Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute. Today’s topic: “Website Must-Haves for Financial Advisors.”
You have spent a lot of time and energy on your social media marketing strategy, but does your website reflect the same level of authority and professionalism? Your website traffic can open a lead floodgate for you, and yet it is often neglected, ineffective, and out of date. In the financial services industry, you must establish trust with your potential clients. You undermine trust when your prospects have different experiences between engaging with your social media platforms and your website.
Your website is your brand ambassador, which provides prospects with valuable information while generating leads. It must convey that you are reliable, authentic, can offer solutions to people’s financial challenges, and that you can be easily contacted.
Over the next few days, we will take a deep dive into the critical elements of an impressive financial advisor’s website. Today, however, we’ll kick it off by looking at four Must-Have Components of your website.
1. Your Home page. Remember this is their first impression, so make it a good one. Use impactful graphics and a bold typeface to convey confidence. Use headlines and messages that will appeal to your target market. Incorporate your lead magnet and call to action.
2. About You. Your visitors must feel they’ve just met you in person. Use a professional photograph and interesting bio, plus a video recording to introduce yourself. Tell them why you love what you do and focus your verbiage on your avatar.
3. Blog and Visitor Interaction. Be interactive and invite conversation. Publish a regular Financial Advisor Blog discussing relevant or newsworthy topics, allowing readers to comment or ask questions.
4. Contact Info. So apparent yet often found incomplete on financial advisor websites. Prospects want to know your physical location, contact numbers, and email. A Google Maps link to your address is useful, as well as the functionality to open a phone app when clicking on your contact number.
The primary aim of your website is to make a digital connection with your prospects. To create a memorable, positive first impression, setting you apart from your competitors and encouraging your visitors to contact you for an appointment.
If you’d like to get more information, click the link below. Thanks, and see you next time.