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What Is A Poor Investor Experience On A Financial Advisor Website?

If you knew what constitutes poor investor experiences on financial advisor websites you could avoid them. How big a deal is this? 

The poor experience could be what causes investors to exit financial advisor websites without leaving their contact information. This is a very big deal because the production of leads is the number one goal of financial advisor websites. 


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This leads to another question. What are investors seeking when they visit financial advisor websites and what would cause them to exit the sites without submitting their contact information?

Think about it this way. There are two types of investors using the Internet to find financial advisors. One type has past experiences working with financial advisors and they are looking for replacements. 

They know what they are looking for. The other type is the first-time user. They cannot rely on their past experiences to select the best advisor. 

Financial advisor websites should be able to meet the expectations of both types of investors.  

We will shed some light on this topic by responding to the following five questions:

  • What are investors seeking on financial advisor websites?
  • How important is credibility and trust on financial advisor websites?
  • Are all financial advisor websites competitive with each other?
  • Should financial advisors practice full transparency on their websites?
  • How important is personalization on financial advisor websites?

Let’s get started.


What are investors seeking on financial advisor websites?

When investors visit financial advisor websites, they're usually seeking three types of information:

  • About the firm
  • About the professionals who work at the firm
  • About a financial topic

Digitally savvy financial advisors will make this information front and center on their websites. Top-line navigation makes this information easy to find. The content on their websites should make the information easy to understand. 

There is also curiosity about the professionals behind the firm. Investors want to see who will be helping them plan their financial futures and invest their assets. At the top of their lists are: Education, experience, certifications, and designations. 

Personal information can also help investors get to know the professionals at the firm. It's all about building trust and figuring out if there is a fit. Video can help portray the personalities of the professionals.

Investors may also be seeking information on financial topics. For example, should I consider the use of a Roth IRA? They visit financial advisors websites to learn something new about financial topics that matter to them. 

Whether it's tips on saving for retirement, understanding the stock market, or strategies for tax planning, they're looking for valuable insights that can help them make smarter decisions with their money.

This is a golden opportunity to become a trusted source for financial information.

In a nutshell, investors want to feel confident and informed before they make the big financial leap to trust a firm with their assets. They're looking for a mix of professional know-how, firm values, and practical advice that can guide them on their financial journeys.


How important is credibility and trust on financial advisor websites?

In the world of financial advice and services, trust and credibility aren't just nice features to have; they're the bedrock for any successful investor/advisor relationship. Think about it: when people search for guidance, they're not just looking for numbers and charts; they're seeking a trustworthy partner they can count on to make their financial journey smoother and more secure.

A financial advisor website that generates trust and credibility does more than create interest. It builds a bridge of initial confidence that makes the visitors’ contact decision that much easier.

It's about showing genuine expertise through clear, honest communication that resonates with real-life investor concerns. Beyond the credentials and services, a relatable human touch can turn skepticism into trust, transforming casual visitors into qualified leads. After all, when it comes to money matters, knowing you're working with someone who's not just skilled but also trustworthy makes all the difference.


Are all financial advisor websites competitive with each other?

When you compare your financial advisor website to the competition, it's not just about the professional design or descriptions of the services you offer. It's about connecting with your visitors on a personal level. 

Think about the questions they have when they land on your website. Are you speaking their language? Do you provide the right services? Are you a real expert in your field? If you are a sole practitioner, how do you compete with the bigger firms?

The more you connect the more competitive your website will be.

It's also about trust. Your website should not only share your qualifications and experience but also show the real you. This can be through case studies, testimonials, success stories, or a blog where you share your thoughts on financial planning and investment management.

Lastly, consider how easy it is for visitors to get in touch with you versus your competitors. A simple, friendly user experience can make a big difference. It's not just about having a website that looks good; it's about having a website that feels welcoming, trustworthy, and easy to learn from. This is what can set you apart in the crowded space of financial advisors.


Should financial advisors practice full transparency on their websites?

When investors select financial advisors, they hope they will find the information they are seeking on the advisors’ websites. But, do advisors practice full transparency or do they limit the information to features that they believe will help them stand out in a competitive search? 

Our experience has been that even the largest financial advisors withhold some information from investors. For example, very few firms publish their AUM, average account size, minimum asset requirement, or fee schedules. Part of their marketing strategy may be to try to force investors to contact them to obtain certain types of information.

Full transparency should mean financial advisors provide the information investors need to determine if there is a fit. For example, the investor has $100,000 of liquid assets and the financial advisor has a $1,000,000 minimum that is non-negotiable. This is not a fit.

Many advisors are also sensitive about earning fees and commissions for their advice and services. For example, a very high percentage of RIAs and IARs may describe fees as their preferred method of compensation and avoid any mention of commissions. Or, they are very selective about how they describe the sale of insurance products on their websites.

Can advisors withhold information and avoid losing business? Sure they can. It can depend on what investors know about financial advisors. However, the digital world is changing the game. 

Increasing numbers of investors rely on information they find on the Internet to screen financial advisors. And, it is increasingly obvious when some advisors practice transparency and some do not.


How important is personalization on financial advisor websites?

Financial advisors may prefer to work with any investors who meet their minimum asset requirements. After all, this number impacts the amount of revenue they can generate from investors. 

However, a frequent question from investors seeking financial advisors is do they work with clients like me? For example, investors are business owners who are in the process of selling their companies and retiring. They are seeking financial advisors who have experience working with business owners in this situation. They believe this type of experience will benefit them. 

It is fair to say the more investors can relate to the investor-driven content on financial advisor websites the better.

Investing for retirement is a very personal experience. Each investor can be a little different, so a one-size-fits-all solution does not work best for investors. Investors want to be understood and the financial advisors’ services should be personalized for their use. 

Consequently, the investors’ website experiences should be based on their individual needs, circumstances, concerns, and preferences. This is easier to achieve when the focus of the website is on these needs and not just information about financial advisors. 

Personalization is not just a nice touch; it's a game-changer. It allows advisors to present relevant information, like investment options or educational content, in a way that speaks directly to each visitor's interests and financial goals. This kind of targeted engagement not only makes investors feel more understood but also helps build trust. 

In an era where investors have endless options at their fingertips, providing a personalized online experience sets advisors apart. It's about showing investors that you understand their unique financial journey and are there to support them every step of the way.


About Paladin

Paladin is a team of digital marketing professionals with more than 100 years of collective financial industry experience marketing our clients' services to individuals, institutions, and financial advisors. Paladin is a boutique agency that was founded in 2003 to provide game-changing digital marketing services to a limited number of firms and professionals in the financial service industry. Our services range from designing and developing custom websites to providing SEO, SEM, and Fractional CMO services. Want more information about our digital marketing services? Email your request to Paladin’s CMO: Jack@PaladinDigitalMarketing.com

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