Like any good website, a clear message is essential to communicate what your business is about. For IFAs in particular, you have just a few seconds to gain the trust of a prospective client from the moment they land on your homepage.
A customer will want to know that their financial decisions are in safe hands, and many advisors will opt for photos of themselves and their team, and testimonials from existing clients to feature on their homepage.
Key information that prospective clients will want to know first, such as your charging structure, needs to be easy to find from the homepage.
Limiting textual content to bite-sized chunks interspersed with engaging images will help visitors gather all the information they need quickly, to help them decide to explore your services further.
For your visitors to gain a more in-depth feel for your business, it’s important to make sure the layout of your homepage includes intuitive links to the information they are looking for. A site map is also essential. Contact details should be prominent on every page, too.
While the look and feel of a website is important for the quality of communication and interaction between an IFA and their clients, the strength and security underpinning it is vital.
With the new EU General Data Protection Regulation due to be implemented in May 2018, it’s even more important than ever that your IFA software is up to date and compliant. The regulation will supercede the UK’s 1998 Data Protection Act, bringing protection in line with recent, previously unanticipated ways in which data is being used. IFA software providers are already updating their products to ensure their users can achieve compliance with the upcoming regulation.
To find your website in the first place, it needs to be well placed on search engine results such as Google. This is achieved through optimised descriptions and straightforward and easy to understand URLs and links, among other techniques. Web developers ensure that keywords are incorporated into unique page titles, descriptive meta tags are on each page, separate sitemaps are designed for users and for search engines, and accessibility text (used for screen readers) is optimised.
A combination of a well-designed website and compliant, secure software will provide strong support for your IFA business.