The Elements of Building a Great Website

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A website is the first introduction prospective clients have to an independent financial advisor’s firm. And as the old saying goes, you never get a second chance to make a first impression. Your website also serves as a powerful marketing tool, the online headquarters of your business, and a vehicle to help reach your business goals. Its importance can’t be overemphasized.

A decade ago, advisors could get away with a website that was little more than an online flyer or brochure. If you had a site that covered the basics, you were doing just as well or better than your competition. Those days are over. An outdated website will tarnish your brand and cause you to miss opportunities to grow your reputation, reach, and revenue.

Why your website matters

A well-designed and optimized website enables prospective clients to discover and learn about your firm when seeking information about hiring an advisor. It’s like having another team member working 24/7 to bring in new clients and nurture existing ones.

Optimizing your website for search engines means you’re more likely to appear in search results, making it easier for your ideal prospects to find you. And once they find you, a strong website makes visitors confident they’re in the right place. At a glance, your prospects should be able to find everything they need to know about you – at least enough to determine whether it would be worth booking an exploratory consultation.