Are you making this huge mistake with your financial adviser website?
People buy people.
It’s a simple statement but one which is undoubtedly the case, especially in the financial planning profession where establishing trust is critical.
There are several hygiene factors to consider when creating or reviewing a financial adviser website.
Pages have to load quickly. If they don’t, visitors will get bored and move to your competitor.
There’s no excuse for slow-loading pages and several ways to optimise your site to dramatically reduce page load times.
Your website has to be easy to view on a mobile device or tablet.
Don’t believe me? Just take a look at your Google Analytics and see the percentage of website visitors who came from an iPhone or Android device.
Your search engine optimisation (SEO) has to be spot on. Google and other search engines are getting stricter and penalising sites with poor SEO practices.
But all of these factors are just the basics; simply steps any competent website developer will consider and implement.
When it comes to content, there’s one huge mistake we keep seeing financial advisers make with their websites. Actually, there are two, but for the sake of this post I’m focusing on this one.
You need to put the human factor of your business front and centre on your website.
This means photos of you and your team.
It means profiles for each team member which tell stories about their place in your business, their qualifications and experiences, and what makes them human.
It means links to social media profiles, not only for the business but for each client-facing member of your team.
Even a little detail like having an author bio and photo below each blog post makes a positive difference.
Given the choice between an adviser who presents their website as a faceless corporation and one which offers a look at the human side of their business, which do you think a prospective client is going to select?
One website we reviewed today (which has only just been built – by a competitor – and launched) had one reference to the name of one adviser and absolutely no team profiles, photos or individual contact details throughout the entire site. It’s a huge oversight but thankfully an easy fix.
In a profession where people buy people, you need to show your people on your website.