Thinking of revamping your website? Creating a new website can be tricky and overwhelming. From choosing the design to perfecting the content, the difficulties financial advisers face when trying to create a new site can seem endless—but there is hope. As you embark on your website design journey be sure to avoid these seven cardinal sins.
1.) Lack of content. While a simplistic site can be advantageous, too little content on your website can be detrimental. If working with a copywriter, you should come prepared and be able to articulate who you are, the services you provide, what those services cost and why you are passionate about your work. These are basic content areas that prospective clients visiting your site will be looking for and if not easily found, may cause them to leave your site look elsewhere.
2.) Impersonal. When a consumer chooses a financial adviser, they decide who to work with based ultimately on how they feel about the person providing the service. It is for this reason that the “About” or “Bio” page of an adviser’s website is almost always the second most-visited page after the homepage. You don’t need to overshare. Getting too personal right away might scare away prospective clients. However, in an industry that relies so heavily on trust, it is especially important to be personable. Simply including a photo of yourself and basic personal information can go a long way in making people more likely to trust you with their finances.
Prospective clients want to know who you are, why you do what you do, what your philosophy/approach is, and hear your story. If you can take it one step further and include a quick video introduction of yourself, even better. At the very least, include two great photos—one headshot and one more informal picture—such as you with your family or enjoying a hobby.
3.) Unidentifiable CTAs. Why do you want a website for your business? What’s the point? Whatever your answer may be—whether it’s to have people contact you, sign up for your newsletter or blog, take a risk assessment, etc., the point is for prospects and referrals to vet you and then take some sort of action step. If your call-to-action (CTA) is too difficult to find (or worse—you don’t have one at all), visitors likely won’t take any action at all. For this reason, it’s critical to make it immediately clear what the next step that you want them to take is.
4.) Ineffective CTAs. On the flip side, it’s just as harmful to have too many CTAs. Too many CTAs compete for users attention and can be overwhelming. If you hit your site visitors with too many CTAs at once, they can end up leaving without taking any of your desired next steps. Imagine visiting a site that immediately has a pop-up inviting you to “Get My Weekly Finance Tips Directly to Your Inbox.” Under the pop-up is a button encouraging you to “Download 5 Tips to Retire By 60” and this is located right next to another button that says, “Schedule Your Free Initial Portfolio Review.” All of these CTAs are too much all at once, cluttering a site and making it feel spammy. Having multiple CTAs is fine, but they should be placed throughout your website more naturally, on different subpages and allowing visitors to “find” them as they peruse your content.
5.) Too Much Static Content. Some static content is a good thing—it ensures that your marketing team doesn’t have to be churning out new material 24/7 and it can be comfortably consistent for visitors. However, relying solely on calculators, stock trackers and pre-written articles or content won’t cut it. If static content is the majority of the content on your website, chances are that is feels outdated and impersonal to visitors. Instead, try to find a nice split (rule of thumb is at least 50/50) between static and dynamic content. Try writing content that focuses on the services that you provide and describes how you’re different.
6.) Contact Forms. One of the biggest and most common mistakes in web design are sites that make it too difficult for prospective clients to figure out how to reach you. This includes having super long contact forms that no one wants to take the time to fill out, not having your contact information (phone number or email address) easy to find, and having incorrect or outdated contact information or no contact information at all. Stick to the basics – if you’re using a contact form, only ask visitors for the bare essentials (name, phone number, email, reason for inquiry). Additionally, it’s a good idea to include a distinct “Contact Us” page on your site to ensure visitors see it and make sure your contact information is up to date. Just remember, a web contact form is not a lead gen strategy!
7.) Not Setting Deadlines. Developing a schedule for yourself is the best way to prevent succumbing to this seventh deadly sin. Map out when that first website content draft is due, write down the date you need to send your designer feedback on layout and images and communicate to your website designer your desired site launch date. Not including deadlines for yourself—or not abiding by the deadlines you’ve set—promotes procrastination and makes it difficult to pick back up where you were in the process. Developing a strong, realistic timeline for yourself helps ensure that your website design process goes as smoothly as possible.
Samantha Russell is the director of sales and marketing at Twenty Over Ten, a web development company that creates tailored, mobile-responsive websites for financial advisers. She’s spent the last five years empowering advisers to market themselves effectively online using digital tools. With a background in marketing, social media and public relations, Russell focuses on helping business owners understand the value of their online presence and connecting them with the marketing tools and digital solutions they need to effectively manage their brand and engage clients.