Sometimes statistics speak for themselves – 93 per cent of business purchase decisions begin with a search engine. If you didn’t know it already, your website is the key to attracting new clients.
Indeed there is a wealth of advice online about how to tailor your website and make it as user-friendly as possible: a Hubspot survey showed that 76 per cent of people believe that ease of use is the most important characteristic of a site.
However, what about financial advice websites specifically? Do they have their own characteristics? What can be done to make them different? We asked Taylor Boivin, the community leader at Advisor Websites, to share some of her insight.
“When it comes to great Financial Advisor websites the first word that comes to mind is dynamic,” she said. “A great website should always be changing and evolving to keep up with current trends and the needs of your target market. There’s nothing worse than a static, outdated website.”
Food for thought then… if you believed you could just build your website and leave it sitting there untouched, it might be time to think again. Indeed Ms Boivin believes that change is always a good thing.
“Advisors need to embrace change,” she said. “Traditional marketing efforts don’t cut it any more and having a great website is the perfect way to stay ahead of the curve and allow potential clients to come to you.”
But what makes a financial website different from those of other businesses?
“In terms of a financial website differing from a traditional sales website, your financial website should aim to educate,” continued Boivin.
“It should include resources like calculators and blog articles that can teach visitors about financial services, rather than simply trying to sell them a product. It will not only help assert you as an expert in your field, but make prospects feel more confident in their decision to work with you because they have already seen some of the expertise you can offer.”
Do you agree with this advice? How important is your website to your business? Leave a comment below with your thoughts.