To put it in a nutshell, envisioning your website through the lens of your clients is the most viable best practice while creating or designing your digitally branded website. Afterall, the User Experience (UX) of your website is the pivot that retains the client’s interest in your firm. Below, I describe the first (of seven) principle UX strategy advisors must consider while creating their website.
Highlighting Your Brand’s Identity
Your website should reflect your firm’s identity. This is achieved by including the firm’s name, logo, brand colors, typography, and visuals that speak to the advisory firm’s goals and objectives. Every advisor would wish to be distinctive and stand out among the rest, but it is also important to align the style of your website to the firm’s brand, its values, mission and the client demographic. Maintaining consistency on the brand identity helps clients to instantly connect with the firm you belong to, thus creating a sense of understanding about your vision and services.
First, Let’s Talk Logos
Imagine you have a fancy logo on your website that does not speak directly to the firm you represent. Or you display your own logo sans the one that represents your firm’s identity. Let’s ponder on this through the lens of your clients – in either cases, apart from violating the brand guidelines, your website’s users would not be able to instantly connect to the firm you belong to, thus creating a doubt of legitimacy.
Considering the clarity of logos is also essential. The best file format is a .png, one that renders images with a transparent background. Make sure that you have access to your firm’s library of logos since every brand has different treatments to the same logo – some styles include all white, solid brand color, or all black. Make sure you follow the brand’s rules of logo placement on your website as well – whether left, center, or right indented.
Next, Let’s Decide on Colors
Brand colors are usually divided into two categories – Primary and Secondary. The colors that you use for buttons, fonts, navigation menus, image overlays all fall under these two categories. If your firm’s primary colors are dark navy and dark gray, and the secondary colors are bright blue and light gray, then it is best to choose between two types of color theories:
- A blue template – with dark navy as the background color of menu bars, image overlays and fonts, and bright blue buttons (either a fill or transparent)
- A black and white template – with dark gray as the background color of menu bars, image overlays and fonts, and light gray buttons (either a fill or transparent)