Have you revisited your website in the last 12 months? 24 months? 36 months?
Do you have the Google Analytics data to make decisions about your website?
Outdated website features on your firm’s website can do more than annoy your web visitors, it could be costing you business.
Here are our the Top Five faults we see on adviser’s websites that you should avoid (or have removed) as soon as you can:
Authenticity and personality are more important now than ever in financial services.
Above all else, new clients to your site want to see an image of you. If you’re not there, how can you start to build trust. So rather than using stock photos for your website, try taking photos of your team or clients.
You don’t want a customer to see the same stock photo on your website and your competitor’s website, which is a very real risk. Be real!
A common issue is having too many elements that bring no real value to your audience. In fact, these often just downgrade user experience.
Do you have too many crowded designs and too much text on one page. There are too many icons and photos.
Does your site really need a search bar?
Do you really need to show the tag cloud in your blog sidebar? Think hard.
What are the 20% of elements that bring 80% of the click throughs you’re looking for?
Never add more stuff than you need to.
Large Images At the Top of The Page
Think of your home page like walking past a folded newspaper someone has discarded on the train. If you the top half (above the fold) doesn’t strike you straight away, you won’t stop and pick it up to read open the lower half.
Large images at the top of the screen, while they look may look cracking, they push key content down the page. Not everyone will scroll down.
These are for special landing pages. No one likes videos that automatically start playing on home pages. Websites that try to push up video views with autoplay are effectively stopping visitors finding their own way around and can increase abandonment, an indicator of user frustration and ultimately a lost chance to build rapport with a visitor.
Hunting For Contact Details
Make it simple for people to get in touch. At the top of your home page have an email link, all of your social media pages and above everything your phone number.
Ideally it will be an 0800 number, or a local call rate number at least. And you must, must, must, for your own benefit, only use that telephone number on your website. The single biggest frustration of any small business is I don’t know how many calls I get from my website. Ideally you will ask every caller, but we all know how reliable people can be.
So simply get a number, they cost less than a tenner a month, and only use it on our website. The telephone number provider will give you a report every month telling you how many times it was used. And you’ll then know how many calls you received from your website.
Some pop ups are instructional and others are for email capture. Either way, getting a pop-up when you want to read an article or research something is annoying to your visitor. Focus on your site being clear, concise and with a strong call to action.
Think very carefully about your site navigation and consider whether your website really needs a sidebar.
Sidebars don’t often translate well on mobile, which will continue to be a growing problem for your business. If you going to have a sidebar, be sure it is original.