A Marketing Guide for RIAs: Part 3? Build a Website
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1 A Marketing Guide for RIAs: Part 3? Build a Website July 13, 2010 by Kristen Luke Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives. This is part three of a ten-part series on marketing an RIA. Read A Marketing Guide for RIAs for a full overview. To view the installments in this series, select RIA Marketing Guide in the left margin. Once you have defined a niche market and created a messaging platform to clearly communicate your firm s value, you are ready to start creating your marketing materials. The most important piece of marketing communication for your firm will be your website. Prospective clients, current clients and centers-of-influence (COIs) will all visit your website to learn more about your firm and the services you offer. It is critical to make a good first impression. The first step in building a website is to hire a web designer, who will help you define a look and feel that appeals to your niche market. You can hire someone locally or someone who specifically works within the financial services industry. The advantage of working with someone familiar with the industry is that they can help you walk through common compliance issues. While the designer may be able to help you build the site, more than likely you ll be responsible for the content. The following sections are designed to help you create your website content. Identify content Before you begin creating a website, think about the types of information you want to include. Include a balance between standard information about your firm and interactive content that will encourage repeat visits. In other words, your website should be a cross between a brochure and an educational resource. Keep your target market in mind when completing this exercise. Only include information that is Page 1, 2018 Advisor Perspectives, Inc. All rights reserved.
2 relevant to their needs and interests. Use the list below to check off the content you would like to include in your website. Additional lines have been provided so that you can include information specific to your firm. Page 2, 2018 Advisor Perspectives, Inc. All rights reserved.
3 Website Content Checklist Overview [ ] Home Page About the Firm [ ] About the Firm [ ] History [ ] Staff Bios [ ] Who We Serve/Our Clients [ ] Community Involvement [ ] Strategic Alliances (e.g. Schwab, TD Ameritrade, Fidelity, etc.) [ ] Investment Philosophy [ ] Mission [ ] The Process [ ] Differentiators/Why Our Firm Services [ ] Financial Planning [ ] Investment Management [ ] Tax Planning [ ] Estate Planning [ ] College Planning [ ] Retirement Planning [ ] Retirement Plans [ ] Fees News [ ] Press Releases [ ] In the News (Articles or Videos Featuring Your Firm) [ ] Awards Resources [ ] Blog Page 3, 2018 Advisor Perspectives, Inc. All rights reserved.
4 [ ] Archived Newsletters [ ] Articles [ ] Recorded Webinars [ ] Video Blogs [ ] White Papers [ ] Videos [ ] Podcasts [ ] E-Books [ ] Calculators [ ] Web Links [ ] Market Summary [ ] Frequently Asked Questions (FAQs) Events [ ] Upcoming Seminars Dates, Descriptions & Registration Links [ ] Upcoming Webinar Dates, Descriptions & Registration Links [ ] Upcoming Special Dates, Descriptions & Registration Links Contact [ ] Contact Us [ ] Map [ ] Directions [ ] Links to Social Media Profiles (Facebook, Twitter, LinkedIn) [ ] Newsletter Sign Up Other [ ] Client Login/Portal [ ] Privacy Statement [ ] Disclosures [ ] Business Continuity Plan [ ] Terms of Use [ ] Site Map Page 4, 2018 Advisor Perspectives, Inc. All rights reserved.
5 Page 5, 2018 Advisor Perspectives, Inc. All rights reserved.
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