Stanford web credibility research suggests that 75 per cent of consumers admit they judge businesses’ credibility based on their website design.

Yet many businesses regularly overlook the fact that websites are their modern-day shop front. So, if you’ve neglected your website in 2018, here are a few tips to consider over the summer break that will help polish up your digital shopfront.

Put yourself in your clients’ shoes

To engage with clients and leads, it’s imperative your website’s content be jargon-free – and whatever you do, ditch as many technical terms as possible. It’s important to recognise that clients will want to work with you because you remove the complexity of money management.

Take a step back and think about your client. If you were a first-time client landing on your website, what do you find? Often the first step in improving your website is realising your digital shopfront is built for your clients and not you. Work out how easily and quickly a client or lead can find the information they need.

Content is key

Next, look at the content. From a web copy perspective, is it easy to understand or full of jargon? Does it include the keywords you need for search engine optimisation (SEO)? More on this shortly.

Moreover, the content must be accurate and compelling. To support the written content, are there some engaging videos, captivating images and regular blog content?

SEO and SEM

Consider the website’s SEO and search engine marketing (SEM) strategies. With so many financial planners competing for the attention of the same people, your marketing approach must be targeted. This is where SEO and SEM will prove useful. A good SEO program ensures people can find your website when they search online. Meanwhile, SEM involves paid advertising, such as Google AdWords. In other words, you can pay for the keywords you believe people will use to find your business online.

Recruit an SEO/SEM agency that can help you maximise your online presence.

 

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Anthony O'Brien is a principal of corporate marketing and communications firm Corpwrite. He is a business and personal finance writer with experience extending over 20 years in the communication industry.