Susan Theder
HIGH-QUALITY
USE HARD COPY REPRINTS , PDFS , AND PLAQUES TO
Susan Theder
ADVISOR MARKETING
PROMOTE ACCOLADES WITH
HIGH-QUALITY
CUSTOM REPRINTS AND AWARD LICENSING
USE HARD COPY REPRINTS , PDFS , AND PLAQUES TO
SHOWCASE SUCCESS
ACROSS YOUR :
website office social media
marketing campaigns and more
Start now at : fa-mag . com / reprints
set of emotional influences and can impact the way clients perceive different companies and products . Color can also affect behavior , particularly that of people learning about new ideas or relationships . This is partially the reason so many industries tend to share certain colors in their brands , logos and website designs .
For example , blue creates a sense of calm and serenity , red can generate feelings of excitement and power , green tends to evoke feelings of health and wellness , and yellow inspires optimism and happiness . Blue and green are common for many advisors , and with good reason : The emotions associated with them are the same ones advisors want their clients to feel .
All this is important to remember when you ’ re developing or redesigning your site , because color not only has power over emotion but also influences your site user ’ s ability to navigate and access its features . Even if blue and green are key , don ’ t be afraid to include other colors in your design or adjust the ways you use color to reflect your personality and intent .
The right colors , ones that align with your brand and its personality , can affect the way prospects engage with your website and , ultimately , influence whether they reach out directly to you .
4 . Use The Right Images For Your Brand
Imagine a couple , holding hands , walking down a beach . For some reason , they ’ re in all-white clothing . We ’ ve all seen images like these on people ’ s websites , and the message is always clear : This is a happy retirement .
But such images are also used so often because they work and show the power of design .
Your prospective clients want to see themselves , or people who have similar goals , when they look at your website . They want to know that you “ get ” them . Like tone and language , the images you use on your website should appeal to your target audience and reflect your brand . And like colors , they will often evoke emotions of their own . For example , a brand that wants to feel approachable and friendly might show a family gathering or event , while a brand that wants to feel sophisticated might opt for more abstract images or limit the number of images outright .
5 . Use Content To Highlight Your Services
Perhaps you ’ ve written an article on current events , or perhaps you have written an educational resource that ’ s been on your blog for years . Whatever it is , original content is a great way to address client concerns or highlight your range of services . In fact , according to an eMoney survey , 63 % of consumers believe informative and educational content would make an advisor stand out .
Positioning yourself as a source of information can attract prospects , help you retain clients , and even help generate referrals . Timely items about real-world events perform best , and also give you what I call a “ referrable moment ”— such content gives your clients a reason to talk about you with other people during ordinary conversations . But don ’ t forget to write about more evergreen planning topics as well , things that highlight the range of problems you solve ( in estate planning , tax optimization , education planning , etc .). Not only are these topics continuously relevant , but you can repurpose your material about them down the line .
Wrapping Things Up
Standing out as an advisor in a busy marketplace can seem like a daunting task . You have built your business to serve particular types of clients well , so if you can demonstrate your emotional intelligence , you ’ ll better position your brand . As you redesign or update your website , use the tips I ’ ve listed here to help you speak directly to the needs of your clients and prospects so that they can clearly see and , more important , get the feeling that you are the right advisor for them .
SUSAN THEDER is the chief marketing and experience officer at FMG Suite .
20 | FINANCIAL ADVISOR MAGAZINE | JANUARY / FEBRUARY 2024 WWW . FA-MAG . COM