Your website is the face of your business. Good financial adviser websites are more than a successful launch, and forget about it.
It requires constant maintenance and improvement.
Here are our top tips on how to do exactly that
What makes good financial adviser websites great, or even best in the industry?
The best financial adviser websites in the industry take time.
The original build is of course important, as it lays the foundation for everything else you will build around it.
Although it’s what happens thereafter that will ensure your website ranks at the top of Google for your desired keywords, and provides clients and potential clients with value adding content.
First, you have to master the basics, and then stay on top of your website content development to become the best in class.
What are these fundamentals?
Our list of essential financial adviser website features includes:
Analytics
Does my website track usage and activity?
You don’t measure, you can’t improve. Analytics will measure all fundamentals and highlight areas that can be improved on. Also, pointing out high performing areas.
Responsiveness
Does my website provide a great experience for all sized screens?
More than half of all web traffic now comes from mobile devices.
Both mobile and tablet users must be considered in your website development, ensuring every page is responsive.
Optimisation
Does my website provide content that adds value and is easy to find? Maybe most importantly, is it SEO Friendly?
Page speed, content relevance, and search engine optimization (SEO) all go hand in hand. SEO is now more important than ever.
Offering a 15.6% conversion rate compared to only 1.6% from traditional outbound methods, SEO should play a vital part of every financial adviser’s website strategy.
Expandability
Can my website be adapted to meet continued content requirements?
A top-of-the-line website can easily accommodate new landing pages or campaign content, without the need for a developer.
Is your website built on an easily manageable platform, such as WordPress using Elementor?
Or is it fully coded and impossible to edit without a coding expert?
Governance
Does your team have a continuous website strategy?
Your site will not continuously improve if you don’t have a clear path for reviewing, approving, and publishing content, which should be managed by people accountable for ongoing improvements and SEO efforts.
When building your first site, you should consider all the above points.
The site should evolve over time, add new content and meet new needs from various stakeholders.
Allowing your financial website to adapt to your business growth.
The need for continuous improvement
Although continuous improvement is often used as a generic term, it refers to a conscious effort to make small, incremental improvements using a simple set process.
This process should then be repeated over time to produce momentum and long-term changes.
How to overcome website issues
We regularly see the same fundamental problems when we inherit websites from new clients, all of which are reasonably easy to achieve for the results they produce.
A few of the most common issues are:
Slow homepage load speed
Users often land on your homepage first.
Although research shows that web users are becoming increasingly impatient, they will now only wait a few seconds for a website to load before leaving.
Performance issues on the homepage could also indicate issues elsewhere on the site.
If landing pages are not performing well due to performance problems, you have to investigate and fix them all.
This is a task that can be fixed from one day of research and troubleshooting, or simply handed over to a developer.
Mobile traffic declining
If you notice your mobile traffic is dropping, you should first use analytics to find out exactly when your mobile traffic is dropping.
It’s likely that a performance issue on the site leads to slower mobile performance.
This means it is time to look at the User Experience (UX) and accessibility to see if there is something wrong with the mobile experience of your site.
You may have a problem with navigation or responsive layout that needs to be revised.
Each time a new page is added to your website, the above should be taken into account.
Landing pages not performing as well as hoped
If your landing pages are not performing and the above advice has not fixed your issues, we would suggest you carry out some A/B testing on each landing page.
By making adjustments to your A / B tests, you essentially test them against each other. This will allow your analytics to highlight any changes that have improved the performance of the page.
Why do we choose to evolve financial adviser websites?
Websites can only grow when they are given the attention and time they need to flourish.
The Continuous Improvement process involves identifying meaningful, achievable improvements to ensure your financial adviser website is best-in-industry.
Continuous Improvement is the only way your financial website will come out on top.
The best financial adviser websites
If you would like to discuss your website optimisation needs, our team is here to do the hard work for you.
You only have seven seconds to make your first impression when a potential client visits your website, before they decide whether they deem you trustworthy.
Your website is the shop window into your financial business. You want it to look awesome and entice people in.
We can ensure that those seven seconds have a huge impact through analysis, design, implementation, and deployment.
At the same time, ensuring you climb search engine rankings.
Starting with an in-depth fact-find, we will understand your audience and your vision, before creating a bespoke website optimisation plan built with converting at the core.
We are lucky to have built websites for financial professionals in the UK and further afield.
This experience means we know what works, what doesn’t work, and what builds authority and trust in the industry. It also means we can get straight to work.
You won’t need to spend hours explaining the difference between an ISA and a SIPP. We speak your language. Let’s have a conversation.
Read our 30-page guide to marketing for financial advisers
