Your website is the first place prospects will go to find out more information about your practice. When a high net worth individual is looking for a money manager, they need a financial advisor they can trust. In order to build an honest and authentic human relationship, communication should be clear and consistent. Here are some top techniques for presenting yourself as trustworthy, professional and personable on your financial advisor website:

  1. Tell a story. Storytelling is a powerful medium that can leave a long impression. Tell stories that emphasis how you create trust and longevity with clients. Remember: stories should be well-crafted vignettes that ignite interest and remain memorable. In other words, add some personality!
  2. Focus on your background. Whether you are a new financial advisor or a seasoned professional, people want to know why you do what you do besides make money. One of the top visited areas on most websites is the “about us” section. Make sure you pay attention and give your audience what it wants: relevant information addressing their needs and reasons to trust the people who might be managing their wealth.
  3. Professional Design. Instead of hiring your brother’s son to mock-up your website, employ professionals that have industry knowledge and have successfully launched dozens of financial websites. At Buy Side Design, we have worked with 100s of managers to revamp their branding or create an entirely new brand from scratch. Go to the professionals, it’s why we are here.
  4. Create content. You’ll need to keep your clients informed on market information that may affect their investments. A newsletter and thought leadership articles on your website will show them you care enough to help educate them, are on top of the markets, and watch vigilantly over their portfolios and world events that might affect them.
  5. Use SEO. A website’s architecture should be built using data from SEO analytics. This means content is crafted according to what your audience is already searching for on the web. This helps target your message and lead people directly to you.