The first building block is making your website strategic
Most websites I see aren’t strategic.
The content isn’t linked to any objectives, or directed at a specific audience. In fact, most ignore the audience altogether, in favour of themselves and the business.
Rule number one is that unfortunately people don’t really give two straws about your qualifications or the year you launched. They assume those things, because otherwise why would you have been referred to them in the first place, or even be in business?
That’s great information to have on your ‘About’ page, but most of your website should be about your clients, their financial issues, and how you solve them.
Yes, people want to know you’re professional; financial advice is a high-ticket spend, it’s not something people will do lightly.
But they also want to make sure you’re not going to be stuffy, bamboozle the with jargon, or make them feel silly. This is what they’re worried about the most.
So how do you convey this warmth via such a cold, digital medium?
- Readable content written in a conversation style – a jargon-free zone
- Authentic images – rather than cheesy stock photography
- Clear navigation so people can move around your site quickly and easily
- Well thought-out client stories told from the point of view of your key client ‘personas’
- Professional images of your team – with engaging tit-bits in your bio about who you are
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