At the end of 2022, the Avant Garde group decided to change its strategy for its subsidiary specialized in Wealth Management, shifting from a product-focused positioning (SaaS) to a service-oriented company. At the same time, the management team, recognizing the poor SEO performance of their previous site, sought to explore a new technical solution optimized for organic search.
SEO: A Strategic Challenge in the Medium and Long Term
Over the past five years, digital acquisition costs have continually risen:
- The cost per click (CPC) on Google Ads has increased on average by 35%.
- Acquisition costs on social networks have seen a significant rise, with increases of 60% for paid search. (Source Avanci).
These rises urge companies to diversify their digital acquisition sources and position SEO (Search Engine Optimization) as one of the most profitable levers in the medium and long term.
To quote the SEO agency Eskimoz: "Natural referencing, also called SEO (for Search Engine Optimization) is a methodology aimed at improving the ranking of web pages in the results of search engines like Google, Bing, or Yahoo!”
A strong SEO strategy allows companies to attract qualified traffic without solely relying on paid ads like SEA. And although SEO requires an initial investment (in time and technique), it provides a reliable and profitable acquisition source once established.
Who is Auguste Patrimoine?
Auguste Patrimoine, a subsidiary of the Avant Garde Group, is a company specializing in wealth management and financial advisory. Based in Paris, the group offers a comprehensive range of services aimed at optimizing and securing its clients' assets. These services include tax and estate planning, financial investments, structured products, life insurance, real estate investments, and more.
Before reaching out to us, the group's subsidiary had a product-focused positioning under the name Visionnr. Visionnr was a SaaS application allowing users to invest in various products and track their performance through a single platform. Then, at the end of 2022, the group decided to pivot and transform this subsidiary into a consulting company, focusing on an inbound acquisition strategy.
Their Needs and Search for Solutions
To support the launch of this new offering with a completely new positioning, the Avant Garde group needed to create a new brand from scratch and wanted to leverage SEO as the primary acquisition source. Unsatisfied with the results of their previous site—and application—built on Bubble, the Avant Garde group sought to take advantage of this restructuring to migrate to a technology optimized for SEO and scalable. The new showcase site for the company would be developed using Webflow.
Webflow: The Perfect Tool for the Situation
Thanks to its numerous features—design customization, loading performance, content creation via CMS, and SEO optimization—Webflow was the ideal tool to meet the group’s needs. Benjamin Le Maître, Managing Director of the group, initiated the search for a Webflow agency specialized in SEO capable of guiding them through this project.
After several discussions, Benjamin and his associates entrusted us with the task of creating their new brand, designing a realistic web strategy focused on SEO, and ensuring its deployment with Webflow.
Thus, the collaboration between Digidop and Avant Garde began.
From 0 to 1: How We Imagined and Deployed Auguste's Web Strategy
As with each of our projects, the initial steps were based on co-design workshops with the group's teams. These collaborative sessions allowed our teams to understand the company’s positioning, its market, and their needs. This exchange of information is essential to our support. It allows us to realign the different parts of the project with the objectives and to define a roadmap.
To recap, the goals of this collaboration were:
- Create a reassuring brand
- Develop a site optimized for SEO
- Design an evolving development prioritizing the use of the CMS and components
Here’s how we step by step conceived and deployed a strategy responding to these objectives.
- Creating a Brand Identity: We started by designing a coherent visual identity for Auguste Patrimoine and its positioning in the competitive wealth management market. This included creating a distinctive logo and a graphic charter following industry standards.
Special attention was given to the SEO competition when selecting the name to ensure a unique and easily identifiable presence on search engines. - Designing a Sitemap and Web Architecture: We conceptualized an SEO-optimized site architecture on Figma. This includes reassurance pages as well as numerous dynamic pages aimed at targeting specific SEO queries through the creation of new landing pages.
- Web Design (CMS First) and Component Library: The entire brand image created and envisioned was then applied to a Figma mockup during the website's web design phase. It needed to address reassurance and scalability challenges, with many dynamic pages, modular components, and layouts that allow for significant text areas.
- Webflow Development: The development took place in two parts. First, we created the entire CMS collection architecture to validate the logic envisioned. Then, we developed the front-end of the static pages.
- Training Avant Garde Teams: Several training sessions on best SEO practices and content management via the Webflow CMS were organized with the client’s teams. The goal was to ensure that the teams would be autonomous in using Webflow.
One of the major challenges of this project was that starting from scratch, the site had no content or authority in the eyes of Google's search engines. We therefore implemented tools that allowed the group’s teams to quickly focus on editing and filling the CMS, enabling them to have numerous published contents by the first launch. A solid initial publication quickly established credibility for the new domain name.
The teams then took care to keep the site active in the weeks following the official publication to quickly achieve the first SEO results.
One Year Later: The Results of Our Collaboration
A few statistics and insights to illustrate the results of the Auguste Patrimoine site in less than 16 months.
The Figures and SEO Performance of Auguste Patrimoine on Google
- 1st SEO Position for: Wealth management firm Paris [strategic keyword]
- 2nd SEO Position for: Wealth management firm [strategic keyword]
- 1st SEO Position: Wealth management Paris [strategic keyword]
- From 0 to 317 clicks per day in less than 16 months
- Domain Authority: 0 to 23 (1.2k backlinks)
Discover the shared experiences of Benjamin Le Maître and the complete case study in our portfolio →
Additional Resources on Webflow, SEO, and Other Success Stories
- SEO Analysis of Webflow CMS: SEO ANALYSIS of Webflow CMS | Are sites optimized? (YouTube Video)
- Complete Guide to Optimize Your Webflow Site: Webflow SEO: Complete Guide for Natural Referencing (Written Guide)
- Need Experts for Your Project? Explore our Web agency service offerings
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