In many industries, your company is only as effective as the website that you have built to represent it. If you have a financial advisory business, you need your website to communicate effectively and efficiently who you are right away to every visitor who comes to the page.
If you are building a website to market your financial advisory business, there is a recipe for success that you must follow for it to serve your needs.
You might feel a little stumped about what needs to be done to create the perfect financial advisory business website. Thankfully, all you need to do is follow this guide and you will be able to define the right focus and style to make your financial advisory website perfect for your needs!
What is a good website? This is a great place to start because identifying what makes a really great website will make it easy to create a website of your own. In short, great websites are well-organized, easy to read, and follow a consistent structure. Creating a website can be easy if you know how to do it.
Once you have considered this part of the process, the next step is goal setting.
1) Set a Goal For Your Website
You can’t create a website without having a goal for what it needs to do or convey. In the case of a financial advisory business website, you will need to make sure that the first thing your clients see and engage with, is your set goal. First and foremost, make sure that your domain name communicates who you are immediately.
Once you have chosen a domain name, ask yourself what your goal is. If it is to find a specific kind of client, your message needs to be targeted at those people. If your goal is to show who you are as a company and what you stand for, your website needs to display that.
Whatever the stated goal of your financial advisory business website, your potential clients need to be able to engage with that goal immediately when they visit your page. Companies that set goals frequently and accurately, show 31% more returns than those that do not. Goals are like the highway that your products and services travel along to be delivered to your clients.
After you have set your goal, you will need to have a laser focus on it throughout the development process. Ask yourself every step of the way if you are serving your goal. If you keep your eyes on the prize, you will create a great website that is tailored to your needs.
2) Build Upon Your Goal
Once the basic concept and goal of your website have been decided upon, you will need to expand that goal and that focus into the content of the site. You will also need to consider the aesthetic you want your website to display to your clients.
Content should be written with the voice that best matches your company’s style. Content for your financial advisory business should be a balance of educational articles and information about you and your company.
Customers like to feel that you are willing to share value with them, but they also need to be able to figure out who you are concretely and quickly. 70% of users prioritize content quality over quantity. 62% of companies produce daily content, so you need to stay on top of the content portion of your brand to remain relevant.
Content that teaches about the industry and that informs them about how to make good financial decisions builds trust and displays integrity. Content that is revealing of the ethos of your company shows your clients what you stand for. You will need both to make a great website for your financial advisory business.
There are many ways to design the aesthetic when creating your website. Maybe you want to make your website colorful and a bit brash to draw attention to it. You could also aim for a more understated template that communicates a sense of reserve and confidence.
A good rule of thumb with regard to the aesthetic design of your website is that you don’t want to be so different from your competitors that you seem like you are in another industry. You also want to be sure that any aesthetic that you select will not obscure the meaning of your words or make the website hard to read.
3) Using SEO Strategy
This is one of the most important factors for success in any industry. If your website is not optimized for SEO, you will not show up in searches and will not be visible to your prospective clients. This may seem daunting at first, but there are some great ways to sort out the best SEO for your needs.
Track SEO trends
SEO trends ebb and flow based on the kinds of searches that people are doing every day online. SEO evolves constantly, and you need to stay abreast of the changes that are going on to keep your website relevant to search engines.
It is simple to do some research into which topics are being searched for the most in your industry. Once you have done that, you simply tailor your website content to match these trends.
Tailor your content for keywords: Keywords are the means by which search engines locate relevant articles. This information, just like SEO trends, evolves over time so you will need to stay on top of which keywords are creating hits each month.
68% of online experiences begin with a search engine. If your website is not optimized correctly, you will miss out on nearly 70% of the potential traffic that could be coming to your page.
Keywords like, “financial advisor”, “financial advice”, or even phrases like “How do I save for retirement” will drive traffic to your website if they are utilized correctly in your content.
4) Add Service and Location Pages
This may seem basic, but it’s easy to forget that the internet is full of people who are located all over the world. You want to let these visitors know which cities, states, or countries that you can provide services to.
Create location pages for nearby geographical areas: If you serve the greater New York area with your business, it is wise to create a location page for each major city. People like to be certain that you can help them and meet them where they are located. No matter how wide, or how narrow your service area, you will need location pages on your site for each region or city.
Create service pages that highlight specific service offerings: People can only assume so much about your business if you don’t give them specifics. Make service pages that cover the details of each kind of financial service you offer.
If you do consultations for retirement, give that service its own page. If you help college students save money to pay off their loans, make a page for that. Your clients need to know in detail what you can do for them to create a bond of interest that will be meaningful.
5) Create a Space for Content
The content that we discussed in section 3 will need a home. If you just drop content onto the main page of your website your clients might be confused about what your financial advisory business stands for. Create a content space that is specifically reserved for information blogs, videos, and other enrichment opportunities.
Add an area for blog posts and informational videos: Once your SEO-focused blog entries have been created, it is a good rule of thumb to deliver them on a schedule. Make them available in order on the page that you have set aside for them. Adding informational videos is a great way to grab the attention of people who don’t enjoy reading blog posts.
Reserve a space for industry news to be posted: You have created this website because you are an expert. To your clients, the world of investments and money-saving might be foreign or bewildering. You can help them out by sharing insider information about the state of the investment industry as a whole. This transparency builds confidence in your skill and also builds trust with your clients.
This was a lot of information to digest! However, this recipe for creating a website is foolproof if you follow it correctly. Let’s go over a little summary of what we have learned.
Create a goal for your website. Make sure that you follow that goal at every step of the creation process to create a consistent message for your future clients who will visit your website.
Use SEO correctly and purposefully. Make sure that keywords and phrases are used on every page of your website and that your provided content is SEO-driven. Without SEO, no one will be able to find your website or your company.
Be clear about where you are and whom you can serve. Use location pages and service pages to clarify your location and your offerings. Clients who don’t know where you are or what you stand for will not be very likely to work with you.
Have a space for content. Content shares information with your clients and helps to build trust. Value offerings are a major part of successfully connecting with new clients. If you show that you are willing to share your skills and your knowledge with your clients in equal parts, they will trust you right away.
Building lasting relationships with clients start out with a spark of interest. That spark of interest is often driven by the style and content of your company’s website. Make sure that you design the kind of website that tells the story of who you are and that sells your skills and integrity to your clients in a single glance.