Forever the domain of the marketing guru, websites are naturally associated with getting more clients. However, we like to look at things a bit differently.
Try thinking about your website in this way:
What would MacGyver do?
MacGyver, probably the most resourceful character ever created, always was able to find the solutions to his problems from what he had available. He wouldn’t hesitate to consider his website a tool for solving business problems.
In this blog we’ll go through three big ways you can make your website work for you beyond its marketing functions.
Using your website as a filter
A website used as a filter? Huh? Aren’t websites meant to bring people, not filter them?
A website principally is a communication tool. Most practices use that tool to send a message of ‘please call me’. However, what if you wanted to say ‘I only want to deal with you if you’re committed?’
Here are some ideas:
- Include a fee range on your website. If people can’t envisage parting with that kind of money, don’t let them waste your time. Or you can go even further, put your service packages on your website and never have a conversation about fees ever again!
- Put some work on them. Let them know they’ll need to complete some paperwork, and whilst it may seem a chore, it enables you to keep costs down.
- Detail the advice process. The more they know going into it, the fewer questions you’ll have to answer and the lower the risk of a client dropping off.
One example is Ron Malholtra of Maple Tree Wealth. This guy isn’t worried about tyre kickers. He’s charging for his initial consultation! He couldn’t be clearer about it and as far as I’m concerned he’s doing it right.
Using your website to save you time
Depending on how you have your website set up, it may well be a powerful piece of technology you just haven’t engaged. Many Content Management Systems (such as WordPress) have inbuilt or easily accessed functionality like online forms or other add-ons/plugins. Have an open mind and explore some of the plugins that are available.
Some ideas for you to consider:
- Leverage a client portal. Most good Australian advice CRMs have something in this regard, enabling self-service.
- Host an online form to collect information.
- Use online calculators as client engagement tools (Contact us if you’re interested in this on your website).
- Enable clients to book appointments directly with tools like Calendly.
- Use Live Chat to efficiently communicate with clients.
- Sell stuff! Have a book you always quote? You can sell it on your website! These days, you don’t even have to worry about stocking it when you can dropship directly from Amazon.
Using your website to educate
Using a website for content marketing is nothing new, but the mindset is a bit different from what we’re suggesting here. This is about building a library of educational content you can draw on forevermore.
There is a lot of knowledge that’s in your head, a lot of the opinions you have, and they’re often not a good fit for static website pages. However, they are a good fit for a blog post.
When you look at a blog as a marketing tool, everyone says consistency is key, and that’s true. However, when you treat it as an educational tool, you can write stuff whenever you want. If you get a question often, blog the answer. If you’ve spent the time writing a detailed email, turn it into a blog.
That way, whenever it comes up again: Boom. It takes you no time at all to give the definitive answer without getting weird and sending a 600-word email. Not to mention all the other benefits of having it online. Matter of fact, if you’ve told me you don’t need a website because you’ve got more referrals than you can handle, you’d be getting a link straight to this baby.
If you’ve got other problems in your business that impact client service, maybe you can help set expectations. Perhaps a blog on ‘What actually goes into your Statement of Advice’ or ‘What is medical underwriting and why is it important to do up front?’ could be both informative and build client understanding.
Great to go with a ‘blog’, but if you’re going to use that label and just make sure you post at least every three months. If not, these might be better positioned under ‘FAQs’, ‘Quick Tips’, or ‘Education’.
Another option includes an out-of-the-box solution like the IRESS Financial Knowledge Centre, which includes an educational portal that you can use as a huge base and can contribute your own work to.
Other ways to Macgyver your website
The biggest limit to how you can make your website work for you is your imagination.
One cool example is Atlas Wealth Management which put a survey on its website, allowing them to capture broad insights from its targeted niche.
Here’s a screenshot from one advice practice that uses a simple WordPress Gravity Form to collect client feedback via their website.
Depending on your needs, using your website to host forms is can be better than TypeForm or SurveyMonkey. Tools like WordPress’ Gravity Forms are typically free or built in, only use your branding, and you bring people back to where you really want them: Your website.
Rethinking your audience could be a good idea. Maybe look past your current clients and send a message to their kids. Groups like myprosperity and netwealth have done some incredible work to promote financial literacy to kids/families. You can too.
Recruiting or likely to in the future? You know those careers pages the big companies have? There’s no reason why you can’t have one, not as a pitch to randoms who visit to come and work for you, but as a pitch to a good candidate who is considering responding to an ad. Award-winning practice Wealth Enhancers do this brilliantly here.
These ideas are just a sample of what’s possible. One thing I love about all of these options is that they’re not about having a great website, they’re about having a great business. The great website comes as a byproduct.
So, when you consider whether to invest time and money in your website, follow these wise words:
“Close your eyes and think of MacGyver” – Selma Bouvier