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How do you consume information online? An endless scroll sprinkled in with a few swipes or clicks? How we use the Internet is different from the 1990s and 2000s. Modern website design has adjusted to how we devour information.
Block text was popular in the 2000s, but don’t expect someone to take the time to read that now. Visitors to your firm’s website expect a look and feel that matches their daily experience with their trusted news outlets, social networks and apps. Don’t disrupt your clients’ digital environment. They need to want to read your message on your home page to schedule a call with you.
Your 10-plus year-old website doesn’t need a tear-down to the beams. Work with what you have to “feng shui” your digital home. Keep the web designers at bay and money in your pocket by trying these simple changes to breathe fresh spring air into your first impression with prospects.
Use the comparisons below to audit your website pages for dated features.
Home page
2009 website
- The classic American novel for an introductory message – excessive use of block text, small font and little use of formatting
- Too many choices – more than five links in the menu
- A color wheel experience – too many colors, not all on brand and little white space
Blog or resources page
2009 website
- Providing links to third-party websites
- An RSS feed of finance stories
- Generic personal finance articles
2019 website
- A blog featuring custom, re-branded articles or your own articles – when your article is shareable, you become referable.
- Publish a weekly or monthly newsletter
- A resource section with value-adding, relevant info for your target client – could be white papers, infographics, e-books, or presentations
Contact page
Your contact page should be redundant. On every page, share your phone number, personal email address and a button to schedule a call or fill out a contact form. Ditch your fax number.
Make it happen
By making these small changes, your 10-plus year old website will look and feel like your clients expect in 2019. Keep it simple. These changes can be made with in-house expertise, a copywriter or a low-cost web designer.
Take the notes from your website audit and make it happen. When prospects search for an advisor or they are referred, modern website copy will be the differentiator.
Jordan Fromholz is the co-founder of The Worth Project Consulting. A content marketing firm who helps financial advisors differentiate themselves and build trust with the right messaging, copy, and content. He started his career as a professional engineer and earned his MBA from Duke University. He now takes a data-driven approach to content marketing.
Read more articles by Jordan Fromholz
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives
