In a world that revolves around referrals, the financial advice industry's digital evolution has been notoriously slow.
Nowhere does this ring more true than in the context of websites, where high-functioning and high-converting sites are a rarity to say the least.
The necessity to create effective websites simply hasn’t been forthcoming for advisers, unlike other B2C sectors, where professionals can’t fall back on word of mouth alone for business growth.
But the fact is, your future clients expectations are on the rise. The great wealth transfer presents opportunities, but only for firms progressive in their digital ways.
Gen X and Millennials place significantly more importance on a positive digital experience than generations before them, and if you want to win their business, your website has to be up to scratch.
Looking at the statistics (75% of advisers have a website), the likelihood that you have a site is reasonably high, but the chance of that website assisting your firm’s objective of growing your client list is low.
In this blog, we’ll discuss the key reasons your firm’s website isn’t hitting the mark, and provide clear tips and tricks for web success.
Table of contents
Issue #1 - Information overload and complexity
Issue #2 - An insufficient lead capture and sales process formula
Issue #3 - An outdated website
Issue #1 - Information overload and complexity
Solution - Less is more
Tools - CMS and Chatbot software
It’s easy to think that your website needs to cram in as much information about your firm and the technical aspect of your services as possible. Many financial advisers mistakenly equate a plethora of information with value.
But overwhelming visitors with financial jargon and large blocks of text will always deter engagement and ultimately discourage potential clients from picking up the phone or arranging an introductory meeting.
Tell them what they need to hear. Don’t dive into the details when it comes to your service. It isn’t about what your service is; it’s about what your service does - the outcome of your professional advice and planning, and why it improves the life of your clients.
In terms of the tools you need to fulfil your content duties, most who already have a website will use a CMS. HubSpot, WordPress, Gogodaddy and many more provide simple software for your firm to organise, govern and publish content through an easy to use modular approach.
The top CMSs will also offer Chatbot functions, which allow visitors on your website to find the content they are looking for easily.
Issue #2 - An insufficient lead capture and sales process formula
Solution - Get smarter
Tools - CRM and meeting schedule software
What’s the point of your website?
Firstly, a digital representation of your firm, perhaps, but also a tool for your potential and existing clients to get in touch with you and engage your firm in business.
Most know this, but 70% of SME websites still fail to include a clear CTA on their service and homepage. A CTA (Call to action), in the form of a button is key to lead generation. A good call to action offers a clear message that gives direction without being pushy.
Most adviser CTA buttons lead to a simple form that advisers or admin teams can then chase, but we recommend something different for increased website efficiency. Approximately 48% of professionals give up on a prospect after sending just one email, but by embedding your calendar into your call to action, you create a direct path for the initial meeting, no email exchange required!
Many CRMs offer this functionality, but the best we’ve seen is HubSpot.
If you aren’t using a CRM (really, what are you doing at this point?), or are using a CRM that lacks this function, there are tons of meeting scheduling tools out there that can embed into your CRM.
Issue #3 - An outdated website
Solution - Get with the times
Tools - Web agency or web designer
In an age where sleek interfaces and intuitive user experiences dominate, sticking with an outdated design isn't just a minor misstep; it's a potent deterrent. Think of a prospective client searching for financial guidance. The moment they land on a website that feels like a relic from a bygone era, it sends an unintended message. It subtly suggests that the adviser might be out of touch.
Aesthetics, while crucial, are just one part of the equation. Functionality, especially in our increasingly mobile-centric world, holds equal weight. Today's client is as likely to search for financial advice on their phone whilst out and about with their spouse as they are on a desktop at home.
If a website struggles to adapt to different screen sizes or becomes a navigational nightmare on a phone, it's not merely an inconvenience. It could be perceived as a reflection of the adviser's adaptability and forward-thinking approach.
Addressing this is more than a simple redesign. It's about embracing digital evolution fully. Partnering with a web designer who not only has an aesthetic eye, but also has some experience in professional service web build (ideally financial services) is paramount.
Such a collaboration ensures that the website is not just visually appealing but also resonates with the unique needs and expectations of future clients. The resultant design would be one that seamlessly adjusts across devices, offering every visitor—whether on a laptop in an office or a smartphone on the go—a consistently engaging and insightful experience.
A website that makes a difference in 2023
With the intergenerational wealth gap rapidly approaching, the clients that your firm wants to service in the not-so-distant future will be those who hold functional websites in much higher regard than generations before. Ensure you’re ready for this step change by getting the basics right.
Of course, the solutions we’ve walked you through today are a good first step, but a website is never complete, and improvements will always be necessary, no matter how optimised you think it is.