Most of the advisors I work with have FMG Suite websites. I recommend the platform because it’s designed specifically for advisors and it’s relatively easy to use. But I often get questions from advisors who want to make their websites look better and aren’t sure where to start. Here are seven easy ways to make your FMG Suite Express Website look ten times better in no time!
1. Update Your Theme
Most advisors don’t know that FMG Suite offers six themes included in their Express platform. If you like your site, but it feels stale or outdated, this is the best place to start. The most recently released theme is the “Moonlight” theme. By switching your theme to Moonlight, you’ll take advantage of the latest design options and sleek aesthetics.
2. Customize Your Colors
One of the most common mistakes I see with unsightly websites is using too many colors. I recommend a white background and no more than two ancillary colors. To choose the best colors for your branding, match the main two colors of your logo with a color matching tool. This tool will provide the HTML color codes for your particular logo. Then, customize your palette within the “Design” section of the FMG Suite Dashboard.
3. Recharge Your Logo
For better or worse, your logo design is the foundation of your website. If your logo is holding you back, don’t be afraid to update it to improve your site’s look. Using a text only design of your firm name can clean up your site and remove your logo from your list of problems. Try Canva.com to create a stylized text only logo for your firm.
4. Customize Your Hero Rotator
The automatic hero rotator on FMG Suite Express Websites comes loaded with their most recent videos. To drastically change the look of your site, customize the images and text of the hero rotator for your firm. Try out local photos to showcase your city or a theme of similar images that support your branding.
5. Simplify Your Navigation
If your site’s navigation looks cluttered or is wrapping from one line to two, clean it up. You can either remove unnecessary items from your Navigation or shorten the titles to make room for all of your items. I recommend:
- About Us
- What We Do
- Resource Center
6. Adjust Your Fonts
There are two areas within the FMG Suite platform where you can adjust your fonts for the headlines and for the paragraph text. To simplify your site, I recommend using the text style “Lato” for both fonts. Then, make your site easier to read for your older clients by selecting “Large” font size.
7. Add Some Bells & Whistles
Now that your site is looking great, add some custom features to get prospects to take the next step. If you have Riskalyze, eMoney, a Client Login link, or a Calendar Scheduler, add them prominently to your home page, team page, and contact page.
Bonus Tip from Brandon Brown at FMG Suite:
Here’s one more bonus tip: On the same page that an advisor can change their colors—the website design page—there is a subtle little section called “Thumbnail Image Styles.” This allows an advisor to switch the thumbnail style that appears in the “Recommended Content” sections on their website that feature FMG Suite content. This helps the website look a little more unique and allows you to further compliment your brand. You can choose between 3 different thumbnail art styles, change them to black & white, or turn them off completely.
Would you rather go golfing? I understand, you may be too busy or not comfortable making these changes on your own. If that’s the case, I can help. I charge $650 to rewrite and redesign your website, including the steps listed above and several more. To get started, email me at firstname.lastname@example.org today. Don’t have a website yet? Click here to save $100 on your new FMG Suite website. To learn more about how your website is performing and what your traffic looks like, enroll in my latest course, Google Analytics for Financial Advisors.
Claire Akin runs Indigo Marketing Agency a marketing firm serving top independent financial advisors. Claire is a former Investment Advisor Representative who holds her MBA in Marketing from the Rady School of Management at UC San Diego as well as a BA in Economics from UC Davis. It’s her goal to help specialist advisors target their ideal prospects with content marketing.