Ten years ago, a static website was quite a powerful tool to help drive revenue and increase inbound traffic.  However, this was sufficient only due to the fact that the world of online business operations was still in its infancy.  This is particularly true of IFA’s and most of the financial industry.  The majority of business was still accomplished face-to-face and rarely was the Internet used to find a reputable financial institution.  These times have now changed.


A larger number of businesses are now utilising the power of the World Wide Web to their advantage; achieving exposure that was all but a dream only a few short years ago.  Thus, the approach that needs to be taken has likewise changed dramatically.  No longer is a standalone web page adequate.  Instead, there are various methods that should be used to help garner more public attention, increase search rankings and to ultimately improve the chances of success in the highly competitive field of finance.


It is Called the Web For a Reason


If we imagine the plane geometry of a spider web, we envision a central hub with tendrils branching out in every direction.  The same may be inferred when designing an effective online presence.  The website will serve as the centre of one’s operations.  However, a higher number of relevant links will help build a solid visitor base and increase exposure.  Thus, the best web designers will incorporate hyperlinks into their templates that will provide visitors the option of navigating to the latest blog post, social media site or even a third-party news report.


Power Perceived if Power Achieved


These hyperlinks will serve much greater of a purpose than merely entertaining potential future clients.  While it is true that an increased number of inbound hits will equate to a larger presence in search engines, it is important to note that these very same engines use algorithms which will incorporate other elements such as syntax, social media status and the number of times a specific phrase or company name is mentioned.  The aim should always be to rank within the top twenty list of IFA searches.  Over time and with the inclusion of hyperlinks, this can become a reality.


Quality Over Quantity


A final consideration revolves around the relevance of the links themselves.  If someone has landed on the homepage of an online IFA portal or service, it is most likely not by accident.  Rather, this visitor has very discreet needs.  Therefore, all hyperlinks embedded within the HTML also need to be just as relevant and cohesive.  Blind links are fatal as is any text that will redirect to a site that contains numerous pop-ups or cheap advertisements.  So, the best hyperlinks should direct the demographic to quality locations; preferably media sites and blog posts created by the same company.


Never forget that the true power of a website lies not in catchy flash videos, banner ads or even a witty web address.  Rather, power comes through interactive and proactive exposure.  Proper hyperlinks are essential tools to help achieve this success.