According to research done by an online wealth management service called Advisor Engine, most prospective clients of financial advisors begin their search for an advisor online[i]. That means there is a high probability that the first impression someone may have of your practice comes from your website.
Because of the prevalence of prospective clients finding your practice for the first time online, it is vital to give a solid first impression with a beautiful website. You may find yourself needing help with starting or refining your website. After all, software engineering isn’t something you can quickly pick up.
Thankfully, there is an eligible fintech that can fill that need and help you elevate the online presence of your practice to the next level. Before you get started, always consult with your firm’s compliance department as you start planning, ensuring you follow your firm’s and regulatory guidelines.
No matter how experienced and skilled you may be in financial advising, you may need to catch up in the ever-changing world of financial technology. That is why I have decided to create this series; to help financial advisors learn of the latest fintech and maybe even fall head over heels for them!
Today’s fintech is a website builder. This article will detail what it is, features you can look for, and considerations when deciding on a website builder.
Find a Fintech worth falling for! Read More Falling for Fintech here!
What is a website builder?
A website builder is a software application that simplifies the building of a website. Pretty straightforward, right? A website builder is a catch because it allows someone who doesn’t code to build a fully functional website. It does this through an exceptionally user-friendly interface that allows anyone without a technological background to make a website.
As a financial advisor, you stay busy helping your clients and running your practice, so you can’t spend much time building a website without help. That’s why using a website builder can be very helpful for financial advisors.
How does a website builder work?
The charming key point of a website builder is that it allows you to make a website without editing any code. Most website builders can avoid the necessity of coding by providing drag-and-drop technology.
Drag-and-drop technology is software that allows you to select options from a bank of templates and drag-and-drop those elements wherever you want on the webpage.[ii]
Some website builders are software that needs to be downloaded to your computer, while others are online platforms you can use from your browser.
Website Builder for Financial Advisors
Not all website builders are created equal. There are some functions that a financial advisor may find particularly attractive when it comes to selecting a website builder. Always consult with your firm’s compliance department to ensure the features comply with your firm’s policies and regulatory requirements. Some of these features include:
1. Contact Collection Forms: A content collection form will help you connect with prospective clients. It is necessary for the website builder you choose to have a contact collection form template for your clients to leave their information with you.
2. Blogging Tools: As a financial advisor, you endeavor to position yourself as an industry leader and share your knowledge with your clients. One way many financial advisors secure this position is by writing a blog. If your practice intends to write a blog, this is an important feature to seek when choosing a website builder.
3. SEO Tools: SEO refers to search engine optimization. It is the practice of making your website rank higher in search engines. While I can easily surmise this concept, it is a complex endeavor with many moving parts.
Because you are using your website, in part, to find new clients, it must rank high on search engines. For this reason, when searching for website builders, look for ones that provide SEO tools to help boost your website and get discovered by prospects.[iii]
4. Content Library: As a financial advisor, you try to build value in every interaction you have with clients. One way many financial advisors create this value is by offering content.
Many financial advisors have white paper series, brochures, and other marketing collateral.
When you search for a website builder, look to see if they provide a content library page template. This will delight your clients and help you create value for them.[iv]
Remember that Dunham has an extensive selection of articles you can use for your blog with your compliance approval. This content includes my Finance Essential, which explains more complicated financial concepts in an easy-to-understand article. You can private label these articles with your name and logo. Click here to see past articles. These are all provided to our Financial Advisors free of charge.
5. Call to Action Options: When trying to bring in new business, creating a solid first impression is essential, but it will have no use if there are no next steps for your prospects to take. You can make these next steps through a call-to-action button.
These calls to action can be ‘subscribe,’ 'email us,' or 'see our blog.' Many website builders have different call-to-action templates. Take the time to review these templates to decide which will work the best for your branding and be the most compelling for the clients you are trying to impress.
What are the most popular website builders for Financial Advisors?
Each practice and advisor has different needs regarding their website, so I can’t recommend a one-size-fits-all website builder. However, just like soulmates, there's one out there for everyone.
There are some very popular website builders. Among the top 20 financial advisor firms, as CNBC[v] ranked, seventeen use the WordPress website builder. One of these top 20 uses HubSpot, one uses Expression Engine, and one uses Squarespace[vi].
Where to start when choosing a website builder
If you are entirely new to website builders, start by familiarizing yourself with the popular website builders to find out features that can be available. Once you have done this, sit down with your team and discuss what website builder features are the most important to you.
Some examples of feature considerations can look like questions. Do you have a complex branding format that requires more aesthetic elements? Does your firm have multiple programs which necessitate multiple information pages? What is your level of technological literacy? All these considerations are essential in developing a feature list your practice finds necessary in its website builder.
Once you have determined a features list, it's time to start researching which website builder fits your type. I suggest coming up with a list of five software that matches what you're looking for and narrowing this list down. Before making your final selection, have your compliance department approve the software.
In today's articles, I have shown you some of the attractive attributes website builders have to offer and some features you should look out for to improve the effectiveness of your practice's website. With so many clients finding you for the first time by seeing your website, why wouldn't you want to make an excellent first impression? Just like the outfit you wear to the first date is essential, so is the look of your website.
Is there a fintech for financial advisors that have caught your eye recently? Submit your topic ideas, and you may see them in installments in the weeks following.
This communication is general in nature and provided for educational and informational purposes only. It should not be considered or relied upon as legal, tax, or investment advice or an investment recommendation, or as a substitute for legal counsel. Any investment products or services named herein are for illustrative purposes only and should not be considered an offer to buy or sell, or an investment recommendation for, any specific security, strategy, or investment product or service. Always consult a qualified professional or your own independent financial professional for personalized advice or investment recommendations tailored to your specific goals, individual situation, and risk tolerance.
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