Most financial advisor websites simply are not designed in an effective way to bring in new clients, and are commonly missing key details, from photos, copy and functionality to help visitors form a personal and trustworthy connection.
- PROFESSIONAL PHOTO OF YOURSELF
A professional picture of yourself is great in the top hero banner. It establishes who you are and why someone should trust you and want to work with you? If you have a firm that is broader, a section about “Our Team” should highlight all the people in the firm, including both bios that tell their story, and pictures to make a visual connection.
- DEEPER DESCRIPTION
A good description of what you do should go deeper, in a way that describes the services you will provide upfront and over time, to help truly differentiate your business. An Example could be an“annual client service calendar” – a physical document that illustrates all the different financial planning and investment work being done on the clients behalf, as well as the reports that will be delivered, and the various events the firm makes available to them. the goal is simply to turn the “intangible” service work of financial planning into something tangible the client can feel and touch and see, and to really understand the value they’ll be getting for the advisor’s cost!
- ACCOLADES ARE CRITICAL
Published articles, publicity, news, accolades, awards, testimonials, credentials and client lists contribute to making a trustworthy connection and depending on your services should be strategically incorporated on your website. Credentials are crucial.
- WHO DO YOU PROVIDE FINANCIAL ADVICE FOR?
Once a prospective client learns who you are and what you do, the next question is who you do it for. From the perspective of the visitor, the question is “does this person/firm have the expertise to help people like me?”
- WHAT DO YOUR FINANCIAL PLANNING SERVICES COST?
In the internet age, transparency is essential, and there’s no more basic aspect of transparency than communicating the cost of a product or service. Providers that hide their costs are presumed to have something to hide, and no consumer wants to begin the process of engaging with a financial advisor only to find out after the fact that it’s a service they can’t afford. Clearly describing your fees (product sales, no product sales; flat fees, hourly fees or a percentage of assets managed) on your website is essential for building trust in the digital age!
- DESIGN LAYOUT
You may have the most amazing business model and offer extraordinary customer service, but with a poorly desinged website, you could miss out on a significant amount of business and ultimately make a bad impression. see my blog titled “9 Tips to Make a Good Website”
People who visit your website and might potentially do business with you have a concentrated decision to make. They need to decide if you’re trustworthy. They need to decide if you have relevant solutions capable of solving their problems (and at a price they can afford), and they need to be able to connect with you when they’re ready. A great financial advisor website employs all of these strategies.