- Posted by Adam Smith
- On June 20, 2018
Your website is often the first encounter with your business that potential clients have so ensuring it’s well written, grammatically correct, up-to-date and accessible on all devices has never been more important.
As part of my work helping advisers to market themselves I spend a lot of time examining their web offering.
What has become abundantly clear to me is that many advisers could be doing better when it comes to their web presence.
Whether it’s down to a lack of understanding about the importance of their website, a lack of willingness to pay for a redesign or some other reason, there are some pretty shoddy sites out there.
And almost unbelievably in this day and age there are advisers who don’t have a website at all.
Common issues that I come across include, but are not limited to:
- Poor spelling and grammar. This is an immediate turn off for many people! After all, if you can’t spell how can you be trusted with their money? Remember the old adage – content is king, and quality is a key part of this.
- Outdated design. Again, this can put a lot of people off because it suggests you’re behind the times and not up to speed with current developments.
- A design that’s not responsive. This means that it’s not designed to be viewed comfortably on mobile phones or tablets. It’s extremely important that your website is as accessible as possible as more and more people use portable devices to consume web content.
- No links to social profiles, either due to oversight or the fact that you don’t have any. These days most people research a company online before deciding to employ its services. They tend to piece together key bits of information from a wide variety of sources and review sites, and this includes social media. Having a presence in this space is hugely important.
- A blog page where the last post was uploaded a long time ago. This suggests you’ve either given up or you don’t pay attention to detail. At the very least this looks sloppy but in a worst-case scenario this may lead potential clients to question whether you’re still in business.
- Are you well represented? Is there a clearly accessible ‘about you’ page featuring a photograph and biography of you and/or your team? People want to see a human face and they want to know who they’re going to be dealing with. A well-written profile which includes both professional and personal detail can help establish trust.
- Too much generic content. If you haven’t got the time to produce your own it’s tempting to buy in ready-made copy from one of the many sources out there. This is fine – up to a point. You don’t want to get lost in the crowd if your competitors’ websites are carrying the same information. There’s no substitute for fresh, original content tailored to your individual voice.
If you take a look at your own website and recognise some or all of the points above, then it might need sprucing up. If you’re short on time, give us a call and we can help.
In the first instance we can produce an appraisal report for you. This will highlight the issues with your website and include suggestions on how things can be improved. You’re not committed to using our services beyond the report.
These days you simply cannot afford not to have a high-quality website which looks good on a wide range of devices.
In March, search engine behemoth Google announced that it was rolling out mobile-first indexing, which in layman’s terms means the mobile version of a website will be used to determine its search engine rank.
This means that if your website isn’t responsive and mobile friendly it will soon be pushed down the search results making it less likely to be found by potential clients.
Have you checked yours recently? If your website isn’t mobile friendly but your competitors are then you could find yourself at a distinct disadvantage when it comes to attracting new clients.
Call Adam on 07543 195476 for a free, informal chat about your public relations requirements.