Websites are a journey.
When somebody visits your website, they should be taken along a path. Even though they may not necessarily know they’re on a path, you need to guide them.
Poor Functionality Interrupts the Journey
Recently, as I was searching for some clothes online for a weeklong trip, I thought of asset manager websites. I searched online at a cute boutique’s website and found some items I wanted to buy. However, the purchasing process was horrific. The functionality was outdated and time consuming. So, I just tapped out. I figured I could find the items elsewhere. I Googled the clothes and ended up spending longer on this than if I had just bought the clothes on the boutique’s website. However, I couldn’t take how annoying the boutique’s buying process and functionality was.
While advisors aren’t making a direct purchase on your website, this is exactly how you’ll make them feel if your website is clunky and cumbersome to navigate or doesn’t provide enough information to engage them. They will “tap out” and discard your firm from consideration for an investment allocation for their clients.
Clear and Concise Websites
Sometimes asset managers are too content sparse on their websites. Their homepage has little wording – it looks like a temporary page. It appears a bit boring so advisors don’t engage.
Or, there is too much information or jargon language that doesn’t immediately indicate what they do, what they invest in and what their offering is. Advisors aren’t going to spend the time to stick with this and sort through it to find the information they need.
Think about your homepage as an advertisement. You need to give enough information to gain interest, but don’t have to include detailed information on what you do, your firm and your offering here. Your goal is to tease the content, so advisors click through to additional pages to learn more. Tease your track record, your property portfolio, demand drivers and get advisors further into your site.
The Journey is The Key
After you engage advisors on your homepage, continue to lead them through your site.
Why should they invest client assets with your firm?
Why should they trust you?
Why is your asset class superior?
Tell them what to do next, where to go on the site, how to learn more. What do you want them to do next? Do you want them to contact you for more information? Do you want them to inquire about what types of properties and or investments you have to offer? Make it clear. We need to tell people what to do or else they won’t take action.
Lead them through the answers to their questions. The alts industry continues to grow, so advisors will move on from your site if you’re not answering their questions and developing trust. Build their confidence so they follow your call to action, follow the journey and ultimately engage with your sales team.