Market in Motion Blog


5 Ways to Improve Your Website Right Now

Website 0 Comments

shutterstock_414397303Website trends, technology, and best practices come and go. In a matter of years, your website can go from the top-of-the-line model to a clunker you can’t give away. In an ideal world, you make updates to your website every six months to a year and give it a complete makeover every three to five years. For a lot of financial advisors, this may not be possible, budget or time-wise.

If you don’t have the time to make frequent updates to your site or the budget for a complete overhaul, why not carve out an hour of your time to buff out the scratches on your website and make it shine again? Here are five updates financial advisors can make right here, right now to improve their website.

1. Move the Most Important Details Above the Fold of Your Homepage

When you first navigate to your website, what portion of your website do you see before you have to scroll down? That first portion is known as “above the fold.” Research shows that a significant number of website visitors will only glance at a website above the fold before deciding if they’ll spend anymore time on it. This is why it’s so important to have your most important details about your business front and center on your homepage.

Somewhere in an unobtrusive spot (typically at the very top or top right), include your contact information, including phone number and email address. If you only work with clients locally, you may want to include your address.

Now, look at your logo or DBA. Is it easy to spot? Ideally, it’s one of the first things someone sees when they visit your site (other than full-width imagery). If it’s hidden, move front and center, or shift the text around so it’s clearer and easier to see.

2. Use Buttons for Calls to Action

There’s nothing enticing about reading text that says “click here.” And if it doesn’t stand out from the rest of your text, you’ll likely never see many results. Wherever you use calls to action on your pages, consider using a button instead of text with a strong and enticing action verb. For example, instead of “Learn More,” you may use “Schedule a Consultation,” or “Start Planning for Tomorrow.” Ideally, every website page will have a call to action in some shape or form, even if it’s just directing readers to another page on your site.

If you aren’t a web designer, buttons aren’t the easiest elements to add on a site. You can’t use an image of a button (as it’s not mobile-responsive), so you would need to know how to code a button, as well as its size, shape, and color. If you’re using FMG Suite for your website, you’re in luck because we have buttons in our text editor. Choose the button option, write your text, paste your link, and voila! You have a button.

3. De-Clutter

The biggest sign of an outdated website is clutter on the homepage. In the past, we all wanted to cram as much information as possible on the homepage, either because we didn’t have many interior pages or we feared no one would click to another page. But this loud, megaphone approach is a turnoff to most website visitors. It’s obnoxious and makes it difficult for a visitor to quickly determine what is most important for them to read or view.

To keep people on your website longer, cut down on all the visual and text elements. Today, the best looking websites use larger and fewer images, such as one full-width image paired with a simple tagline or phrase. Keep your text paragraphs short and limit the number of buttons and calls to action you have. Stick to a maximum of three colors, avoiding neon colors, browns, and metallics (which are shown to be the least popular among website visitors).

4. Update Your Photography

Photos (especially of people) are a reflection of current culture. There’s no faster way to age your website than photography clearly from years or decades ago. In an ideal world, you could hire a photographer to take pictures of your local area, your office, and your team. We always recommend personalized photography to establish your community presence and create a strong connection.

However, for many financial advisors, that just may not be possible. Stock photography is a great second option. Use a site like iStock or Shutterstock to purchase a few new photos for your website. Swapping out your pictures can instantly make your site look new again.

5. Reconsider Your Fonts

In the past, it was assumed to be okay to use cursive and overly stylized fonts to appear fancy or sophisticated. Today, simpler is better. Particularly for financial advisors, your audience will likely include retirees and elderly with less than perfect eyesight. Don’t let your font be the one to turn them away.

Consider fonts that will look good very large on a website monitor and small on a smartphone. Stick to a maximum of two different fonts (one for headers and one for the body text) and make it at least 11pt in size. This article is a great resource for reviewing the best web fonts. Check it out and see if any fonts speak to you.

An easier option than finding a font is to swap it with another option already on your website. If you’re using FMG Suite, our websites offer several font choices. Switch back and forth and choose one that you like.

Maintaining a website isn’t easy, but it’s critical that yours reflects your business model and professionalism. By using a website platform like FMG Suite, you can cut down on the time needed to update and keep your website looking as modern as possible.

Related Content

Back to blog list


Join Discussion

Still Have Questions?

You've Been April Fooled!

While we can't help you with your wardrobe (sorry), we can help you become an amazing marketer. Click below to check out some of our latest resources. And thanks for playing!

Make Me a Great Marketer

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
Phone *
Scan Now

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

Privacy Policy

Learn More About Pre-Designed Pages

Enter your contact info below and an expert will be in touch soon.

Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

Privacy Policy

A Truly Free 7-Day Trial

No Credit Cards. No Downloads. No Commitments. No Strings Attached.

Sign up now and you’ll be up and running on our integrated and automated marketing platform in a matter of minutes.

  • This field is for validation purposes and should be left unchanged.

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."

View Complete Sample

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."

View Complete Sample

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."

View Complete Sample
FMG Suite