The new year brings fresh opportunities to refine your digital presence and set clear goals for growth. For financial advisers, a well-optimised website is a critical tool for engaging clients and showcasing your expertise.
Here are practical steps to ensure your website is ready to perform in 2025 and beyond.
1. Audit your website
Start by assessing your website’s current state. This ensures that you’re building on a strong foundation. Key questions to consider include:
- Is all information accurate and current?
- Does the site load quickly on both mobile and desktop?
- Are the key pages (e.g., About, Services, Contact) clear and professional?
- Does the design reflect a modern and professional image?
Use tools like Google Analytics and PageSpeed Insights to identify any technical issues or areas for improvement.
2. Refresh your messaging
Your website’s content should reflect your latest services and highlight your value to clients. Make sure you update:
- Team profiles with new qualifications or achievements.
- Service descriptions to align with client needs and expectations.
- Case studies or testimonials to highlight recent successes.
Clear, client-focused language is key to making an impact.
3. Enhance User Experience (UX)
A well-designed website keeps visitors engaged and encourages action. Small but meaningful changes can significantly improve usability; consider the following.
- Simplify navigation to make important pages easy to find.
- Add clear calls to action (e.g., “Book a chat”).
- Ensure your contact form is functional and accessible.
4. Focus on SEO
Search engine optimisation (SEO) helps your website reach the right audience. Target relevant keywords that reflect what clients are searching for, such as “financial adviser in [city]” or “retirement planning advice.” Steps to improve SEO include:
- Publishing blog posts that answer common client questions.
- Optimising page titles, headings, and meta descriptions.
- Adding alt text to images for better accessibility and search visibility.
5. Leverage social proof
Trust is a cornerstone of your profession. Showcase your reliability and results by adding social proof to your site. This can include:
- Displaying Google Reviews prominently.
- Creating a testimonials page with client feedback.
- Showcasing case studies that illustrate successful outcomes.
6. Set clear goals
Define what you want your website to achieve this year – whether it’s generating more enquiries, growing your email list, or boosting client engagement. Tools like online booking systems and lead magnets can help you measure and achieve these goals. Learn more about these features in our blog here.
7. Commit to regular updates
A website that evolves with your business shows clients you’re active and engaged. Plan to:
- Regularly publish new blogs or insights. Read our blog here to learn more about the importance of looking alive online.
- Refresh homepage banners to align with key messages or campaigns.
- Review and update content periodically to maintain relevance.
8. Consider professional support
Managing your website alongside your other responsibilities can be challenging. Partnering with experts ensures your site remains professional, functional, and aligned with your goals.
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