Is your website an accurate representation of what it’s like to work with you? If not – it’s time to add some personality! We talked with the Koenig Jones Group’s Catina Koenig and Shawna Hurst to reveal how they updated their new website with tons of personality – enough to make it read like you’re having a coffee with a friend who happens to give financial advice. Watch this interview to learn how you can use their approach to update your own website
No time to watch the interview? No problem – let’s break down the main takeaways:
Don’t Shy Away From Humor
Connecting with clients on a human level means letting your true personality shine through. Catina and Shawna emphasize the importance of showcasing authenticity and humor on their website. From humorous taglines like “We take the bro out of broker” to candid snippets about their lives outside of work, they’ve crafted a digital space that feels like a warm, inviting conversation. This approach not only sets them apart but also helps potential clients self-identify if they are in your target audience.
Catina and Shawna advise taking the time to dig deep into what makes your firm unique – who you serve, why you do it, and what your clients love about you. This introspection not only helps in creating a compelling website but also reinforces your passion and purpose as a firm.
Use Design Elements that Accentuate Your Story
The Koenig Jones Group’s website is a masterclass in design that works with your mission – not against it. They focused on making the site easy to scan, with clear headings, bullet points, complementary colors, and a cream background, which is easier on the eyes and more inviting than a stark white. The design is not just visually appealing but also functional, ensuring visitors can quickly find the information they need. The call to action button is bright orange and peppered throughout the site. These small design elements can make a HUGE difference in the way a site feels to a viewer – so make sure they match your brand’s mission.
Less is More
Not only does this motto apply to the amount of content on your pages – but also the reading level at which you’re writing. Make your website approachable by limiting your pages to the following: Home, About Us, and Get Started. If visitors see several page options to choose from, they will be inclined to choose none. So, keeping it simple with just the few most important pages helps make sure they actually stay to read your thought-out content.
A great website should be easy to scan, so evaluate at what reading level your copy is written. Most Americans tend to read at an 8th or 9th grade level. Keep this in mind as you read your website copy – it should be around the 7th-9th grade level. When we are scanning messages online, we read even faster, scan more often, and focus on only that which we understand. So when it comes to visitors quickly assessing your website, you want it to be very accessible and welcoming, and not so buttoned up that they get overwhelmed and walk away from it.
Pro tip: To see what grade level your writing is, you can check the Flesch Kincaid readability score by copying and pasting any copy into Word.
Take a leaf out of the Koenig Jones Group’s book: infuse your website with personality, keeping design and readability top of mind. After all, your website is often the first impression potential clients will have of you – make it count! They worked with FMG to bring their vision to life and marry creative copywriting with user-friendly design to create a fresh, new website that reflects their personality. Here’s to creating websites that resonate, connect, and convert!
