In today’s technology driven world, I am often surprised to hear financial professionals say “I don’t have a website yet, but will probably get one soon” or even worse “I don’t need a website because…” In today’s world of instant gratification, not having a website is like not having a business card or better yet a telephone – it is expected that you, as a professional, have one. In short, it is a must for the serious business or financial professional looking to market, prospect, and grow their customer base.
According to a recent LIMRA study, 89% of all consumers use the internet to research their financial advisors or the products and service that we, as financial professionals, offer them. That means 9 out of 10 of your current clients and prospects will base their decision to work with you and verify what you’ve told them by conducting their own research! The question becomes, would you rather they do that research on your website or someone else’s?
If you don’t have a website you need to get one TODAY! There are a lot of companies that can and will help you set-up a customized website, this is the best. If this isn’t possible, even a “canned” website with basic content is better than not having one at all.
A decent template-style website can be purchased and maintained for as little as $50 per month (see AgentQuote.com as an example) with enhanced versions available that include customized content, graphics and other advanced features going for $100 per or more per month. (See 4wardwebsites.com, advisorwebsites.com or financialadvisorwebsitedesign.com as examples.)
Another tip, I highly recommend, is that you incorporate a blog component into you current or new website. This is the easiest and quickest way to add valuable content to your website and move up in the search engine rankings. To the search engines content is king and the newer the content the better. In many instances, search engines view new content as being more relevant than old content and rank it accordingly. Search engines also give added value to content that is interactive or has a “social” aspect to it. This is why social media and blogs have become so prevalent and discussed in the past few years.
The goal of a website or blog is to get the most out of each client interaction. To do so you need to follow three basic tips:
- Make you website easy to read and navigate. This includes avoiding bright background colors, overly large images, and too many choices. Choice is good, but too many choices cause paralysis of action and will drive away potential clients.
- Make sure you website and all of you social media interactions are targeted to your niche market. What you share on your website should be specific to you. What you share on your blog and on social media sites should be general info from trusted third-parties with the occasional self-generated article or content thrown in. Use the 90/10 rule as a guide: 90% of the content from trusted third-parties, 10% from or about you.
- Keep your website or blog current. There is nothing worse than going to a website that is obviously dated or out of date. Be consistent in updating your content, very easy to accomplish with a blog or blogging component, and be sure to remember your niche or target audience.
Doing the above will help you get your existing or new website and blog noticed in your niche and by your prospects. If you are dedicated and consistent, you can do on a local and regional level, what took my team and me nearly a decade to accomplish on a national level – namely, drive traffic, create leads, and sell more insurance.
How is that possible, you ask? Simple, you have the benefit of our trial and error experience and access to our processes as part of the “Online Marketing for Insurance and Financial Professionals” an exclusive series we are doing in conjunction with ProducerseSource.com. Using them will allow you to skip right to the front of the line and create noticeable results.