Advisor Focused Websites: Progression is Key

The Insured Retirement Institute (IRI) released an impressive report that found widespread improvement on advisor websites and resources. This great news outlines the importance of an increased distribution of advisor resources to better serve financial professionals and their current and prospective clients. From product information, sales and marketing tips, an increased flow of information to an improvement in online resources, the need for innovative and comprehensive advisor websites is definitely on the rise. The following statistics from the IRI’s report details the findings of the progression of advisor websites:

Advisor sales resources rose 18%
Advisor product information and marketing rose 13%
Industry averages up from the 2010 report in five of the six audit categories

What else did the report find? Advisor websites and resources are revamping their look and overall strategy in order to have the right tools and information necessary to increase their client bases and revenue, as well as their overall website traffic. This effort to increase the flow of resources to advisors exemplifies the constant evolution of financial advising and its practices. In order to serve your current and prospective clients, network with fellow advisors, and continue to be an expert in the financial field, you must keep your resources fresh and progressive. Take a look at these findings that outline ways in which advisors are updating their websites:

Upgraded detail and level of transparency offered on both variable and fixed annuity product information pages with a focus on suitability and fees.
Upgraded size and quality of their advisor sales resource libraries, expanding the availability of prospecting and business-building materials with a greater emphasis on growing client relationships.
Advisor website revamps including design, usability and navigation.
Improvement on advisor sales tools and advisor literature ordering systems categories.

Let’s say you are interested in checking out some local restaurants for dinner. You go online and start your research. Which website would you prefer: the out-dated, hard to navigate website with little information about their products? Or the technology-advanced, easily navigable website stocked full of helpful information, reviews and pictures? Of course you’d pick the latter; the same goes for your advisor website. Regardless of the field you’re in, we all know how important it is to have an up to date and informative website. However, the findings of the IRI’s report showcase the significance and progression of advisor websites and resources, and how these progressions are beneficially impacting the success of advisor resources, advisor websites and their current and prospective clients. Take a few tips from the list above and research other advisor websites. You can find great financial resources online that will help you build your website, increase your client base AND your revenue stream. And, of course, you can always contact Financial Social Media for social media marketing advice. Don’t get left in the advisor dust!

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Amy McIlwain

President at Financial Social Media

Author, speaker, and President at Financial Social Media, Amy McIlwain speaks at events around the world ranging from audiences of 1000 to small executive boardrooms. She's appeared on FOX, CBS, ABC, and NBC as a social media expert and her book, The Social Advisor: Social Media Secrets of the Financial Industry, has been featured as a best-seller in the Amazon business category. Hire Amy to speak at your next event! Visit www.amymcilwain.com

@amymcilwain

International Speaker, Author, #FinServ Social Media Expert, VP Social & Digital @MooreCommGroup. Former DI Soccer Player, Avid Traveler & Bengals Fan. Who Dey!