Advisors: Why Having a Website Isn't Enough Anymore (and What You Need to Do)

As a Financial Advisor, you’ve taken those first steps to start building an online presence and that’s a great start. But, with so many other Financial Advisors taking on the digital world, having a website simply just isn’t enough anymore.

Think of it this way: If you were to open a retail store, would you expect that just because you opened a store, people will flock to it, and you will experience instant success? Of course not. You have to work on building your inventory, increasing your visibility, and marketing and advertising it.

Similarly, just because you have a website, doesn’t mean that clients and prospects know about it or can find you. Just like opening your own retail store, you need to continuously build your websites inventory (content), spread awareness and visibility (SEO), and market and advertise it. The more active you are digital, the stronger your website (and your business) will be.

As a Financial Advisor: you can’t assume that because you have a website, people know about it.

Constantly updating your website creates two key benefits:

1. Your visitors are happier and more engaged

Having new and fresh content will not only engage your current audience, but it will motivate them to keep coming back. Continuously updated content will ensure that you have repeat visitors and subscribers (if you have an opt-in option for visitors who enjoy your content). Also, if they are engaged and happy, the chances of them sharing your website with others greatly increases, which in return could increase your websites total visibility (and hopefully client base).

As a Financial Advisor, the financial services industry is continuously changing – from new policies and regulations to changes in season. If your content and information are out-dated, your audience will get little value out of it, which could affect the perception of your brand and practice. Frequently updating and adding content, especially content that is aimed to solve your prospect and client challenges, can help you build credibility and trust with your visitors while increasing your digital visibility.

2. Search engines LOVE dynamic content

When content, on your website, is continuously added and updated, that means that your website is constantly changing – it’s dynamic. When search engine crawlers come to your website to audit if anything has been updated or added, they report their findings back to Google to determine your ranking on their search engine. By updating your website, a crawler’s report back would be something along the lines of “Yes, this is an important website because it’s frequently updated with fresh, useful and good quality content.”

So, why should you care? This means that Google will send crawlers to your website more frequently, helping you rank higher for keywords that you may be focusing on to reach your target audience. As a result, this will help increase your websites visibility and attract more prospects to your website.

As a Financial Advisor, you need to think about different ways you can get found, capture your traffic and keep those who have left your website, coming back. Take a minute and ask yourself:

When was the last time I updated my website?

When was the last time I wrote a blog for my website?

Does my website rank highly at all for words or phrases like “Financial Advisor, Toronto”?

What kinds of words or phrases would my target audience be writing in a search engine that could lead them to my website?

It is important to think about these questions as you are building your online presence. Whether you write a new blog, update your information, or add a new widget, take some time out of your day to update your website. Remember that continuously updating your website will greatly benefit your digital presence in the long run and more easily connect you with your future clients.