Smarter, safer, stronger: Three upgrades for a high-performing website

In today’s competitive digital landscape, your website is a powerful tool that can actively support your practice’s growth and client engagement. Yet for many Australian financial advisers, mortgage brokers, and accountants, websites remain underutilised, operating as static brochures rather than dynamic business assets.

If you wonder whether your website is working as hard as it could, it might be time to rethink its role in your business.

In this article, we dive into three key components of managing your website.

Unlocking growth with website analytics

Your website’s performance isn’t just about how it looks—it’s about how it functions and connects with your audience. With the right analytics tools in place, you can gain invaluable insights, such as:

• Understanding client behaviour: Learn which pages are most visited and what content resonates with your audience.
• Identifying bottlenecks: Pinpoint areas where visitors drop off, so you can refine and improve their journey.
• Measuring ROI: Track conversions, such as eBook downloads or appointment bookings, to see how your website supports your business goals. By using this data to inform decisions, you can ensure your website continuously evolves to meet client expectations and drive results.

Here is a list of key metrics you can track.

• Traffic sources: Where are visitors coming from? Organic search? Social media?
• Time on page: Are visitors actually reading your content or leaving quickly?
• Conversion rate: How many visitors take action—such as booking a meeting or submitting an enquiry?
• Bounce rate: If people leave after one page, your content might need tweaking.

Quick tip: Log into Google Analytics and check your top three traffic sources and page engagement stats. This gives instant insights into how visitors interact with your site!

Cybersecurity: The trust factor your clients expect

It goes without saying—as a financial professional, you manage sensitive client data so cybersecurity is non-negotiable. In an era of increasing cyber threats, failing to prioritise security doesn’t just put your business at risk—it can also damage your clients’ trust and expose you to serious legal and financial consequences.

A secure website reassures clients that their information is safe and demonstrates your commitment to professionalism and compliance. Here’s what you need to prioritise:

Key measures to consider include:

• SSL certificates: Encrypt data to protect all interactions on your site. An SSL certificate prevents hackers from intercepting sensitive information, such as login credentials and client inquiries. Look for “https” in your URL—if the “s” is missing, you need to organise an SSL certificate with your website developer as a top priority. You can learn more about SSL certificates in our article here.
• Regular updates: Outdated website software is one of the biggest security vulnerabilities. To close security loopholes, ensure your CMS (e.g., WordPress), plugins, and themes are regularly updated. Typically, web developers should complete monthly updates and checks. 
• Compliance checks: Financial professionals are subject to strict data protection regulations. Review your security practices to ensure they align with Australian privacy laws and industry standards to protect yourself from breaches, penalties, and reputational damage. If you’re unsure about compliance, review official Australian data protection guidelines or get in touch, and we can introduce you to a cybersecurity expert.

We’ve compiled some common security pitfalls that could put client data at risk that advisers should avoid.

• Outdated plugins and software: Many financial professionals set up their websites and then forget to maintain them. If your website hasn’t been updated in months, it’s vulnerable to known exploits. Schedule a security audit now if you’re unsure when your last update was or check that your web developers manage this regularly.
• Unsecured contact forms: Any form that collects client data should be encrypted. Additionally, regularly clear submissions from your website database to prevent unnecessary data storage risks.
• Weak passwords: Using weak or repeated passwords across multiple platforms is one of the easiest ways for hackers to gain access.
  • Use a password manager to generate and store unique, strong passwords.
  • Enable two-factor authentication (2FA) where possible for added protection.
  • Limit admin access—only grant login credentials to essential personnel.

Video content: Engage, educate, and convert

Video is a powerful medium for financial professionals. It allows you to connect on a personal level, explain complex topics clearly, and showcase your team’s expertise and approachability. Some ideas for impactful video content include:

• Team introductions: Short videos that let clients meet your advisers and learn about their qualifications and style.
• Market updates: Quarterly updates that offer insights into trends and demonstrate thought leadership.
• Client testimonials: Stories of how you’ve helped clients achieve their goals.

Quick tip: Repurpose your video content across platforms. Share your team introductions or testimonials on social media and embed them in email campaigns. Website content—like team bios or testimonials—can also be leveraged for social posts, ensuring consistent messaging and maximising the impact of your efforts.

Many financial professionals avoid video because they feel uncomfortable on camera. Here are some quick tips to make video creation easier for advisers.

• Use a simple script: Prepare key bullet points instead of a full word-for-word script.
• Keep your tone professional yet casual: Speak as if you’re explaining something to a long-time client.
• Keep it short and focused: Aim for 60–90 seconds to maintain engagement.
• Set up good lighting and audio: A ring light and lapel mic can significantly improve quality.

Not ready to be on camera? Start with screen-share videos, explaining market trends with simple slides. This builds confidence before going fully on-camera.

Take the first step

By integrating analytics, prioritising security, and using dynamic video content, you can elevate your practice’s online presence and better engage with clients.

At Simply Advice Websites, we specialise in creating websites that work for you—saving time, building trust, and driving growth. Book a chat today to discover how we can help your website reach its full potential.