3 Things You Must Have on Your Financial Advisor Website
December 17, 2021
Your financial advisor website is your business’s home online. It’s what establishes the first impression you make on prospective clients and a big part of whether a visitor decides to work with you or not.
Regardless of whether someone finds you in an organic search on a search engine, in an ad, on Facebook or through a personal recommendation from a friend, most of the time, they’ll visit your website before scheduling an appointment with you.
The digital first impression your website makes has a huge impact on whether or not they schedule that appointment. It’s imperative that you get it right. Here are a few key things you absolutely must have on your financial advisor website.
3 must-haves for your financial advisor website
#1. Quick, to-the-point answers
Put yourself in a prospective client’s shoes and think about the questions they are looking to get answered by visiting your website. These questions include:
Do you help people in my financial position?
What can you do for me?
How do I start working with you?
Most people won’t stick around for very long to find the answers to these questions, so it’s important to ensure that you provide them right away — at least within the first few seconds of someone landing on the homepage of your website.
Here’s an example of a homepage that does it well:
Right away, you can see that this financial advisor works with people planning for retirement, looking to save more money or grow their business. They’ve built trust by highlighting their experience and mission, and visitors can learn more by requesting a free consultation, exploring their services or contacting them directly.
#2. A modern, mobile-friendly website design
More often than not, when someone is searching for financial advisor services, their search starts on a mobile device. In fact, you can assume that the majority of your website traffic will be mobile traffic.
Ensure that your mobile users have the best possible experience on your website by building a mobile-first website. That means designing your website for mobile first, and then making sure that it looks good on desktop and laptop computers second.
Start by choosing a responsive website design. Responsive designs automatically reconfigure based on the device being used, ensuring the optimal aesthetic and experience on any device.
A few other things you can do to make your website mobile-friendly include leaving plenty of space around buttons and other clickable elements, breaking your content up into shorter paragraphs and sentences and always testing out changes made to your website on a mobile device.
#3. Include trust indicators
Finding a financial advisor is not like finding a local restaurant to grab a bite to eat. Your clients are trusting you with their retirement plan, their future and their finances. That’s a big deal, and it’s not something anyone takes lightly.
The more effective your financial advisor website is at building trust and demonstrating to prospective clients why you’re trustworthy, the more conversions — in other words, leads and clients — you’ll get from it.
There are lots of ways you can start building trust on your financial advisor website. You can talk about your educational background and experience, highlight your certifications and/or awards, include trust badges on your website and, most importantly, add testimonials from real clients.
Testimonials are the most powerful way to build trust because they come from your clients. People are much more likely to trust and believe what your clients have to say about you than what you say about yourself.
Your financial advisor website is your business’s home and main hub online. It’s imperative that you get it right.
The Marketing 360® Websites app makes it easy to build a beautiful, modern, effective website on your own, and we also have a team of professional designers who can do it for you.