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These Four Website Tweaks Will Change The Way Visitors See Your Site

We don’t have to tell you the importance of having a website in today’s marketing age. But, simply having a website isn’t the final step. Your website must be engaging, user-friendly, and lead-generating. Let’s look at four simple tweaks you can implement today to take your website from flat to fantastic.

Making it Responsive

Mobile traffic continues to surge in popularity and if your website isn’t mobile-responsive, you are likely losing many visitors and potential clients. There are few things worse in the marketing space than a website that doesn’t display correctly on a variety of devices, including desktop computers, laptops, tablets, and smartphones.

All Advisor Launchpad websites are built with mobile in mind. Our Concierge and Exclusive themes look beautiful on all different screen sizes and translate well on Apple’s iOS, Androids, and other operating systems.

Make it Stylish

This one comes down to personal preference, but there are common design trends that must be considered when building your site. Your website designer will understand terms like “white space,” “user experience,” “typography,” and more, but all you need to know is that design matters!

Check out this article we wrote about some do’s and don’ts of website design for financial advisors for a few more guidelines.

Make it Easy to Navigate

Piggybacking on design, the navigation of your website is one of the most important things to consider when thinking about usability. A simple navigation is a successful navigation because you want your website viewers to be able to get the information they need quickly and easily without getting lost in your site.

Our Advisor Launchpad sites have parent navigation (the navigation items on the top) and child navigation (the items that fall below). Some websites may have grandchildren navigation items that go one step further, but this can get a little convoluted if not used correctly.

Make it Legible

There are many rules to follow when writing and designing your website content. Writing for the web is a lot different than writing other long-form pieces such as newspaper articles or books. Attention spans are shorter, the content goes into less depth, and website visitors don’t read every single word.

So what does that mean for your website? When creating your copy, make your paragraphs short and focused, only use one of two different fonts, and create division in your content with headers, sub headers, and bullet points. These tweaks will make your website much more legible and increase conversions and leads.

Is your website up to today’s design standards? Meet with a marketing expert today to find out!

Want to Integrate Robo-Platforms on Your Site? Read This First!

Robo-advising technologies are gaining more popularity and how to properly market them has become a question many financial advisors are wondering. Marketing robo-platforms is a sticky situation because you want to highlight the advantages of technology while also promoting your own value.

Here are four things to do before integrating a robo-platform onto your Advisor Launchpad site:

Understand the different types of robo-advising technology

Not all robos are made equal, and deciding which platform is best for your firm is the first step in implementing a strategy (this article from IRIS does a good job of laying out the basic types of robo-technology options). Here is a quick synopsis:

  • If you would like to remain in charge of your technology’s look and feel, you may consider building a robo-advisor front-end and use APIs to tie in an existing BD. This option will still need guidance from an IT team, but it is a less expensive option than building something from scratch.
  • For advisors looking for complete customization and maximum control, you can build a robo advisor from scratch. The cons of this option are that it is the most costly and will require professional help from an IT expert.
  • Integrate a third-party software into your website, such as Riskalyze and eMoney Advisor. This option gives advisors the least amount of customization options, but is also the easiest and the cheapest.

Choose the technology platform that is right for your firm

After understanding the basics, you should choose which robo-platform is best for you. Ask yourself what do you want to accomplish with this offering and what benefits it provides your clients. These are great questions to get you started in your search for the perfect robo.

Some of our favorites, and ones that can easily be integrated into Advisor Launchpad sites, include RiskalyzeeMoney AdvisorHiddenLeversNest Egg Guru, and Advizr.

Market your technology in a client-centric way

You may have been drawn to the robo-tech of your dreams because of its fancy bells and whistles, a long list of features, and the nitty gritty details of what makes it great. But when marketing the platform to your clients, put yourself in their shoes. At the end of the day, they might not care about what makes your tech the hottest on the market. They care about how it will benefit them and help them pursue their goals.

This is the position that the majority of your marketing materials should take – client-centric and focused on their needs. For example, eMoney provides clients the opportunity to see a living, breathing financial plan. There are plenty of features that you could list on your site, but simple is better and you only need to answer one question: how does this piece of technology help your clients?

Highlight the complementary relationship between human and computer

Many financial advisors struggle with marketing their robo-advisory services because they don’t want to devalue themselves. You may think “if I have a risk tolerance software on my site, why wouldn’t a client just use that?”

But on the contrary, having a robo-offering actually complements your firm. Then, your clients can enjoy the concierge, high-touch support of a human advisor and the efficiency of technology. When marketing this offering, highlight this advantage and how your financial advising clients can enjoy the best of both worlds.

The above are just a few ways to market robo-advisory strategies. What technologies do you use, and how do you market them?

The Difference Between Traffic and Conversions (Plus 5 Ways to Increase the Latter!)

If you’ve been studying your Google Analytics, you may have noticed a metric called “website traffic.” But what is the difference between website traffic and website conversions? Should you focus your energy on one more than the other?

The Difference Between Traffic and Conversions

Simply, website conversions are like leads. They are website visitors who have taken action and become more than just a passive bystander. Whether they filled out a form on your site, reached out to you through email, or contacted your office, they took that next step. These are considered conversions. The two metrics, traffic and conversions, are similar but conversions take things one step further.

How You Can Increase Conversions

So if conversions are the goal, how can you have more of them? Below are a few tips you can take to increase conversions:

1. Keep Your Form Fields to a Minimum
Studies show that the more form fields you have, the less likely people are to fill it out. Because of this, you should aim to ask for as little information as necessary, such as just a name, email address, and phone number if necessary. You can always ask for more information later when you connect with the prospect!

2. Add More Action to Your Calls to Action
Calls to action like “Submit” and “Learn More” are used too often on website forms. Make your offer more enticing by using action verbs that make it clear what the person is receiving when they submit the form. This could be “Download our eBook” or “Discover the 6 Investment Secrets.” Instead of “Sign Up for My Newsletter,” you may try “Get Weekly Financial Tips.” The clearer you can be, the more likely someone is to take action.

3. Keep Forms Above the Fold
You want to make it as easy as possible for someone to see your website forms and take action and some website visitors won’t scroll all the way down your page. Instead, they’ll land on it and make their decision on whether or not to stay within a matter of seconds. Take advantage of this by adding a web form above the fold, whether it’s in the sidebar or as a popup.

4. Highlight Your Credibility
Trust is essential in the financial services industry and your website should emphasize your expertise. While advisors can’t highlight testimonials, there are other ways you can provide proof and increase credibility. For example, you could share specific benefits of your services or offering, emphasize your centers of influence, and give “social proof” by connecting your social media profiles to your website.

5. Make Sure Your Website is Mobile-Responsive
When over 50% of website traffic is on a mobile device, it’s absolutely critical that your site is mobile-responsive. This doesn’t just mean that your site is accessible on a phone. Mobile-responsive sites respond to the device’s screen size so all pertinent information remains readable and the design and layout flows nicely. If someone can’t easily move around your site on their phone, they’ll be inclined to leave.

 

Conversions are a great way to get tangible results from your website traffic and eventually drive new business.