More financial advisors are using content management systems to update their websites, says Alex Wingert, customer success manager at Vancouver-based Advisor Websites.

Wingert still is frequently asked questions about the ways advisors can increase the effectiveness of their sites. He provides the most popular website questions he receives from advisors and his responses:

1. How do I get people to use my website?
First, Wingert says, you need to know the audience you hope to reach with your site.

Is your goal to attract prospects, or are you simply looking to keep your current clients informed? The layout of your site will depend on the response to that question.

So, if you’re looking for new clients, you need strong calls to action that will motivate a website visitor to take the next step — whether that is to call you directly, send you an email or subscribe to your newsletter.

If your site is aimed at your established clients, Wingert says, it should have a “solid resources section.” This could include online calculators for budgeting, or a way for clients to access their account information.

2. How will my website help me land a client?
If you’ve had your website for many years, you may not fully understand its potential to help you build up your prospect pipeline.

Again, the key is adding elements to the site that convince people that they need to know more.

Try implementing strong calls to action that revolve around your one or two primary services, Wingert suggests. For example, if you focus on financial planning for small businesses, you might include a case study that details your planning process. Then follow that with: “If you’re interested in finding out how we can personalize our services for your business, call or email for a free consultation.”

3. Is my website mobile-friendly?
More advisors are becoming aware of the mobile element of websites, Wingert says, thanks to the increased use of tablet computers in financial services.

If your website uses Adobe Flash or “tables” technology, it will not display properly on a mobile device. Making a website mobile-friendly depends on a number of factors including how the website is coded. Ultimately, Wingert says, a mobile site is a more simplified version of your website with easy links to a map, a phone number and an email address to get in touch with the advisor.

4. What tech support can I expect from my website designer?
If you have a relationship with a web design company or an independent designer, you should know what assistance to expect once your website is built.

This information should be laid out in a service agreement that lists items such as pricing for ongoing services and expected response time to your queries.