Merchant banking sector report
This report reviews the online presence and digital performance of a merchant banking firm that offers capital raising, investment management, and financial advisory services to corporations and high-net-worth individuals. Alongside traditional merchant banking functions, the firm may also participate in private equity and proprietary investment activities. The analysis focuses on how the company is currently positioned across web, search, and social channels, and outlines areas where digital strategy can be strengthened to better attract and engage its target audience.
Key Insights
The company’s website saw a sharp spike in traffic during June, though no corresponding marketing or content activity was recorded. This suggests the increase may have been driven by internal users or non-client traffic, rather than genuine interest from prospects. Outside of that peak, traffic patterns remain inconsistent, with periods of low visibility and no sustained upward movement.
The site’s authority score remains low, and its bounce rate, above 36%, indicates that many users are leaving after viewing only one page. While total site visits are higher than several competitors, those same competitors are seeing longer visit durations and stronger user retention. This points to better on-site content and more effective keyword targeting on their part. Although the company is ranking for a larger number of keywords, the quality and relevance of those terms appear to be underutilized.
There is also a noticeable gap in communication. From March to June, there were no social media or press updates, which limited the company’s ability to stay top of mind. In an industry where reputation and visibility matter, consistent public-facing content is essential. A clearer messaging strategy, more frequent updates, and improvements to SEO and user experience could help increase the company’s reach and support stronger connections with investors and clients.