Second Line Advisors

Second Line Advisors

Executive Search

Rebuilding the site to reflect the true values of the business and brand.
Brand Strategy, Copyrighting, Design & Development, SEO [ Launch site ]

The assignment

Second Line Advisors is a New York-based executive search firm founded by Daniel Solo. With a client base ranging from traditional banking to fintech to crypto, the firm specializes in placing executives in C-level risk, compliance, and governance roles, as well as relevant counterpart roles.

While focused on risk, compliance, and governance, the firm wished to scale and extend its offering beyond its core vertical and grow its client base in new sectors such as tech and, potentially, consumer markets.
To do so it needed a site that reflected its story, services and ambitions.

Brand exploration workshops

Being a New York-based firm operating in a highly competitive category we recommended that time be spent exploring the mindset of clients, the brand, and the competitive set.  We commenced the assignment with a brand discovery exercise that began with a half-day workshop where we interrogated the client team on all facets of their business, brand, and values.
This was followed by a one-week strategy sprint that included competitive analysis, and development of the brand architecture and visual design exploration.
During the second half-day workshop, we presented our recommendations, including insights, brand values, personality, benefits, brand essence, tone of voice, and design direction.

Insight inspired design

As a result of our brand exploration, we discovered that Second Line Advisor’s client retention rate was higher than the industry average. As a result, we made trust in Second Line’s precision in securing the right candidates the critical differentiator.

Due to having a short delivery timeline we adopted an agile iterative design and build process. We began with the known elements; Newsletters and Case Studies before designing and building the Home, About, and Expertise pages.


Having completed an SEO audit of the old site during our brand exploration, it was apparent that Second Line Advisors could improve their SEO ranking with some simple to implement on-page improvements. During the copy writing phase we ensured that all competitive and some interesting long tail keywords were integrated.
We also ensured that images had the necessary alt tags (often overlooked) and that technical SEO (image optimization and schema markup) was addressed.


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