If your website is like most financial advisors it’s boring and does nothing to help you build your business. I am often asked to review the websites for my financial advisor clients. They are all basically the same, some perhaps a little more creative than others but I use that word lightly as most of my clients or right brained.
When evaluating your website the first thing you have to ask yourself is what I want this website to do for me. You can spend a lot of time and money creating the site but if no one ever visits the site what’s the point? And if they do visit but you don’t capture their information where is the value?
When I started my coaching practice (coming from the financial services industry) I did the exact same thing. I hired a web designer, worked on my message and developed a very professional looking site. I was proud of my site but it was doing nothing to help me grow my practice. I spent all that time energy and money and all it did was act as a business card.
Over time and by attending some coaching conferences I finally learned what I was missing and it was a lot.
1. I had no idea when someone was visiting my site, without this information how could I follow up?
2. I had no way of capturing the information of those that visited my site, my database was stagnating.
3. I provided no real opportunity for the visitors to experience my value, they came knocking but I never invited them in!
All I had was a pretty website that acted like a business card, something to be looked at once and then soon forgotten; chances are your website is not much different.
6 years later I now have a website that tracks my hits, has added well over 1000 names to my database, has consistently inspired Advisors to become my client and has actually generated new business and speaking opportunities.
As you look at your website ask yourself what you want it to do for you and consider the following questions:
1. Does my message clearly state what I do and who I do it for in a way that is personal and compelling?
2. How can I add a short video or audio message that gives visitors a taste of who I am and what I can do for them?
3. What can I offer as a free gift that will motivate the visitor to sign up so that I can capture their information?
4. What is my on going drip marketing process to try and generate more interest after the gift is sent?
5. How can I track my traffic and identify what is the source of traffic (referrals, internet, and associations)
In this world of technology a pretty website will do little to grow your business but an active website can produce leads, elevate interest and inspire new business. So if you’re serious about growing your business maybe it’s time you put some time and energy into creating a website that actually works for YOU.
