Broker Check

Not All Advisor Websites Are the Same. Which Style is Right for Your Practice?

April 24, 2018
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Not All Advisor Websites Are the Same. Which Style is Right for Your Practice?

As a financial advisor today, you need a strong online presence. Your website is a reflection of you, your business and your qualifications.

Whether you’re creating your first website or giving your existing site a new look, consider incorporating these popular website configurations used by advisors to strengthen your online marketing efforts:

The Online Brochure

A reflection of your printed marketing materials, the online brochure should leave visitors feeling confident that you’re professional and competent. Remember, first impressions are everything, so it should highlight who you are and why prospective clients should trust you and want to work with you. Because it’s easy to manage, the online brochure is one of the most common website styles used by advisors.

The Client Service Center

Use this site as a service and support hub for existing clients – not to sell or prospect. Populate it with login pages that provide access to accounts as well as other online financial tools and links to other helpful sites and educational resources.

The Prospecting Manager

The prospecting manager is used only to support campaigns, such as seminars, workshops, mailings or other new client marketing efforts. It should incorporate specialized landing pages for visitors coming from links in direct email or postal mail campaigns. Also, be sure to include interactive content to engage prospects, collect contact information and persuade them to contact you or your staff. This site is also used to collect RSVPs for seminars and workshops and deliver follow-up content to support your events.

The Comprehensive Website

This one-stop website combines your best practice information, client services, client prospecting and new branch advisor prospecting to create a standalone site that’s deep and rich in content and resources.

Your website will often be the first place people will go to learn about you and your practice. The experience they have while on your site will often dictate whether they become clients or continue to do business with you.

The key to strengthening your online presence, is understanding specifically what prospects and clients are looking for on your website and then giving it to them in a convenient, easy-to-understand format.

For more tips on how to strengthen your online marketing efforts, contact Iron Point today for a no-obligation coaching call.