Financial Advisor Websites
When it comes to financial advisor websites, first impressions matter. What snap judgment does someone make when visiting your website? Are you seen as current and polished? Or outdated and not-really-trying?
Our data shows that 95% of prospects research you online at some point in their decision-making process. Your financial advisor website (and LinkedIn profile) will be at the top of that Google search. This article is meant to shed light on industry best practices to help you raise your web game.
So many financial advisor websites come off as canned or templated. If you want to be perceived as a high-end financial advisor, make sure your website reflects it. In this article, we’ll offer some tips to help you improve your web presence. We’ll also share best practices on how to measure your success.
Above all, use this page as a checklist for any new site you build.
Financial Advisor Website Tips
Financial Advisor Website Examples
The best way to determine the look and feel of your next site is by example. We’ve compiled some great financial advisor website examples. In full disclosure, these are sites we’ve built :). Here they are…
Notice this site’s play on the advisor’s niche focus. He focuses on phone company employees. Because of this, we use a video background of a rotary phone. Furthermore, the homepage flows nicely with full-height rows. This invites the visitors to explore.
In this website, you’ll notice a strong family and outdoors theme. Why? They focus on families and have a passion for getting outdoors. This site also has a nice events-management tool. It’s built for clients to sign up for educational briefings.
The strong photography really makes this website. Their team photo really “pops,” much more than the standard headshot ever would. Also notice the simple design and how easy it is to navigate. Less really is more!
Ready to take it up a notch? Try some advanced features on your site. Next, we’ll review some of those you might consider adding. Remember, the best sites include some not all of these advanced features.
Now that we’ve covered some basic tips, examples, and features, let’s talk about how to measure your efforts.
Google Analytics has been around since 2005. Most financial advisors have accounts by now. However, we find they aren’t really using the data provided. If this is you, this section will serve as a crash course on making the most of this powerful tool.
We find a number of reasons why financial advisors don’t use Google Analytics. Above all, this tool can be overwhelming. It tells you who’s coming to your website. It shows how they’re finding it. You can even see what pages they surf. This can all be very useful. Next, we’ll share the three data points most likely to help guide your business decisions:
Where are my visitors coming from?
Click on Acquisition, then Overview
This report shows you the percentages of your visitors that come from your emails, direct (typing in your url), social media, or Google search.
Good metrics help drive business decisions. For instance, let’s say you find that traffic from social media has been dwindling. This should drive you to refocus on your content and advertising. However, if you find that traffic from your newsletter is higher than you thought, put more attention into making each newsletter really powerful. It also tells you where you stand in terms of Google rankings. Furthermore, if nobody ever finds you organically (through Google), spend some time and money on Search Engine Optimization.
What pages are getting the most views?
Click on Behavior, then Site Content, then All Pages
These numbers tell you which pages get the most traffic, how long people stay on these pages, and where they go next.
First, this is helpful in determining which topics were most interesting to the newsletter or social audience. If your post on “4 Essentials for College Planning” drove more traffic than your post on “Tips for Finding a Trustworthy Financial Advisor,” use more college planning content going forward. Second, it’s nice to know which are getting the most eyeballs. If many people click on “Our Financial Advisors,” make sure your bios are top-notch. If nobody ever clicks on “Financial Calculator,” maybe you don’t really need it.
How many total visitors are coming?
Click on Home, look at the main graph
This metric tells you your total visitors over time. It can also tell you how long they stayed and how many pages they visited.
Your numbers should be going UP, not staying the same, and not going down. Report this number in all team meetings for everyone to see. This metric is not only important (more people on your site reading about you and your process is a good thing), but it’s also completely within your control. You have the ability to post on social, run effective social media advertising, leverage Adwords, and to send a compelling newsletter. These will drive more traffic to a financial advisor website if you’re consistent.
Google Analytics doesn’t help whatsoever just by existing on your site. Above all, you have to use it. Commit to gathering these simple bits of data every month and your digital outreach will improve.
Biggest Mistakes We See
Our team reviews so many financial advisor websites every year. We see plenty of good ones, but many that are in need of serious work. For instance, these are some big mistakes we see:
We Build Custom Advisor Websites!
Take a look at what we have to offer. Building a new site isn’t as expensive as it once was, therefore if you’re in the market for a new site, we’d love to talk.