Advisor Technology | 03/02/2016
Questions Every Financial Advisor’s Website Should Answer
We write a lot of website copy. After finishing a number of sites, we noticed that while every site is different, at their core they all need to answer the same questions. We use the following questions when talking to our clients about websites. Some we use to extract essential info, others we use to spark ideas. Either way, we hope they help you build a useful website.
What problem are you solving?
Every company exists to solve a problem for its customers. What specific problem does your firm solve? Try to be more specific than “helping clients reach their financial goals.”
How would your customers describe you?
Have you ever had a satisfied customer tell you what they like about you? What language did they use to describe the service your firm provided them with?
What can customers accomplish by working with you?
Give some examples of why clients might choose to work with you.
What intangible value do you provide your clients (beyond your product)?
Besides the concrete services you offer (being prepared for retirement, planning for financial goals), what else do clients get from working with you? A word for the wise: Try to avoid using “peace of mind.” It’s become a meaningless cliché.
What action do you want the customer/prospect to take?
This one’s important. What is your ideal action someone would take upon visiting your site? Clicking the “Contact Us” button? Reading a blog or two to learn more about your firm? Viewing your pricing plans? Decide which one matters most to you and then include a button to take the desired action somewhere on your home page.
“ABOUT US” PAGE
How was your company started?
Answer the what, when, where, who, and how.
Why was your company started?
What motivated you/your team to take the risk of starting your own firm? What hole in the market do you fill?
What is the most interesting part of your company’s story?
This one tends to be one of the hardest for people to answer, but it can make the difference between an engaging “About Us” page and a boring one. Did you face any unique obstacles in forming your company? Do you have any interesting personal stories about how you came to be an advisor?
What is your unfair competitive advantage?
Brag about yourself/your team. What puts you above other advisory firms? Your unique perspective? Decades of experience? The diverse backgrounds of your team members?
What awards and/or recognition have you, your team, and your company received?
Have you or your team ever been named to one of those “Best in the Region” lists local magazines love publishing? Have you ever received any other awards? Don’t list them all, just mention a couple and move on like it’s no big deal.
How does your company give back to the community?
What philanthropic work are you involved in? You don’t want to seem like you’re bragging about this one, but it’s okay to have a short “Giving Back” section where you talk about charitable organizations where you and your team donate money or time.
“WHAT WE DO” PAGE
What goal do you help customers accomplish?
This one is similar to some of the home page questions, but try to explain it from a different perspective here.
How do you help them accomplish that goal?
Imagine your clients standing on a mountain overlooking a valley. Their goal is to get to the other side of the valley. How do you help them get there? What skills do you bring to the table? What specific approach will you suggest they take?
Is there a unique process you follow with your customers?
What’s special about the way you approach the planning process?
What can your customers expect from you on a regular basis?
How often can your customers expect to hear from you? What channels will you use to communicate with them?
If you had to diagram your client experience on a napkin, what would it look like?
If you can’t diagram it on a napkin, then it’s too complicated. Simplify and streamline.
Of course, there’s also such a thing as too simple.
Diagram your process, then describe it in a way that makes the customer experience clear and desirable.
Your website should have more than just the three pages we’ve outlined above, but once you answer these questions, you should be well on your way to a thorough, useful website that answers the essential questions visitors want to know.
Download our “Questions Your Website Should Answer” questionnaire to write out your answers to these questions and more.
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