Is the virtual front door to your brand enticing people to knock?

Websites are more than just a repository of information. Today’s websites are places where clients and prospects can take a look around, access various information and then decide if they want to take the next step. Is the virtual front door to your brand enticing people to knock?

No longer can websites be built and then left to languish without updating. Today’s websites reflect a dramatic leap toward interactivity. They directly connect with prospective clients through social media integration. They are simple to use and include design features that allow any branding needs to be met. Today’s websites also include a variety of metrics to track online performance and quantify results.

Achieving specific goals with your website

Websites today are built to achieve specific goals. These goals include brand awareness, client engagement, client support and lead generation. Each goal will have a direct effect on a website’s design and overall usability. Some websites will serve more of a marketing purpose, whereas others will be viewed as a portal for existing clients to interact with your business.

Websites today also include clearly defined action steps, including contact buttons, seminar or meeting registrations, and requests for more information. Current clients may be able to access additional information not available to the general public via password-protected pages. This can save financial advisory firms time and money by eliminating printing and mailing hard copies or individually emailing materials to clients. Instead, clients can access information in one central location.

Integrate social media links

Social media is here to stay and today’s websites capitalise on this. Websites should include integrated links to your firm’s Facebook, Twitter, LinkedIn and YouTube accounts. Social media and websites have a symbiotic relationship; more advanced websites feature the ability to update social media platforms directly from your website, which can be a great timesaver.

Track your site’s performance

Analytics should be used to track performance of your site. Many website platforms offer the ability to integrate with Google Analytics. These analytics allow you to find out who your users are, what content they are most engaged in, what browsers they are using and where they are located geographically. The data generated will help you learn how to optimise your search engine ranking, how to build longer interactions with users by developing more relevant content and what areas of your website need improvement.

Paul Bearman, Senior Editor, Goldmine Media

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