When it comes to websites, first impressions matter. What’s the snap judgment someone makes when visiting your site? Are you seen as current and polished? Or outdated and not really trying? Our data shows that 95 percent of prospective clients will research you online at some point in their decision-making process. Your website (and LinkedIn profile) will be at the top of that Google search. Here are five current trends to ensure that the impression you make is positive and lasting.
Five Advisor Website Trends for 2018
- Engaging Photography
When you build a new site, hire a professional photographer. Not just for basic headshots; get some relaxed shots of you and the team. For example, check out the second row on Evans Financial’s homepage. As you consider your next site, know that most newer designs are image-heavy and that photos of your team will outshine even the best stock art. - Tight Explanations
Websites of yesteryear had waaaay too much text. In building your next site, remember that less is more. Having a site with minimal text doesn’t portray that you don’t have anything to say. It shows that you’re confident in your selling points and can articulate them succinctly. For inspiration, check out sites like Apple or Tesla. They don’t over-explain anything.
- Mobile First
Web traffic from mobile devices is at 41 percent in the U.S. and climbs every year. When’s the last time you’ve checked your website on mobile? Can you easily navigate to the most popular pages? By the way, most people skip over “my process” and go straight to “about us” and “contact us.” A quick test is to visit your contact page and see if you can one-touch dial your phone number.
- List-Building
Website visitors are like people walking through a department store. Some may purchase, but many are just checking things out. How can you entice them to provide their email address before they go? Think in terms of a “lead magnet” like a white paper, webinar or other download. You won’t be flooded with requests, but the results add up over time.
- Interactivity
Consumers have come to expect websites to be interactive. You can achieve this with page elements like quizzes, video blogs and links to your client portal. Check out this quiz to stimulate your thinking.
If you’re able to make some of these changes to your existing site, that’s great. If it requires a new site, that’s OK as well. They’re not as time-consuming or expensive as they once were.
@StephenBoswell is President of The Oechsli Institute and author of Best Practices of Elite Advisors. @KevinANichols is the Chief Operating Officer for The Oechsli Institute and author of The Indispensable LinkedIn Sales Guide for Financial Advisors.
