Website advice: Don’t set it and forget it

Before calling a financial adviser recently, I checked out his website, as I always do to prepare for an interview.

Before calling a financial adviser recently, I checked out his website, as I always do to prepare for an interview. To my surprise, the site said that The Bear Stearns Cos. Inc. held his clients’ assets. While I knew this could no longer be the case, I wondered what a client or prospect might think if he or she came across this outdated information.

Clearly, advisers can’t create and then neglect their websites. Everything is changing too quickly for that. Advisers should revisit their sites at least once a quarter to make sure the copy is correct; once a year to check if content, links and pictures should be updated; and at least once every three years to consider a total makeover.

Most successful adviser websites do two things well: They’re easy to use because they use common labels and navigation tools, and they stand out because they contain unique content.

To make it easy for a visitor to learn the fundamentals, use headings such as “Who we are,” “How we manage money” and “Who we serve.” Don’t try to be clever or come up with titles that no one understands or has ever used. Clarity beats creativity in this case.

In terms of content, it’s fine to hire a professional writer — sometimes even preferable — but make sure his or her output is not generic. Your content should reflect you, your investment philosophy, your services and your personality. Prospects hire advisers they like, so give the reader something to like about you and you’ll be that much further ahead.

While your website is about you, don’t forget your clients. Feature them prominently. You can do this under the “Who we serve” section, as well as in a section on “Client services,” using pictures from client events and including news about them.

The more specific you are about your client base, the more qualified leads you will generate. Many advisers are reticent about identifying their target market, because they worry about turning off prospects not part of that group. Nonsense.

Rather than ignore your niche, make it a point to identify it in headers under the “Who we serve” tag. Whether you target doctors, dentists, pilots or plumbers, include specific information that lets each group know you understand its unique investing and financial planning challenges.

Other important tips:

• Keep your copy short, relevant and easy to scan. Use headings, subheads and bullets.

• Add value by including relevant links to articles about investing, financial trends and retirement planning.

• Consider a “bookshelf” on money and investing for children. For a list of recommendations, send me an e-mail at the address below.

• Include a variety of photos — individual portraits, group shots, etc. Don’t use all headshots unless you want the page to look like a high school yearbook.

• Check your website address on Google. You want to know what else is likely to come up when someone searches for your site.

• Hire a third party to proofread your site. Professional proofreaders don’t cost a lot and are well worth it.

• Online marketing consultant Bonnie Halpern suggests that you sign up for a LinkedIn account and create a profile. You can then suggest that people look for you on LinkedIn, which is probably easier to remember than your website address. LinkedIn also makes it easier for “ambassadors” — clients, friends, people in your professional network— to recommend you and send prospects to your LinkedIn profile. Review the list of groups on LinkedIn and join the relevant ones, then post article links and participate in discussions.

• Optimize your site. For less than $1,000, a web-savvy high school or college student can help increase your site’s visibility on Google and other search engines. Called search engine optimization, this process typically involves adding or changing headers, tags and other key words in order to increase the likelihood that search engines will “notice” your site.

One simple way to do that is to move your firm’s name to the top of your home page. Many advisers place a large graphic there, making it more difficult for search engines to find your name.

• List your website and LinkedIn addresses on your business card, your website address on your LinkedIn page, and your LinkedIn address on your website.

Libby Dubick is president of Dubick & Associates Ltd., a marketing consultancy for advisers and financial services firms. She can be reached at [email protected].

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