As a financial advisor, your website sells an experience. The symphony of images and content gives prospective investors a taste of what it’s like to be your client. More than anything else, the pictures your website uses become the primary instrument for conveying your firm’s uniqueness. As noted political pollster Frank Luntz said, “[customers] have to think they could see themselves” in the pictures you feature on your website.
As a financial advisor, how should you select the right images and paint the picture of your client experience? More importantly, how do you even find those images?
Here are 3 Essential Photo Tips For Your Website:
1. Know Who You Want To Attract
Start by identifying your bread and butter clients. What investor profile dominates more than 50% of your roster? If you’re content with your current clientele and simply want to grow it, then cater to them with images that capture their essence, their values, and their lifestyle.
On the other hand, let’s say your average client is 55 years of age and nearing retirement. Maybe you want to expand your audience appeal to the millennial crowd. Again quoting Frank Luntz, “A 25-year-old looking at a picture of a 50-year-old says, ‘that’s my parent.’ That doesn’t work.” Fortunately, modern digital design allows you to reach both sets of clients. Through rotating images and customized layouts, you can easily address each audience. To counter Mr. Luntz’s admonition, some younger investors may actually see images of older clients and envision themselves in their shoes. For the right clients, this can subtly foster thoughts of retirement and the need to partner with an advisor who can help them prepare.
As you identify the audience you want to attract, keep in mind that authenticity is a hallmark of digital marketing. When it comes to the average financial advisor website, real is rare. While developing your new website and coordinating your photos, remember that your main goal is to inspire affection in your readers. By keeping your photos realistic and relatable, you get one step closer to winning their trust.
2. Know Where To Look
To maximize your website’s appearance, you’ll need to look beyond Google Images. For your advisory website, you have three solid options to obtain the best photos:
- Utilize free, online stock photo websites
- Subscribe to premium stock photo vendors
- Hire a personal photographer
There is a plethora of free stock photo vendors at your disposal. From www.unsplash.com to www.stocksnap.io, you can easily scroll through thousands of photos that capture the ethos of your firm. Though you’ll never have to pay a cent, bear in mind that other advisors are likely looking at the same images.
You can’t put a price on uniqueness. As you have probably noticed, the majority of financial advisor websites look like carbon copies of one another. Advisor Launchpad provides an alternative to that trend, and you can take matters into your own hands by selecting rare photos that speak to the culture of your firm. Though you’ll have to pay a subscription premium at sites like Getty Images and Shutterstock, the investment is often well worth the cost.
If neither of these options appeals to you, consider hiring a personal photographer to capture images truly tailored to your company. Better yet, if you’re an aspiring shutterbug with a high-quality lens, then you can take matters into your own hands.
3. Know How To Choose
Pictures may be worth a thousand words, but for financial advisors, they’re worth far more in revenue. As the digital world becomes increasingly mobile, prospective clients will remember your website’s pictures on an unconscious level.
As you select your photos, ensure that they match the verbiage on your website. If your messaging focuses on “harvesting and growing wealth,” align that content with pictures of abundant fields and rich gardens. If corporate retirement plans are your primary focus, then consider not only incorporating photos of the architecture we associate with corporations, but extend to using photos of their individual employees. Prioritize showcasing relationships and connectivity over stiff-collars and cubicles.
Finally, make sure your photos speak to your audience. Because your website is an extension of your business, it should closely represent the actual day-to-day operations of it. If your office décor features a nautical theme or a patriotic appeal, tailor your photos to represent that. If you’re a rural office with many local customers, keep your photos personal and of the community.
Whichever route you choose, make your photos authentic, aligned with your content, and accurate to the experience clients will receive when visiting your office.