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Practice Management > Marketing and Communications > Social Media

5 more things your financial website should have

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Last week I told you five things your business website should have: a site map, lead generation forms, a links page, RSS feed options and search engine optimization. Here are the next five.

1. Analytics tracking system. What’s a good website without visitors? Installing a tracking system helps you measure your objectives and success. If the information seems overwhelming, just start with the basics, like keeping track of how many unique visitors are coming to your site, what country they are from and how they reached your site.

2. Client login. Including a special login for clients to access their personal information increases retention and the number of return visitors to your site. Allow clients to check their portfolio performance, stocks, group insurance and coverage, and any other relevant information.

3. Calls to action. Make it easy and obvious that the user can click for more information, sign up for a newsletter or follow you on social media platforms. You don’t want the user to get lost in the information or not know what to do next, so make sure the action is there and clear.

4. Social applications. Having social applications on your site makes it easy for users to share your content with others. They may want to e-mail the information or share it through social media. Having this application on every page ensures your content has the potential to be shared and seen by others.

5. New content page. You don’t need an actual page titled “updates,” but we think you should have a page that can be continually updated with fresh content. Whether this is a blog, a news page or whatever else you think of, have a page you keep updated with the latest financial news and articles.

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Lisa Craveiro works in the online marketing department at Advisor Websites, where she manages social media accounts and helps financial services professionals gain a better understanding of how to increase their online presence. She has previously worked in a number of roles as a marketing coordinator, crafting and executing online and outdoor media strategies. Visit for more information.


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