Updated Saturday, April 19, 2014 as of 10:57 AM ET
Blogs - The Referral Doctor
Advisor Website: Make It About Clients
Wednesday, November 27, 2013
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Your website is one of the first ways a prospective client has contact with your firm. The more they want to stay and explore your site, the more likely it is that they will want to talk with you and, ultimately, become a client. And the more your home page talks about them, the more they will want to explore.

Most advisor websites, however, are all about the advisor rather than the client.

Engaging clients is a little like dating. You want them to be into you. And that starts with being into them. Have you ever gone out with someone who wouldn’t stop talking about themselves? I bet there was no second date.

Too many advisor websites are like that. Here’s a bit about us. Here’s some more about us. Here's our process. Here's what we believe in. Me me me. A page like that isn’t going to hold my attention very long.

Instead, talk about what your clients want. Not long ago, the marketing firm Hubspot ran a list of well designed websites. One thing most of them shared is that they put what their customers wanted as the single biggest thing on their home page.

  • Evernote.com – Remember everything
  • Box.com – Simple, secure sharing from anywhere
  • GoodData.com – Turn your data into dollars

This is where you have to face your value proposition. Do you offer something different than the advisor down the street? Is it compelling? Do you speak to the needs of a specific group? If not, your prospects won’t spend time on your site even if you put it front and center. A home page that says “Retirement Planning” is not much more interesting than one that drones on about how wonderful the advisor is.

Once you have defined your target market and developed a value proposition directed at it, lead with it. Here are some examples:

  • Helping women make the right decisions in divorce.
  • Obstetricians are the most litigated against medical specialty. Protect what you have earned.
  • Balance the demands of your new family with your career and financial future.

Stop talking about yourself and talk about what your clients are interested in – themselves and their special needs. Communicate that you have something just for them and it will be easier to get them into conversations and, ultimately, relationships.

SteveWershing is president of The Client Driven Practice, a firm that coaches financial advisors on referral marketing. He is the author of "Stop Asking for Referrals."

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(2) Comments
I completely agree with the notion that most sites are prepared to say more about the adviser. When a consumer enters the site he/she doesn't get the solution to the problem what he/she was searching in the first place. This article rightly says that the website should be more of the customer than the adviser. However, it should also be kept in mind while doing this is that the homepage should not look jumbled up. It should be a clear one with all possible navigational links provided in the homepage itself. This helps the customer to find his or her needs from the homepage itself.

Derick Financial Consultant at http://teletrade-dj.de/

Posted by Derick B | Thursday, November 28 2013 at 5:06PM ET
The article brings out the fact that the client is supreme. He must feel that he is being catered to. You have to address his problems, take care of his interests, protect and enhance his capital. If it is an interactive portal, he will engage with you and you will gain by retaining him as your client.
Posted by KIMMY B | Sunday, December 01 2013 at 1:36PM ET
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