An increasing number of people today are looking for services and products online to gather information before actually making a purchase. If someone is looking for a financial adviser, they would most likely ask their friend or Google up. Even if an existing client has referred you a prospect, they would want to find out some background information about your firm online. Thus, it is very important to have a website which provides all this information to help you in easier conversions.
1. Introduction
Visitors on your site need to find the information they are looking for easily. The information has to be organized in a simple way for easy navigation. While drafting the introduction of the firm, use fewer words, may be 250. In an era where people are distracted by so many things, it is getting difficult to retain user attention. Also, nobody likes to read lengthy text, unless they have time. If providing information in minimal text is not possible, draft your paragraphs in three sentences, use catchy headlines and use bullet points. This will help visitors consume and comprehend information easily. Also, most advisers convey the same message (tax planning, estate planning, wealth creation, etc.) through jargon. Consider simplifying your language.
2. Images
A picture conveys a thousand words, goes the adage. The first thing visitors would notice on your website are images. Choose a background image which syncs with your company’s vision. Prospects would like to see the people who they are singing up with. So putting recent photos of key team members in ‘About Us’ is a must. Photos of all team members need to be similar so that there’s uniformity. Avoid putting scanned images of passport size photos and invest in getting good photos through a professional camera.
3. Video
Studies show that seeing a video helps increase conversions. It can be a good idea to create a video of the founder/CEO/client facing members explaining the services offered by the firm and how they can help clients. Watching an adviser describe his/her service is more attractive than merely reading text. This video can be placed on the homepage.
4. Colors
Colors convey emotions. For instance, red is associated with energy, war, strength and power. Choosing the right color combination will help your visitors stay on the site. Don’t opt for colors which are your favorite. You want your visitors to find the site easy on eyes. So it is ideal to have only three colors (or shades of those colors) as having too many colors can turn off visitors. For websites, the undisputed color is white, which indicates peacefulness and serenity. White is soothing to the eyes. Having a white background and a dark font will make it easier for visitors to read text and help them stay on the site. Also, white background helps your images stand out.
5. Mobile Friendly
From the days of searching information by visiting the neighborhood cybercafe, to having personal laptops, the way we consume information has been transformed. Today, we just pull out our smartphones to help us reach a destination through google maps, order food, hail taxis, read news and chat with friends on WhatsApp. A Cisco report estimates that India will have 829 million smartphone users, accounting for 60% of the population. So your prospects are most likely to visit your website through their mobile phones. Thus, making your website mobile friendly is a must. Otherwise, you risk driving the traffic away. Do a quick check by searching your website through you phone and how it appears. Is it responsive? Are you able to navigate easily? Mobile friendly websites change the way information is displayed and arranged based on the size of the device screen.
6. Call-to-Action
After going through the information on our website, you want your visitors to contact you, sign up for your newsletter, attend your investor awareness programme or read more about your offerings through a white paper. Call-to-action buttons help visitors sign up for your services. They should be placed on the top and bottom of the website.
Summing up
The website is your face on the internet. So give it your best shot. If you already have a website which was created long back, consider revamping it to keep up with current trends. This will give a refreshing look to the site.
Here is a list of a few good websites of financial advisory firms from where you can draw inspiration.