What Makes a Good IFA Website Design?
Essentials for an effective IFA website
23rd February 2023
User experience and design are crucial
We’ve seen technologies change rapidly over the last two decades; marketing techniques that were effective just a few years ago are now considered outdated.
To keep up with the fast-paced world of digital marketing, we need to be willing to adapt and get on board with all the latest trends.
Website users are much savvier and IT aware than they used to be in 2000, and they may not engage with a website that’s difficult to navigate or one that doesn't look professional. User Experience and design have become crucial elements for any website.
First impressions count
Lower attention spans and higher expectations have actually lead to simpler designs. The less interested or entertained a website visitor is, the less likely he or she will be to stick around. When it comes to website redesign, this means that simple and clear will win over complicated and confusing. Website designs that speak directly to the visitor’s needs will work better than a flashy design.
It’s time to take a proper look at your website - your digital first impression - to ensure you’re addressing the questions your prospects want answering.
Does your content align with how you want to position your firm? Will it help you to stand out?
We've come up with a handful of top tips to get you started.
1) A good ‘about us’ page will set you apart from your competitors
Your ‘about us’ page is key to your website, it's where you tell prospects about you and what you offer. They may have come form a referral and just want to know who you are. A headshot image can really help prospects engage with you and develop trust.
The ‘about us’ page can help visitors get to know you or your team on a more personal level. It's a great starting point for building relationships.
Don't forget to explain how your firm was formed and what's special about it. Perhaps mention how your team works together or more about yourself.
Individual bios can include:
- Headshots photos. Crisp and clear, professional with a neutral background. And make sure you smile, you'll look friendlier that way!
- Specific information about your skills and services, together with something personal. It helps prospects relate
- The types of clients you work with and can help
- Qualifications and experience
- Last but not least: a call-to-action at the end together with your contact details
About us Page - Build Trust
Telling a story on your “About Us” page is a great way to build trust with potential clients.
2) Be clear about engagement
A large gap exists between how IFAs represent themselves online and how high net-worth prospects are deciding which adviser to work with. You need to make sure your website provides prospects answers questions such as these:
- What are your company values?
- Can I trust you?
- Have your existing clients been happy?
- What’s the process of working together?
Give examples of different life situations that current clients have come to you with and what you done to help them achieve their goals?
Case Studies and testimonials can really earn their keep here!
Why not create clarity on how the services you offer help clients achieve financial security.
Create a client-centric headline that clients can relate to.
Include how you work and the journey clients will have with you.
It can be the small things that make a difference to your IFA website
Don't forget clear calls-to-action on many of your webpages. A call-to-action can act as a signpost to let prospects know what to do next.
Give people a clear pathway to the next step in working with you. Don’t make them work hard in order to find your contact information.
3) What defines a quality IFA website?
Whilst having great content and accurate information is important, a quality website also needs to be efficient, easy to navigate and be well designed. This means it needs to be well polished, have no spelling or grammatical mistakes, out of focus images or tacky clip art graphics.
The basics:
- Easy to navigate and user-friendly website
- Readable font size
- Responsive website design - works on all devices
- Beautiful and professional images
- Secure website - SSL certificate
Your site reflects your company, your products, your services and ultimately your brand.
So it’s important to be visually appealing, polished and professional.
4) Consider having a blog
A good blog can be a way of sharing your passion and passing on information of interest. It also adds depth to your website.
- SEO (Search Engine Optimization) to try and get organic traffic from Google
- Showcase your expertise when prospects are looking on your website
- Be a source of information or advice for clients and prospects
A great start is to think of the questions your clients want to ask. Then write content answering those questions on your blog. These unique pieces of content may show up in Google search results and drive traffic to your website. You can also use your blog as a place you can direct clients or prospects for resources - it all adds to your credibility.
5) Compliance approval
IFA Web Pro understands the challenges financial advisers face and it's our job to make your life easier.
We deliver on every IFA client's needs: keeping your site up-to-date, taking care of IFA compliance submissions and any ongoing support. We work closely with many compliance specialists (whose purpose is to help financial advisers meet the Financial Conduct Authority's expectations), including yours if you are with a network.
When you make improvements to your website, we make sure those changes are approved and that your site or marketing material doesn't face a compliance pitfall.
Building relationships
Building relationships is essential for any firm, we can help you do that with your online web presence in order for you to position your firm for success.
With a well thought out logo and website design elements, independent financial advisers (IFA) website owners can establish the feel that they want clients to attach to their brand. By using colours, typefaces and layout of the website.
That way, when visitors see the aesthetic, they can picture an image in their mind that reflects well on the company.
Sometimes that's not enough and IFAs need to go further. Examining their site from the visitors' point of view - making sure it's helpful, intuitive and informative, all at the same time.
We have supported hundreds of IFAs - we know what we're doing
IFA Web Pro have supported hundreds of IFAs and Financial Advisers over the last 2 decades. We are good at what we do and have certainly broadened our skillsets along the way. We understand what questions prospects need answering when searching for a financial advisor.
IFA Web Pro can give you a helping hand, to establish your brand
If you are ready to improve your market presence and strengthen your online credibility in order to engage more clients.
We can help enhance your digital first impression.
Combine design, content, aesthetics and brand to make an outstanding IFA website
There's no one aspect that makes an outstanding IFA website design. An effective website design should fulfil its function by conveying its particular message whilst engaging your visitors. Consistency, colours, typography, imagery, simplicity, and functionality all contribute to a good website design. It is a combination of lots of different factors all working together to produce a website you can be proud of.
The appearance of your IFA website is key - it has to look attractive yet simple, and not too overwhelming. Visitors need to be directed to the main areas of the site. You need to be clear about what you do and what services you offer.
Your IFA website design should also be search engine optimised, so it can be easily found. Professionally designed Independent Financial Adviser websites will get indexed quicker. If you want to have a website that promotes, then you need a professional design.
When it comes to choosing an IFA website design that works, it's always best to have a professionally designed website to ensure you get the best outcome and give your business the best chance of success.
