Content may be king but design rules
Just read an excellent blog here: Content is King myth debunked.
I couldn’t agree more, and especially so for professional advisory firms.
Over the last few years there’s been a push towards cramming a website with content in the hope of achieving that elusive google search ranking. If this is the standalone strategy for your website then you’re probably missing a trick.
Professional advisers often fill their website with technical commentary and detail that just isn’t required. In fact it may just be switching off visitors.
Most advisory firms want to convert prospects visiting their website into clients.
Buying decisions, or at least the decision a prospect makes to give you a call is an emotional one. Far more powerful is how your website looks and ‘feels’ than the fact that it provides the details of the latest regulatory update.
Topical, well written content plays a role and is able help communicate what you’re about and the value you add, just don’t pursue this without first considering design.
Your website needs to look good and in this regard less is most definitely more.
I could not agree more with this sentiment. Yes there are visitors who is attracted to a website with lots of data, content and technical information. But in my experience these are not long term relationship driven clients, but people lookibng for the information to DIY their financial advice.
I have deliberately not put lots of technical jargon onto my site. Instead I try to look at client outcomes rather than the (often complicated) route to getting there. I believe it’s the outcomes my clients want, and my job is to provide the best means of achieving it.
Thanks for the comment Dennis. Outcomes is absolutely what we should focus on, real outcomes you achieve in ‘their world’. This will allow the visitor to understand, engage and value what you do.
Jon