As a leading high-street bank, it's important that NatWest is able to demonstrate its high level of expertise in a wide range of areas.

Part of that demonstration comes from its "Tips and Advice" centre. As well as being a channel that lets them prove their industry knowledge, it can also develop brand loyalty: when visitors come to your site for authoritative guidance, they're more likely to come to you for professional services, too.

Perhaps most importantly, these guides directly draw their potential customers in – once they're reassured and confident about what their business needs, there's already a handy link to the exact service they'll be looking for.