This article ought to be fairly straightforward, as I've already covered web site best practices for professional services firms in general. (See here for that.) Financial services firms ARE professional services firms, so all of the items in that article apply here. I'll quickly share a list of critical web site elements for financial services firms, and then discuss some particulars below.
10 Most Important Web Site Elements for Financial Services Firms
- Contact information and a good inquiry form
- Well developed, on-point content
- Social media / sharing capability for content
- Proper disclosures and compliance info
- About us / company history
- Clear, thorough, product / service descriptions
- SEO aspects in place (meta tags, etc.)
- Team member bios
- Data capture / list building / autoresponders, newsletters, etc.
- Press / media area
First, let's define what we're talking about here. I'm speaking broadly of wealth management firms, investment companies, banks, credit unions, etc. Obviously, a lot of the particulars for these will vary widely. (For example, if you're a bank, you basically have to offer online banking in order to stay competitive. Although, if you don't offer it, you could at least spin that for marketing purposes and say that your bank cannot be breached by hackers!) (And, on that note... Marketing Portland does NOT do online banking web sites. Not that we've ever been asked, but there are just some things too risky to ever outsource -- and online banking is one.)
Enough about banks, though... The most common type of financial services site would probably be sites for local offices of Edward Jones and those types of independent investment and financial planning professionals. Many are indeed affiliated with some larger company, and may or may not want or need their own site. But, quite a lot are independent folks and, I suspect, are under-focused on marketing.
Some of this is for fairly good reasons, as financial services marketing actually falls under some pretty stringent regulation in terms of what one can and cannot say. Think of all of the legalese from this industry that almost everyone in the world already knows -- warnings like "past results are not guarantees of future successes." These legal warnings have actually made their ways into the common wisdom of our language. This is why "proper disclosures" has such a high place on the list, above. People are SO litigious these days, necessitating all of that good old "CYA" language.
But, regulatory difficulties aside, financial professionals actually enjoy a few marketing positions others don't necessarily have. One main advantage is that pretty much ALL people are interested in good information about money. Managing it, investing it, donating it wisely, philanthropy, tax implications of doing things one way versus another, estate issues relevant to common people... The list is *endless*, which shows how rich and complex the field is.
Ergo... the magic combination for marketing this sector effectively is (1) translating all of that good information into easily-understood language, (2) presenting it in an effective manner, and (3) spreading the word about it. While that all sounds fairly obvious, there's a huge strategic aspect involved. For example, I had a financial services client one time for whom we were doing some PR work. They specifically requested that all articles written (and there were tons of them) should reflect a 7th grade reading level.
Sounds easy, right? Well, it's actually kind of tough to translate difficult concepts into such a widely accessible level. The previous paragraph, for example, reflects a reading level of 11.5 (i.e. between a junior and senior in high school), so we would have had to revise that one a bit. :-) (By the way, the web site readability-score.com/ can tell you the readability level of your text, based on accepted forumlae such as the Flesch-Kincaid, Gunning-Fog, and others.)
What really works well, I think, is video marketing. While many people may not be comfortable writing articles, most financial people are actually pretty adept at speaking. This is because part of the normal marketing routine for people includes activities like explaining financial topics at board meetings, giving talks at local networking events, walking clients through concepts, and other speaking-type activity. I've known (*many*) professionals who couldn't write a single decent sentence on paper, but who could really command a room when talking. So, why not leverage that? Just make videos, and have them transcribed for the text aspect -- and then post both to your site. (See my articles on video marketing here and here, for more info.)
Next up is the presentation aspect -- i.e. your hiring a good web development company like Marketing Portland to make your material come alive design-wise. And finally, there is the marketing aspect, which is why you see things like social media sharing functionality and SEO included above.
You may not be the Wolf of Wall Street at the moment, but if you follow the advice above (including heading over to the article on professional services firms), you may well find some financial returns of your own soon. Ready to get started? Contact Marketing Portland today!