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.
Choose a Client Portal as Wisely as Choosing Your Dog
People tell me that dogs are a sign of how the dog owner feels about him or herself and what they value. I agree.
The 6'9" man with the tiny dog tells me that he values love, being cuddled and protected. The scruffy 5'9" man with the two greyhounds tells me he values the feeling of being stately and proper. And the woman with the fancy white poodle values feeling sharp and noticed.
A consumer portal is no different.
The portal and contents send a clear message on what the business values the most and wants its clients to value. If the portal showcases investment performance, the advisory firm is telling the client that investment performance matters the most.
If the portal accentuates a person's net worth or probability of reaching their financial goals (2nd home, college, retirement), the advisor is telling the client to care most about achieving their goals and watching their bottom line.
So before your business chooses a consumer portal, think about the message you want to send to the public and clients. It is no different than the message that your dog is publicly sharing about you. What you choose tells others what you value. And just like a dog, you can't return the portal so easily. So choose wisely.
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