In my coaching activities working with financial planners I notice some basic issues with website design, content and attempts at promoting the business via blogs & posts. In this article I provide six basic tips for website best practice for financial planning practices. There is also some help available if you are struggling with this in your practice.
If you look at your website would it make your ideal client feel that this practice feels the right place for me to seek financial advice?
This is a fair question because many websites I view present a very broad brush approach to services offered and present as quite “vanilla”.
Client Value Proposition
Your website should present your client value proposition. If you have completed some work on your value proposition you will have identified your target market. Why not represent your target market on your website.
I still see websites with photographs of people that are not within the target market of the practice.
If you are looking to attract certain age groups and the advice issues that typically present for these groups then show that in your content. Ensure there is suitable content to support your value proposition and target market.
Eg ; 50 years plus couples looking to want some help in their retirement planning. “Will they have enough to retire and produce the income they require”?
Testimonials from clients are great, particularly in video. If not at least obtain a written version with a photo that you can publish. This helps new prospects identify with who you work with.
Illustrate the financial planning process that a client could expect to go through. Illustrating the depth & thoroughness of the process is more important than ever in a fee for service environment.
Call to Action
A further objective should be to have a call to action, which enables collection of email addresses & phone numbers of visitors to your website. These are then added to your marketing database of prospects. This group should then continue to be marketed to with email marketing.
An example of a call to action could be an offer of an “e book” on a relevant subject.
Articles and newsletters should be posted to your website blog regularly. The content should be relevant to your clients and target market prospects. Segmenting your clients based on broad needs and tailoring content to suit makes sense.
Think of emails you receive and how many irrelevant newsletters you might unsubscribe to. Content should not be used just because it is free. If it is not relevant and consistent with your value proposition do not use it.
I continue to notice Blogs with the most recent newsletter one or two years old. That is not providing the best impression to prospects that are visiting your website to check you out.
Quite often the issue is lack of suitable content. I see this task is often left up to the Principal who invariably has no time.
More and more I see practices that do this very well are utilising marketing specialists that can manage your website, update content/blogs and manage your social media. This option with access to a financial services content library can work very well. Financial Writers Australia is a well established library with a significant amount of content available.
I believe you will pay for marketing support with the extra time you get back to working with your clients and building the business.
For most practices the marketing strategy should be a vital part of your strategic plan. If you have growth aspirations you need to have a plan of attack – a clear strategy of how your growth objectives will be achieved.
If you would like some help please give me a call on 0488 403139 or email firstname.lastname@example.org