Like a top client, your website needs frequent attention.
“It’s not enough to just put up a site and leave it alone,” says Marie Swift, president and CEO of Impact Communications Inc., in Leawood, Kan. “If you don’t continually review and update your website, you’re going to be seen as tarnished or old, or just out of sync with the times.”
These tips will help you keep clients and prospects interested in your website — and your business:
> Create a uniform look
Use your website to strengthen your image in the minds of clients and prospects.
For example, the colours on your website must reflect your brand, says Loic Jeanjean, director of web marketing with Vancouver-based Advisor Websites. So, for example, if your logo is blue, then blue tones should run throughout your website.
> Make it interactive
Incorporate multimedia components to keep visitors on your website longer.
For example, post a 30-second to one-minute video, says Jeanjean, introducing yourself and your business to prospects.
In addition to a video, Swift recommends using graphics, slideshows, photo essays and a forum where visitors can post comments.
Make sure you seek approval from your compliance department before adding any interactive components to your website.
> Shine a spotlight on your contact information
Make it easy for visitors to contact you.
Whether it’s an office number, a cellphone number or your email address, says Jeanjean, your contact information should be placed high on every page of your site. For example, you might place it in the top right-hand corner of each page.
> Follow the “three clicks” rule
One of the golden rules of website design, Jeanjean says, is the “three clicks” rule. Visitors should be able to find any information on a website within three clicks or fewer.
Visitors don’t want to have to spend time figuring out how to navigate your website, Jeanjean says. Making everything easy to find is a key part of web design.
> Drive traffic to your site
Promote your website to generate traffic.
Let clients and prospects know you have a website, says Swift, by placing the URL (web address) on everything you distribute — from brochures and newsletters to your email signature.
As well, Swift says, generate interesting, informative web content that you can promote via other marketing materials, such as your newsletter. That will give clients and prospects a reason to visit your site.
This is the first in a two-part series on advisor websites. Next: How to attract more prospects to your site