Building Trust At Scale: Redefining NewPoint's Digital Experience
NewPoint’s original website was hastily built to support a fast-moving business launch. As the company evolved into a sophisticated leader in real estate capital, its digital presence no longer reflected that growth. The site lacked the polish, strategic messaging, and flexibility needed to build trust, showcase expertise, and scale with the brand.
Square360 led a comprehensive redesign focused on clarity, credibility, and future growth. Following a deep discovery phase, we developed a modern, trust-forward experience that highlights NewPoint’s originators, elevates thought leadership, and supports recruitment, while laying the groundwork for scalable integration with future platforms. The result is a highly credible, content-rich site that mirrors the caliber of NewPoint’s work and people.
The Results:
The redesigned site has delivered exceptional performance improvements across visibility, engagement, and search. Traffic following the new site’s launch grew nearly fivefold year-over-year. Users are interacting more deeply with content, and organic discovery has surged. These results are clear evidence that the site is connecting the right audiences with the right messages.
The Challenges
NewPoint needed to overcome several strategic and technical hurdles to achieve its digital goals:
Rushed Launch Left Gaps
The original site, built quickly, lacked refinement and didn’t match the firm’s operational sophistication or market position.
Missed Opportunities to Build Trust
Visitors, including prospective clients and investors, couldn’t easily access closed deals, thought leadership, or originator information.
No Audience Targeting
The same content was shown to all users, regardless of intent. There were no distinct paths for clients, investors, job seekers, or portal users.
Under-leveraged Leadership
The site did not effectively feature NewPoint’s CEO or team members, missing a chance to humanize the brand and build confidence.
Limited Content Flexibility
Without a scalable content system, stakeholders struggled to publish new material, from white papers to videos and blog posts.
Our Solutions
To address these challenges, we delivered a polished, high-performance platform aligned with NewPoint’s evolving needs:
Trust-Centered. Audience-Driven Design.
We created a clean, modern interface that balances visual impact with credibility, inspiring confidence and reflecting NewPoint’s stature. The user journey adapts to distinct audiences—customers, investors, and recruits—guiding each group to the content most relevant to them.
Showcasing Expertise & People
Individual originator profile pages highlight bios, recent deals, thought leadership, and press mentions, establishing trust and showcasing expertise. A dedicated HR section highlights culture, values, ESG commitments, and open roles to help attract top-tier talent.
Dynamic & Scalable Content Architecture
A modular CMS enables teams to easily update speeches, white papers, videos, and real-time data, keeps the site fresh and relevant, and laid the foundation for streamlined content governance.
Future-Ready Platform
Built for growth, the platform is prepared for CRM and deal-servicing integrations, advanced lead generation, and expanded marketing initiatives, ensuring NewPoint can scale confidently.
The Results
The redesign has achieved marked improvements in visibility, engagement, and organic discovery. Key metrics indicate that the site now attracts a wider audience, sustains engagement, and excels in search, validating the new strategic direction.