Advisor websites: Eight rules for success

(July 2006) Recently, I wrote about some of the "rules" behind making an effective e-mail newsletter. Several readers have since contacted me about whether some of these rules apply to other interactive media — in particular, websites.

The simple answer: yes and no.

Yes, many of the same principles of en e-mail newsletter — particularly with regard to keeping things simple and choosing relevant content — can be applied to an advisor website. At the same time, a website is a larger endeavour than an e-mail newsletter. It serves a different purpose. That makes it fundamentally different in a number of ways.

With that in mind, here are some tips and hints on how to make an effective website for your practice. Some of the points below may be more relevant to advisors in independent firms, who can create their own websites. But even if you’re part of a larger firm that supplies templates or micro-sites for their advisors, the suggestions on simplicity and content selection are still of critical importance. By paying attention to the user experience and creating relevant content that they want to read, you will build your brand and encourage users to come back for more.

Keep it simple Much like an e-mail newsletter, the hallmark of a successful advisor website is simplicity. Users should be able to find what they’re looking for easily, without having to search through multiple pages. Design and content should be clean and functional – don’t add clutter for the sake of bulking up the page. This simple approach will keep the user’s focus where it ought to be: on you and your business processes and solutions, rather than on bells and whistles.

Don’t play "kitchen sink" with content One of the great things about a marketing website is that it can be changed relatively easily. But that flexibility shouldn’t be an excuse to fill-up your site with all sorts of content. Users want focused, relevant information, and they want to be able to find it quickly. So be selective, and take some time to think about what your users will be looking for when they come to your site. If you simply don’t know what they’re looking for, ask a few of your top clients for their opinion.

Keep it current Another problem I see too often when auditing advisor websites: old market commentaries, past events, and other out-of-date information. While it’s true, a website can be an excellent place to post up-to-the-minute commentary and information on current events, you should never allow your site to become stale. Such lack of attention reflects poorly on your business – users will inevitably assume you take the same lack of care with your clients. If you’re going to include current content on your site, make sure to prune it regularly when it becomes out-of-date, or move it to an "archive" section specifically created for old content.

Make it easy to navigate We’ve all been to websites where you can’t find what you’re looking for. Make sure your site isn’t one of them. Keep the navigation of your site simple: make the buttons or links large enough to see, and label them with names users will easily understand. Place the navigation in an easily seen part of the page — along the top of the page, or along the left hand side — and include a rollover or other feature that lets the user know what page they’re currently on. If your site is exceptionally large, consider adding a "search" feature to make it easier for users to find what they’re looking for. Following these simple suggestions will ensure users won’t be frustrated and confused — you don’t want these emotions associated with your business.