Millennials Your Niche? Here’s How to Optimize Your Advisor Website

Believe it or not, millennials currently represent about $1 trillion in purchasing power, and this number is only going to increase throughout the coming years. As a financial advisor, if your niche is millennials, it is time to get out with the old, and get in with the new! You must change your website tactics, and transition towards more millennial-friendly standards. It’s certainly not an easy task, but we are here to help with your transition. Below we’re outlining six tips to help you give millennials what they are looking for on your advisor website.

Tip #1. Be Mobile-Friendly

One of the most important things to engage the millennial audience is by providing a good mobile experience. It shouldn’t come as a surprise that millennials love their smartphones. According to Entrepreneur,  many millennials are relying on mobile devices as their only method of accessing the web and communicating. In fact, 18% of millennials reported being mobile-only. That is, not mobile-first, but mobile-only. As financial advisors, it is absolutely integral that your website is mobile friendly so that millennials can have easy access.

Smartphones have become the single most important source of information for millennials. If your website is not mobile friendly, trust us — millennials will not want to switch gears and login to their computer or desktop to look at your website. When you create with Twenty Over Ten, you can rest easy, because all of our frameworks are designed to ensure your visitors can easily navigate your website on any device from desktop to tablets and mobile devices.

You could take it a step further and make your business even more mobile friendly by creating an app! In the example below Twenty Over Ten client, Morling Financial Advisors advertises their new Android and iPhone app that allows their clients to easily check on their investments from anywhere.

Tip #2. Be Fast

It is one thing to have a mobile-friendly website, but it is an entirely different thing to ensure your website is fast. In today’s day and age, people are on the go and in a rush — especially millennials. Millennials love a fast website, and this is a part of rising consumer expectations.

According to Neil Patel, 40% of people abandon a website that takes more than 3 seconds to load. The longer your page takes to load, the larger the chances are for millennials to abandon your site, and we know that you do not want that. Therefore, it is important that you don’t compromise speed to get a few extra icons or pictures in.

A 1 second delay in page response can result in a 7% reduction in conversions.

Neil Patel

Tip #3. Easy To Understand

Another great way to attract your millennial niche is to make your website easy to understand. From the design to the content, your website should be simple and straightforward. In fact, 76% of millennials said their favorite websites have content that is easy to understand. Some ways you can make your website easy to understand is by having fewer pages, using simpler vocabulary (no financial jargon!), ensure your navigation is straightforward as possible and using more graphics.

Moreover, 59% of millennials said their favorite websites use amazing graphics. Simply put, graphics make the content easier to understand and follow. In addition, a large majority of millennials are visual learners, making graphics even more useful. Below you will see a graphic from Alison Wealth Management. As you can see, using the graphic to portray their services makes it simpler and easier to understand for millennials. This is much more engaging than simply listing out the services in a bulleted list.

Tip #4. Accurate And Up-To-Date Content

Millennials love information, and we can’t blame them. In today’s data-driven world, we have access to tons and tons of information. Due to this, it is important that the content on your site is not only easy to find but is also accurate and up-to-date. Millennials come to your site to seek information, and if they are not able to find it because the information on your site is either wrong or isn’t even there, they will have no reason to stay.

It is important that you continuously add relevant information to your site — it should be a flow of information similar to your social media channels. Accurate and up-to-date content also serves as a way for you to establish trust with your millennial niche. Because after all, who wants to work with a brand that can’t keep up?

Tip #5. Make Your Content Easy To Scan

So we know now that millennials crave information and are short on time. If a millennial is on your website, they want information, and they want it quick. Cut the extra fluff, it’s just not necessary. Making your website content easy to scan will help your visitors know whether or not they came to the right place. If they find what they are looking for through a quick scan, they will likely read the content, but if they don’t find information through scanning, chances are that they will move on.

Now you will probably ask how can you make your website easy to scan? The solution is actually quite simple! One of the best ways to make your content easy to scan is by using header tags throughout your content. Headers allow readers to quickly see what information is on your site, and where the information they’re seeking is located. Other great ways to make your site easy to scan is by formatting techniques like bullet points/numbered lists, bolding and/or italicizing keywords and phrases, and using shorter paragraphs. Twenty Over Ten client, Stein Financial Group, uses a combination of all of these tactics including header tags, bolded words, and bulleted lists on their services and fees page.

Tip #6. Interaction

Millennials want to feel like the website they are looking at cares about them and is catered for them. We all want a personal touch, and so do millennials. Millennials like to feel like they are being seen and heard. A great way to do this is by offering ways to interact with them on your website. One way to facilitate this interaction through your website is by asking survey or poll questions. This is a great way to show millennials that their thoughts and experiences are valuable, and millennials will appreciate this. Another way to encourage interaction is by having a live chat integration on your website. Not only will a feature like live chat make your millennial visitors’ life easier by being able to speak with you immediately but it can also make life easier on you to better qualify prospects, gather information and move them further down the sales funnel.