Why Advisor Website Design is Different

Advisor website design can be a complicated and confusing ordeal. Although there are thousands of website designers out there, very few of them possess the expertise required for sites in the financial advisor industry.

There are three questions you should ask yourself when beginning to develop a website:

  1. Does my website help fulfill a purpose? 
    The design process can only begin when you know what you are trying to accomplish. Are you trying to attract new customers with your site, or do you simply want to provide information to current clients? Will the website feature interactive elements, or will everything be static? Will clients be able to login to view privileged content, or will the entire site be visible to all visitors? Once you can answer these questions, move on to the next step.
  2. Does my website appeal to my target audience? 
    Advisor website design cannot be completed properly until you know who you want your site to appeal to. If you are creating a site about savings accounts for children, you will want your site to look completely different from a site that is targeting high-yield bond traders. In general, most people are looking for a website that tells their customers that they are professional, well established, and knowledgeable. Color choice, content placement, and other decisions involved should be based upon what appeals to the target audience - not what appeals to you.
  3. Is my website within compliance regulations? 
    Many Advisors complete and launch a website without checking to ensure that they fall within their industry compliance guidelines. For example, you may spend hours collecting client testimonials about your company, only to discover that you cannot legally place them on your website! There are numerous compliance issues that can get you into trouble if you are not aware of them. Be sure to check with your compliance department before launching your site. At the very least, choose a financial website designer that is knowledgeable in the area of legal compliance for Advisors.

Lastly, always ask your web designer for references, or a list of sites that have been done previously. Make sure you choose someone that has consistently created top-notch websites for their clients. Make sure that their previous work is on par with what you are looking for. If only one or two of their past sites look nice, you may want to consider looking elsewhere. Consistently great Advisor website work is key.


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