8 ways to improve your website

A website is one of the most important tools you can have. You may use social media or printed materials, but they should lead your audience back to your website. So, it needs to look professional.

Read: Strong website good for business

Here’s how to make your website the best it can be:

1. Know your audience

Don’t waste time and money marketing to too many people.

Instead, list the people you do your best work with. Then write down their demographic and psychographic characteristics (e.g. age, marital status, family, occupation, hobbies, interest, personality traits).

What motivates these people? What are the challenges they face? Make sure your website copy addresses their needs.

Read: Find new clients online

2. Create your brand

Build a brand that tells a compelling story; it may be the best investment you make. To help, hire a professional that knows the science of brand development, knows your industry and can build a brand for your business and budget.

Ask prospective brand consultants about their marketing experience. Find a professional who focuses on relationship rather than product marketing, and understands financial advisory practices. Candidates should provide you with samples of work they’ve done for similar businesses.

Once you choose someone to help refine your brand, he will want to talk about your business, interests and passions (if you have a passion for running, your brand might communicate your endurance and portray a healthy business).

3. Get to the point

Readers don’t want to spend a lot of time going through your website. They’ll scan it for something that catches their interest. So your home page should quickly communicate why you do what you do, what you do and for who.

Use images that relate to your brand and speak to your best audience (images of family spending quality time together if your branding is based on a healthy work-life balance). Use compelling headings that will make readers want to learn more (“Why stay-at-home spouses need life insurance”).

4. Put your links in groups

For easy navigation, categorize your links under 3 headings (in this order):

• Links about your firm (e.g. About Us, Our Team)
• Links about your services (e.g. What We Offer, How We Help)
• Information links (e.g. Newsletters, Articles)

5. Prove you’re the expert

On your home page, include information that positions you as knowledgeable and helpful. Offer tips or ideas or a professional video. Offer links to other helpful websites.

6. Quality content with key words

Well-written, relevant content attracts visitors. So provide your website design company with key words to help people find you (e.g. your services, team members, community involvement to name a few).

7. Use Google Analytics

This service allows you to see how many people have visited your site and also when and what they are viewing. If you are doing any type of promotions, articles, e-mail campaigns or social media, it will help you determine if that strategy is leading people to your site.

8. Call to action

This is the most important part of your website. It could be a free consultation or telling people how to contact you. It could also be an online check list, application or questionnaire for potential prospects to fill out.

If you are developing or re-doing your website, you don’t need to do everything at once. But always make sure you have a call to action.

Read: Advisor websites: Eight rules for success