Make Your Website An Asset-Gathering Powerhouse


Make Your Website An Asset-Gathering Powerhouse

By Dan Solin

April 15, 2014

Go to page 2, 3, Next

Greenlight Beat The S&P In Q4: Here Are The Fund’s Biggest Winners

David Einhorn Greenlight CapitalDavid Einhorn's Greenlight Capital funds were up 11.9% for 2021, compared to the S&P 500's 28.7% return. Since its inception in May 1996, Greenlight has returned 1,882.6% cumulatively and 12.3% net on an annualized basis. Q4 2021 hedge fund letters, conferences and more The fund was up 18.6% for the fourth quarter, with almost all Read More

I can’t sugarcoat my assessment of many advisor websites. They are data-dense, boring and filled with trite homilies (like how much you really “care” about your clients and how “trustworthy” and “sincere” you are). They are so bland and uninspired that they are often interchangeable.

Many advisor websites are nothing more than a placeholder, rarely updated and not a destination a viewer would look forward to visiting frequently.

Although e-commerce does not involve personal meetings, the need to establish an emotional connection with your prospective clients remains the same. Achieving this goal requires a change in strategy. Here are some tips.

Cultivate trust

The purpose of most websites seems to be to inundate the viewer with a wealth of information. That’s the wrong approach. The true goal of your website should be to establish you and your company as reliable, credible, honest and trustworthy.

How can you gain people’s trust online? As a general rule, sites that are perceived as a valuable resource will be deemed more trustworthy than those that only provide information about products and services. If you are a niche firm with predominately physicians as clients, writing blogs that discuss financial issues specific to the medical profession would be an example of using your website as a resource.

Another way to establish trust is to highlight your relationship with strategic partners. Most registered investment advisors use large independent custodians. A relationship with a well-known, financially strong custodian enhances the perception of security and confidence.

Don’t forget to highlight the insurance these custodians have in place to protect clients’ assets. Clients may be concerned about both unauthorized withdrawals from their accounts by someone at your firm and the potential for hacking. Put their mind at ease by discussing the safeguards and insurance in place with your custodians that protect against these perceived dangers.

Your regulatory filings and reports provide detailed information about your business. Consider permitting prospects to download copies directly from your website or give them a hyperlink to the website of the Securities and Exchange Commission where they can find your filings.

I sometimes find that the perceptions of registered investment advisors and prospects are not in sync. Many advisers believe their knowledge and expertise is paramount. I have spoken to a number of prospects who disagree. They approach a new relationship with an advisor with great skepticism. Their primary concern is whether their money will be safe. Unless you recognize that concern and deal with it, you are unlikely to win new business.

Go to page 2, 3, Next

Display article as PDF for printing.

Would you like to send this article to a friend?

Remember, if you have a question or comment, send it to [email protected]

Contact Us | Privacy Policy
© Copyright 2014, Advisor Perspectives, Inc. All rights reserved.

Updated on

The Advisory Profession’s Best Web Sites by Bob Veres His firm has created more than 2,000 websites for financial advisors. Bart Wisniowski, founder and CEO of Advisor Websites, has the best seat in the house to watch the rapidly evolving state-of-the-art in website design and feature sets in this age of social media, video blogs and smartphones. In a recent interview, Wisniowski not only talked about the latest developments and trends that he’s seeing; he also identified some of the advisory profession’s most interesting and creative websites.
Previous article NSA: Did It Know About Heartbleed Bug?
Next article 3D Systems Corporation (DDD) Partners With Staples

No posts to display