For financial advisors, a website is the gateway to your practice for potential clients. An interesting, informative website serves to welcome potential clients and help them get comfortable with you and your services. A poorly designed and written website that’s confusing and doesn’t provide the information a potential client is looking for could end a relationship before it begins.
Due to compliance fears, many advisors play it safe with their website. They seem to figure that the more generic, the better, or at least the less chance FINRA or the SEC will find the site objectionable. Remember that as long as you don’t recommend specific securities or investments, regulators won’t have a problem with your site.
Use your site just as you would to get across any other marketing message. Your site should reflect your personality and your vision for how you help clients. I’ve interviewed and worked with hundreds of financial advisors during the past decade and have seen just as many websites. In the course of my work, I’ve formed some definite opinions about what makes a good website and what doesn’t.
With that in mind, here are three tips to improve your website:
Here are 5 great examples of websites that are clear, clean and convey the advisor’s vision for how he or she plans to help clients:
For more information on ways to improve your company website, check out 10 Killer Ideas for Financial Advisor Websites and Build the Best Quality Financial Website: Cater to the Needs of Your Clients.
Finally, for additional ideas and insights on how you can improve your social medial marketing, please download the ClientWise Learning Tool below: