by Jack Waymire
Every financial advisor has a website. Most of the sites were launched years ago when firms thought it was important to have sites because all of their competitors had websites. No one wanted to be conspicuous by their absence.
Because most financial advisor firms had low expectations for the performance of their sites it made sense to buy cheap template- based sites for as little money has possible. In fact, firms that knew little or nothing about RIA marketing practices developed most of the sites.
Times have changed. Increasing numbers of investors are using the Internet to find, screen, validate, and select financial advisors and firms. This trend will accelerate as Robo and Virtual advisory firms spend increasing amounts of money on Internet marketing.
Based on a recent Paladin Digital Marketing survey, 82% of financial advisory firms are not prepared to take advantage of this trend. They have obsolete theme-based websites that deliver the wrong information and fail to convert visitors into prospects for their advice and services.
Internet marketing is not for the faint of heart. It is the most competitive marketplace on this planet. There is very little room for error when you have seconds to capture visitor interest and three minutes or less to convince visitors to give-up their anonymity and submit their contact information.
Following are five tips that will help you increase the productivity of your website.
Investors visit your website to learn more about your firm and the professionals who work there. Make sure you deliver the right information in a clear, succinct fashion. Avoid any financial jargon that will turn investors off. You have a maximum of three minutes to deliver this content.
The role of content is to deliver information. The role of messaging is to create your electronic first impression and encourage visitors to take action on your website. For example, the headline that appears on your home page has 10 seconds to convince visitors to open other pages on your site.
- Free Offers
Use multiple free offers on your website to motivate investors to submit their contact data. An offer could be an eBook or a free portfolio review. eBooks should have intriguing titles that create interest.
- Local SEO
Make sure your site is optimized for local exposure. In a Google dominated world that exposure is limited so consider other strategies that give your website more geographical reach.
- Mobile Responsive
A high percentage of older websites are not mobile responsive. Your site must be mobile responsive to be visible on Google and the other major search engines.