Top 6 Client Expectations for Advisor Websites in 2017
1. A Clear And Concise Call-to-Action
A call-to-action (CTA) is a button, link, or instruction you use on your website’s landing page to guide users towards your goal conversion. There are a few different types of call-to-action buttons. While each type aims to get visitors to perform a certain action, that action can vary considerably. Example CTAs include "contact us," "sign up for our newsletter," or "schedule a meeting." When establishing your strong CTA, keep in mind that you should lead with a verb, keep it short, and make sure the action button stands out from other links on the website.
2. Make Your Contact Info Easy To Find
Can a potential client who is interested in your services, but has a question, find your email address on your website quickly? What about a journalist who wants a quote, or to feature your most recent blog post? Make sure your email and phone number are easy to find on every page of your website! In addition, consider linking your social media accounts, a Google map to help users get quick directions to your office, or a “schedule a meeting” button.
3. Speak To Clients, Not Yourself
When it comes to your website, the most important consideration in your design and content are your site visitors. Each consideration, whether it’s for structure, voice, color, etc., should have a client’s or prospect’s best interests and strengths in mind to ensure they can readily access and absorb the necessary information.
4. Make It Personal
Don’t be like everyone else! The key to creating memorable content is to make it credible and personable. This ensures that your unique voice and personality shines through, and without realizing it your site will possess a quality that so many others lack: authenticity. Studies have shown that we are more likely to do business with companies that we perceive to be authentic, yet so many organizations have a hard time communicating this. Your website is your voice on the web. Use it to communicate your trustworthiness, your personality, and, most importantly, why your service is better than your competitors.
5. Have An Easily Navigated Site Map
The design of a website’s navigation has a bigger impact on success or failure than almost any other factor. It affects the overall user experience, as well as search engine rankings. Give your users a clear indication of where they are within a website and where they’re going. Use simple, obvious terms that are easy to figure out and avoid using industry-specific language for your navigation menu. Any link that takes users more than a second or two to figure out shouldn’t be used. Most important, nothing of any real importance should be more than one click away!
6. Quality, Original Content
There are several reasons that original, unique content is essential for your website. In addition to improving your SEO, original content is necessary to capture you and your company’s unique voice and value proposition. Your website, blog, and social media communicate on your behalf to prospective clients when you are not there to physically speak to them. It is now imperative that you differentiate yourself from other advisors online, both in your brand messaging and the way you communicate it. The most successful advisors have developed websites and digital marketing that do just that. They tell a story, speak directly to their audience, and most importantly—are 100% authentic.