10 adviser website must-haves – part 2

29 January 2024 Myra Knoesen

An effective website attracts new potential prospects, converts them into leads, and can be one of your best sources for gaining new clients – but only if it includes the right elements.

In part two of this article, we take a look at the last five must-haves for financial adviser websites, shared by Crystal Lee Butler, guest contributor on Advisor Perspectives.

  1. Answer frequently asked questions (FAQs) - Do prospects ask a lot of similar questions during initial consultations and throughout your onboarding process? Great! Those questions are your guide for what to include. After all, their questions reveal exactly what prospects want to know about you before deciding to feel comfortable working with you. You should be answering the questions throughout the copy on your website. Compile them into a thorough FAQ section. It’s okay to cover topics more than once; the idea is to make the information easy to find.
  2. Keep it updated with consistent content - If you don’t have a blog, add one to your website right away. Blogging connects with your prospective and current clients, providing them with valuable information. People are more likely to engage with a brand and hire a professional when they feel like you’ve added value to their lives for free first. Sharing content consistently builds trust and helps to cultivate a relationship with both prospects and clients. A blog can include helpful tips and articles, information about your products or services, and details about how your life intertwines with your business. In addition to written content, include multimedia formats, such as embedded infographics, podcasts, or videos. Keeping your website updated with consistent, quality content is also essential for strong SEO, signalling to search engines that your business is active and a good resource.
  3. Add a lead-generating opt-in - For most advisers, the main goal of your website is to get new clients, and that starts with gathering leads. Most people who land on your website are not going to hire you or even schedule a free consultation right away. At first, they are checking you out and considering you against other options. Gather their email address to stay in touch and nurture your relationship. Adding a lead-generating opt-in to your website is important. It should be compelling, such as offering a free download of a white paper, a risk questionnaire, a checklist, or a third-party tool. Once you’ve captured a lead through your website, follow up with a nurture sequence and stay top-of-mind by sending a regular newsletter with important updates and relevant information. If you don’t have a free download yet, include a way for them to subscribe to your newsletter with a form that funnels into an email marketing tool, such as Mailchimp.
  4. Make it easy to book a consultation - While most prospective clients will not be ready to book an initial consultation when they first land on your website, you should make it easy for them to do so when they are ready. A button or link to “book a consultation” or “schedule a meeting” should be featured throughout the site. While it is important to include other ways to contact you, this call to action should stand out prominently.
  5. Tell them where to start - A well-crafted and effective website takes visitors on a journey. When they land on your site, leave it up to them to navigate their way through or guide their way. The “about” page is often the most visited, but a “start here” page can be more compelling. It’s taken as a command and signals to visitors that they’re on the correct path. The start here page may include a summary of what your firm offers, but its purpose is to help the prospect determine whether they are in the right place. It helps them answer the question, “Is this the kind of firm that helps people like me?” For example, include detailed descriptions of the types of clients you serve (i.e., client avatars) to help visitors either weed themselves out or find themselves to be a great fit. The start here page may include information about your approach, frameworks, onboarding process, and how you work with clients. Again, this will help clients assess fit.

Is it time to update your website?

Your website is your online marketing presence and the first place new prospects go to learn about you. These 10 website must-haves are the most important features you should include in your website. If it doesn’t have some of them, you’re missing out on opportunities to connect with existing clients and prospects and could be losing business.


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