We’ve all heard that first impressions mean a lot, and this catchphrase is especially true when it comes to advisor websites. If the website of a financial advisor appears unprofessional, unclear, or hard to navigate, visitors will click away before they have a chance to see what that advisor has to offer. Potential clients will move on to a website that’s easier to navigate and more professional in appearance.

When considering the design for your advisor website, opt for practical rather than extraordinary. Bigger isn’t always better, and advisor websites that focus more on client satisfaction and quality are advisor websites that ultimately succeed. In the long run, marketing lingo and flashy financial calculators won’t seal the deal. Professionalism and comprehensible information will.       

Ease of Navigation

The navigation system of an advisor website should be clearly and concisely marked. No one wants to waste time searching for links that may or may not exist, and potential customers shouldn’t have to go on a quest to locate a site map. Fancy mouse over effects are impressive, but they aren’t practical for those in a hurry to find what they’re looking for. A simple tabbed or dropdown menu with easy-to-read labeling is sufficient.

Concise Content

A catchy slogan is an example of creativity, but just because a phrase is clever doesn’t mean it reflects professionalism and quality. Marketing catchphrases and lingo might impress website designers and tech-savvy developers, but people in search of a firm to manage their money want clear and concise language that isn’t confusing or misleading, and they want to find it on the landing page. If an advisor website doesn’t clearly state what they have to offer on the very first page, potential clients will likely move on. Keep it clear, remain succinct, and provide valuable product, service and disclosure information upfront.  

Website Design

An amazing splash page or landing page complete with flash animation might be a fantastic display of the designer’s skill and talent, but it can turn a website into a garish hodgepodge of confusing information that is nothing short of annoying. If your advisor website is going to have a landing page complete with extraordinary flash animation, at least offer visitors a link to skip the introduction if they so choose. They’re more likely to delve into the website if they’re in a hurry and don’t want to wait around for ten or twenty seconds to watch something that isn’t necessary.

Flashy often translates to trashy, so avoid placing flashing banners and text on your business website. It’s true they will capture attention, but chances are that attention won’t be in a positive light. Gimmicks and tacky graphics should be kept to a minimum since in most cases they compromise the integrity and cheapen the overall appearance of an advisor website. Keep the design theme sleek and professional in appearance, and you won’t go wrong.    

Check the portfolio of your web design studio before you agree to begin your project.  Creating a website is an art form and your firm deserves better than “boilerplate” design work.   Many website design firms sell the same boilerplate website to each client, change the colors, add a logo and call it a “custom” job.  If you’re not impressed with the sites that they have done in the past, keep looking.

User Feedback

Don’t rely solely on professional website designers and tech-savvy individuals to judge the overall appearance and navigability of your advisor website. They will likely whiz right through the site with no problem since many deal with site navigation issues on a daily basis. Ask average individuals who regularly surf the web to evaluate your advisor website. You’re more likely to get an evenhanded evaluation that will enable you to make the necessary changes and adjustments for an advisor website that sells.