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How MIND launched their M&A boutique with dealspec and win leads through its website
MIND advises buyers and sellers on M&A transactions in the small and mid-market. For the launch in Q3 2025, we created an entire public-facing presence: logo, slide master, website and branding assets. dealspec supported in building the brand, designed and developed the website and the company valuation calculator and took on search engine optimization as well as ongoing advisory regarding website features and their implementation. Since the launch, leads for M&A transactions have been coming in through the website on a regular basis.
Status Quo: A new M&A advisory firm ahead of its launch
In June 2025, the MIND was preparing to launch it's M&A boutique. In M&A, business owners and buyers look closely at who they are dealing with before they agree to a conversation: through the website, through the documents they are sent, through social media and through whether it all fits together. A firm that is launching has to bring all of this into existence at once. There is no older website to fall back on, no library of documents that has accumulated over the years, no search visibility that has built up on its own. For an advisory firm that is just starting out, the public-facing presence is therefore part of the basic equipment and it needs to be complete on day one.
The Goal: A complete brand at launch and a website that brings in leads
MIND wanted everything the firm needed for the outside world ready at launch: a logo, a slide master for pitches and mandate documents, a website and all media assets, coordinated with each other. Beyond that, the website was not just meant to inform. It had to reach business owners who are considering a sale and give them a concrete reason to get in touch. A brochure site describes what a firm does; it does not create the moment in which someone decides to make contact. Brand, website and documents therefore had to be developed in parallel, under one deadline, and had to fit together at the end of it.
Delivery: Branding, Slide Master, Website, Valuation Calculator, SEO
Brand, Slide Master & Assets
dealspec started with the brand: the logo and the visual identity, and from there a set of illustrations and icons that gives MIND a visual vocabulary of its own instead of stock imagery. From that identity we derived a slide master of more than 75 slides, covering the layouts MIND needs for pitch decks and mandate documents. Deriving it from the identity rather than building it separately is what makes it hold up in daily use: mandate documents are written under time pressure, usually by whoever is closest to the deal, and a master that already carries the firm's typography, colours, icons and layouts means the result looks like MIND without anyone having to think about it. Alongside it came the media assets, along with templates for the formats a boutique publishes regularly, deal tombstones among them.
Website & Valuation Calculator
In parallel, we designed and developed the website, including a company valuation calculator that gives business owners a first indication of what their company is worth and puts them in touch with MIND in the process. Most owners considering a sale have one question before any other, and it is not which advisor to appoint. It is what the business is worth. The calculator answers that question at the level an early enquiry needs, an indication rather than a valuation, and in doing so it gives the owner a reason to leave their details at a point where "contact us" would still have been too big a step. For MIND, the effect is that a conversation starts with a subject already on the table instead of a blank message.
Search Engine Optimization & Sector-specific Landing Pages
Search engine optimisation was not set up as a one-off project for the launch but as an ongoing task that has been running ever since. Rankings move, competitors publish and the way owners search changes, so a position won at launch is not a position held. That ongoing work runs on two tracks. The first is the technical condition of the site, which we monitor rather than assume: MIND currently sits at a health score of 97 out of 100, and keeping it there is what allows everything published on the site to compete in the first place. Broken links, slow pages and crawl errors accumulate quietly on any site that is actively growing, and they cost rankings that the content itself has already earned. The second is content. We have published 18 articles and 6 sector-specific landing pages, which answer the search queries of business owners in each segment. An owner looking for advice on selling their company rarely searches in general terms; they search with their industry attached. A general homepage is a weak answer to that query on both counts: it ranks less well, and the visitor who does arrive has to work out for themselves whether the firm has handled anything like their business. A page written for their segment does both jobs at once, and we keep improving those rankings continuously
Results: ready at launch, incoming leads ever since
MIND went to market with a complete public-facing presence. The website has been a channel in its own right ever since, one that business owners regularly use to get in touch with MIND, carried by ongoing search engine optimisation and by the sector-specific landing pages that have built visibility in their segments. Today the site ranks in the top 10 for 221 keywords and in the top 3 for 154, built on the 18 articles and six sector-specific landing pages published since launch. Positions in the second half of page one rarely produce an enquiry, because the clicks concentrate at the top, and that is where 154 of MIND's rankings now sit. For a firm that had no search presence at all in June 2025, this is the difference between a website that has to be sent to people and one that owners arrive at on their own. The collaboration has since expanded: since December 2025, dealspec has additionally supported MIND with deal sourcing.
"We have been working with dealspec since June 2025. They supported us through the initial launch of MIND and have supported us continuously ever since. [...] dealspec designed and built our website and the company valuation calculator based on our specifications. Search engine optimization has been running continuously ever since. It gave us a finished public presence right at launch and by now, owners are getting in touch with us through the site regularly." (Philipp Köppe, Managing Partner @ MIND)
What this means for M&A Advisors ahead of a launch
Anyone setting up a new M&A boutique, Private Equity or Search Fund needs the same list: logo, slide master, website, assets, visibility. What is difficult is having all of them finished, consistent and live on the same date, while the founders are occupied with mandates, capital and hiring. We deliver all of it and know the audience, the business owners and investors who check how an M&A advisory firm presents itself. A valuation calculator, sector-specific landing pages and ongoing SEO turn the website into a channel that brings in leads.
If you are approaching a launch or relaunch, we're happy to talk and support you.
What our clients say about us
We have been working with dealspec since June 2025. They supported us through the initial launch of MIND and have continued to support us ever since. Whatever the challenge or task is, the dealspec always has workable solution. The team is always quick to reach, goes the extra mile, and consistently delivers quality output.
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How MIND launched their M&A boutique with dealspec and win leads through its website
MIND advises buyers and sellers on M&A transactions in the small and mid-market. For the launch in Q3 2025, we created an entire public-facing presence: logo, slide master, website and branding assets. dealspec supported in building the brand, designed and developed the website and the company valuation calculator and took on search engine optimization as well as ongoing advisory regarding website features and their implementation. Since the launch, leads for M&A transactions have been coming in through the website on a regular basis.
Status Quo: A new M&A advisory firm ahead of its launch
In June 2025, the MIND was preparing to launch it's M&A boutique. In M&A, business owners and buyers look closely at who they are dealing with before they agree to a conversation: through the website, through the documents they are sent, through social media and through whether it all fits together. A firm that is launching has to bring all of this into existence at once. There is no older website to fall back on, no library of documents that has accumulated over the years, no search visibility that has built up on its own. For an advisory firm that is just starting out, the public-facing presence is therefore part of the basic equipment and it needs to be complete on day one.
The Goal: A complete brand at launch and a website that brings in leads
MIND wanted everything the firm needed for the outside world ready at launch: a logo, a slide master for pitches and mandate documents, a website and all media assets, coordinated with each other. Beyond that, the website was not just meant to inform. It had to reach business owners who are considering a sale and give them a concrete reason to get in touch. A brochure site describes what a firm does; it does not create the moment in which someone decides to make contact. Brand, website and documents therefore had to be developed in parallel, under one deadline, and had to fit together at the end of it.
Delivery: Branding, Slide Master, Website, Valuation Calculator, SEO
Brand, Slide Master & Assets
dealspec started with the brand: the logo and the visual identity, and from there a set of illustrations and icons that gives MIND a visual vocabulary of its own instead of stock imagery. From that identity we derived a slide master of more than 75 slides, covering the layouts MIND needs for pitch decks and mandate documents. Deriving it from the identity rather than building it separately is what makes it hold up in daily use: mandate documents are written under time pressure, usually by whoever is closest to the deal, and a master that already carries the firm's typography, colours, icons and layouts means the result looks like MIND without anyone having to think about it. Alongside it came the media assets, along with templates for the formats a boutique publishes regularly, deal tombstones among them.
Website & Valuation Calculator
In parallel, we designed and developed the website, including a company valuation calculator that gives business owners a first indication of what their company is worth and puts them in touch with MIND in the process. Most owners considering a sale have one question before any other, and it is not which advisor to appoint. It is what the business is worth. The calculator answers that question at the level an early enquiry needs, an indication rather than a valuation, and in doing so it gives the owner a reason to leave their details at a point where "contact us" would still have been too big a step. For MIND, the effect is that a conversation starts with a subject already on the table instead of a blank message.
Search Engine Optimization & Sector-specific Landing Pages
Search engine optimisation was not set up as a one-off project for the launch but as an ongoing task that has been running ever since. Rankings move, competitors publish and the way owners search changes, so a position won at launch is not a position held. That ongoing work runs on two tracks. The first is the technical condition of the site, which we monitor rather than assume: MIND currently sits at a health score of 97 out of 100, and keeping it there is what allows everything published on the site to compete in the first place. Broken links, slow pages and crawl errors accumulate quietly on any site that is actively growing, and they cost rankings that the content itself has already earned. The second is content. We have published 18 articles and 6 sector-specific landing pages, which answer the search queries of business owners in each segment. An owner looking for advice on selling their company rarely searches in general terms; they search with their industry attached. A general homepage is a weak answer to that query on both counts: it ranks less well, and the visitor who does arrive has to work out for themselves whether the firm has handled anything like their business. A page written for their segment does both jobs at once, and we keep improving those rankings continuously
Results: ready at launch, incoming leads ever since
MIND went to market with a complete public-facing presence. The website has been a channel in its own right ever since, one that business owners regularly use to get in touch with MIND, carried by ongoing search engine optimisation and by the sector-specific landing pages that have built visibility in their segments. Today the site ranks in the top 10 for 221 keywords and in the top 3 for 154, built on the 18 articles and six sector-specific landing pages published since launch. Positions in the second half of page one rarely produce an enquiry, because the clicks concentrate at the top, and that is where 154 of MIND's rankings now sit. For a firm that had no search presence at all in June 2025, this is the difference between a website that has to be sent to people and one that owners arrive at on their own. The collaboration has since expanded: since December 2025, dealspec has additionally supported MIND with deal sourcing.
"We have been working with dealspec since June 2025. They supported us through the initial launch of MIND and have supported us continuously ever since. [...] dealspec designed and built our website and the company valuation calculator based on our specifications. Search engine optimization has been running continuously ever since. It gave us a finished public presence right at launch and by now, owners are getting in touch with us through the site regularly." (Philipp Köppe, Managing Partner @ MIND)
What this means for M&A Advisors ahead of a launch
Anyone setting up a new M&A boutique, Private Equity or Search Fund needs the same list: logo, slide master, website, assets, visibility. What is difficult is having all of them finished, consistent and live on the same date, while the founders are occupied with mandates, capital and hiring. We deliver all of it and know the audience, the business owners and investors who check how an M&A advisory firm presents itself. A valuation calculator, sector-specific landing pages and ongoing SEO turn the website into a channel that brings in leads.
If you are approaching a launch or relaunch, we're happy to talk and support you.
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