Your website is often the first point of contact with your potential clients – you need to make sure it leaves them with a positive first impression! Advisor websites in its ebook provides useful insights to help advisors focus on three of the most common mistakes they make on a website. Avoid these costly, yet simple, mistakes on your site to boost leads and continue attracting new visitors.
This article will explain how to spot, analyse and fix four crucial (yet common) mistakes that many advisors make online today.
Mobile friendly site
So, what is a mobile friendly website? Simply put, a mobile friendly site is a website that is optimized to be used from a variety of different mobile and tablet platforms. Mobile friendly websites are engineered to provide the best possible experience for the mobile user and offer ease of navigation as well as flow to the user.
But why does this matter? If your target consumer lives in the modern world, they likely use a smart phone or tablet for online search. Mobile friendly websites help web searches find the information their looking for easily while mobile unfriendly websites can be a pain to access and use.
Most advisor websites today don’t have text that is created for mobile use. If you have to zoom in to read the text and zoom out to finish a sentence, it will have a negative impact on readers. Mobile websites are usually quite simple: removing some images from the original website helps create a clarified, easy to-understand message that gets right to the point.
Action step: Find out what your website looks like from a mobile device. The ebook suggests going to mobiletest.me to see what your website looks like on a variety of different mobile devices.
What do you want your website visitors to do when they get to your website? Common calls-to-action (CTA) are “Book a Meeting” and “Subscribe to my blog!” The best CTAs are large, easy-to-tap icons and this will help you to get the most out of your traffic. Keep in mind that web viewers often have a shorter attention span than print readers. When you are writing content for your website (mobile and/or desktop) make sure it’s concise and get to the point quickly.
Effective content
Content is one of the most important parts of any websites because web visitors arrive looking for information about who you are and how your financial firm can help. Make sure your website is readable to the audience. Use contrast text colour with the background colour or image. Break text into shorter paragraphs and use bullet points that make text easy to scan.
Avoid using out-dated or old content. Generally, prospects research online before making a purchasing decision. If your website showcases out-dated information and appears irrelevant, it’s an easy way to lose credibility with your target audience.
To find whether your website is out-dated, ask your friends or family members for an honest feedback. Take a look at your website’s analytics to see if you are getting the most out of your current website (check average time on site, page views, bounce rates, etc.)
Images
We all like putting a face with a name – make it easy for your website visitors by putting your picture on your website. A website’s imagery is one of the most powerful components of the entire site. Once again, visitors arrive on your site looking for information about who you are and how you can help. Your website visitors want to see YOU on your website!
Selecting images on every page of your site is important. If you’re having trouble, take a few seconds to consider what message you want to tell and what makes your firm special while keeping your target audience in mind. In the financial industry, it’s important to relay trust, reliability and professionalism. Incorporating these values into your website is a powerful way to communicate your message. Choosing images based on your target audience is also important. If your ideal clients are doctors, try using images that speak to people in the medical profession.
Today, an advisor’s website has never played a more important role in the practice. Creating and maintaining a site that helps visitors (prospects and clients) create a lasting positive impression that is part of the foundation of a healthy web marketing strategy.
