In the digital age personal and business websites have become as common as having printed business cards. This further poses a need for financial advisors to have a well designed website with the right set of tools and strategy. Here are some important points on how to have a solid, professional-looking web presence.
A financial advisor should include a diverse set of blog posts and do so on a regular basis. According to a recent study, websites with a blog tend to have 434% more indexed pages and those who prioritize blogging are 13x more likely to achieve a positive ROI on their efforts.
A blog should include relevant articles to the targeted audience. Therefore, if an advisor is targeting millennials it would be wise to do preliminary research and focus on their needs. The blog posts should not be limited to standard text articles and need to include such content as videos, podcasts, special offers and case studies. A good blog will allow you to retain those one time visitors as they will see value in coming back to your website.
2. Learn From Others
Be sure to explore other financial advisor websites to see what works and what does not. Here are some examples of where to find the top websites as well as a detailed explanation on what exactly makes them unique:
3. Periodically Check the Content
Set up a time either monthly or quarterly to go through your site. Place yourself in the visitor’s shoes or ask a friend or employee to go through the website. Look for spelling errors, mistakes in the code and mobile compatibility of your site. There are numerous free and paid tools available to check your website accessibility, HTML coding and general appearance parameters.
4. User Friendly Landing Page
This is the first impression page of your visitor and the main goal is to be sure it is not their last. Landing pages are the heart and soul of an inbound marketer’s lead generation efforts. A good landing page will target a particular audience, such as traffic from an email campaign promoting a particular ebook, or visitors who click on a pay-per-click ad promoting your webinar. Creating landing pages allows you to target your audience, offer them something of value, and convert a higher percentage of your visitors into leads, while also capturing information about who they are and what they’ve converted on. For additional ideas and inspiration take a look at the Best Advisor Landing Page Examples for Lead Generation in 2018.
5. Call to Action
An effective, creative call-to-action (CTA) can help motivate prospective customers to take that next step. The call to action can be any of the following but not limited to: a contact information form, a button, a link to another page. It is important to be short, precise and to the point. Here is one example where the CTA buttons are eye catching within their color schemes and are well places strategically on the web page.
6. Newsletter Sign Up Form
One of your call-to-action buttons should lead to a newsletter signup form. Newsletters will build a consistent credibility and trust with your visitors, increase readership of your content, create more prospects and finally long term clients. A newsletter is a great way to promote your content including your blog article, useful resources and information as well as a way to market yourself via emails. (Larkspur-Rixtrema now offers New Complimentary Newsletter Templates for 401kFiduciaryOptimizer)
7. Offer an Exclusive Feature
Having a standard template will only go so far. Offering something of value to your website visitors right away can retain them long enough for you to close the deal. You can offer to stress test your clients’ portfolios through Portfolio Crash Testing. Gain new clients by showing prospects the risks that they face and the return potential in one simple screen.
8. Don’t Forget to Promote Your Site!
Your website can be the best in the business but without an online marketing strategy you can end up having a daily total viewership of 3. Consider that 81% of marketers found that increased traffic occurred with as little as six hours per week invested in social media marketing(Source). The social media phenomenon has turned into a key part of marketing. When you take into account the 2.23 billion active Facebook users monthly and 336 million active users on Twitter monthly with these social media digital marketing stats, investing a few hours per week may turn out to be game changing for your business. Read this if you are not sure where to start.
While there are many more facts that come into play when designing and maintaining a website, these few tips should all be useful in their own way to help convert your visitors into clients or at least potential prospects. Whichever path you choose in optimizing your website remember to reflect your brand unto your website. These things may end up making the difference in gaining an important client and never losing another website visitor to a competitor.