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8 Elements of the Perfect Advisor Website Homepage

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The homepage of your website is the most viewed and linked to page of the average website and as a result it is one of the most important pages on a site. If you’re a Financial Advisor looking to create a great website, here are the eight elements you need.

A Clear Value PropositionWeb address

These days, people do the majority of their research online. Therefore, it’s important that your website clearly and succinctly explain exactly what your business is about. What areas do you specialize in?
What types of services do you offer? What sets you apart from other Advisors? For many people, your website homepage will be their first contact with your business. If they have to click a bunch of links just to find out what you offer or what sets you apart, chances are they’ll simply move onto another website.

Clean, Correct Writing

The perfect Advisor website homepage requires the use of correct language. If your website is riddled with grammatical and spelling mistakes, or even just bad syntax or awkward wording, people will not take you seriously. If you’re not confident with your writing skills, make sure you hire someone who is to do your business writing for you. Quite simply, bad writing means bad business.

Clear Call to Action

A call to action (CTA) is a button or link that you place on your website to drive prospective customers to become leads by filling out a form.  CTAs also help to guide your visitors into or through your website.  CTAs help to direct focus and make your website more efficient by giving your visitors a path to accomplish their objectives.

A Professional Photo

Make sure you include a professional, high-resolution photo of yourself on your webpage. If you work as a team of Financial Advisors, include their photos, and perhaps a professional but collegial-looking group photo. By including a photo of yourself and your team, you’ll not only personalize your website, but you’ll help establish a sense of trust with your viewers.

An Informative Bio

Your bio is the place where you tell your viewers (and prospective clients) a little bit about yourself. This section is especially important as, like the photo, it helps you reach out to your clients in a personal yet professional way. Keep your bio short and to-the-point, but don’t be afraid to throw in a few fun facts about yourself.

Use Keywords

In order for you to have the perfect Advisor website homepage, you need people to visit it. Make sure people can find your website by using strategic keywords that will come up when someone is using a search engine to find out information about Financial Advisors. There’s no point in having a webpage that no one can find!

Design

The design of your website should be sleek and well-organized. It should express the unique personality of your business, and clearly outline your services.

Keep the Text to a Minimum

People’s time is valuable, and most people don’t want to read a whole bunch of text that is irrelevant to what they initially searched for. Keep the text on your homepage simple, direct and informative. Make sure all your links work as well; broken links give an impression of unprofessionalism.

Remember, your website is an expression of your business and its capabilities. Don’t just throw up any old thing on the Internet; spend a bit of time and money investing in the perfect Advisor webpage.

Advisors: You’re Losing Clients by Ignoring This Critical Website Mistake

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Financial Advisors:  What do you want your website to accomplish? What is the primary goal for your website visitors? How are you directing your visitors to accomplish these goals? If the goal of your website is to create sales and get more business, then it is important that your website has effective Call to Actions, otherwise known as CTAs. A CTA is a button or link that you place on your website to drive prospective customers to become leads by filling out a form on a landing page.

One of the most costly mistakes that we see on Financial Advisors websites is in their CTA, or lack thereof. Without a call to action, your website cannot generate leads like it is intended to do. You could write the most compelling website copy, and it wouldn’t amount to anything if a call to action wasn’t clearly defined to capture that prospects information. A clear call to action will help to increase your profits by maximizing conversions and improving user experience. In effect, it is the next stage of your sales cycle.

An effective CTA provides:

  • Focus to your site
  • A way to measure your sites success
  • Direction to your visitors

As an Advisor, you can present your services and start a conversation with people who need your help.  Use calls to action to direct visitors to a contact form, a newsletter subscription, or other call to actions such as:

  • Download an E-book
  • Make an appointment
  • Free consultation
  • Interactive Tools
  • Webinars

A call to action provides your visitor with direction and a number of different progression points. CTAs must be logical and related to the content on the page. For example, let’s say you have a CTA that asks your visitor to, “Schedule an assessment of their RRSP investment mix”. What’s a logical path to that call to action? It could be, 1) Visitor enters by searching for some tips on effectively saving for retirement, 2) Visitor likes the article and decides to look at what your practice does with respect to Retirement Savings advice and 3) Visitor sees your call to action to schedule an assessment, clicks on it and submits their contact information (first name, last name, email, etc.). Think about what your calls to action will be and plan out the path for how you want your prospects to get there.

Not many people pick up the phone these days after visiting a businesses’ website. This is why it is far better to have a softer call to action that allows you to communicate with your prospects on a regular basis.

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