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  • Writer's pictureRebecca Hourihan

Is your website important?

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.

Modern Times

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.

Thanks for reading and Happy Marketing!

About 401(k) Marketing

We believe the retirement plan industry can do better. Our clients are the best professional retirement plan advisors and TPAs in the business. They care deeply about saving America’s retirement future. We are proud to share their voices through industry writings, professionally-designed marketing materials (including websites), and expert content collateral. We lend support by promoting businesses through ongoing awareness campaigns.

About Retirement Plan Marketing

Retirement Plan Marketing is a product of 401(k) Marketing and is an ongoing turnkey marketing solution for retirement plan advisors. It is an easy-to-follow, consistent marketing program designed to get you noticed in your community and generate new retirement plan sales. When you deliver relevant plan sponsor content, you add value to your conversations and can work your way up to become known as the “go-to” retirement plan advisory office.

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