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By Amanda Larson Outreach

The Anatomy of a Useful Resources Page for Your Advisor Website

10 minute read
The Anatomy of a Useful Resources Page for Your Advisor Website Featured Image

For many, being a financial advisor means your clients see you as a resource and wealth of knowledge when it comes to finding answers for their toughest financial questions. And while you may enjoy offering your insights over the phone, incorporating a resources page on your website can be a great way for both clients and prospects to find answers quickly and conveniently. But if you think you can just drop a bunch of links on a page and call it a day, think again. Below we’ve outlined the important must-haves for your site’s resources page to help you appease your audience while adhering to SEO (search engine optimization) best practices.

Advantages of Including a Resources Page On Your Advisor Website

When done well, a resources page can provide important tools and insights for current clients while helping prospective clients move farther down the sales funnel. By offering a resource center designed to answer your visitors’ most pressing questions, you can boost your credibility as a thought leader and source of knowledge for peers, current clients and curious online viewers.

And in terms of SEO, this can be a great opportunity for beefing up both your internal and external linking strategies.

3 Main Reasons Why You Should Avoid Link Lists

As we said before, if you’re thinking of making a resources page with lists of links – we definitely recommend against it. Here are a few reasons why:

  • This will look like spam to Google
  • It is not intuitive for users to quickly scan and find what they need
  • If you’re not careful, you could be sending visitors to untrustworthy sites

In addition to the reasons above, a list of links is just plain boring and unattractive. If the rest of your site is a great representation of your firm, don’t let this page bring your site’s reputation down. Instead, we’ve got the elements you need to create an attractive and useful resources page below to match the rest of your firm’s site.

What Should a Good Website Resources Page Look Like?

If you’re going to offer clients and prospects important information right on your site, here are a few must-haves to include on your resources page.

Element #1: Trustworthy Tools and Links

Of course, the first must-have on your resources page should be your resources! But before you go including every link you think your clients may need, we urge you to be selective. Only include tools and links on your site that you’ve personally visited and/or tried. The last thing you’d want to do is send your site visitors somewhere deceitful or untrustworthy, as this can reflect poorly on you.

And in another sense of the word, be selective in the number of links and tools you decide to include as well. Giving the viewer too many options can confuse and frustrate them, making your resources page more of a headache than a help. It’s not necessary to include links to every relevant government agency. Instead, use this space to offer more insightful and targetted resources your clients may not know to find on their own.

For example, Twenty Over Ten client, Raskin Planning Group, offers an important tax resource his clients may otherwise have had to spend time searching for online. He also provides a subsection for white papers and other financial worksheets.

financial advisor resources page and white papers raskin planning group

Element #2: Categories

If you want your resources page to be both useful and readable, it must include categories. Give your viewers a way to quickly skim the page to find what they need, as most viewers are coming to your resources page with a particular question in mind. If you serve a wide target audience, you could consider breaking your categories into various areas of financial planning such as retirement planning, college savings, tax planning or investment management.

In the example below from Twenty Over Ten client, Wealth Financial Partners, they’ve decided to only show the categories on their resources page. This encourages more interaction with the site while creating a clean, easily skimmable resources page for the viewer.

financial advisor resources page example wealth financial partners

Element #3: Additional Content & Descriptions

This may be more of an optional element, but if you’re providing links to important tools and resources, you may want to tell the users what they’re for! Providing brief overviews of what the user can expect or why the tool is important to use is both great for informing the user and creating a nice break in space from buttons and links. Additionally, it can be an opportune time to capture relevant keywords and boost your SEO efforts.

Element #4: Links To Your Created Content

If you are blogging regularly (as you should be!) or if you’ve created larger pieces of content, this can be a great place to showcase the content you’ve created. If you’re already offering insightful blog posts that answer your clients’ toughest questions, then there’s really no need to send them to an outside source. Instead, simply link to the relevant post from your resources page. This offers multiple benefits for your site including:

  • Keeping users on your website instead of sending them to a third-party site
  • Incorporating more internal links to help boost traffic to blog posts
  • Establishing you and your firm as a thought leader in the industry

And if you’ve taken the time and dedication to create white papers, Ebooks or other advanced forms of content, offer those up on your resources page as well.

Element #5: Address Your Clients’ Pain Points

While you may want to be a one-stop-shop for all financial resources, remember the reason why you’ve decided to create a resources page on your site to begin with. You’re looking to help current clients find answers to their questions, and you’re trying to help potential clients qualify themselves as a good match for your business. Both of these issues are addressed by ensuring you offer links and tools that are relevant for your target audience.

If you work primarily with retirees and pre-retirees, it’d make sense to include a retirement calculator or up-to-date information on Social Security benefits. But if your primary audience is millennials and Gen Xers, these wouldn’t be appropriate to include. Trying to offer everything for everyone will only confuse and irritate your viewers while appearing spam-like to Google.

When done right, a resources page can offer important tools and insights your current clients will appreciate. The key is to never overwhelm the viewer with too many choices. Instead, focus on making it skimmable, easy to use and relevant for your target audience.

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