Planning a client attraction website is no small matter. Effort and expertise goes into the process not to mention a significant time investment. Unfortunately too many advisors stick to the same old website templates that all look the same and provide absolutely no enticing visuals, no search engine optimization, and too much ongoing financial investment. This post is about websites that work and what makes them work.
Beautiful images with appropriate marketing messages make this site a visual pleasure. Each image is linked to a site specific website page that further expands on the topic. The website area "above the fold," the most important visual aspect of the site, is used appropriately for the main menu, and social media such as Twitter, Facebook, and LinkedIn. There's a sign up box for the newsletter on the home page along with links to many useful resources.
Again, this site features wonderful images depicting target clients doing what they do when their retirement is secure. The area "above the fold" is well utilized with social media buttons and images. The left area contains VISUAL boxes featuring distinct target markets such as consumers, financial advisors, and the gay and lesbian community. Each of these boxes links to a page with information specifically for the target market. There is a visual link coaxing visitors to download the free report (which is excellent by the way – 6 Facts and Must Knows Before You Buy Long Term Care Insurance - you should take a look – the report highlights key facts in yellow). Last but not least, there's a visual box encouraging sign up for the monthly newsletter.
This site is a visual smorgasbord of the BENEFITS of hiring a financial advisor. Pass your pointer over the words below the images on the site and a new image appears with key words featuring benefits of financial advice. The "What's News" box features links to recent blog posts of interest to the target market. The "About Us" page features a wealth of information about the firm's process, fees, principals, and even features a section about qualities of the ideal client. There's a box lower left that shows the firm's portfolio benchmarks – a great differentiator!
Take away:
If you don't have some or all of these features on your website it may be time for an update or a completely new site. Put some thought into your target client, what the benefits are of working with your firm, and the visual brand you would like to portray. Find a design and development firm who can take charge of this project, preferably one that charges via the project, not via an ongoing fee.
Update:
My recommendation for website developers: Art Guy Creative
The Art Guy knows SEO and branding.
Review his great Website Development Checklist
Suzanne Muusers
Prosperous Advisor™ Coaching Program
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