There is so much noise around lately about the effectiveness of social media and yes, it does work but quite frankly, if you’re website is a dog, if you haven’t updated it or refreshed it for the last few years (or even year) I wouldn’t recommend you start using social media, yet! You see, to turn social into business, you ideally need to be sending people to your website, where visitors will learn even more about how you can help them solve their problems and demonstrate the value of your advice. Your job is to facilitate the decision making process of your clients and that’s how your social media and website can help but if your website does not educate visitors about what it is you actually do, chances are, you’ll be missing out on opportunities to attract and retain the right clients.
Most Adviser websites are stale, online brochures that have cost way more than they should have done and for little return.
You’ve got 7 seconds…….studies show that first time visitors stay on a website for just 7 seconds. Do the test yourself, go to your website and see where your eye travels during those 7 seconds, what did you learn?
And 92% are never coming back……when they leave 92% of visitors to your website are never coming back so, you have a very specific job to do during those 7 seconds and that is to get email subscribers – by offering tremendous value, relevant information that will help your website visitor make the right decision – the decision to contact YOU.
Chances are a first time visitor to your website has either been recommended to you, they’ve read one of your articles or, they’ve found you through keyword search. They are on your website because they want help not because they have time up their sleeve to surf the internet! So, use your website wisely and make sure that you position yourself and your business as problem solvers.
Don’t squander your opportunity……every page of your website should have a goal; what do you want the visitor (or existing client) to do?
By enabling visitors to your website to leave their email details in return for your white paper, ebook, DVD, CD, webinar, seminar etc, you have the opportunity to build a database of potential clients that you can then communicate with and educate them in the value of your advice.
By sharing your client testimonials, client stories you further get the opportunity to demonstrate how you have helped others, just like them. For what purpose would they want to go anywhere else?
Remember, 7 seconds, tell them what you want them to do and then educate them in the value of your advice. Clients of Advisers want to make sure they make the right decision, your job is to facilitate their decision making process, because no other Adviser will.
When was the last time you reviewed your website?
How proud are you of your website?
How many leads do you get from your website?
How many existing clients visit your website?
How do you measure the success of your website?
What role does your website play in attracting and retaining the right clients to your business?
If you don’t like what you’ve got change it.