Financial Adviser Marketing 101

By | March 30, 2016


You’re a financial adviser and you’ve found a new qualified potential client who has already indicated that he wants to move his investment portfolio over to your company because his colleague was so happy with your firm. You walk into a meeting with this highly qualified prospect, but you’ve just come from the gym, and you’re in sweatpants and a sweaty t-shirt.

Lets try that again…

You walk into the meeting with your potential client. This time you’re shoes have just been polished and you’re wearing a brand new, finely pressed suit. You went out and bought that large plant for your lobby because it needed some life. You look confident, trustworthy, and you’re ready to close the deal.

I think it’s safe to say that you would rather go with the second scenario rather than the first. Everyone would. As much as we believe you can’t judge a book by it’s cover, our world operates in an opposite way. Especially within the business and financial world, we’ve been taught from day one, look crisp, clean, and presentable.

So here’s the kicker: why should it be any different for your website?

Why this all matters

For years now, there has been a fundamental shift in buyer behavior as more and more people are going online for information. But unless you haven’t been paying attention, there has been an even greater shift from people searching the web via computers to mobile devices. Its a new concept, but in a way the new first meeting with your clients are now on their mobile devices.

So the key is to take your website mobile. But it’s not so simple. When you’re piecing together your business wardrobe or outfit for the meeting, you don’t just wear any suit and shoes to your interview. You put on the right ones, the ones that create the impression that you want to give to your potential clients. In the same way you should be paying even more attention to your website.

Ask yourself a couple of questions:

  • Would you call a company who has the website you have?
  • When someone visits the site, what type of user experience do they have?
  • Is it communicating more than information?
  • What emotions and personality does your site have?
  • What does your website do for visitors?

And the most important question: What role can your website play in improving your business?

Before you consider just plopping your current site into a mobile layout it is important to step back and really understand the role your current sites plays in your business and even more importantly what role would better serve your business goals. If you would like to receive more helpful tools and ideas on how to improve your  your website then click below for our free website evaluation.

Click for a free website evaluation

Andrew Coffey
Andrew Coffey