Building beautiful websites is our business. At Advisor Launchpad, we’ve helped thousands of financial advisors create mobile-friendly designs that anchor their digital strategies. We take a lot of pride in our work and know how much a great website can help your firm. Over the years, we’ve notice a few trends. Whether they’re low quality images, outdated content, or endless pop-ups, there are several key missteps we want to help you avoid as you build your new website.
Through trial and error, we’ve accrued a quick checklist of best practices to help guide you on your digital journey.
Here are the 5 Do’s and Don’ts for Advisor Website Design:
1) Stock Photos
Great websites tell a story. Through the ideal blend of imagery and content, you can craft a compelling narrative that entices and persuades viewers to give you a call.
Stock photography can help you build that story, as long as you carefully choose your images. Be mindful that certain stock photos might appear artificial and nothing like real life. This can be off-putting to potential clients who perceive images as a method for understanding the culture of your firm.
Avoid this predicament by specifying the audience you intend to reach. Then, match your overall content messaging with the correlating photos. The more they complement each other, the stronger your story becomes.
For excellent free stock photos, be sure to visit:
2) Low Quality Images
Sharp pictures are worth a thousand words; grainy images kill the conversation.
In the high-resolution era of HDTV and 4K, there’s no market for low-quality images. Small and pixelated pictures will drive new visitors away from your site, while crisp, high-res photos will have the opposite effect. Remember: the images you choose are representative of your firm. They are one of the first things potential clients will observe in judging if you’re a good fit.
People are visual creatures, and we love to see beautiful, relatable pictures. Just look at Facebook for proof. Take advantage of that demand as you build your new website.
3) Video Auto-Play
Don’t be like YouTube! When potential customers browse your website, they probably don’t want to be greeted by loud, auto-playing videos. Whether they’re in the company of others or don’t have their computer volume muted, an automatic video can be quite a nuisance.
Give viewers the power to press play, don’t force it upon them. Current clients will also appreciate the option so they don’t have to hear the same video repeated each time they visit your site.
That said, videos can be a wonderful resource, and Advisor Launchpad encourages their usage on sites.
As with all things, however, moderation is key.
We recently worked with a client who had a memorable outlook on his website’s content. For each sentence on his site he asked, “What does it mean? What does it do? Why is it there?” At the outset, these questions may seem rather stringent, but they are very helpful guidelines for understanding and maximizing your content’s efficacy.
The ultimate aim of your website is to garner interest and gain new leads. With that in mind, make sure your content is concise, targeted, and easy to read. We live in a fast-paced world that gets much of its news from 140-character posts on Twitter. Embrace the culture and help your audience focus by streamlining your content. If you have a lot to say, feel free to employ bullet points, graphs and pictures to help.
Finally, avoid making a page too busy. Websites with slideshows, highlighted text, and flashing pictures can be an eyesore. There is great strength in simplicity.
There’s no denying the occasional, well-timed popup can be very effective in getting your audience’s attention. Use restraint, however, and carefully select the degree to which you employ them. Irritating or obfuscating your website user experience with these sometimes annoying surprises can be damaging to client relations.
Multiple popups per page can quickly degrade your website, so use good judgment in deciding when and where they should be applied.