Financial Advisors, Five Super Reasons For Having a Mobile-Friendly Website

by Shirley Hanson

A recent study by Paladin Registry reveals that the use of the internet to find financial advisors has reached 25.3%.

It makes sense because they can find out about an advisor without contacting them.

They can discover whether the advisor is experienced in working with people just like them, find out if the advisor is competent, get a feeling for how the advisor differs from other advisors, and learn whether or not he or she is a fiduciary.

And there’s more to the story than having a website that answers concerns such as these.

Why a Mobile-Friendly Website?

Reason Why #1 – More and more prospects are searching for financial advisors from a smart phone (one that is internet enabled).

A March 2015 study by the Board of Governors of the Federal Reserve System states that eighty-seven percent of the U.S. adult population has a mobile phone.

And seventy-one percent of mobile phones are smartphones (up from sixty-one percent a year earlier.)

Remember, Google now gets MORE search queries in the U.S. from people using mobile devises such as smartphones than it does from people browsing the Web on PCs (from a “Business Insider” report published May 6, 2015).

An intriguing 2015 Tech Study by InvestmentNews revealed that 41% of financial advisors do not have websites that are optimized for mobile use.

Forty-four percent of advisory firms said their websites were optimized for mobile use while 16% were unsure.

Reason Why #2 – It’s easy to find out whether or not your website is mobile responsive. Google has a simple and quick test for that. You’ll find it here. https://www.google.com/webmasters/tools/mobile-friendly/

Reason Why #3 – Once you hear about prospects who looked for you on the web from a mobile phone and couldn’t find you, you may place a higher priority on turning your website into one that’s mobile friendly.

Or you may be counting on your website visitors to pinch and zoom in on a website that’s not optimized for mobile use.

Be aware: Visitors may not notice your call to action, they may find your links difficult to click, and they could miss a critical page.

Reason Why #4 – Google gives you another reason for a mobile-friendly website. As of April 21, Google has expanded its use of mobile-friendliness as a ranking criteria for a search.

This places more emphasis than ever on a website’s mobile responsiveness if you’re looking for an advantage when a prospect searches for what you do.

Simply, being mobile-friendly can give you an edge over your competitors.

Reason Why #5 – You don’t need a second site to be mobile friendly.

A “responsive” website means that you need to develop and maintain only one website. Google has a clear definition: “Responsive design serves all devices with the same code that adjusts for screen size.”

And here’s another useful service Google provides: an understandable, no-jargon guide to producing a mobile-friendly website: http://tinyurl.com/mvrwvng

One more test to run on your website:

This nudge comes from the Huffington Post. “Research shows that 57 percent of mobile users will abandon your website if it takes more than 3 seconds to load.”

So be sure your mobile-friendly site loads quickly. The simple test we use is at http://www.webpagetest.org/

So is it all about technology?

No, content is still king.


Your website must answer the questions prospects bring to it. It must provide compelling content that prompts your desired audience to feel, “This is for me. This is exactly what I’m looking for.”

Is your website propelling the growth of your practice?

If not, you may like our “Checklist for Financial Advisors: 7 Costly Website Stumbles to Eliminate.” You’ll find it HERE

Yours for being a mobile-friendly winner,

Shirley Hanson
Shirley@MarketingPlanFinancialAdvisor.com

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About Bob Hanson

Principal, Client Attraction System for Financial Advisors
Bob Hanson has worked with hundreds of financial advisors, professionals, and companies to drive documented results of 300% in new prospect flow within a week, a 70% increase in annual income within 12 months, and a boost in sales of 5 times for a firm in a little over 36 months. In addition, Bob is a Webinar specialist, a White Paper expert, and an experienced Centers of Influence strategist who helps marketers tap the full potential of these powerful marketing tools.

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