Once your website has a bit of colour in its cheeks, you need to keep its blood pumping, otherwise it’ll keel over.
So you need to address some of the technical issues:
- It must be compatible with mobiles – 52% of people search online via mobile devices
- It must be fast – 40% of people abandon a website that takes more than three seconds to load
- It must be secure – this will protect it from attacks and give visitors confidence that your site (and business) is trustworthy.
- It must be optimised for search engines – 75% of clicks go to the first page of results on Google, so people must be able to find you easily online.
Now it’s fully on its feet, you need to finalise those all-important calls to action:
- Contact details on every page
- Contact form (extra points for one that enables them to book an appointment with you)
- A sign up box to your newsletter
Excellent work. But could your website be doing overtime? It sure could. There are some final touches it could add that will ensure those passing visitors really convert into potential clients.
This is where its promising young colleague Email will take over, nurturing your new prospect carefully through the buying funnel until they become clients and then, raving referrers.
But more on that next week.
About Faith
Faith is an experienced communicator with a wealth of knowledge and understanding of the adviser profession. She was Marketing Manager at Nucleus for 5 years, creating innovative and award-winning campaigns. Before that she worked for Standard Life, Prudential and Royal London. In 2017 she set up her own consultancy to help forward-thinking financial advisers and planners to become more profitable through websites, communications and other laser-focused marketing techniques.
