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This is part three of a ten-part series on marketing an RIA. Read A Marketing Guide for RIAs for a full overview. To view the installments in this series, select “RIA Marketing Guide” in the left margin.
Once you have defined a niche market and created a messaging platform to clearly communicate your firm’s value, you are ready to start creating your marketing materials. The most important piece of marketing communication for your firm will be your website. Prospective clients, current clients and centers-of-influence (COIs) will all visit your website to learn more about your firm and the services you offer. It is critical to make a good first impression.
The first step in building a website is to hire a web designer, who will help you define a “look and feel” that appeals to your niche market. You can hire someone locally or someone who specifically works within the financial services industry. The advantage of working with someone familiar with the industry is that they can help you walk through common compliance issues.
While the designer may be able to help you build the site, more than likely you’ll be responsible for the content. The following sections are designed to help you create your website content.
Identify content
Before you begin creating a website, think about the types of information you want to include. Include a balance between standard information about your firm and interactive content that will encourage repeat visits. In other words, your website should be a cross between a brochure and an educational resource.
Keep your target market in mind when completing this exercise. Only include information that is relevant to their needs and interests.
Use the list below to check off the content you would like to include in your website. Additional lines have been provided so that you can include information specific to your firm.
| Website Content Checklist |
Overview
[ ] Home Page |
About the Firm
[ ] About the Firm
[ ] History
[ ] Staff Bios
[ ] Who We Serve/Our Clients
[ ] Community Involvement
[ ] Strategic Alliances (e.g. Schwab, TD Ameritrade, Fidelity, etc.)
[ ] Investment Philosophy
[ ] Mission
[ ] The Process
[ ] Differentiators/Why Our Firm
[ ] __________________________________
[ ] __________________________________
[ ] __________________________________
[ ] __________________________________ |
Services
[ ] Financial Planning
[ ] Investment Management
[ ] Tax Planning
[ ] Estate Planning
[ ] College Planning
[ ] Retirement Planning
[ ] Retirement Plans
[ ] Fees
[ ] __________________________________
[ ] __________________________________
[ ] __________________________________
[ ] __________________________________ |
News
[ ] Press Releases
[ ] In the News (Articles or Videos Featuring Your Firm)
[ ] Awards
[ ] __________________________________
[ ] __________________________________
[ ] __________________________________
[ ] __________________________________ |
Resources
[ ] Blog
[ ] Archived Newsletters
[ ] Articles
[ ] Recorded Webinars
[ ] Video Blogs
[ ] White Papers
[ ] Videos
[ ] Podcasts
[ ] E-Books
[ ] Calculators
[ ] Web Links
[ ] Market Summary
[ ] Frequently Asked Questions (FAQs)
[ ] __________________________________
[ ] __________________________________
[ ] __________________________________
[ ] __________________________________ |
Events
[ ] Upcoming Seminars Dates, Descriptions & Registration Links
[ ] Upcoming Webinar Dates, Descriptions & Registration Links
[ ] Upcoming Special Dates, Descriptions & Registration Links
[ ] __________________________________
[ ] __________________________________
[ ] __________________________________
[ ] __________________________________ |
Contact
[ ] Contact Us
[ ] Map
[ ] Directions
[ ] Links to Social Media Profiles (Facebook, Twitter, LinkedIn)
[ ] Email Newsletter Sign Up
[ ] __________________________________
[ ] __________________________________
[ ] __________________________________
[ ] __________________________________ |
Other
[ ] Client Login/Portal
[ ] Privacy Statement
[ ] Disclosures
[ ] Business Continuity Plan
[ ] Terms of Use
[ ] Site Map
[ ] __________________________________
[ ] __________________________________
[ ] __________________________________
[ ] __________________________________ |
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