The Fact:
A quarter of financial advisors have their own, separately hosted Web sites. Twenty-two per cent have a page off a corporate (head office) site and more than half have no presence on the Web. In general, sites are seen as a way to enhance client service, rather than attract new business.

The Implications:
As Web sites become an expected source of information on all businesses, advisors will need to be more proactive in ensuring that clients and prospects can access information through the Web. As importantly, however, they will have to be clear on the objectives of the site and recognize that a site to enhance client service and one to attract new clients will look and feel quite different. Too often we resort to electronic brochures as a means of satisfying the basic demands of clients and prospects alike.

The Idea:
Create a Web strategy for your practice. Start by identifying the primary target for the site. Is that a client, a prospect or a centre of influence? A site that is effectively built can include paths for each group. Functionality is the key to success and that does not have to be a complicated or expensive process. Include tools such as calculators, links to other sites, workshop registration and the ability to download articles of interest. Articles are easy to update to keep the site fresh and clients and prospects will have a reason to return.

The Next Step: The Business Success Kit provides you with the tips, tools and templates that you’ll need to enhance practice productivity and profitability. It’s the most practical and comprehensive guidebook available for financial advisors. For more information, visit www.AdvocisStore.ca and click on the Business Success Kit.