Many successful Financial Advisors have outdated websites, logos, and marketing practices. They are often frustrated that marketing tactics that worked for them in the past don’t work anymore. Intimidated by new technologies they aren’t sure how to get started bringing their marketing into the digital age. However, advisors who invest in a marketing makeover usually wish they had done so sooner because the results are so powerful.
The below “Marketing Makeover” features an advisor in San Diego who hadn’t updated his website in over 7 years. His logo was pushing 20 years old and he had no social media presence. He knew it was time to upgrade his digital image and build credibility online, but he didn’t have the time or experience to know exactly where to start.
After reviewing his branding, marketing collateral, and website, we created a three step process to tackle the challenge and bring his marketing into the digital age.
Step One: Update Your Brand
As a very first step, we began by tackling an outdated logo from 1995. Take a look at the “Before” logo that includes clipart design elements and too many colors that clutter a well-designed website. The problem isn’t just that the brand feels dated, it’s that poor logo design will destroy the aesthetic of a well designed website. So, in order to make your website look great, you need to start with a strong logo that displays well online.
The redesigned logo captures the brand of the advisor and his original color scheme, yet it looks fresh and modern. The cost to update the logo was $297 using LogoBids.com, a logo design marketplace.
Step Two: Communicate Your Benefits
We worked with the advisor to distill exactly what sets him apart from other advisors. As it turns out, he works with widows and divorcees. They choose to work with him because of his experience and conservative investment philosophy. He also serves small business owners as a 401(k) specialist and has been working with pension plans since 1980.
These two niches set him apart and help his ideal prospects find him. Embracing one or two niches through your digital marketing will make your efforts much more effective. By creating content and campaigns directed specifically at these two niches, we can target specific groups they belong to and feature information specific enough to be valuable to them.
The “About” section of his website used to read:
First, as a registered representative of LPL Financial, and now, as an Investment Advisor Representative of LPL Financial, I provide professional investment advisory services to more than 150 individual clients who have more than $65,000,000 invested with me in securities through LPL Financial.
Now, the “About” section clearly communicates who he serves and why they choose to work with him:
I’m Thomas Dobransky, an independent financial advisor supported by LPL Financial in San Diego, California serving women who want to take control of their financial future.
I understand that women may have different financial strategy needs than men. Often, women are looking for an advisor that considers all elements of their lives, from their finances to their family and values. While each client has her own unique values and needs, I have discovered that many face the same four concerns:
- Their health
- Running out of money
- Being a burden on their children
- Determining if they need to be on a budget
This may be because they are new to managing their wealth, whether because they’re are divorced or widowed or just beginning to actively build their assets. Sensitive to their situation and financial concerns, I offer education regarding financial matters with the goal of helping them feel confident in their decision making and their financial plan.
Step Three: Upgrade Your Website
We completely rebuilt the website from the ground up. The new site is a FMG Suite Exclusive Site featuring local photography of San Diego. FMG Suite offers best in industry websites that are mobile responsive and optimized for search engines to help prospects find you. A new website was needed, not just to gain credibility, but because newer websites actually function more powerfully. Take a look at the old site and notice the dated layout, slow loading speed, and lack of mobile optimization.
FMG Suite websites provide impressive horsepower to drive your marketing efforts. First, they are built with search engines in mind, so that more traffic will find you. Second, they are optimized for mobile browsing, which makes up 20% of the traffic to advisors’ sites. Third, and most importantly, they turn site visitors into leads with “forms” where people can sign up for your newsletter, ask a question, and request an appointment. A great website should convey who you are, what you do and then invite visitors to engage with you.
The end result is stunning. It features gorgeous design and imagery, keyword optimized writing, and over 300 FMG Suite videos, articles and calculators to keep visitors on the site longer. Surprisingly, the site costs about $200 less per month than the advisor was paying for his old site. Take a look at the new website here.
The advisor and his clients are really happy with the new site. He received dozens of calls and emails complimenting the new site following the launch. His site traffic is up 350% in the 30 days since it went live. He received four leads through the “Ask a Question” form and one call from a new prospect who found him by searching online.
In the long run, the most powerful impact from the new site will likely come through supporting his referral process. By embracing a niche, clients have an easier time directing friends and family to you because you are a credible expert in their field. A well designed, modern website also makes clients more comfortable sending their network your way.
How recently have you updated your website? How about your logo? Experts recommend redesigning your website every 3-5 years and updating your logo every 5-7 years. If it’s been more than a few years, your marketing could be in desperate need of a makeover!
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