These days having a website that captures a user’s attention and converts them into a loyal customer isn’t an option, it’s a necessity. A poorly designed site can cause your business to lose customers and ultimately money, and unfortunately, bad web design is more common than you might expect.
As a financial professional, you are not expected to be a web developer but your website is the place that your clients and perspective clients are using to validate your experience and making the decision to work with you or not. You have unique knowledge and vision of your marketplace that is necessary when creating the proper user experience on your website. You may have certain resources to create a website like FMG Suite, Twenty Over Ten or an outside freelancer who can create it on a Wix platform - but regardless of website platform, you should really think about what sets you apart in your marketplace and go from there.
Here are the top mistakes that I see on financial professional websites and how to avoid them.
Have a specific goal:
What is the main purpose of your website? The best websites are the ones that clearly speak to a marketplace and talk directly to them about their pain points and how to solve them. Do not be afraid that you are giving too much away. The more information you give the more you become a trustworthy source to your audience. It is important to plan out your website to have a clear reason for existing by explaining your why.
Think about the major pain points of your audience. Do the majority of them have student loans? They don't know where to start when it comes to their money? Is your target audience all in the same industry? These types of questions will help you create the content and design that is relevant to your audience.
The more you resonate with them and showcase that you know and understand them, the better.
These areas are great places to develop before you create your website and will trickle into your social media strategy and traditional marketing pieces. Think of your website as a story - but focus first on the why, who, what and then where.
Mobile experience is everything:
Your mobile experience should match or be better than your desktop experience. The majority of people are engaging with websites via their phone. It is so important to make sure your mobile website renders accurately (and quickly) in order to get the conversions you want. Most website vendors will allow you to toggle between each view - make sure each page and blog you have have been checked for its mobile experience before going live.
Create a clear call to action (CTA):
Websites are the anchor for your overall brand. Your audience is visiting your website for a reason. In every section of your website, especially the home page, make sure to have a clear call to action and tell your audience what you want them to do. Using clear language like "Download eGuide Now" or "Schedule Your Complimentary Meeting" will help your audience do exactly what you want them to do on your website.
Your home page should have specific sections that link back to other pages on your website so that your audience keeps engaging with your content and ultimately fills out a lead gen form that will prompt you to follow up and hopefully convert that person to a client.
Your website should not be a "set it and forget it" activity. As a financial professional, you are handling clients, prospecting, following up with calls and emails and it may feel like you do not have the time or the knowledge to be part of the continued development of your site. You should change that mindset. You know your clients the best and you understand what they are going through. This is your opportunity make a deeper connection through your website by simply showing you understand them and have a way to help.
Our best practice is to to reassess your website every quarter to see if there needs to be any updates or add-ons to your website to keep building your brand in that target market. Spoiler, there should always be an update!
Interested in seeing some of the websites we have created for our financial professionals? Contact us to learn more.