How to Know If Your Website is Worthless
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
More than half of advisor websites are worthless. Read on to learn if yours is one and, if so, what a better option is for your marketing dollars.
Just put the poor thing out of its misery
Here’s some real talk. Most advisors shun any semblance of creativity, and, as a result, their website does no good for anyone other than the web developer who got paid thousands of dollars to put the thing up.
Here’s a tip to many of you reading this: Put your poor website out of its misery.
I’m dead serious.
Take the thing down and save yourself the time, money and annoyance of dealing with some marketing person like me who is going to try to persuade you to actually do something different from everyone else — which you surely find irritating.
When you meet someone at the golf course and he or she wants to know more about you, just respond with, “Great! Let’s connect on LinkedIn!” or “I don’t have one – let’s just have a steak dinner at Morton’s and I can tell you all about myself.” Then make it seem like it’s some exclusive thing where you only offer this to people who you think are really cool and have a lot of money or something like that. They’ll feel so flattered.
If your website is as boring as most advisors’, nobody will remember it anyways.
Another option for those who shun creativity
“Take down my website? This time, Grillo, you’ve gone too far! That’s ludicrous,” you say.
Okay, fine. Have it your way.
If you really insist on having a website and insist on being boring, you can still save yourself a lot of money. Just get a free website from Wix.com, and type in some jargon like this:
- We’ve been in business for 20 years
- We’re fiduciaries
- We won’t treat you like all those other advisors do and churn your account for a commission
- We always put your best interests first
- We help simplify your financial life
- We’re passionate about helping people (tearful)
- We offer the best service
- Our process is the most comprehensive one in the industry
- We founded our firm 20 years ago because we are smarter than everyone else and thought we could do it better
- We’re all CFP’s (the terms “CPA”, “CFA”, or other could be substituted) and our team is the happiest and most intelligent group of human beings on the planet and we all get along great all the time
- We’re altruistic people who do community service all the time
- We also won all these awards from our broker dealer (about how we closed the most variable annuities last year — I mean about how we’re so customer focused)
- Comprehensive financial planning
- Investment management – our performance is great, we always outperform!
- Retirement services
- Business owner succession planning
- Boring blog about tax season or great ideas for charitable giving
- Log on to your Schwab, TD, Fidelity, MoneyGuide Pro, or eMoney account here!
Contact us page
- Contact us for a free consultation
- We’ll pass a second set of eyes over your portfolio!
Does this sound like one big cliché to you?
What you should do instead
With the $2,000 or more you save, just set up a Google ads account and start boosting some YouTube videos. I just did a podcast about it – listen here.
There are two reasons I suggest making YouTube videos. It’s harder to be boring on camera than writing something on a piece of paper. When you watch the video, it’s obvious how painfully boring you are and will possibly inspire you to liven it up.
Two, you’ll test your advertisements and see who else thinks they’re boring. Google (it owns YouTube) will tell you that you’re boring!
Let’s say you spend $50 to test a video you made. If you look at your Google ads account and see you got no engagements, the view rate is low and you get no “earned views,” take the hint. This is sign number one that your video is boring!
Or, if you go to your YouTube analytics for your video and you see people dropping off after they click and watch for 10 seconds, this is sign number two that your video is boring!
In other words, when you boost your videos through YouTube you find out pretty quickly that you’re throwing money away. Nobody likes doing that. So you’re way less likely to get past the testing phrase for any of this boring marketing and hopefully you’ll liven it up.
This is no joke. I’m serious because it will help a lot of you reading this.
Websites that are the same as everyone else’s fail to engage and waste the time and money of everyone involved. They shouldn’t exist. A bad website is worse than none.
Instead, use the money on YouTube advertising and let’s hope the process of analyzing your Google ad spend leads to higher creativity.
To hear more ideas about how to throw down on YouTube, join my membership here.
Sara Grillo, CFA, is a top financial writer with a focus on marketing and branding for investment management, financial planning, and RIA firms. Prior to launching her own firm, she was a financial advisor and worked at Lehman Brothers. Sara graduated from Harvard with a degree in English literature and has an MBA from NYU Stern in quantitative finance.