We all know how important first impressions are, but today they aren’t necessarily based on a firm handshake with eye contact. It’s likely that a prospective client’s first impression of you comes from a website visit. It’s here that they’re first introduced to your brand, basic information about you and your staff, and your services. A quality website was important before COVID and will continue to be afterward. Here are 3 reasons why you need a killer website.
- 1. Your website is your digital storefront and is as just as important as your office.
In the age of COVID, let’s modify this statement slightly – your website is MORE important than your office. It’s not unusual to get thousands of new visitors to your site each month, and their first impression of you comes from your website, not your office. Creating a good website is an investment, but it’s worth it. Not only should your website represent who you are and what you do, but it should be an extension of your brand. That’s why we customize our websites to each of our advisors and have figured out the science of drastically increasing web traffic.
In addition to being your “virtual storefront,” it should also be a way to deliver timely and authentic content to prospects and clients. Meaningful content will give visitors a reason to visit, spend more time with your brand, give you their contact information, and come back. In exchange for downloading content, prospects provide valuable information that allows us to continue to market to them.
- 2. We’re all on the internet all the time, and Baby Boomers are no exception.
The Baby Boomer population is as addicted to the internet as any other generation and very technologically-savvy. Even older Americans, who might never have gone on Zoom before the pandemic, are now experts because it’s become the way they interact with the people they love, co-workers, and even medical professionals. They’re also geared towards using the internet to find out information and explore. It’s also worth noting the high degree of mobile web traffic:
- 84% of Americans between the ages of 50 and 70 use a smartphone, and 96% of them use it daily.
- Mobile web traffic first surpassed desktop in 2015 and has continued to increase to the point where up to 70% of web traffic is viewed on mobile.
- 88% of people who go on a business’ mobile site call that business within 24 hours.
We design our websites for mobile users and the 50+ demographic: They are easy to navigate, use bigger text, and fast.
- 3. The website connects all of the other marketing elements.
All digital elements, such as email, social media, and website, are inherently connected and have to be coordinated. A killer website is the starting point and the point to which many other marketing efforts drive the user back. To make the most of all these marketing efforts, advisors need that digital hub to look attractive, work well, and capture the leads that get driven there or come there because of organic search.
Building a killer website is one of our “Core Four” steps to financial marketing success. We help independent financial advisors leverage technology to capitalize on the tremendous opportunity that exists online – putting your message in the hands of the people you want, delivered in the way only you can, and giving you the resources to close those leads. Get in touch to find out how we could transform your website and overall marketing strategy!