You’re giving a motivational presentation to your staff. You are wooing potential business partners. Only, you discover that your Powerpoint presentation pages are in the wrong order. You panic. In fact, your entire presentation is just words from a Chinese menu.
Well, yes, this scenario could have you waking up in the middle of the night. But it’s not the worst nightmare. Surely.
Isn’t the worse nightmare getting back to work after giving your presentation, only to realize that you don’t have any clients? This is a real scenario for too many financial businesses. It’s the unfortunate reality for businesses that fail to maintain a proper online presence.
You may be a traditional financial firm with traditional practices and values, but you will have noticed that more and more of your potential customers are not traditional. They like smartphones and wearables and they want to do business with you online. If you’re not there to meet them, they’ll keep surfing.
Today’s customers want customer service, their way, and they want it now. For an increasing number of financial clients, this means being able to interact with a financial advisor’s web presence, which provides 24/7 access. If they don’t get it, don’t expect a telegram or a protest outside your building. Expect tumbleweeds.
Why does a financial advisor need a web presence?
Since more and more people are using the web to do business, you need to be online to compete. A well-maintained web presence will help your business in many ways, including by:
Improving discoverability – with an effective web presence, you can spend less time looking for customers, because your customers will be coming to you. By keeping your website current and employing certain tried and tested techniques, your website will attract people via Google, other search engines, and networks.
According to Google, more than three-quarters of people who search for a business via a mobile device visit that business within a day. More than a quarter of them then perform a transaction.
If people can’t find you – if you’re not even showing up on searches for “financial advisors near [LOCATION]” – you are losing business.
Establishing trust – A website is a sign that a business means business. It is where many potential clients go to find out more about what you do and who you are.
If two financial advisor websites are identical except has an up-to-date blog and a downloadable, this well-maintained site will have the most traction. A site that has not been updated for weeks is like a dusty shop window with the lights off.
“It could be open, but … let’s try this other store first; the one with the welcome sign and people inside.”
Improving customer service – If you only offer customer service by phone during business hours, you are missing out on the potential customers for whom this is not enough.
In our experience, some prefer to communicate via texting, instant messaging, Skype, or email. Your job is to know your customers well enough to know not only what they want, but how they want it. Then give to them.
With a robust internet presence, you can chat with clients and potential clients in real-time using various applications. You can be on the right social platforms for your clients – whether that is LinkedIn, Facebook, or another site or app – so that you can interact with them in a way that is most suitable and convenient.
How to Wake from the Nightmare of a Tired Internet Presence
If your website is working as an online business card or brochure, it’s not working. The internet allows so much more than digital versions of static, print marketing, and clients demand much more, so here are some tips for maintaining and optimizing your web presence.
Optimize your branding – while your internet is not just a business card, it should still be consistent with your other marketing efforts. Your emails, brochures, downloadables, and letterheads should feature consistent branding to help establish trust. Your website is no exception. Don’t risk a cheap, DIY template solution to do a good job with your branding.
Be contactable – Make sure that you have a contact page with more than a phone number. Why wouldn’t a business make it easy for clients to get in touch? Include email and any social networks you and your ideal customers use.
Also, consider an online form so that it is as easy as possible for people to reach you for quotes, advice, or more information.
Perform SEO – Search engine optimization refers to the techniques used to help your site achieve higher rankings with search engines. The good news is that the more advanced SEO gets, the more it aims to provide good experiences for your visitors. Good SEO practices will improve the speed of your site, the helpful keywords you use, and how people in your town or city find you.
Optimize Conversions – A good website will attract many visitors. A great website, however, can also convert them into clients.
You can use analytics to see how your visitors find your website, where they land, how long they stay, and where they go afterward. All this information, and more, can be used to create supercharged pages that give your visitors what they want and encourage them to take action.
Maintaining a website is a cost-effective way to bring a lot of business your way. And note that this is not random traffic-generation. You can build quality traffic and reach out to people who are already interested in exactly what you are offering.
Updating your website can be a lot of work, but with a revamped framework and a clear digital strategy, it will work for you 24/7/365. We have the skills and experience to help you maintain the perfect financial advisory website.
We understand finance and digital marketing inside out. If you want to grow or streamline your business the smart way, give us a call at (216) 894 5193, email us at firstname.lastname@example.org, or use our online form.