- Posted by Adam Smith
- On May 24, 2019
A popular financial marketing website recently conducted an interesting piece of research into how potential clients interact with advisers’ websites.
It listed the top ten pages in order of importance after using Google Analytics to examine user behaviour. The top three were: home, meet the team and contact us. No surprises there.
But from our point of view what was interesting was that a company’s ‘news’ section came fourth.
According to the survey, this highlighted the importance of a “regularly updated news section showcasing your knowledge while delivering value to visitors”.
It also pointed out that having a neglected news section can have the opposite effect, making your website look “out of touch and lazy”. It cited one example it had found where the last update was ten years ago!
The core takeaway point from this is that if you don’t have the time to maintain your news page then you should outsource the job, as clearly it’s an important one.
Aside from adding value, posting regular articles on your website is great for SEO (Search Engine Optimisation) purposes and creates a regular source of shareable material to enable you to harness the power of social media.
Obviously, as a financial adviser you can comment on issues affecting the industry and write pieces about developments that are relevant to your potential customers.
But you can also use your news section to shout about you as a company. Have you won an award recently? Has one of your team members completed an interesting challenge for charity? Or perhaps you’ve come across a particularly unusual client that can be used as a basis for an informative piece?
Not only can content like this be used on your website but it can also be sent out in the form of press releases to media organisations in your catchment area.
Securing editorial coverage about your company is worth significantly more than paid-for advertising and will work wonders for your brand and its credibility amongst potential clients.
So, as you can see, a single piece of content can become more valuable than the sum of its parts.
To recap: it’ll add value to your website, help your SEO, improve your social media presence and has the potential to be published in other media outlets to raise the profile of your company. Not bad for a few hundred words!
Storytelling and content are at the heart of what we do at Topline PR and I’ve lost track of the number of times I’ve explained to a client that, in my view, content is king.
If you’re short on time, or simply don’t have the inclination to start running your own news/PR section, then we can step in to assist.
Whether you need a one-off press release drafting or are perhaps looking for an ongoing outsourced relationship, please get in touch for an informal chat on 07543 195476 or email firstname.lastname@example.org. We can also spruce up your WordPress website, add Unbiased and VouchedFor ratings buttons, or build you a new site to showcase your business.
Alternatively, if you run another type of business and would like help with your PR, please contact our parent company, Topline PR Ltd.