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The advisors we talk to generally have one of two perspectives on their company websites.
Perspective one: The website is a digital business card and its purpose is to help the visitor contact the advisor. That's it.
Perspective two: The website is an important tool in the overall sales strategy. It explains exactly who the advisor wants to work with, and it discourages bad prospects from pursuing their services.
(Related: 5 Ways to Get a Better Client Fit)
When an advisor fully embraces the second perspective, their website can drive new business and assist in converting prospects into lifelong clients.
Unfortunately, many advisors struggle to reach this point. Some will blame it on compliance issues, saying they're limited in what they can write about. Yes, advisors do need to follow certain rules, but remaining compliant doesn't mean you have to abandon creativity. Advisors still have the freedom to let their brand stand out from the rest of the industry.
Most advisor websites fail here. Advisors are too terrified to try something different, so every advisor ends up with the same website. When no one stands out, no one has an edge against the competition. Even worse, the website isn't a reflection of who they are as a brand or as a person. They're not presenting themselves the way they would in an in-person meeting or a sales call, so the site visitor never gets an opportunity to experience what the advisor is really like.
At The PT Services Group, we know firsthand how important a website is to the sales process. When we call to set up an appointment, we often hear the prospect typing on their keyboard in the background, doing their best to find our client online. We know that a company's website is just as much a source of new business as it is part of the legitimacy check that prospects go through when they hear a pitch — they want to ensure what they're hearing on the phone lines up with what's on the website.
