What your website says about your brand

May 30, 2018 by Devin Rivera

about the author:

Devin Rivera

Account executive

Devin started with Advicent in the support department, working with existing partners to help them leverage our tools. Now on the Advicent sales team, he works to help advisors find the solutions that best suit their needs. Devin believes that, in any aspect of life, a well-made plan provides freedom. He is here to enable advisors to help their clients achieve financial freedom.

Imagine you are waiting in line at the local coffee shop. While in line, you strike up a conversation with someone who could be a possible client. After giving her your business card, she decides to stop by your office for a longer conversation. She gets to the address and finds that the path to the front door is covered in dirt and flanked with weeds. Additionally, there is no sign to indicate that any business is operating inside. Imagine her first thoughts.

  • Is this the right place?
  • Is this a scam?

No matter the conclusion she draws, she is suddenly far less likely to do business with you. This reaction is not really about the landscaping. Rather, it is about the messages being communicated through your brand. Most advisors recognize this and would try not to do business in such an unwelcoming atmosphere. However, when it comes to a digital strategy, many advisors are not prepared.

Is your website inviting?

A website is the front path to your digital business. A poorly constructed website could prevent potential clients from ever engaging with your business. I have worked with hundreds of small advisory firms and I am continuously amazed by the number of advisors who have largely neglected their website. Here are a few examples:

  • Formatting and page layout that makes it clear that the site has not been updated in years. 
  • Outdated information such as a blog or newsletter page that has not received a new post in months. 
  • No contact information for the firm or advisor. 

I recognize that most business owners are already short on time. Unless you have regularly scheduled time for writing or updating your website, try to avoid sections of your website that will collect dust. Some of the best advisor websites I have visited are only a single page. Simplicity can be good as long as there is a clear purpose behind it.

The biggest mistake is having no website at all. 

Having no website forces a prospective client to rely solely on word of mouth or the yellow pages when researching local advisors. Furthermore, by not having a digital presence, advisors risk bad information about their business populating search results. Worse yet, you risk being surpassed by the website of a local competitor.

If you do not yet have a website, there are numerous services available that make hosting cheap and easy. Additionally, if you do have a website, set aside time assess areas that can be improved to maximize the value that it adds to your business. The investment will be well worth it.

If you want to provide an enhanced digital experience for your existing clients, click here to learn about NaviPlan’s client portal.