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Is Your Advisor Website Generating the Right First Impression?

First impressions, as they say, are everything. Is your advisor website successful in capturing visitors attention? How many investor leads has your financial advisor website generated over the last year or two? The answer we hear most from RIAs is "none" to "not many". 

The Two Second Rule

If you're like most advisors, you have a website but it may not be the lead generation machine that you hoped it would be. Studies have shown that people visiting a website for the first time take approximately one to three seconds to form their first impression. In the blink of an eye your website has to make the right first impression with a new visitor so they will want to stay on your website, learn more about who you are, what services you offer, and how you can help them with their issues or challenges.

So, what are the key elements an advisor website should have in place to improve the probability that a visitor will stay on your website and interact with you?  


"Above the Fold"

Above the fold is the upper half of the website where important information and image(s) are located. The most frequent places a visitor scans are:

  • Website Logo
  • Top Navigation
  • Main Image 
  • Elevator Pitch 
  • Social Links

Let's break each section down in more detail:

Logo: What does your logo say about you? Good logos should be unique and connect with the potential clients so they give some sense to the visitor about your company. When you click on the logo, does it redirect visitors back to the home page?

Navigation: Is your navigation intuitive? If a user isn't able to easily understand how to use your website and where to find basic information, there is a high likelihood they will leave your site very quickly.  

Main Image: Does it resonate with the core clients that you are looking to build relationships with? Do you serve a specific geographic area? Does the image connote the type of services you provide to clients?

Elevator Pitch: Can someone quickly get a sense of the purpose of the website? What is the website about? As a visitor, do they care? Are they interested? Does it speak to them?

Social Links: Is it easy for someone to connect with you/your firm socially?


Design Elements

The design of your website is another crucial part of making a solid first impression with visitors. In a recent Hubspot article they mention the following statistics about the importance of a solid, well thought out website design:

1) Two thirds of people would rather read something attractive over a 15 minute period than something plain. (Source: Adobe)

2) 39% of people will stop engaging with a website if images won’t load or take too long to load. (Source: Adobe)

3) Make sure it's easy for people to obtain "thorough contact information".  51% think this is the most important element missing from a lot of company websites. If visitors can't locate your phone or contact information, 44% will leave the site. (Source: KoMarketing) 

4) Boring, unattractive content and site layout will turn off 38% of people, who end up leaving your site. (Source: Adobe)

5) Between December 2013 and December 2015, smart phone internet consumption grew by 78%. This means that your website must be mobile friendly to accommodate the growing use of mobile devices when using the Internet. (Source: comScore)

Is Your Advisor Website Producing Leads 

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