5 Reasons Why Your Financial Advisor Website is Outdated
Back in the early 2000s, your financial advisor website gave you a competitive edge. Today, it could drive your customers away. That is if your website is outdated. Apparently, according to the Stanford University Guidelines for Web Credibility, 75% of consumers judge your business based on your website.
For any successful business today, their website is often the first point of contact with customers. You only have a moment to impress your audience. A user decides within 2.6 seconds whether to view or leave your site, according to a study by the Missouri University of Science and Technology.
The internet’s real estate has changed dramatically over the years. Even so, you might think your website is still fit for your audience. You’re a financial advisor, right? Not a fashion designer or the owner of a boutique. The performance of your website, however, is not only based on appearances.
Here are five reasons why your financial advisor website is outdated.
Awful UX (User Experience) Design
A high bounce rate – visitors reaching your site and then immediately clicking away – is an indication that your website lacks usability. A cluttered and confusing design will push all but the most desperate customers away!
It’s an incredible achievement to have visitors navigate the whole of the world wide web and find your page. Let them find what they want with a clear layout and navigation panel. This encourages visitors to explore your website and to come back again.
Too Much Information
It is true that customers use the Internet to find the information they need. Businesses, however, need to choose valuable content. Visitors to your site will scan it rapidly to see if they can learn what they need to know. If not – or if you make this difficult to ascertain – they’ll leave just as fast.
Be wary of uploading too many beautiful but meaningless images. Avoid enormous blocks of text.
Bullets and short sentences aid navigation and comprehension, so use them when possible.
No Clear Call-to-Action (CTA)
A modern website has a clear call-to-action that encourages visitors to do something, for example: ‘Buy now!’ or ‘Subscribe to the newsletter.’
An outdated site fails to get visitors to spread the word, sign up to a subscriber list, or take some other action that benefits both them and the business. These financial websites will not attract higher numbers of visitors, convert leads, or delight their existing customers.
An up-to-date website is interactive. A call-to-action can be used very effectively to support the company’s business goals. Rather than being intrusive, a good call-to-action gives visitors who like what you do a clear way to engage with you.
According to Salesforce’s Mobile Behavior Report, 67% of consumers believe that mobile-optimized sites run faster.
In addition to this, if your website content can not be viewed on smaller screens, you could lose a lot of customers. More and more people are using their portable devices to access the internet, for entertainment and business.
Your website should load quickly on any and all devices to stay competitive. For this reason, you might want to consider HTML rather than so much Flash that you could measure page loading times an egg-timer.
You’re Not on Top of Search Engine Results
Your financial advisor website is outdated if it does not show up on top of search engine results pages (SERPs). Search engines have changed their algorithms many times over the years. If your website content is stuffed with keywords, it is 101% outdated. The Hummingbird update favors original, high-quality content. It is high time you updated your website accordingly.
If you’re running a financial business, having a strong online presence is not an option, it’s a must-have. Keeping your site up-to-date with the latest web design trends is not nerdy, it’s a crucial step towards business success.
Your website is an effective tool in raising brand awareness, converting leads, and making customers happy.
And here’s another example of a call-to-action: Get your financial advisor website updated now.