Displaying items by tag: advisor websites

In a recent article on WealthManagement, Charles L Ratner interviewed a baby boomer couple on how they interview investment advisors. One of the many things they consider when choosing an advisor is their website. A great website can help advisors attract new clients, but a bad website can turn off prospects. The first thing they mentioned looking for is “Who they are, their credentials, and their experience.” They noted that they began to see gaps between the advisor’s credentials and experience. They also said that an advisor’s clientele was the most important thing because they wanted to know that they would be playing to the advisor’s strengths and getting their fair share of attention and service. The couple also wanted to know what the firm does and who does what. They liked websites that clearly delineate an advisor’s services for each type of client. In addition, they wanted to know how their portfolios would be personalized. Pricing was also another topic. The couple said, “We realized early on that we were gravitating to the advisors who structured their fees in a way that allowed us to pick and choose the services that are of interest to us.” Another big plus for them was the strength, soundness, and continuity of their firm. They wanted to know that they will be with a strong firm today and tomorrow.

Finsum:A baby boomer couple interviewed on WealthManagement noted the things they looked for in an advisor website such as experience and credentials, clientele, who does what at a firm, personalization, pricing, and continuity.

If you’re an advisor and looking to generate more leads for your business, a strong website is a must. Its where potential clients can find you. Susan Theder, chief marketing, and experience officer at FMG Suite recently laid out the five most important pages every advisor website must have in an article for Financial Advisor Magazine. According to Theder, the most important page is the Home page. It gives people their first impression of you and should answer the following questions: Who do you serve, what problems do you solve, and what’s your visitor’s next step? Another must-have page is the About Us page as it’s the “place they go to meet you virtually.” But it shouldn’t look like a resume. Instead, it should include your story, why and how you got into the business, and information about your support staff. Next is the Services page, where you can list your service offerings, but you should write it from the client’s perspective. Include the challenges they are likely facing and outline how you will solve them. The fourth page is the Blog page, where you can share content to demonstrate your expertise. The fifth and final must-have page is the FAQ Page, where users can find answers to the most common questions a potential client may have.

Finsum:In a recent article for Financial Advisor Magazine, Susan Theder of FMG Suite laid out the top five pages an advisor website must have, including a home page, an about us page, a services page, a blog page, and an FAQ page.