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Firm websites, which studies have found are improving, still remain woefully behind the times. According to Joel Bruckenstein, the founder of the Technology Tools for Today conference, they’re too wordy and rely on roughly the same stock images.
Mark Pearson, the president and chief investment officer of Nepsis Capital Management, said his firm wanted the website to focus on brand identity. Once that was decided, the process was simple: visitors need to get the information and know what to do with it quickly. “If you don’t have something in two to five seconds that gives an appetizing call to action, you’ve lost them,” Pearson said, emphasizing that advisors' pages need to be simple, clean, crisp and concise.
Client communications evolved away from massive paper reports and quarterly in-office client meetings, but which tools are the top-performing firms using? Pearson said Nepsis has experimented with things like podcasts, but found video chats and webcasts to be more effective. But when it comes to times of crisis like the recent market volatility, nothing beats a quick and simple email to clients.
“You don’t need to scare everybody when the markets are going down,” Pearson said. “We haven’t gotten any phone calls because we put video and content out quickly.”
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