It’s all too easy in this digital age to believe that just having a website live on the internet, displaying your name and brand, is enough for people not only to see you, but also to open up a dialogue with you. Most financial firms have a website that looks professional, talks about who they are, and provides a way to get in touch. But is this enough?

There’s a big difference between having a website that represents you as a business and having a website that actively helps you take potential prospects and turn them into clients. 

The question that anyone with a website needs to ask themselves is: “Is my current website doing enough?”

As someone with over 10 years of experience as a web developer, I work by the motto of “A website is never finished”. There are always pages that could be added, styles that could be explored, and even a whole refresh when the time is right.

A change of perspective

When we look at our own website, we see it as our baby. We add information we want from the perspective of the business. While this is great, sometimes it may not be enough from the point of view of a client. 

It’s time for a quick shift in perspective! 

A useful exercise is to go through your website again, but put on your “I am a client” shoes. Ask yourself at each section of a page, “Is this what I want to see?”

Within the first few minutes, you should be able to answer the following:

• Is this a firm for someone like me?
• Do they understand what I need help with?
• Can I trust them?
• What would working with them actually be like?
• What should I do next?

Is it obvious who you are trying to help?

This may sound silly, but if you work in a specific niche, does your website make that obvious?

Many adviser websites can be technically accurate but very broad: financial planning, investments, protection, retirement, and so on. The problem with this is that a long list of services may not immediately lead a client to think “these people get me”. 

Reviewing the content on your homepage, the services offered, and the process pages on your website will go a long way to helping you see whether you are talking to the exact type of client you want to work with. The language on each of these pages should help convey your message: “If you’re looking at this and what we describe is you, we are your first choice to help!”

Are you conveying trust?

Someone who is actively engaging with your website is aiming to make a very important life decision. Handing the responsibility for those decisions over to someone else is huge. A polished design won’t be enough to sway anyone.

Look at what your existing website does to demonstrate your expertise and, equally important, your personality.

Team profiles, qualifications, client experiences, testimonials where appropriate, awards, accreditations, and images can all contribute. 

What can you do? Identify the parts of your website where you’re telling visitors you are trustworthy versus actually showing it.

A well-explained process helps

The process of getting financial advice can be daunting for clients. Are you conveying your advice process in an easy-to-understand way? 

Allowing someone to clearly see each step of their journey with you is an ideal way to put them at ease and show them that “yes, this process sounds just right for me.”

Uncertainty creates friction, so leave no room for doubt in a client’s mind.

Someone is convinced to get in touch, now what?

Hurray! Your website has given someone everything they need, and they want to take the next step and engage fully. How easy is it on your current website? 

A standard contact form is great, but always consider the wording around this call to action as well. Have it actively invite prospective clients to contact you, and consider having contact details prominently displayed on each page. Giving clients more than one avenue of communication could open the door to so many more potential leads.

Is an enquiry enough to be called a conversion?

Your objective may just be having people fill out the form, but is that really what you need? 

Your objective should be helping to ensure that right-fit clients recognise that your business is the one for them, while potentially helping more unsuitable clients recognise when it isn’t.

So, is your website doing enough?

Your existing website may already be ticking boxes when it comes to active client conversions, but you could still improve how these positive areas are presented. Remove any friction or doubt in the wording and convey a journey that’s easy to get on board with.

As a final small check when looking at your own website, ask yourself: “If my ideal prospective client landed on my website today, would they know we were right for them, trust us enough to make contact, and know exactly what to do next?”

If the answer to any of that is “I’m not sure”, then this is an area to focus on!

Need any help?

Our expert team of web designers, developers, and copywriters are ready to help you take your website to the next level. 

For more information, email hi@theyardstickagency.co.uk or call 0115 8965 300.