At DMI, we dedicate our time to helping financial professionals improve their process with their customers as well as helping them find new ones. This process includes the customer experience, which encompasses everything from meeting prospects in-person at one of your events to them visiting your website and downloading a complimentary educational resource. Often we find that financial professionals focus only on the in-person and direct communication with their prospects and not the digital experience.
Here's why you need to be focusing on all parts of the customer experience, especially your website.
Your Website Is Your Catch-All
Financial professionals we work with often utilize a variety of marketing methods, from hosting events to radio shows and social media advertising. A website acts as a common thread between these different marketing channels; prospects will be driven to your website directly through a call-to-action or indirectly out of curiosity and the desire to assess a potential financial representative. No matter where an advisor or agent is focusing their marketing efforts, the experience for users on their website has to be well-thought-out and revisited often.
Here are 5 things you can do as a financial professional to provide a better experience for your prospects:
1. Make sure your site is accessible to everyone.
When building a website, a good web designer/developer will work with everyone in mind. Not everyone uses the web in the same way or with the same ability, so ensuring your site can be used easily by different people is essential. Proper color contrast, font-size, button/link size, and alt-text are all measured when determining if a website is accessible or not. DMI ensures our agent/advisor sites are built with these principles in mind.
2. Pay attention to analytics and what your users are doing on your website.
Web analytics are important as they let you see what your potential clients are doing on your website. They can alert you if people are leaving your site without taking any actions, a common sign of a poor user experience. Armed with this data, your marketing team can make improvements that delight your users rather than turn them away.
3. Don't overwhelm your visitors with information and content.
We see a lot of advisor/agent websites, and one of the most common issues we see is content overcrowding. Each page on your site should have one primary goal, with additional secondary/tertiary goals, when necessary. It's tempting to show a user all about your business when they load the web page, but the best way to introduce them to your business is through a carefully crafted user journey. You know your clients' wants, needs, and pain points; use that information to inform your web team of what information would be or would not be relevant to your potential customers.
4. Design with mobile in mind.
52.2% of all web traffic in 2018 was generated through the use of mobile phones, and that number is expected to increase. With that in mind, you must optimize your website for mobile. Optimizing for mobile is no longer a nice-to-have, its a need to have. If a prospect goes to your site and they can't use it on their phone, they're going to get frustrated, leave, and not come back. At DMI, our team rigorously tests the sites we build on different devices to ensure the user experience is optimal across the board.
5. Optimize your site so that it loads quickly.
How many times have you visited a website and quickly found yourself frustrated with how long you have to wait for it to load? A slow site is a surefire way to frustrate a user right from the start. Through modern tools like browser caching and code-minifying, your website can load quickly from page to page and provide a fast browsing experience for your user, keeping them engaged.
A lot of the advisors and agents that DMI works with got into this business because they want to help people. Website users are often treated like a statistic rather than an actual human being, so we mustn't forget the human factor when designing and building websites. Your website exists to help your current clients access tools for their financial or insurance needs and to help a potential client make an important decision in hiring a financial professional. Let's work together to make that experience as painless and delightful as possible.
Are you interested in learning more about DMI's marketing services? Contact DMI today, and a National Sales Consultant will be in touch to discuss your business goals and how we can help you reach them!