Website Fixer-Upper Session Two

April 17, 2024
11:00 am

98% of over 2,000 consumers surveyed by eMoney said that a financial advisor’s website is important (or very important) when choosing which advisor to work with. How confident are you in the strength of your website?

In this webinar, Chief Evangelist at FMG, Samantha Russell and Chief Marketing & Experience Officer, Susan Theder share their top website tips while reviewing several advisor websites live.

Short on time or just want the main points?

Here is your summary to skip ahead or scan through below.

Your Homepage is the Most Visited Page on Your Website [5:59]

Ask yourself if your website passes the 5-second test.
You have 5 seconds to make a first impression.
Your website should tell visitors what the page was about, what you remember seeing, who would benefit from your services, and what action you should take next.
Focus on copy, imagery, and user experience. (The imagery should reinforce the copy.)
When it comes to copy, write how people talk.
Write your content in the problem>solution format.

Write How People Talk [9:56]

When it comes to copy, write how people talk.
Use the words and phrases your prospects and clients would use.
Use messaging so that someone will know if you help people just like them.
Get specific in your messaging (define the niche).
Nobody reads like a book. They scroll and scan, so write your copy this way.

The Power of Social Proof [17:59]

Use an “As Featured In” section on your website.
Use testimonials on social media, on your website, in your email marketing, or more!
If you don’t have any testimonials or publications, you can add case studies or certain scenarios.

Call-to-Actions Are So Important [28:48]

97% of visitors do not convert the first time they visit your website.
You should include a primary CTA and a secondary CTA. (The primary is for those ready to move forward, and the secondary is for those who are not quite ready to meet.)
In your CTA, explain what someone will learn or how they’ll benefit from taking action.
Be specific and explicit.
Make it easy for someone to get in touch with you.

Website Best Practices [48:40]

You can be creative when it comes to your site’s navigation.
You shouldn’t have more than 5-7 main pages.
Write your bio page in the first person.
Use social proof on your website.

Supplemental Resources:

You can get the slides here

Transcript

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Website Fixer-Upper Session Two