Three Tips to Building a Powerful Website

Three Tips to Building a Powerful Website

Is your website driving new business into your firm?
 

The key with powerful websites isn’t so much what they look like, but what the visitors do when they come. Here are a few quick tips for fixing your website and driving more qualified prospects to you from your website.

1. Simplify Navigation
 

Focus on having simple navigation that will take people from your home page to exactly where you want them to go. Most visitors will go to 1.3 pages on a website (including your home page) with the 2nd most popular place being the About Us page (they really want to know who you are). What else do you want them to see? Make sure you make it clear and obvious with calls to action and to drive visitors to other compelling information inside your site. Don’t bury important pages in a dropdown that may never be seen.

2. Target Highest Common Denominator
 

Focus your messaging on the best, highest common denominator prospect, not everyone. Using this strategy will avoid targeting your messaging to everyone. No one wants to know you can work with everyone – they only want to know you can work with them. Who do you really want to attract?

3. Short, Concise Messaging
 

Reduce your website messaging so it is short, concise and directed to your target market. Assume that people don’t want to read. Substitute a lot of words with enticing headlines informing of the words below that you want them to read. If you have more than a couple paragraphs of verbiage on each page, it is probably too much (Bio’s excluded).

Quick fixes are the start to transforming your website. Watch your analytics WEEKLY so you can see what is and isn’t working. It will help you utilize your website as your most powerful marketing tool.

Maribeth Kuzmeski
Marketing
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Dr. Maribeth Kuzmeski is President of the consulting firm Red Zone Marketing, Inc founded in 1994. Maribeth and her firm personally consult with some of the nation’s top fin ... Click for full bio

The Case for Active Management Is Growing

The Case for Active Management Is Growing
 

As passive strategies peak and the trend shits back towards active management, Touchstone helps advisors by providing access to a distinctive selection of institutional asset managers. Steve Owen, Managing Director, Head of Institutional Business Development at Touchstone Investments, offers perspectives on the measure of Active Share 2.0 (Active Share + SCOPE), and portfolio management selection and construction.

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Douglas Heikkinen
Perspective
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IRIS Co-Founder and Producer of Perspective—a personal look at the industry, and notables who share what they’ve learned, regretted, won, lost and what continues ... Click for full bio