While I often talk about the importance of LinkedIn, Twitter and Facebook in my Financial Social Media blog posts, the fact is that an advisory firm’s social presence on the Internet is best established with a well-designed website.
In 2014, and even more so in 2015, the trend in web design is leaning toward a new technology called responsive web design, and you can expect to see many more websites using this design function in the future.
Responsive web design makes sites easier to navigate and it works across all digital devices, including iOS and Android smartphones, iPads and other tablets, as well as laptops and PCs. This new design comes as a welcome relief to mobile device users, because up until now, web surfing hasn’t been well optimized for mobility.
I’m sure you’ve seen as much when conducting a web search with your own mobile device. For example, you may want to know what your favorite restaurant has on special this week, but you’ve quickly grown frustrated with all the pinching, poking and scrolling you have to do simply to view the menu.
Have you considered that your own website may offer an equally frustrating experience for clients and prospects? If you’ve been thinking about freshening up your website, 2015 may be the year to do it. Just be prepared to commit adequate time and money, because such a refresh will involve a complete overhaul of your site.
But the advantage of responsive web design, which uses proportion-based grids to resize screen views, is that it can give clients better access to your website and their account information while they’re on the go. As the number of devices that people use keeps rising, this new design eliminates a firm’s need to create separate applications for smartphones, tablets and so on.
Consumer-Friendly Look and Feel
Another advantage to this new type of design is that it creates the look and feel consumers have come to expect when using their mobile devices. As a result, it helps smaller firms compete on a level playing field with big companies.
For a good example of how responsive web design works for advisory firms, check out Edelman Financial Services’ recently relaunched site. Whether you call up the site on your mobile device or desktop computer, scroll down and you’ll see the same design elements flowing across the screen, sized to fit and filled with prompts to engage customers and encourage them to take further action.
If you’d like a bit of inspiration to get started on redesigning your site, watch my Google Hangout with Adam Witty, CEO of Advantage Media Group, who discusses the importance of content marketing for financial advisors looking to boost their lead generation and client acquisition.
I hope that this article helps you begin to plan digital marketing goals for your firm in 2015!
HAPPY NEW YEAR!