Originally published on Advisor Perspectives, September 5, 2018

I’ve gained new insights working with advisors rewriting and redesigning your web pages. I want to share some of the most notable ones with you. Ignoring these insights may be the quickest way to lose a prospect.

The importance of evidence

Because we limit our service to evidence-based advisors, we deal only with advisors who already understand the importance of peer-reviewed research. Yet, when it comes to your web page, many advisors ignore the evidence.

Clients and prospects make decisions emotionally and then rationalize them objectively. Unless your web page makes an emotional connection with the viewer, it’s unlikely to serve its purpose.

Investors who come to your website are interested in your human qualities. They want to know your values and what your work philosophy is so they can determine if they can trust you.

Inspiring trust requires an entirely different approach to website content and design.

Window dressing basics

You can learn a lot about website design by following basic principles of window dressing.

The next time you’re walking along a street or mall (remember them?) filled with your favorite shops focus intently on the street-facing windows. Start by checking the background color. Its purpose is to “focus your eye on the display, rather than the busy environment of the shop behind.”

Now, look at the actual display. It has a few selected items and a consistent theme (like lifestyle, or brand).

The foreground is the glass, which can be enhanced with lettering to reinforce the central theme.

An effective window lures the customer into the store.

Content overload

Your web page should have a parallel goal – to encourage viewers to call you and set up a meeting.

Effective window dressing doesn’t consist of cramming as many store items as possible into the window. That would confuse and overwhelm potential customers.

Yet, most websites are lengthy and text-dense, covering everything you believe is relevant about you, your firm, your investment philosophy and your process for dealing with new clients.

The overall impression conveyed is that working with you is going to be difficult, time-consuming, arduous, painful, complicated…and a lot of work.

Is this the message you want to send?

Would you enter a store if the window dressing sent a similar message?

What’s essential?

It shouldn’t take more than 5-7 pages to tell viewers what they need to know. Most web pages are many times that length.

Here’s what viewers want to know:

• Who are you?
• Are you qualified?
• What services do you provide?
• What’s your investment philosophy?
• What are your fees?

Your web page should answer those questions in simple, relatable terms. It should avoid jargon and references to complex processes. The design should use colors that convey warmth and understanding. There should be an emphasis on images and video and far, far less text.

If viewers want to know more, they’ll call you and ask.