While the majority of advisors have a website, there are some common elements that many tend to overlook. Although these elements may not seem very impactful, they contribute to making your site look tailored, comprehensive, and easy to use. As you read, start a mental checklist to evaluate whether you are missing any of these elements on your site.
Social Media Icons
Make it easy for people to connect with you by posting icons for your Linkedin, Youtube, Vimeo, or Twitter accounts on your website homepage. Web visitors will see that you are staying on top of current social trends and are intersted in exploring new ways of communicating with them (See: 5 Social Media Policy Tips for Financial Advisors).
While it’s important to have your phone number on your website, it’s also important to provide an alternate way for web visitors to contact you. It takes a lot for someone to pick up the phone and make a call, so expecting a prospect to visit your site and call you is usually not a winning strategy. Instead, give visitors the option to fill in a contact form for you to contact them. You can also ask them some more information on the form about what they’re looking for so you don’t go into the call blind.
While this sounds like a no brainer, it’s surprising how many advisor websites have outdated information. If you have a blog, or a section on your website featuring latest news, be sure that you regularly post updates. Having current information on your site gives the impression that you are up-to-date, organized, and paying attention to the visitors on your site. Additionally, regularly posting fresh content keeps visitors returning to your site. Along the same lines, be sure that the other sections on your site are up to date, including headshots and bios.
Clean, Simple Design
You may be of the opinion that the look of the website is not nearly as important as the content, which is why you have filled your website with miles of text. People simply don’t have the patience to wade through lots of difficult to read content. Lay out the content on your site in a structured, easy to read manner to keep visitors lingering on your site longer (See: The Importance of Good Website Structure).
A website that is dynamic and interactive is more appealing that a static website. To add another dimension of interaction to your site, consider posting video, podcasts or webinar recordings (See: How Trust’s New Video Studio Presents Opportunity for RIAs). This will help diversify the way you deliver your message, and will appeal to visitors who would rather watch or listen rather than read.