Advisor websites are generally NOT things of beauty.
And it’s a crying shame.
The Ultimate “Marketing Assistant”
Your website is the hardest-working “Marketing Assistant” you’ll ever find. (Seriously.) It works 24 hrs a day, 7 days a week. It’s an assistant who never sleeps, never gets sick, and never takes a vacation. Morning, noon and night, it talks to your clients, educates your prospects and tells the world who you are.
Like any employee, though, it DOES need a little attention. It’s your responsibility to make sure it has the guidance and tools needed to get the job done. This is where most advisors drop the ball. Your incredibly hard-working assistant can only do what you enable it to, so be sure to take time to set it up right.
Have you equipped your 24-hour Marketing Assistant with everything it needs? Is it effectively managing AND growing your business? An equipped one would.
Need a little inspiration?
Last month, John received an email from one of our customers that said:
Hi John- we are continuing to have good reception from clients re: Blueleaf. Question- we are tweaking some items on our website and are looking at other good ones as a guide. Do you have any advisor websites that really stick out in your mind?
Many thanks. JW
The answer was, yes, there are certainly a few that stick out. Many advisor websites are thrown together out of sheer necessity and with very little thought, so it truly doesn’t take much to “stand out” in peoples’ minds. (Yet another reason to work on yours!)
A handful of Blueleaf customers have sites that are particularly nice. They are well-branded, approachable and offer useful information. More importantly, they work well in attracting and/or guiding both clients and prospects. If you’re looking to make adjustments to your own site, or are about to build a completely new one from the ground up,take a look at the 9 examples listed below. You just may think of a few ideas in the process.
In no particular order…
- Informational video on homepage to greet visitors
- Contact info visible on every page
- Simple color scheme that’s consistent throughout website
- Nice use of advisor photos on “Who We Are”
- Easy access to helpful client resources – including articles, newsletters and calculators
- Works in conjunction with a strong social media presence
- Links to informative demo video on homepage
- Very consistent branding throughout
- Basic form is clearly provided on “Contact Us” page
- A good corporate site, overall
- Highly targeted audience, instilling a sense that he understands their unique problems
- Visitors immediately “meet” the advisor through video *particularly useful for single advisor firms
- Personality/persona of advisor is shown
- Transparent approach to advisor’s pricing and software
- Prominent links to blog and seminars, showing involvement outside of client-advisor interactions
- Efficient use of homepage – two different pieces of contact information provided
- Simple, clear mission statement that’s client-focused
- Intriguing description under “Technology”
- Good personal profile
5. TS Financial
- Super simple site that converts well
- Nice use of lists makes it easy to skim
- Blogs at consistent time intervals, and openly blogs about performance
- Social media fully integrated for additional engagement
- Part of a series of sites that converts very well
- Blog content is displayed on homepage, encouraging visitor engagement
- Good video integration, consistent video content creates a connection with people visiting
- Personality/persona of advisor shown well
- More complex site that offers lots of opportunity for engagement
- Clear CTAs (calls-to-action) – Orange buttons stand out, have form for encouraging contact with “a Second Opinion”
- Offers blog and whitepapers to educate the audience and establish expertise
- Video provided on homepage
- Transparent information about returns
- *This one is primarily for orienting people already familiar with the firm (there are a slew of other sites that do most of the conversion work)
- Interesting use of a “Process” tab
- Boxed design & color scheme is unique and easy to look at
- Has established a “New York Times”-esque vibe that adds visual appeal
- Unique take on navigation tabs: You, Me, Us (plus, “WooHoo” is intriguing and fun)
- Personality/persona of advisor is very apparent
- Fun use of red arrows and “hand-written” guidance through the site
- Has blog and free offers, always prompting visitors to engage more
- Visually appealing with use of photos – Sense of openness and triumph
In the comments, let’s discuss:
- What is 1 thing your website does particularly well?
- What is 1 thing you may need to fix?
- Do you have specific question that you’d like feedback on?
We’re happy to provide candid feedback and/or more information to those of you who want it.