Uh, you might want to fix that advisor website
By Maggie Crowley
If it’s been a while since your last website redesign, you may want to consider doing a little, ahem, spring cleaning. Loic Jeanjean, Advisor Website's Director of Sales and Marketing, recently shared his ideas about some measures you should take to spruce up your too-long-neglected site.
Fixing your website can be a pretty simple process. It can also be vital to your company’s growth. Did you know that more than 85 percent of consumers perform research online before making a purchase? If your firm sports a poorly organized and designed website, it could result in a downward spiral when it comes to acquiring new clients. Imagine that your ideal client has just moved to town and is searching for a new advisor. He does a quick Google search — what does he find?
We sometimes use the metaphor that an advisor’s online presence is kind of like a virtual resume. Let your website work for you by keeping it updated to reflect the best of your financial planning firm.
A few quick wins can make a big difference. Jeanjean suggests starting with these easy improvements:
“One website essential is having your photo.” Incorporate real pictures of your team and firm on your website. It shows prospects that you are well established and provides legitimacy for prospects who may not be familiar with your firm. And hire a professional photographer. While your iPhone can do a lot of cool things, it will not take Web-quality pictures.
2. Three-click rule
Jeanjean advises, “A good rule of thumb is that users should be able to access all of the information on your site in three clicks or less. Any more than that and they may not bother.” Organize your website by creating really easy-to-use (and easy-to-find) navigation.
3. Effective calls to action
Viewers who made it to your website through the masses of Internet chaos have already beat the odds. Don’t let them leave without at least asking them to take action. This can be as simple as adding a few buttons that urge visitors to “book a meeting" or “schedule a consultation.” Provide clear next steps for your Web visitors so they know what they should do in order to get in touch with you. When viewers fill out forms linked by the calls to action, you get their contact information, which makes marketing to them a lot easier.