How Financial Planners and Wealth Managers Can Use Their Website to Grow Their Business
Five Ways Your Financial Firm's Website Design Can Help Your Business Thrive
Money. It makes the world go round. As financial literacy grows across the country, more and more people are seeing the value in financial planners and wealth management. But as the financial planner, how can you use your website and digital marketing strategy to differentiate yourself from other firms and grow your business?
We’ve had the opportunity to partner with a number of different financial planners and wealth managers to create beautiful and effective websites, so we’re sharing some best practices that every wealth manager and financial planner should consider when it comes to their website redesign.
Differentiate Your Services with Details
When it comes to financial planning and management, you’re the expert! That means you choose the services that will work best for your clients and which ones you plan to offer. While some clients may know exactly what they want, others may not know what all a cumulative service like “Financial Planning” means. Take the time to break down what that means at your firm and what the goals are.
A great example is from our friends at Chaney Capital Management. They provide four buckets of services and break them down into more specifics on their detail pages. They share what types of situations they can consult on, goals they can help you financially plan for, and more.
Make Your Financial Firm's Website Personal
As someone who works with money - you know it’s a very personal thing. That’s why we believe it’s important to show the people working with your clients. Whether it’s lifestyle imagery of your team or a page dedicated to showing off your staff, it’s beneficial to give users a visual queue of who they’ll be working with if they partner with you.
At our clients Freestone Capital Management, they highlight their entire team and then have specified profiles for each of their staff. The pages include their favorite quote, a little bit about them, their education, and even shares what they like to do outside of work. This personalization is a great way to give insight into the people your clients may be working with and help them feel more comfortable right off the bat.
Share Your Financial Firm's Approach on Your Website
It’s important that you consider where someone might be coming from when they are searching for a financial planner. They may be new to the financial planning world or might have experience with a previous planner - either way, they’re going to want to know how you do business. How do you make your decisions? What are the services you use and recommend? Do you make recommendations based on their life stage? Or the amount of wealth?
Giving users a glimpse of what you do and how you do it on your website is a great way to differentiate yourself from the competition. Plus, it’ll build trust early on with your clients. Let them know what they’re committing to and allow them to get more comfortable with your firm through this aspect of your website.
Our website design for Columbia Pacific Wealth Managers shares the Philosophy and Approach behind their services. They walk through what drives them and how they partner with their clients. From there, they speak about their services and how they’re used for different clients.
Build Your Brand with a Helpful Financial Blog
Another great way to build trust is through your blog. When it comes to financial planning and wealth management websites, content marketing is a great way to reach your target audience. With blogging, you can share insights on newsworthy events, explain what common financial planning terms mean, and other helpful information with your visitors.
These blogs can build trust with your audience, as well as attract them naturally through your site as they gain traction.
Our friends at Comprehensive Wealth Management make great use of their blog by creating a mix of useful information for both current and prospective clients. They keep the blog updated answering frequently asked client questions, sharing how the news affects finances and more. It’s a great place of reference for many and helps them grow and maintain their client base.
Use Imagery to Inspire on Your Financial Firm's Website
You’ll see throughout many of our sites that we utilize imagery as a way to play into the emotions that go along with finances. Using aspirational imagery is a great way to show visitors what their life could be like if they reach their financial goals. Whether it’s a family in front of their first home that they saved up for, or an older couple happily enjoying adventures in their retirement, we use imagery to help sell your services in a low-key way.
When it comes to financial planning and wealth management sites, your website is a great place to attract leads, build trust, and ultimately grow your business. A combination of these tactics allows you to practice best practices while also staying true to who you are. Does your website currently do any of these?
Interested In Reevaluating Your Financial Firm’s Website?
Whether you just want a quick consultation on changes you could make yourself, or want to hear from the experts how your website performs, fill out the form below and let’s talk. One of our digital strategists will reach out and share just that - the strategy you need to reach your goals.