Is your website important?
A TPA office once told me, “We have two store fronts. The first one is here, and we have a receptionist, complimentary coffee, and are open Monday – Friday 9 am to 6 pm. Then, we have another store front, and its open 365 days per year and 24 hours per day.“ Your website is your offices’s digital store front.
To add to that, do you know the old saying, “Don’t judge a book by its cover”? Well, 77% of first-time site visitors don’t scroll down. What that means is that the vast majority of the time only your “above the fold” content is seen. So, if your front page real estate is clutter, vague, and visually unappealing, then your prospects are going to “X” out their browser.
Think about your website. When was the last time it was updated? Is it time to fix it up and add a modern look and feel? How does your website compare to your competition?
For years, lots of TPA offices have operated – and successfully – with a general website. Similar to the Yellow Pages, it’s a quick splash site about what you do and a lots and LOTS of text (did we mention LOTS of text?).
However, today traditional business ways are changing. The retirement plan industry is more complex with heavy emphasis on due diligence. So, by having a quality first impression website, it is easy for you to share your story and easier for your clients to understand.
Smart Phone Ready
In April of 2015, Google started including mobile-friendlessness as one of it’s search ranking criteria. So, if your site is not mobile-friendly, it could be affecting your business and reducing your search ranking, thus making it harder for clients and prospects to find you.
Take out your smart phone and take a look. How does your website respond?
Do First Impressions Matter?
Lastly, when you go to a new website and it looks professional, does that immediately elevate that company’s image? And if the site looks engaging, do you click around and scroll for more information? That professional site could even have a call to action and could lead you to enter your email, sign-up for a newsletter, and/or schedule a meeting.
Yes, first impressions matter and they have the immediate power to increase the professionalism of your business. A high-quality website is one simple and easy way to build trust through your community and with your plan sponsor clients.
If you’ve been thinking about Spring Cleaning your firm’s website, there is no better than the present.
About 401(k) Marketing
We believe the retirement plan industry can do better. We are a boutique marketing agency for retirement plan advisory offices, industry providers, and TPAs. We partner with clients that care deeply about improving America’s retirement future. We are proud to share their voices through industry writings, professionally-designed brochures, and marketing collateral. Additionally, we support by promoting their businesses through referral networking and content marketing. 401(k) Marketing is a based in San Diego, CA. Check us out at www.401k-marketing.com