5 quick fixes for your IFA website
Here at Bamford Media, we review a lot of IFA websites.
Compared to a decade ago when the IFA sector was notable by its absence of websites (and for those firms that had a website, its reliance on generic templated network sites), today it seems that the vast majority of IFAs have a website in place.
These websites range from excellent (in an aesthetic, engagement and branding sense) to truly dreadful.
For most IFA websites that happily sit somewhere in the middle of those extremes, some common and easily fixable issues crop up on a regular basis.
Here are 5 quick fixes for your IFA website. You can action these today, resulting in a dramatic improvement to visitor experience, impression of your brand and conversion rate.
1 – Bring content up to date
We start by checking the copyright date in the website footer.
With the recent arrival of a New Year, we would hazard a guess that your site still says (c) 2018. If it does, make a quick update to the current year.
Better still, you can add some dynamic code to your website footer that will automatically update the copyright year to the current year each 1st January.
But copyright date is a minor thing, something that content marketing nerds like us look for. More important in terms of content to bring up to date is your blog, news or insights section.
Our earlier research found that IFA websites had, on average, last updated their blog section more than six months earlier. With options to outsource content management or purchase stock content from FinCart, there’s really no excuse not to update your blogs at least weekly.
2 – Add relevant photos
Two issues here that crop up on a regular basis.
Firstly, IFA websites with an absence of photographs of their people.
This is a major problem because people buy people. If you want your prospective clients to get to know, like and trust you, they need to see your face.
Secondly, there’s too much reliance on cliched stock photography on the IFA websites we review.
Yes, you work in the finance sector. No, that doesn’t mean you need generic shots of the London skyline gracing your homepage.
Where possible, opt for locally sourced photos that are aligned with your brand standards.
3 – Make it easy to get in touch
There’s a simple tool you can add to your IFA website that will dramatically improve conversion rates – it’s an online enquiry form.
Here’s the thing; your website visitors won’t always be ready to pick up the phone and call you during a site visit. They may not have an email account to hand to get in touch this way.
An online enquiry form is a very simple and effective way to encourage communication.
Better still, add a live chat service or ‘chat bot’ to your site to prompt this form of interaction.
4 – Fix your broken plugins
This is a slightly geeky one but it’s an issue we’ve noticed on several IFA websites in the past few months.
Last year, Google updated the requirements for displaying their maps on websites. This has left many IFA websites with an error message for visitors showing across their map plugin.
It’s great to display a Google Map on your IFA website. It shows prospective clients where you’re based, they can use it to get directions and find nearby car parking.
But showing a broken plugin because you’ve not updated the API licence will leave a bad impression with your visitors. Get it fixed, pronto.
5 – Add a clear call to action
It’s great to share every last detail about your business, people and services on your IFA website. But there’s also a risk of oversharing.
Among this clutter of TMI (too much information) any call to action for your website visitor can get lost.
Simple is best when it comes to writing for the web. Keep your key message and call to action ‘above the fold’ on your homepage, so visitors don’t need to scroll down to find these.
These are just five quick wins for bringing your IFA website up to date and making it more effective in 2019.
When we review websites for our clients, we carry out more than 100 different checks before making recommendations for improvement. Do get in touch to find out more.