Part 2 of a three-part series on advisor websites.

Websites have become the de facto 24/7-medium for advisors looking to promote their practices. So, it is important that you continuously strive to improve your website in order to enhance your client communication and marketing initiatives in an increasingly competitive environment.

“Your website engages your clients and presents your unique value proposition; it shows why you are better relative to your peers,” says Taras Rodtsevych, managing director at the Toronto-based web design company Intelex. Effectively, “it is your window to your clients,” adds Chris Chan, a web development consultant with Adment Digital Inc. in Mississauga, Ont.

Here are some ways to maintain and improve your website:

> Establish a professional look
“Your website should have a nice, professional look. It doesn’t have to be fancy, but cannot appear to be amateurish,” advises Rodtsevych. It should have a fresh look that promotes a positive brand impression to prospects and clients. “Do not use flash introductions, clients do not necessarily want to be dazzled,” cautions Rodtsevych.

> Be creative
Use pictures, charts, colours and even videos and podcasts to support your branding strategy and get your message across through multiple channels. “Your site should not be one-dimensional; text alone is not as effective,” says Chan.

> Make it user friendly
Clients should be able to navigate your website easily to find what they are looking for. “The menu should be well organized and the website structure should be understandable – clients do not like get into different sub-structures,” advises Rodtsevych. Clients also like to scan websites for information they need, making website efficient layout a desirable attribute. You should “ensure that each section is separated in order not to confuse clients,” adds Chan.

> Have likable content
The content of your website should be interesting, educational and informative. “There is nothing more important than knowing your target audience and developing content that meets their needs,” advises Chan. Clearly define your products and services, keeping in mind not only your target audience, but also how you would like to be positioned. Content should be relevant and written in plain, understandable language. Avoid jargon and complex investment terms. “Get to the point,” suggests Rodtsevych.

> Maintain stand-alone pages
Your website “should have a number of stand-alone pages,” says Rodtsevych. Each page should identify and describe unique products and services. Also, it should support search engines taking clients taking clients directly to a specific page without having to look through your website for specific information. Each stand-alone page should have a consistent marketing message that supports your value proposition.

> Update information frequently
Frequent updates keep your website fresh and encourages clients to come back to find out what is new. Updates also allow you to present new ideas, products and services. As well, “by having frequent updates, search engines tend to identify your website as a news site,” says Chan. “Sites that have news tend to gravitate towards the top of search engine rankings.” This, of course, increases the chances of potential clients visiting your website.

IE

Next: Making your website more effective