Ask Abby, Marketing Maven

Help! I Need a Website

Dear Abby,

I know I am late to the game but I still don’t have a website.  I have not been convinced I need one.  I’ve been in the business for almost 20 years and haven’t needed it thus far.  What are the real reasons to have one and how would I get started?

Barry, White Plains, NY

Dear Barry,

There are some very good reasons to put up a website.  First and foremost, anytime an existing client refers business to you, the first thing that person will do is Google you.  Without a website, they may be nothing to find!  The lack of a web presence will immediately put question in the mind of a prospect.

Barry, the world is going digital and you need a storefront! 

Getting started on a website is not that difficult.  There are many third party services available that make it turn-key for advisors to get a website up and running quickly.  Some of them include Emerald, Forefield and Advisor Square.  There are others out there as well, but these are the three that we find advisors use most commonly.  A website will cost you anywhere from $400 per year to $1,700+ per year depending on the customization and the bells and whistles you want on your website.  (Do you want video? Do you want blogging ability? Do you want custom design?)

Once you sign up for the service, you need to identify what you want to put on your website.  Here is a basic outline we recommend to our advisors:

·       Home Page: Should reflect the firm’s Mission.  Who you are and what you stand for.  It’s nice to also include a picture of the team.

·       Our Services: Outlines your value proposition.  What do you do?  Why should someone use you instead of another advisor?

·       Our Process:  How you do what you do.

·       Our Partners: Nice place to showcase any third party money management firms or your broker-dealer or custodian

Remember, with websites, less is more.  Keep it clean, simple and easy to navigate.

Good luck and get started!

Discuss this Blog Entry 1

on Jun 22, 2012

Hi Abby,

that's a great article. May I offer a suggestion? I always recommend our clients to create a page called 'Client center' where they can list all the valuable links and resources that would matter to their clients. These usually include client logins, calculators, brochures, forms, etc..

I also see a lot more advisors asking about social media integration on their website. It is crucial to look at one's website as the 'digital hub' or 'go-to-portal' or not just an online business cards. All your marketing efforts should be redirected to your website.


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Abby Salameh

Super Mom, Power Pilates and anything covered in chocolate.  These are the things Abby enjoys, in addition to the financial advisor industry.  For over 20 years, Ms. Salameh has been...
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