A link is clicked. A URL is typed. Your web site is accessed. Does your online presence hang information out there in cyber space, or does it effectively engage prospects, win them over and provide an easy, interactive call to action?
Here are a few essentials to keep in mind when building or upgrading your financial advisor web site:
Content is king. What is your firm’s value proposition? What sets your advisory practice apart? Why should prospects consider transferring their wealth under your management? These are the questions to succinctly address on your home page. This content should engage visitors to click through and read more about your credentials, investment approach and capabilities. Bill Losey Retirement Solutions sets his niche and call to action well on his home page.
Easy navigation. If a prospect gets lost within your site, he or she will probably be lost to your business. Make sure your web site is easily navigated by those seeking information on your practice. Less is more, and a functional site with quick access to key topics and information will inform your visitors without getting them lost in overload. United Advisors Wealth Management keeps a clean canvas and easy navigation.
Branded and appealing. Potential clients need to know you are a cutting-edge financial advisor utilizing the latest technology for today’s fast paced environment. You certainly don’t want your web site to look like it was created in 1999. The design of your site should crisply state your brand. Not showy or glitzy; but current, state-of-the-art and appealing. Blue Summit Advisors has a creative, well-branded look to their home page.
Purpose. Your web site should describe your core beliefs, how you invest, services you offer, value proposition, key team bios and an easy call to action to contact you. Legacy Wealth Planning has a clean site that maps out these tenets nicely.
Tracking. How many visitors are coming to your site? How are they getting there? What pages are they visiting? These are basic web analytics and tracking reports you can and should monitor to keep abreast of how your site is doing and where it can be improved.
Keep these essentials in mind, whether launching your domain for the first time or revamping an outdated site. Your web site is the virtual front door both clients and prospects will use to access your practice.
LederMark Communications is a financial services marketing firm that helps advisors, portfolio managers and firms grow their businesses with effective marketing strategy and communications.
