A well-designed website enables your clients and prospects to quickly locate the information you want them to see, says Loic Jeanjean, director of sales and marketing with Advisor Websites in Vancouver.

“You want to make sure that your site is simple and intuitive,” Jeanjean says, “and that you serve the right type of information.”

Jeanjean suggests asking yourself the following questions to help you decide if your website needs a redesign:

1. Can key information be found in three clicks or less?
A flat navigation layout is the best way to organize your website. That means every piece of content should be accessible by entering no more than three different pages.

Adhering to the “three click” rule isn’t always possible if you have been running your website for a long time and some elements, such as a blog, are updated frequently. In that case, be sure to provide easy access to at least the following information:

  • introduction to you and your team;
  • description of your core services;
  • your investment philosophy;
  • anything that documents what it’s like to work with you, such as case studies and testimonials;
  • contact information;
  • resource page that holds your newsletter, online calculators and log-in access for your clients

2. Are the photos current and authentic?
When people research you online, they’re not only looking at your expertise; they also want to ensure that you look the part of a credible advisor. So, Jeanjean says, a current photo that portrays you as a professional and trustworthy individual is mandatory.

Resist the temptation to use an old photograph that makes you look younger but doesn’t properly represent the way you look today. You shouldn’t be afraid to show your age, Jeanjean says, because you can’t be too mature in this industry. “[Looking mature] means you’ve been around the block and you know your topic.”

Avoid stock images of very attractive people. These models are probably on hundreds of other sites as well. You don’t want your site visitors laughing, says Jeanjean, because people you’ve portrayed as clients are also on the websites of their realtors and hairstylists.

If you want to portray the human element of your practice visually, use a team photo. Another option is to showcase your city through a great landscape photo, even if that is a stock photo.

3. Do the fonts and colours make the content easy to read?
It is hard to demonstrate your value as a financial advisor if your readers have to squint to see your content. So, make sure your font size is 12 points and is a “san serif” style, such as helvetica or arial, which are easier to read on a computer screen.

Make sure there is high contrast between your font and the background — for example, black type on a on white background. If you prefer “reversed” type, which is white type on a coloured background, make sure your background is dark enough that the type stands out.

These factors not only contribute to an attractive desktop website but also make your mobile site easier to use — an important consideration thanks to the growing popularity of web browsing on smartphones.

This is the first installment in a three-part series on website makeovers.

Next: Useful resources that should be on your site.