Although this tactic used to work, it often fails these days, because you’re going head to head with content providers such as Forbes and Investopedia. It’s much harder to come out near the top in search results these days.
In fact, putting content on your website for the sake of search engine optimization may have a negative impact on your most valuable visitor — the referred visitor.
A referred visitor often wants a small amount of information about you before they make contact. Presenting them with page after page of content ends up making them search for the details almost all of them want to know — who you are and what you do.
Will having too much content cause you to lose a referral? Probably not. But you’ve made their first contact with you a bit frustrating by forcing them through too many pages to find just a few details.
Before discussing what your website should be, let’s discuss what it shouldn’t be:
- It should not be a “hot mess” of calculators, stock quotes and generic article links
- It should not look cluttered and crammed with as much information as possible
- It should not be filled with lead generation tools, trying to “hook” a visitor into providing contact information — though your site should have a call to action (such as a complimentary second opinion)
What are the attributes of an outstanding website?
- Beautiful design
Your website should make an instant first impression of attractiveness and competence. The importance of this first impression cannot be overestimated. We’ve all had the experience of being referred to a business, and the first thing we do is check out their website. Does your impression of their website instantly make a difference in how you view the business? You bet it does.
- Concise content
This is a tough one for many financial advisors because they want to establish their expertise by telling their prospects how much they know. They often load up their website with detailed information that only a financial geek would be interested in reading.
Your website should be the complete opposite. It should be concise, easy to read and to the point, with lots of white space. The old phrase “less is more” certainly applies here.
- Professional image
The look should be very professional and convey competence at every click. If your website is full of “click bait” and marketing gimmicks your prospect or client will think of you as a salesperson, not an outstanding financial firm. It’s fine to ask for your visitors to make contact and provide benefits of doing business with you, but the more upscale you can keep your approach, the better.
- Responsive standards
Many of those viewing your website will be doing so on a small mobile device. Your website must look just as good on an iPhone as it does on a desktop.
Your website should build on the personal networking you do. We may be in the digital age, but your target clients want advice from a human being they can relate to and trust. Lead-generating websites and robo-advisors will never replace your human touch.