aren’t optional; they are the baseline for credibility in today’s market.

The question every firm should ask is simple:
If a prospective investor landed on your site right now, would it inspire confidence and make them want to meet you?

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Digital Presence Sets the Tone for Capital Flow

At BasisPoint Group, we work with investment managers and financial services firms to transform their digital presence into a powerful tool for investor engagement. From fund website development to brand positioning and marketing strategy, we help ensure your first impression builds trust from the very first click.

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