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Advisors: Why just having a Website isn’t enough

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As a Financial Advisor, you’ve taken those first steps to start building an online presence and that’s a great start.  But, with so many other Financial Advisors taking on the digital world, having a website simply just isn’t enough anymore.

Think of it this way: If you were to open a retail store, would you expect that just because you opened a store, people will flock to it, and you will experience instant success? Of course not. You have to work on building your inventory, increasing your visibility, and marketing and advertising it.

Similarly, just because you have a website, doesn’t mean that clients and prospects know about it or can find you. Just like opening your own retail store, you need to continuously build your websites inventory (content), spread awareness and visibility (SEO), and market and advertise it. The more active you are digitally, the stronger your website (and your business) will be.

As a Financial Advisor: you can’t assume that because you have a website, people know about it.

Constantly updating your website creates 2 key benefits:

  1. Your visitors are happier and more engaged

Having new and fresh content will not only engage your current audience, but it will motivate them to keep coming back. Continuously updated content will ensure that you have repeat visitors and subscribers (if you have an opt-in option for visitors who enjoy your content). Also, if they are engaged and happy, the chances of them sharing your website with others greatly increases, which in return could increase your websites total visibility (and hopefully client base).

As a Financial Advisor, the financial services industry is continuously changing – from new policies and regulations to changes in season. If your content and information is out-dated, your audience will get little value out of it, which could effect the perception of your brand and practice. Frequently updating and adding content, especially content that is aimed to solve your prospect and client challenges, can help you build credibility and trust with your visitors, while increasing your digital visibility.

  1. Search engines LOVE dynamic content

When content, on your website, is continuously added and updated, that means that your website is constantly changing – it’s dynamic. When search engine crawlers come to your website to audit if anything has been updated or added, they report their findings back to Google to determine your ranking on their search engine. By updating your website, a crawler’s report back would be something along the lines of “Yes, this is an important website because it’s frequently updated with fresh, useful and good quality content.”

So, why should you care? This means that Google will send crawlers to your website more frequently, helping you rank higher for keywords that you may be focusing on to reach your target audience.  As a result, this will help increase your websites visibility and attract more prospects to your website.

As a Financial Advisor, you need to think about different ways you can get found, capture your traffic and keep those who have left your website, coming back. Take a minute and ask yourself:

  • When was the last time I updated my website?
  • When was the last time I wrote a blog for my website?
  • Does my website rank highly at all for words or phrases like “Financial Advisor, Toronto”?
  • What kinds of words or phrases would my target audience be writing in a search engine that could lead them to my website?

It is important to think about these questions as you are building your online presence. Whether you write a new blog, update your information, or add in a new widget, take some time out of your day to update your website. Remember that continuously updating your website will greatly benefit your digital presence in the long run and more easily connect you with your future clients.

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.