Research from MORI and Mintel reveals that around 22 million people use the internet on a regular basis and around 40% of these go online to find information about financial products before they buy. 18% then go on to buy a product online to benefit from the savings they can make. However, it is essential that you give them the correct advice and do not mis-lead consumers.
The key facts regarding the products the firm sells are essential and should be easy to find. The consumer could turn away if they struggle to navigate the website for the necessary information. They could abort their purchase in frustration or they could buy a financial product that is not suitable. By including articles, hints, tips and FAQs regarding the products into the IFA website design the consumer gets access to the information needed. The advisor also gets their products out there and both parties benefit.
The Financial Services Authority (FSA) regulates the websites of financial advisors. In 2005 and 2006, after reviewing a snapshot of finance websites, they found widespread failings. Some sites failed to give the consumer the key information while others were hard to navigate around which led to confusion for the consumer. Following this, the FSA set out examples of both good and bad and they will be reviewing finance websites again imminently. The FSA say they will crack down on those firms who offer poor IFA website design to the consumer.
When designing the website you should give some thought the inclusion of an “About us” page. This can consist of the company history, awards and achievements that have been gained and a page dedicated to key staff members. You should also add in links to organisation related to financial services and products such as the Financial Services Authority and the Citizens Advice. By doing so you will show that your company plays fair.
However, thought has to be given to the IFA website if you want the website to hit the top of the search engines. The higher your website gets on the popular search engine rankings, the more consumers will be drawn to it and the more business you will do. Individuals who use search engines will rarely go past the first couple of pages when clicking and if your website is listed on the 50th or more then it will not be visited. Getting your products and information out there is essential and around 40% of independent financial advisors have admitted to not having a website. Others say that the site is more like a brochure, which will not attract a high search engine ranking.
One of the main factors that have to be taken into account during the planning of the IFA website design to get higher rankings is updated content. By updating the content on the website in line with changes, you are more likely to get higher a placing. You should include good, clear and concise information, add pages such as news regarding the company, financial products, and offer your newsletter for download.
For expert IFA website design and programming contact us.