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Advisors strive to work with a specific type of client, and many target more than one type. For those who are targeting multiple types, it is a challenge to design a website that addresses the needs and questions of each.
With so much competition, it is crucial for financial advisors to design a web site that appeals to their ideal audience and creates a positive user experience to attract potential clients. There are several ways to do this, and the right option is dependent on the types of clients you want to attract.
Define your client types
Before you start to redesign your website, define the types of clients you plan to target. These are called website visitor profiles and can be defined by evaluating the following:
- What are the events that are leading them to your website?
- What key questions do they have about you and your services once they land on your web site?
- What financial pain points are they facing, such as lack of knowledge or time?
- What challenges do they wish to overcome by working with you?
- How much knowledge do they have about you before visiting your website?
Defining your website visitor profiles ensures you are creating a relevant website, which will encourage more visitors to act since they understand what you offer and how you can help.
Since you know what your visitors are looking for, create a web site that shares content tailored specifically to each client type before guiding them toward acting.
Add buttons to the top of your home page
One option for introducing your client types is to add buttons to the “hero” section of your home page, which is the area visible before a visitor has to scroll. This shows people who you assist the moment they land on your web site, making it easy for them to determine whether they’re the right fit for you.
It also provides visitors with an entry point to access relevant information, which can improve user experience while maintaining a clean and simple design. It’s best to follow this approach if you only have two visitor profiles, or else you risk overcrowding your hero section.
Ellis Retirement Services assists individuals and companies with their retirement planning. Adding buttons for each client type quickly guides each visitor down a path where they can easily access information relevant to them. Once on the service page, visitors can learn more about the experience and solution Ellis provides.
Create a “who we serve” section
A “who we serve” or “our clients” section on the home page is a valuable panel that introduces the types of clients you have experience helping. This panel allows each client type to access a page with information tailored to them.
Highlighting your visitor types on the home page starts to build trust among those who relate to one of the profiles since they can clearly see that you have experience working with someone like them.
Weathkeel LLC specializes in assisting physicians, and they clearly share this with a “who we serve” panel on the home page. Hovering over each box provides access to a page with the solutions and pricing plans for each visitor profile. Saving the details for the internal pages makes the section easy to scan, thus improving the user experience.
Your “who we serve” panel can feature information in a variety of ways. For instance, certain client segmentations aren’t as straightforward as others, so it can be useful to briefly define them on the home page.
Janiczek Wealth Management introduces its two primary types of clients on the home page. It uses the panel to explain what it means to be “high net worth” and “ultra-high net worth.” Janiczek shares more personalized content and homes in on specific criteria, allowing visitors to better understand which profile they align with.
Feature case studies or success stories
To paint a more detailed picture of different client situations, use case studies on your website. Case studies, which can be hypothetical to abide by compliance, illustrate your ability to recognize what problems your customers faced and how your services provided them with a solution.
Quantum Planning has three audience segments, which are introduced in three case studies on the home page. Once visitors click on the case study most relevant to their situation, they can read more about how Quantum approached the situation and what results were achieved. This personalized approach makes visitors feel more seen and understood by you, which encourages them to reach out to you.
Separate your services by client type
Since your client types have different goals or are in different stages in their life, you will likely offer different services for each type. Rather than categorizing your pages by service type, categorize them by client type. This separation creates a better user experience since visitors will only have to view the services that apply to them.
Palabe Wealth offers two types of retirement solutions depending on the client. On the home page, visitors can select between retirement-plan solutions and individual-retirement planning. This separation makes it easier for visitors to explore the services that Palabe offers.
Share resources tailored to each client type
Each web site visitor will have various levels of familiarity with you; those who were referred by a current client will probably have more information than those who were searching for financial advisors online. Additionally, each person will likely vary in their financial knowledge.
If any visitors are unfamiliar with you or lack financial knowledge, your web site should increase their awareness. While content marketing can feel daunting, sharing visitor-specific content overcomes hesitation or unfamiliarity your visitors are facing. This educational information will also build trust and credibility.
CG Financial Services helps individuals and business owners and has pages for each type. At the bottom of each page, CG shares insights that relate specifically to that audience. This not only improves navigation by making the insights so accessible, but it confirms that CG shares educational resources with their clients, which adds to the value they provide.
Define your client criteria
In addition to different types of clients, advisors have criteria required to become a client. Defining these criteria saves you and your visitors time since it allows people to determine if they are a fit for you before they reach out to you.
Heisten Financial assists business owners and oil workers. On its complimentary assessment page, Heisten defines the criteria for each client type, including their income, assets under management, and career stage. This allows visitors to determine whether they align with the firm.
Conclusion
There are several effective options for sharing content with multiple client types in a way that maintains a positive user experience. If your clients value personal relationships and attention to detail, create case studies. If they prefer to find information quickly, add buttons to your hero section. To offer value, separate your services and add visitor-specific resources.
Defining your client types and criteria on your web site means people can qualify themselves as a fit before they contact you. This will save everyone time and increase the number of leads you receive that align with your business.
By designing your web site with your ideal clients in mind, you will stand out from the competition and better guide visitors to reach out to you.
Mikel Bruce is the CEO of TinyFrog Technologies, a San Diego web design agency specializing in WordPress web design & development and secured hosting & maintenance. Founded in 2003, TinyFrog offers a conversion-based approach to web design and has built over 1,100 websites. TinyFrog also has extensive experience in designing and building websites for financial advisors.
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
