We all know that first impressions matter. That’s why you won’t find advisors wearing their pajamas to a first meeting with a prospective client or having people meet them in an office that smells of garbage and is full of trash. We pay attention to the clothes we wear, how our office space looks, and all the other factors that impact first impressions because we know they matter.
Yet how many more people will visit your website and look you up online than will ever have the opportunity to meet you in person or see your office? Literally thousands more people per year are probably meeting you for the first time “virtually” by Googling you, visiting your website, and checking out your social media presences than will ever step foot in your office.
Yet most financial advisors spend incredible amounts of time, energy and resources on how they look, how they are dressed, and what their office looks like, and then completely ignore their website. For all intents and purposes, their website is out there in its pajamas.
Additionally, the average user is spending less than 15 seconds on your site. So, it’s vital that you leave an impactful first impression to increase the likelihood that visitors will stay on your site long enough to learn more. Not sure what it takes to have a website that drives leads? We have compiled 10 of the most striking website statistics that you need to know in order to create a website that gets people to stay and converts visitors to leads.
1. Mobile-Friendly Matters
Think that your website doesn’t need to be mobile-friendly? Think again! In fact, 57% of internet users say they won’t recommend a business with a poorly designed website on mobile. Providing your site visitors with the ideal user experience on mobile is essential in order to make your potential and current clients happy.
In the example below, Twenty Over Ten client, IMPACTfolio, LLC has a website that is easy to navigate and scroll through on all mobile devices. Their homepage is very simply laid out with makes it easy to peruse through the website’s content.
2. Make an Impactful First Impression
It takes 2.6 seconds for a user’s eyes to land on the area of a website that most affects their first impression. Since site visitor’s form their position on the quality of a website in such a short amount of time, it’s essential that your website has design attributes that lure your site visitors in and attracts them from the moment they land on your homepage.
Having a website with a clear and quality design is key to making a significant impression on site visitors. In the example below, Twenty Over Ten client, Medicus Wealth Planning’s website’s alluring design has an immediate impact on site visitors. In addition, their website has a clear call-to-action (CTA), “Start Here”, which explicitly shows site visitors where they need to go to elevate their financial wellness.
3. The Images Used Matter
Did you know that users spend an average of 5.94 seconds looking at a website’s main image? If you haven’t put much thought into your website’s primary image then you should be according to this eye-opening statistic. It’s crucial that the main image on your website effectively illustrates and strengthens your brand and what it stands for.
In the example below, Twenty Over Ten client, Engaging Women in Wealth makes it clear from the image they use on their homepage who their niche is. In addition, their main image used builds upon their brand and shows their audience that they specialize in working with women to manage their assets and feel secure in their future.
4. Have A Clear Call-To-Action
Shockingly, 70% of small business websites lack a call to action (CTA) on their homepage. Incorporating a clear and eye-catching CTA is a simple and effective way to drive leads and encourage site visitors to take the next steps in scheduling an appointment or making a purchase.
In the example below, Twenty Over Ten client, Wells Financial Advisors has two compelling CTA’s on their homepage. Aesthetically, both their “Contact” and “Schedule Your Complimentary Consultation” CTA buttons are a bright yellow color, which immediately draws the viewers attention and makes them stand out against the blue background.
5. Content Design Is Significant
The design of your content is almost as important as the content itself. In fact, if given 15 minutes to consume content, two-thirds of people would prefer to read something beautifully designed than something plain and boring. With that being said, taking into consideration the aesthetics of not only your homepage, but all pages of your website is critical.
In the example below, Twenty Over Ten client, FPGuidance not only has compelling and visually appealing content on their homepage but on their other pages, such as their blog, as well. It’s important to not have an overwhelming amount of content on your website, but enough to connect to your site visitors and illustrate the value and knowledge you can provide them with. A great way to break up text is to include images to mix up the content on your website.
6. Have Attractive Content
So, you have great content, but how do you ensure that people will want to interact with it? Making sure that your content is displayed in a visually appealing way is critical to get people to engage with your website. In fact, 38% of people will stop engaging with a website if the content or layout is unattractive.
In the example below, Twenty Over Ten client, C.L. Sheldon & Company’s website content flows effortlessly and smoothly. Having a website where the content is displayed in an organized and cohesive manner makes for a great user experience.
7. Keep Your Site Updated
If your site hasn’t been updated in 5 years, it’s probably time to give it a revamp. Poor website design and outdated aesthetics are major components in killing your website’s credibility. Furthermore, 88% of online consumers are less likely to return to a site after a bad experience. With a statistic like that, it’s critical that you keep your website up to date at all times. Making sure that your blog and other pages on your website are updated and loading smoothly is critical to ensure that consumers will return to your website.
In the example below, Twenty Over Ten client, Quarry Hill Advisors keeps their website and blog fresh and updated. It’s important to provide your site visitors with content that is relevant and current on your website.
8. Include Contact Information
Providing your contact information on your website’s homepage is a critical element in order for your site visitors to be able to reach out to you to book an appointment or make a purchase. In fact, 64 percent of site visitors want to see a company’s contact information on its homepage. It should be simple for your site visitors to find your contact information in order for them to get in touch with you.
In the example below, Twenty Over Ten client, RX Wealth Advisors has a “Contact Us” button on their homepage that directs the site visitors to their contact information that includes their email, phone number, and fax number. In addition, there is an option to share a document with them as well.
9. Focus On Design
So, how do you make sure that your website makes a good first impression? You make sure that you have a compelling website design that attracts site visitors. In fact, first impressions are 94% design-related. It’s important to make sure that your website doesn’t have a plain design, poor use of color, small illegible print, or an overwhelming amount of text.
In the example below, Twenty Over Ten client, Pathways Financial Partners’s website design is clean and compelling. In addition, their content is clear to read and makes for a user-friendly experience.
10. Prioritize User-Friendly
User-friendly does not just pertain to being mobile-friendly. In fact, 83% of mobile users say that a consistent experience across all devices is very important. It is critical that a user can view a website on a computer, then view it on a phone or tablet and pick up where he or she left off without any confusion. The goal should be to create a seamless experience for your site visitor’s across all devices.
In the example below, Twenty Over Ten client, Catalyst Wealth Planning has a website design that is effortless to navigate across all devices.
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About the author
A part of Twenty Over Ten’s digital marketing team, Lauren is a Content Creator. A true Carolina girl through and through, she loves everything about Fall (yes, especially #PSL ☕) and can’t resist a fluffy yellow lab.