A Marketing Guide for RIAs: Build A Website
This is part three of a ten part series on marketing an RIA. Read A Marketing Guide for RIAs for a full overview.
Once you have clearly defined a niche market and created a messaging platform to clearly communicate your firm’s value, you are ready to start creating your marketing materials. The most important piece of marketing communication for your firm will be your website. Prospective clients, current clients and centers of influence will all visit your website to learn more about your firm and the services you offer. It is critical to make a good first impression.
The first step in building a website will be to hire a web designer. The designer will help you create a site with a “look and feel” that appeals to your niche market. You can hire someone locally or someone who specifically works within the financial services industry. The advantage of working with someone familiar with the industry is that they can help you walk through common compliance issues.
While the designer may be able to help you build the site, more than likely, you’ll be responsible for the content. The following sections are designed to help you create your website content.
Identify Content
Before you begin creating a website, you will want to think about the type of information you want to include. The site should include a balance between standard information about your firm and interactive content that will encourage repeat visits. In other words, your website should be a cross between a brochure and an educational resource. Remember to keep your target market in mind when completing this exercise. Only include information that is relevant to their needs and interests.
Use the list below to check off the content you would like to include in your website. Additional lines have been provided so that you can include additional information specific to your firm.
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Website Content Checklist |
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Overview [ ] Home Page |
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About the Firm [ ] About the Firm [ ] History [ ] Staff Bios [ ] Who We Serve/Our Clients [ ] Community Involvement [ ] Strategic Alliances (e.g. Schwab, TD Ameritrade, Fidelity, etc.) [ ] Investment Philosophy [ ] Mission [ ] The Process [ ] Differentiators/Why Our Firm [ ] __________________________________ [ ] __________________________________ [ ] __________________________________ [ ] __________________________________ |
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Services [ ] Financial Planning [ ] Investment Management [ ] Tax Planning [ ] Estate Planning [ ] College Planning [ ] Retirement Planning [ ] Retirement Plans [ ] Fees [ ] __________________________________ [ ] __________________________________ [ ] __________________________________ [ ] __________________________________ |
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News [ ] Press Releases [ ] In the News (Articles or Videos Featuring Your Firm) [ ] Awards [ ] __________________________________ [ ] __________________________________ [ ] __________________________________ [ ] __________________________________ |
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Resources [ ] Blog [ ] Archived Newsletters [ ] Articles [ ] Recorded Webinars [ ] Video Blogs [ ] White Papers [ ] Videos [ ] Podcasts [ ] E-Books [ ] Calculators [ ] Web Links [ ] Market Summary [ ] Frequently Asked Questions (FAQs) [ ] __________________________________ [ ] __________________________________ [ ] __________________________________ [ ] __________________________________ |
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Events [ ] Upcoming Seminars Dates, Descriptions & Registration Links [ ] Upcoming Webinar Dates, Descriptions & Registration Links [ ] Upcoming Special Dates, Descriptions & Registration Links [ ] __________________________________ [ ] __________________________________ [ ] __________________________________ [ ] __________________________________ |
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Contact [ ] Contact Us [ ] Map [ ] Directions [ ] Links to Social Media Profiles (Facebook, Twitter, LinkedIn) [ ] Email Newsletter Sign Up [ ] __________________________________ [ ] __________________________________ [ ] __________________________________ [ ] __________________________________ |
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Other [ ] Client Login/Portal [ ] Privacy Statement [ ] Disclosures [ ] Business Continuity Plan [ ] Terms of Use [ ] Site Map [ ] __________________________________ [ ] __________________________________ [ ] __________________________________ [ ] __________________________________ |
Outline the Structure
Once you have determined which content you want to include on your site, the next step is to create a navigation structure. From the list above, choose five to seven broad main menu items that can ultimately be drilled down into sub menus. When the site is complete, the main and sub menus will include all of the content you checked above. Use the lines below to identify your main menu items.
Example:
• Home
• About
• Services
• Resources
• Client Login
• Contact Us
After you have identified the main menu items, use the items you checked in the content list to create sub menus. Not all of the information you checked off will be sub menus but may instead be content included in the sub menu. Reword the content list to fit your business. Use the lines below to identify your sub menu items.
• Home
• About
o History
o Meet the Team
o Our Clients
o Our Process
o Our Mission & Philosophy
o Community Involvement
• Services
o Financial Planning
o Investment Management
o Fees
• Resources
o Blog
o Upcoming Events
o Archive
o In the News
• Client Login
• Contact Us
Write the Content
At this point you have identified the type of content you want to include and have outlined the structure of the site. Now it is time to write the content. Use the boxes below to write the content you want to include on each main menu and sub menu page. Reference the messaging you created in A Marketing Guide for RIAs: Craft Your Message to help create the content for the various pages.
Through this process, you will have all of the information you need to hand over to the web designer. The designer will be able to take this information and create your new website making it your most valuable marketing tool.
About Kristen Luke
Kristen Luke is the Principal of Wealth Management Marketing, a firm dedicated to providing marketing strategies and support for Registered Investment Advisors. Kristen works with individual advisors and firms to develop effective marketing plans and provides the back office support required to implement the strategies. For more information, visit www.wealthmanagementmarketing.net.
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