fbpx

7 Mistakes Financial Advisors Are Making With Their Website

Let me ask you a question? How many new clients did you get from your website this year? How many leads came in from your website this week? If your answer is none or never, then your website is costing you new clients and revenue.

Today, the potential clients you are targeting to help are between the ages of 57 to 70 years old. These people, particularly the 57 to 67 age group, represent the younger end of the Baby Boomer generation and the older edge of Generation X.

Financial Advisor Website

What does this mean for a Financial Advisor who is trying to win new clients for their practice? It means if your website is not up to par, you will and probably are losing business.

Why? Because this group of prospective new clients came up with the internet and technology. They may not be as sharp as their children but they are comfortable and accustomed to researching on the internet. This means if your website is just an electronic billboard, then you are losing business from it.

I am going to share with you the 7 biggest mistakes I see on the majority of financial advisor websites. So when you are hiring a company to build a website for your business, you will know what to watch out for.

1.  The number one problem with websites that the majority of financial advisors have is the design of their website is outdated. It looks old and the content is confusing. The website does not engage the viewer and invite participation.

2.  The content is difficult to understand. If a visitor to your website is greeted by strange words, industry terminology, and an alphabet soup of professional designations, they will be confused and quickly leave your website. Think about when was the last time you bought something from someone that you did not understand the product or program?

I know you worked hard for and are proud of your designations, but if you are going to use them, at least define what the letters mean and more importantly why should the visitor care if you are a CEP, RFC, CLU, CFP, LUTCF, etc.

The same way with industry terminology, do not assume that the visitor knows what an IUL is.

3.  Your website is hard to navigate. When a prospect goes to your website they are looking for an answer to a question they have. Every industry can sum up what questions their prospects have to three, maybe four questions.

When people go to your website they should be able to see where to go to get the answer or at least a promising direction for the answer. The rule of thumb is that a visitor should be no more than 2 – 3 clicks away from what they want.

4.  Generic content. The trend in the industry is to purchase one of the canned websites for financial advisors. The problem is your website has no personality and looks the same as a half a dozen other financial advisors in your area. Because your content is the same as other advisors, you get penalized with Google and rank way down on the search list. Google ranks sites based on original or unique content.

While getting one of these pre-canned FMG Suite websites is better than not having a website at all if you have one of these websites you will need to be thinking of the next step and upgrading your website if you want to grow your practice.

5.  Brand yourself. Your clients buy you first and then your company second. Photos and more importantly short videos of you talking to the prospect go a long way to building trust.

6.  No or awkward call to action. Look at what do you want the visitor to do on this page? Do you want the to download a report? Schedule an appointment? The call to action needs to be clear.

7.  Your phone number is hard to find. Your phone number should not be in small print and hard to find. You need and want people to call you, so do not make it hard for them to do so.

direct mail factsheet

FREE DIRECT MAIL FACT SHEET

The Effectiveness of Direct Mail vs Other Forms of Marketing!




    Printed Business Brochures & Booklets Can Really Rock Your Company’s Sales

    Seems the whole world feels that using electronic promotional materials is the way to go. Are they right? Are digital marketing business brochures and booklets really the way to go?

    If you want to build your business, digital marketing will not do that by its self. Why?

    business brochures

    What is the Biggest Drawback of Digital Marketing Materials?

    The biggest drawback of digital marketing is it is not real. You cannot touch it, hold it, or recall it later. After it is off the screen, it is gone and replaced by another digital message, often your competition.

    The fact is people are inundated with digital marketing and online ads of Google & Social Media, and overwhelmed with spam emails and digital business brochures that sit flagged in their inbox, unread.

    It is too much!! People largely ignore the majority of digital marketing they are exposed to.

    Old school printed marketing materials, such as business brochures, booklets, catalogs, and flyers can be held, touched, and experienced by the reader. Printed brochures and booklets cut through the clutter and put your business in front of your prospective customer with no competition or spam filters.

    direct mail factsheet

    FREE DIRECT MAIL FACT SHEET

    The Effectiveness of Direct Mail vs Other Forms of Marketing!




      Booklets allow you to showcase several products or services and are very beneficial for small businesses.

      Business brochures and flyers allow you to sell specific products and services.

      Where Do You Start When Designing Business Brochures?

      Should you do it yourself and use one of those online design templates? Or hire a graphic designer?

      The benefit of online templates is that they appear easy. The problem with online design templates is they are impossibly generic and terribly bland.

      The purpose of your printed business brochure or booklets is to communicate the benefits of your product or service to the reader to a point where the reader wants to buy something from you. The money you spend hiring a professional graphic designer will be well worth it because your brochure will be unique and will communicate to the reader.

      For there to be a communication to the reader you need to know how to combine the message with the design elements to first capture interest, then to build desire and then to bring it home with a call to action. There are specific tools of the trade a professional graphics designer has that will accomplish this. The online design templates do not offer this know-how.

      Growing your business involves communicating with prospective customers in ways that reach them regularly and often. Also reaching them in ways that will be remembered and responded to.

      Using printed marketing materials combined with digital marketing materials will take your business to the next level. You should use both digital and real printed marketing materials but err in the direction of giving your prospects something real, can be touched, held, and is remembered.

      10 common mistakes in brochures ebook

      FREE EBOOK

      10 Common Mistakes and Pitfalls Made On Brochures!




        Have a question about creating a custom brochure for your business or need a quote? Fill out the form below and one of our Marketing Consultants will give you a call.

        10 Tips For Business Website Design

        computers with business website designs on them

        Your business website design can be one of the single most important things to have for your business today. Many business owners and managers do not understand how vital a functional website is to the success of their business.

        Everything changed in the world of marketing back in 2007 when Apple released the first iPhone. Over the next few years Androids, iPads, and Notebooks flooded the market almost overnight. Now it is easier and more convenient than ever for people to access the Internet.

        If you were not paying attention, you might have missed this important trend which makes it vital for you to have a good website and not just an electronic billboard.

        Internet and Website Trends Today

        72% of people who have smartphones use it to access the internet. 51% of all internet traffic as of the writing of this article, is via a smartphone.

        What happens when someone sees an advertisement for your business today? 94% of people will go online and research your business. They will look at your website, services offered, and read your online reviews.

        According to Google Analytics, 96% of people who go to your website will leave without taking any further action. These people will not sign up for your electronic newsletter; they will not download a free report; they just leave and go to one of your competitors who came up when they Googled your company name.

        There is a term used in online marketing – conversions. This simply means the people from your website that converted to a lead by filling out a form or called you directly, or if you have a shopping cart they bought something.

        How your website is designed either help your conversions or hurts them. This means your website design will either generate leads and new customers or it won’t.

        As a business owner, website design may sound like a foreign world and very complicated. People who design websites tend to make it seem that way, often it just hides the fact that they don’t know what they are doing.

        10 Things To Consider When Creating a Business Website Design

        #1: It is very simple really. What do you want when you go to a website? You want answers to questions, product information, prices, and solutions to problems. You do not what to have to look around. The flow should be obvious. Elements should be clear.

        What things do your customers want to find when they are looking for your product or service?

        #2 What is your goal with your business website design? In other words, what is the purpose of your website?

        If you have a clear purpose of what you want to accomplish with your website it will be easier for you to communicate what is wanted to your web designer.

        #3 Pages with clear headlines that answer the question of “what is in it for me?”

        #4 Don’t use industry nomenclature and terminology. You will just confuse and cause your visitors’ eyes to glaze over and hasten a click out of your website. Explain in common language and present your services as benefits to the reader.

        #5 Basic elements are: what, why, and how will it help me and how much is it. These are the most common things people are looking for. The “how much?” should be limited because for most businesses when you put a price on the website it stops the reach to call you and you want them to contact you.

        Make it easy to contact you. The phone number should be prominently displayed everywhere possible.

        #6 Call to action buttons or “doorknobs” as they are called are obvious. A doorknob opens a door to another section on your website. Doorknobs should be related to the subject being addressed or direct the person to the next logical step on their quest for more information.

        #7 Don’t be obnoxious with pop-ups. Pop-ups are necessary to get conversions/leads but if used too much will drive people off your website.

        #8 If possible, make your website a resource. People are on the internet looking for help and solutions to a problem. Go out of your way to provide service and to provide useful information.

        The trick is to only provide enough information to “wet their whistle”, not to quench their thirst. You want to increase the reach of the person for more information to the point that they call or email you.

        #9 Note on domains: Everyone’s first instinct is to select a domain for their website that is their company name. Which in some circumstances is okay, but it is better to have a domain that has keywords that people would search for. For example, a financial advisor could have retirementplanning.com or taxplanning.com or retiremeright.com

        #10 hire a professional web designer. Just because WordPress and other services make it easy to design a website it does not mean you should have your brother-in-law or friend design it. There is a technology to designing and programming a website that you need to have in order to have a successful website.

        We have a business web design division with the best designers and programmers to help your business have the best possible website.

         Have a question? Fill out the form below and one of our Marketing Consultants will contact you shortly.