Websites have long been seen as tools to attract clients, but what if we looked at them differently? Imagine: What would MacGyver do?
The iconic, resourceful character MacGyver always found solutions with the tools at hand. He’d likely view a website as a versatile asset, solving business challenges beyond just marketing. Here, we’ll explore three powerful ways to “MacGyver” your website to make it work harder for you.
1. Use your website as a filter
Yes, your website’s goal is to attract visitors, but it can also filter out those who aren’t the right fit. Think of it as a tool for clear, effective communication that sets the tone with prospective clients.
How to filter effectively
- Display your fee range: Help prospects self-assess by listing your fees or service packages upfront, so only those prepared for the commitment reach out.
- Outline your process: Describe the steps clients will go through, from paperwork to meetings, so they know what to expect. Fewer questions mean smoother processes and a lower risk of clients dropping off.
- Add requirements: Let visitors know if certain actions (e.g., pre-consultation forms) are expected, reinforcing that you work with committed clients.
Example: Ron Malhotra of Maple Tree Wealth openly charges for initial consultations, making it clear he values serious inquiries only.
2. Use your website to save time
Think of your website as a multi-functional tool that can streamline your workload. Many Content Management Systems (like WordPress) support plugins and features that can handle tasks for you, saving time and effort.
Ideas for time-saving features
- Client portals: Many CRMs used in Australian financial advice have client portals for self-service access, helping clients find documents and information without extra effort on your part.
- Online forms: Collect essential client information upfront with a simple form, avoiding repetitive data entry and preempting questions.
- Client engagement tools: Tools like online calculators or booking apps like Calendly make it easy for clients to engage or schedule directly.
- Live chat: Answer client questions in real-time, helping build connection and clarity while providing efficient client service.
- eCommerce options: Have a book or resource you frequently recommend? You can sell it directly on your site. Services like Amazon dropshipping mean you don’t need to keep stock.
3. Use your website to educate
Content marketing isn’t new, but there’s a difference between using your website to attract leads and building a library of educational content that you and your clients can draw from indefinitely. Blogs, FAQs, and educational resources all build long-term value.
Creating an educational resource hub
- Blog through common questions: If a client frequently asks a question, write a blog post on it. This way, you have a detailed answer ready and online whenever it’s needed, saving time on repeated explanations.
- Use content to set expectations: Explaining topics like “What Goes Into a Statement of Advice” or “Why Medical Underwriting is Crucial” can empower clients, reduce the time spent on repetitive questions, and help align expectations.
- Educational portals: Consider investing in a service like the IRESS Financial Knowledge Centre, which offers a robust library of content to which you can add your own insights.
If you don’t plan on posting regularly, consider renaming this section as “FAQs” or “Education” rather than “Blog.”
Other ways to MacGyver your website
The potential for using your website creatively is only limited by your imagination. Here are a few ideas to think about:
- Gather client feedback: Hosting forms directly on your site can be a better option than using external tools like TypeForm or SurveyMonkey. WordPress’s Gravity Forms, for instance, allows you to gather insights from clients and prospects without leaving your brand’s ecosystem.
- Target a new audience: Think beyond current clients—consider using your website to reach their children or family members. For instance, platforms like myprosperity and Netwealth have created resources that promote financial literacy among young people. You can do the same to build awareness and set the foundation for future clients.
- Showcase careers: If you’re growing or planning to, adding a careers page (like those of larger firms) can be a valuable way to attract talent.
These examples illustrate that an effective website isn’t just about online presence—it’s about enhancing your overall business operations. A great website reflects a great business.
So next time you’re looking at your site, ask yourself: What would MacGyver do?
If you’d like to discuss ways to get more from your website, schedule a chat with our knowledgeable team today.
Jacqueline Barton
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