5 Important Elements for Every Financial Advisor’s Website

Written By : Clifford Blodgett

A website serves as your virtual storefront, helping you to attract and maintain the valuable clientele which make your business thrive. Since your website represents your firm in the online world, it’s important to make sure you’re giving the right impression. The following five tips can help ensure you make a positive impact.

1. Pick the right domain name. Think of this as part of your branding.  It should be easy to type and easy to remember.  Avoid dashes and numbers, as these cause confusion and can negatively impact your search engine optimization. Keep in mind that your website may be the first and ONLY opportunity for you to impress a potential client.  If your site doesn’t convert visitors into leads, then you are may be losing business to your competitors. You may also want to consider incorporating keywords into your domain name so the search engines can find you.

2. Accurately describe who you are and what you do. This information should be immediately visible from the moment potential clients land on your homepage. A clear and user-friendly description can keep the reader’s attention, encourage them to stay on your website longer, and ultimately result in a larger client base.  Consider using video if you really want to make an impact on your audience.

3.  Your Blog.  These days, a blog containing valuable content that gets updated on a weekly basis is a must. Potential clients are out there surfing the web for information every day. You can attract many of these surfers and prove your knowledge by loading your blog with valuable and insightful information that people want and need. This doesn’t mean you are providing guidance via your website, it just means helpful tips and hints for your intended audience.

4. Include a call to action. While you have a potential client’s attention, encourage them to fill out a brief form requesting more information. Offering a free consultation will inspire them to act. Once you have their contact information, you can follow up to offer your services.

5. Remember SEO – search engine optimization. While search engines may not always be your main source of new clients, having high rankings adds a level of credibility to your practice.  When prospects search for advisors in your local area, they want to see your name near the top of the list.  If they don’t, you risk losing that client to another advisor in your area.  The intricacies of ranking well with the search engines can be complicated and require very specific work- plus the rules are always changing.  Just as your clients seek professional assistance when they work with you, you may want to consider hiring professionals to handle your SEO efforts.

Some final thoughts…

One way or another, your website is going to have consequences.  If it looks professional, is easy to find and navigate, and provides useful information, those consequences may be new clients.  If you take shortcuts and represent yourself poorly in the online world, the consequences could lead those potential clients to your competitors.  You may want to carefully consider your firm’s internet presence and take the appropriate action!

 

 

FOR INSURANCE PROFESSIONAL USE ONLY. NOT FOR USE WITH THE GENERAL PUBLIC 14185 – 2015/3/5

Filed under: Financial Advisor Marketing