A private equity firm website is an important stepping stone to continued success. A well-designed website lets the firm tell their story, promote their brand, and generate new business.
If your private equity firm is creating its first website or doing a redesign, the examples we’re about to show you are all great ones to take inspiration from. They include crucial design elements like portfolios, team pages, investment criteria, and more.
1. Graham Partners
Clean, simple design and smooth scrolling
The first website on our list is for Graham Partners, a private equity firm founded in 1988. They specialize in advanced manufacturing businesses and industrial technology.
Upon clicking onto the site, you’re greeted with a stunning graphic of a medical professional at work accompanied by Graham’s slogan: “greatness isn’t born. It is built.”
Graham has more of these full-sized, attention-grabbing images on each page on their site, including their approach page, team, portfolio, and about pages. This lends the website a clean cohesion throughout.
Should you become a client of Graham Partners, you’ll need to log into their website. Their client login portal is visible on the homepage at the top righthand corner. That makes logging in far less time-consuming.
These elements all lend the Graham Partners website a great user experience. This private equity website design is organized in such a way that finding the information you need doesn’t take long.
2. Runway Growth Capital
Vivid colors create a recurring color scheme
Runway Growth Capital has worked with such partners as eSilicon, AllClear ID, Placecast, Drawbridge, and Mobius Imaging, generating $560 million in total loan commitments over time. What is it about their website that works so well?
Immediately, Runway seeks to gain your interest (and potentially your business) with a well-placed Let’s Connect button smack-dab in the middle of the homepage. This takes you to their contact page, where you can then send them an email through their website.
Although we can’t show you in the image above, that cityscape that takes up the majority of Runway Growth Capital’s homepage animates. It goes from showing iconic scenes like the Golden Gate Bridge to an overhead shot of a bustling city street.
Contrasting with the electric green details, this is impactful.
Further down the page, that dark blue and neon green color scheme continues in unison, providing the design basis Runway’s website follows on all its other pages. The slanted image style as seen above recurs as well, although with a solid blue background, not an animated one.
While neon colors can be a risky choice for the main color scheme, Runway Growth Capital shows how it can be done. If the contrasting color is muted enough, you get a website that catches the eye rather than acts as an eyesore.
Runway doesn’t implement an endless scroll, but their navigation is still easy.
Building blocks design style shows the steps to success
At first glance, the HGGC website looks rather understated, especially compared to the other private equity website designs we discussed thus far.. Yet with a closer examination, a clear theme emerges: stacked images and text boxes that almost look like building blocks.
The layout on HGGC’s about page as displayed above is a great example of this, but it’s also evident on their portfolio, team, and even their media and outreach pages. Not only does keeping every element on your website in literal boxes like this lend itself to a cleaner design, but it does look like building blocks.
These “blocks,” so to speak, seem like they’re stacking upwards on most of HGGC’s pages.
This ascent brings to mind a successful climb, just like the kind of success HGGC’s many clients have experienced through working with the firm. Whether intentional or not, it’s an intelligent design choice through and through.
Simple explanations of business and services makes reading through HGGC’s website pleasant.
Although HGGC’s website has a more basic style, the focus on the user experience is clear from their homepage to the outreach page and every other page in between.
4. Insight Partners
A white background makes colorful design elements pop
Our next private equity firm website with an exemplary design is Insight Partners.
You can quickly connect with Insight Partners in two ways without scrolling. First, there’s their contact page link at the top, and next, the social feed on the homepage. By clicking a recent tweet from Insight Partners or the Twitter logo itself, you’re redirected to their Twitter account.
Should you want to follow them or even seek out their other social media profiles from there, you’re on the right path.
Like HGGC, Insight Partners organizes its page elements into neat blocks. Yet this time, there’s color-coding in such hues as teal, orange, and red.
Insight’s onsite page is in a similar style, introducing even more colors per themed box. These include darker hues such as purple and navy blue. What makes this website design work so well is the pristine and simple white background.
A darker background would make those equally dark boxes get lost. Overcomplicating the background with an image or design would also look too busy and cluttered.
Insight Partners is more about letting their company’s lineage speak for itself rather than going too graphics-heavy. And while they do stay colorful throughout their website, it’s not to the point of distraction.
The bright blocks we described in the last section are more than just visually appealing. They lend to Insight Partners’ overall website design and user experience, enhancing both. You don’t struggle to find what you’re looking for when everything is so neatly color-coded, labeled, and organized.
5. Artemis Private Equity
Showing their range of clients through visualization
Artemis Private Equity is a firm that works with many clients and industries. While they could have told you that outright by dropping names, they prefer to show their clientele breadth through images as well.
Artemis shows the various industries they work with, among them medical, specialty chemicals, science, energy, defense, automotive, aerospace, and industrial automation. Each has an accompanying photo for increased visualization.
That makes the extensiveness of Artemis’ work that much more noteworthy.
Artemis’ close focus on the industries and areas they work in gives you a clear picture without even doing much reading. Adding to that user experience is the use of related images to drive home points on their homepage. Take, for instance, what looks like an image of a missile.
This breaks up two homepage sections: “The Target” and “The Bullseye,” in which Artemis lays out its goals.
Artemis keeps each page simple, prohibiting endless scrolling so you can quickly get to the information you need. When combined with their industry-centric images, navigating to just the right page or section of their website takes moments to do.
6. LightBay Capital
Simplicity wins the day
Founded in Los Angeles, LightBay Capital relies on what they call a “flexible capital approach” as applied to middle-market investing. Let’s look a little closer at their website.
LightBay Capital takes a no-frills approach to its private equity website design.
They hit all the boxes, too, such as the inclusion of a portfolio, a team page, and their investment criteria. It’s all just against a simpler backdrop of rolling homepage photos, a white background, and the perfect amount of text.
Look at their Strategy page as an example, which you can see in the image above.
The photo of the park at sunrise is that much more striking because no other elements are competing for attention. This lets potential clients dig into LightBay’s investment criteria as well as the other information on their website without getting bogged down by images.
Despite the complexity and size of the images used throughout their site, LightBay’s mobile website remains crisp, concise, and clean. You lose the rotating images on the homepage but gain a site that scrolls easily and doesn’t compress a single element.
7. Sterling Partners
A great method for highlighting a huge private equity team
Sterling Partners hails from Chicago, where they first opened their doors in 1983. By 2015, the Sterling Partners Opportunity Fund was established between Sterling and Strada Education Network.
Here’s an overview of their website.
The homepage of Sterling’s website greets you with a photo of a cityscape and several related links to the business Sterling conducts. These links are in a large, bold, white text that stands out against the complex image.
You could navigate your way from one part of Sterling’s website to another by clicking, or you can start on their homepage and scroll from there.
As you do, you’ll see each page, including what the private equity firm looks for, their team, news, and their contact information.
8. Vista Equity Partners
Arresting visuals and videos drive the firm’s concepts home
Vista Equity Partners boasts more than two decades of experience in enterprise software investing. Their capital commitments are somewhere in the ballpark of $57 billion. Here’s a closer look at their website.
You needn’t go off Vista Equity Partners’ homepage to see a slew of conversion elements. At the bottom of their page is a social link to the company’s LinkedIn profile. You can also sign up for the mailing list on the homepage.
A that’s two and a half minutes long and features stunning visuals while providing a glimpse into Vista’s potential as a partner.
Like several of the private equity investment firm websites we’ve covered, it’s possible to scroll through the entirety of Vista’s website without leaving the homepage. As you scroll, the top menu items vanish, although you can always click a sidebar (denoted as three teal lines) to the right of the page to bring the menu back at any time.
9. Alpine Investors
Oversized text grabs and holds your attention
Alpine Investors is a San Francisco private equity firm that follows a philosophy called PeopleFirst. This keeps their focus on the people side of the business as much as the financial side. Let’s see how this philosophy is reflected on their website.
The first thing you notice about Alpine Investor’s private equity website design is that they go big. Like, huge. Not only with the images, but with the text as well, which is oversized to the point where you can’t miss it.
You can see an example on their homepage above, but Alpine doesn’t stop there.
Their about page has the same style, with oversized text highlighting Alpine’s greatest successes.
The largeness of Alpine Investors website makes the navigation links apparent. The about, team, and portfolio pages are right at the top of the page and in big enough type that you can easily click them.
Due to their design choices, Alpine Investors’ website gives you a different user experience than most we’ve talked about. That alone makes this private equity firm stand out, and it’s mostly for making a brave font choice on their site.
10. Audax Private Equity
Graphs and charts prove a legacy of achievement
The last private equity firm we want to cover is Audax Private Equity, which was founded in 1999 and today is based in both San Francisco and Boston.
If you’re contemplating doing business with Audax, you can download their fact sheet right on their homepage. This gives you an overview of the company with more charts, figures, and numbers.
Audax’s site is laden with images, but it’s the charts and graphs that are really worth discussing. These show the firm’s growth over time, including areas like market growth, people and systems, revenue acceleration, and add-on acquisitions.
In the image you see above, that’s an overview of Audax’s market growth, which has exceeded $6 billion.
Some companies are shy about sharing their numbers, but not Audax Private Equity.
They lay out this information on the table like a poker player with a good hand. This should inspire confidence in all the partners and even potential partners of Audax.
A private equity firm’s website design is a valuable opportunity to educate and intrigue visitors, encouraging them to reach out and possibly start business dealings. With so many firms coming up all the time, it’s important to focus on showcasing dynamism, engagement, and expertise on the website, such as in the 10 examples above.
By: Frank DePino
Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.