Why do you need to take control of your website? Because it communicates the soul of your business. It shows not only what business you are in but, what your business stands for. It should be the cornerstone of your marketing, is yours? Everybody Googles we know that, I do it, you do it. Looking at Financial Advisers websites we can see that many have been left to go ‘moldy’. A website that you love and that you can control is like having instant access to modern day marketing!
Getting a handle on your website and the technology side can be daunting and overwhelming – I know believe me!!! I’m not suggesting that you need to become a computer programmer or update to date with coding, what I am suggesting is that you need to love your website and feel in control of it, after all, 80% of the people who meet you for the first time have checked it out, when was the last time you checked your own site out? I know working with Advisers, not as often as you should! As I see it, there are two decisions to make with regards to your website. You can either:
A) Create and update the site yourself if you are that way inclined or,
B) Use someone else to build it for you and then find someone to do the updates for you.
The only two decisions you need to make, simple. Just remember to take control; it’s your business, your credibility, your trust you need to demonstrate and your number one marketing tool. Love it and use it – often!
Let’s move on to why your website exists. I would suggest that your website exists to generate profit but I know, that many Advisers wont like me to say that but let’s face it, a website needs to show a ROI just like everything else in your business right?
How about if I suggest that your website should:
1. Be able to grow your database of potential new clients
2. Offer free value in order to build trust and genuinely help visitors
3. Establish your credibilty
4. Differentiate your business from all the others
5. Connect emotionally and professionally with visitors
6. Let people know they have come to the right place
7. Convert visitors into lifelong clients
Does your website get a big tick for each of those items?
It’s interesting to know that not everyone who is referred to you or finds you online is ready to engage with you just yet……research conducted by SRS Coaching & Consulting suggests that it can take anywhere from 3 months to two years before someone actually picks up the phone to make that first appointment. Why you may ask? There are many reasons, lack of urgency, lack of understanding, lack of time, something else that appears more important takes the focus…..
Knowing that not everyone will take that call to action right there and then but, they are on your website, how can you possibly start to educate them in the value of your advice whilst they take their time to make a decision?
Give them access to highly relevant, content rich information. Information that can be sent to them over time using an automated email marketing system (I use Trafffic, yes 3 f’s!). This is educational based marketing at it’s core. It’s about understanding that someone is on your site because they have a problem that you can help them with. Having the confidence to create a marketing communications campaign that will demonstrate to them that financial advice is critical now not later, and showing them how you get the right outcomes for people just like them.
What do you think?
If you are interested to know more about what your website could look like and what you can do to educate potential clients about the value of your advice, contact me today for a confidential chat, it would be a pleasure to help you.
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