You gonna fix that?

If it’s been a while since your last website redesign, you may want to consider doing a little — ahem — spring cleaning. Fixing your website can be a pretty simple process. It can also be vital to your company’s growth. Did you know that more than 85 percent of consumers perform research online before making a purchase? If your firm sports a poorly designed website, it could result in a downward spiral in new clients.

A few quick wins can make a big difference. Start with these easy improvements:

• Take pictures. It’s essential that your website have a photo of you. Incorporate real pictures of your team and firm on your website. It shows prospects that you are well established and provides legitimacy for prospects not familiar with your firm. And hire a professional photographer. While your iPhone can do a lot of cool things, it cannot take web-quality pictures.
• The three-click rule. It’s a good rule of thumb to make all information on your site accessible within three clicks. Organize your website with simple, straightforward navigation so your prospects can find the information they’re looking for.
• Use effective calls to action. Viewers who make it through the masses of Internet chaos to land on your site have already beaten the odds. Don’t let them leave without at least asking them to take some action. Add a few buttons to urge visitors to “Book a Meeting” or “Schedule a Consultation.” Provide clearly defined next steps for visitors so they know how to get in touch with you. When visitors fill out a call-to-action form, use the information to market to them.

We sometimes compare an advisor’s online presence to a virtual résumé. If your firm’s online presence reminds people of a slovenly guy sitting in his undershirt in front of the TV, it’s time for a spruce up. Get your website to work on your behalf by keeping it up to date and reflective of the best of your financial-planning firm.