Everyone knows you need a website. It enables people to find you online, elevates your credibility and drives leads. But, is yours as effective as it could be? Here are six ways to build a better website:
1. Customers want to interact with you—anywhere, on any device.
- A 2013 study by the Pew Research Center found that nearly two-thirds of U.S. mobile phone owners use their phone to go online. By 2015, more Americans will access the Web through mobile devices than through PCs.
Make sure your website is mobile-friendly by using responsive design. Responsive design ensures your website is easy to read and navigate on a range of devices.
2. It may be a cliché but content is still king.
A content-rich website will attract prospects. For example, your visitors will appreciate reading articles or watching videos with informative investment, retirement and tax information geared to their interests. Some website developers that specialize in the financial industry provide a content library as part of their service. A robust online presence offers your customers and prospects valuable content and resources that motivate them to return whenever they need information, link to your website and make referrals. The more web traffic you get, the higher you’ll turn up on search engines.
3. The world wants to hear what you have to say.
A website allows you to create a blog. Creating, publishing and sharing relevant and valuable content in a blog positions you as an authority, grows your network and helps you build your practice in the age of social media. An effective blog contains links to allow for instant social sharing of your posts, so your message more easily gains a wider audience.
4. Get listed and get found by your Main Street neighbors.
A website expands your marketing reach. But, if you build it, will they come? Not necessarily. Once you establish your website, make it easier for prospects to find you by registering with the local business sections on online search engines such as Google and Bing. Basic listings are free and include contact information and a list of products and services. Belong to an association or carry a professional certification? Make sure you register with their directory. Ensure your site also has tools that make it easy to improve your search engine rankings and help you get found.
5. Consider your compliance obligations.
As you make updates to your site, it will likely need to be approved by someone from the compliance team. Make sure your website has an easy way to help manage the process. Compliance should be able to easily view and approve or reject content to ensure it is getting reviewed and out to customers as quickly as possible.
6. You can’t manage what you can’t measure.
Interactivity allows for feedback and response. Online contact and quote request forms allow customers and prospects to contact you directly. When you drive traffic to your website, you capture rich web analytics about your prospects and existing customers. You build a list of leads. You find what is and isn’t working with your site, and how you can improve it. You also gain insights to add value to your services and create targeted marketing campaigns that speak to your clients’ wishes and needs. Your website should have tools that allow for a variety of analytics and other widgets that will make it as effective as possible.
Ready to build a better website? Smarsh offers financial website development packages with modern designs, cutting-edge tools and built-in compliance safeguards. For more information, visit smarsh.com/smarshsites.
Most financial advisers and investment professionals agree on the need for a well-designed website. It’s the virtual equivalent of a well-designed office. For better or worse, it makes a statement about your practice that influences the perceptions of clients and prospective clients.
Which is why it’s important to make your website reflect your brand. So when it’s time for a website refresh or re-do, should you outsource the project or do it yourself? It depends. The keys are to decide what kind of site you want, whether you have the resources to dedicate to the project, and how much you want to spend.
Form follows function
Website types range from a simple brochure template to a completely customized, highly interactive and content-rich design. Decide on the purpose of the website: Is it a marketing tool? An information resource? How important is it to distinguish you from your competitors? Who will provide and update the content? How often? The more you want from your site, the more customized it should be.
Even a brochure-type site should offer a choice of design templates as well as simple marketing tools such as contact links, map finders, information-request forms and limited site statistics. A step up from the brochure approach allows users to access dynamic content such as informative newsletter articles, financial calculators, stock quotes and other research tools. More sophisticated sites are built to reflect your corporate identity and may include custom-designed banners, backgrounds, forms and animation.
Examine your staff resources
Building a website from the ground up takes expertise. It involves strategic planning, project management, web design and development. It also requires database development, website hosting, domain name registration, online marketing and search engine optimization (SEO).
Those things take time, too. You could spend hours doing things that a skilled web professional could do in minutes. That’s not only more expensive. It’s also time away from serving clients.
So unless you have a web development team on staff, your time is probably best invested by outsourcing from a professional website supplier.
Choose a vendor
If you decide to go the outsourcing route, your next step will be to choose a vendor. In your research, ask if they provide a range of choices, including budget-friendly options. Does the price include such things as hosting, domain registration, content, forms, maintenance and SEO? How long have they been in business? How many websites have they produced?
Websites are not a once-and-done thing. So it’s important to work with a vendor that provides good continuing service and an easy-to-use product. Updating the content should be simple, fast and intuitive.
Another consideration is financial-industry expertise. Instead of supplying generic website templates, some suppliers specialize in websites for the financial services industry. These vendors may offer online tools for investors to conduct research, access their portfolios and read FINRA-approved articles on investment and finance.
Set your budget
Prices vary depending on project size and functionality. At the low end, you can use online site-building services and get a professional-looking, if not unique, site set up for $300-$500. More-customized designs for small firms start at $2,000-$3,000. Factor in monthly maintenance fees, too.
Not surprisingly, most financial advisers and investment consultants choose to outsource. They’d rather pay an expert to do what they do best. And that makes sense. After all, that’s why your clients hire you.
More and more interactions with clients and prospects these days happen online. So, whether you outsource or insource, whether you choose a simple or more full-featured site, make sure your virtual office makes visitors feel welcome, engaged and maybe even a little impressed. Consider the money spent on a website not just as an expense but as an investment that, managed properly, will yield a return.
To see a menu of SEC- and FINRA-compliant website plans for financial professionals, check out Smarsh Sites, a service of Smarsh, a technology leader in the financial-services industry since 2001.
I was perusing my Twitter feed the other day when my eye caught a particularly off-the-cuff status. One entity I follow harshly criticized a rival. I couldn’t help but be put off. Friendly banter between competitors is normal and expected, but malicious conduct is not. A code of etiquette exists on all social media platforms—it mirrors what we would expect to observe in a face to face setting. The behavior I witnessed can result in a loss of followers, but more importantly, it can cost the trust of clients and partners.
As financial advisors, FINRA regulations add another layer of complexity to social media conduct. Here is a list of Top 10 Twitter Taboos for financial advisors:
1. Tweet Advice Twitter is great for establishing initial connections and maintaining those connections. It’s not the venue to transmit sensitive information such as stock tips.
2. Tweet Blindly Twitter is interactive and published content doesn’t require FINRA pre-approval, but every financial company should have its own social media policy in place. Always consult with your company’s policy before participating in any social media activity.
3. Ignore the dissenters. Twitter used for business is about respectful engagement. Don’t shy away from people who offer different opinions or insights. Use this platform to acknowledge them; you can always request offline time to address an issue.
4. Post when tired or otherwise not yourself Chances are, there’s a more opportune time to post on Twitter than before going to bed. If you’re tired, in an emotional state, or relaxing with a glass of wine after dinner, you may not be in prime Twitter form. There’s no harm in waiting to tweet.
5. Tweet someone’s product Posting about someone’s product or service may be viewed as an endorsement, which can cross the line with FINRA regulations.
6. Use auto-responses. Canned replies feel impersonal and sometimes they don’t accurately apply to the situation. Twitter is an interactive platform, intended for social connection. Bottom line: There’s no replacement for a human being.
7. Tweet whatever comes to mind. Akin to tweeting when tired or in an emotional state, tweeting from the hip can backfire. Carve out time in your schedule for social media so you can really consider your tweets prior to posting. Even though it’s a social forum, you’re still using Twitter to represent yourself as a business professional.
8. Talk to yourself. Twitter encourages dialogue, often with individuals or brands you may not have access to otherwise. Don’t make the conversation one-sided; take time to learn about the people you connect with.
9. Retweet if you like it. Know what and whose information you are retweeting. Retweeting is often seen as an endorsement of content. As the head of a company, if you retweet an article you and your company are essentially blessing everything in that article, even its speculative commentary. Investigate prior to passing it along.
10. Stir the pot. This may seem pretty straightforward but you’d be surprised at how often this gets people into trouble. Retweeting content can proliferate speculative or false information if you don’t have a full understanding of the information you’re sharing. Also, remember that sarcastic undertones are often missed via the written word. A joke can be easily misunderstood.
Here is one thing you can do, whether on Twitter or any other social media network to provide value to your followers and define yourself as an expert in your field: provide unbiased education about various financial concepts.
- What is a 529 or gift tax?
- What is the cap you can put into your 401k plan this year?
- Tips on financial budgeting
- What is the general economic outlook for 2014?
Finally, don’t forget to sprinkle in a bit of appropriate humor and personality so people can easily relate to you. Never lose sight of the reality that people buy from people. Your clients want to know there is a real person behind the tweet or status update.
Remember, if you’re interested in using social media, you’ll need a solid archiving & compliance solution in place. www.smarsh.com/socialmedia