It is no secret that proper client engagement is tantamount to success in the world of finance and many financial professionals will embrace this idea on a personal level. However, it is shocking to see how many IFA websites make very little effort to directly communicate with a visitor who could very well be the next lucrative client. One of the reasons for this is due to the false belief that a website should be static and only state general information (especially in the world of finance). In fact, this modality is out of date and just plain wrong. So before we take a look at the methods by which clients and visitors can be actively engaged, it is important to understand the reasons behind this practice.


A financially oriented website is the billboard for any company. It is more than likely that a visitor will not arrive on the page randomly. They are looking for specific information and need to be catered to. Generally, a visitor will remain on a page for no longer than a minute before looking elsewhere if they do not find what they are searching for. So while a static information bar and even a contact email are highly relevant, a live chat option should ALWAYS be included in a place that is easy to find on the landing page. The bottom line here is simple: a visitor that is catered to is much more likely to convert into a client.


As we have just seen, live chat is one of the best ways to accomplish interaction. Of course, employing a full-time staff member 24 hours a day to cater to this task is both redundant and costly. It is for this reason that outsourced CRM representatives are often used. A simple “widget” can be placed on the landing page that will enable the visitor to contact a representative in real time and with little effort. This should obviously be placed next to a phone number (preferably toll-free if possible). These tools alone are excellent standalone means to help ensure proactive communication.


This last factor is just as important as CRM engagement. Social media sites and blog posts are the two most common platforms that a site should be linked to. Both of these locations will enable the IFA to keep his or her clientele up to date with all of the latest news and perhaps more importantly, feedback from active clients and mere visitors can be observed. This is obviously a great way to keep one’s finger on the virtual “pulse” of the online financial community while simultaneously allowing a site to appear that it takes great value in keeping all clients informed.

So, these are perhaps the three most important factors that need to be seriously considered when designing or redesigning an IFA website; particularly in these modern times. Although the trend is slow, the majority of companies are already beginning to embrace these ideas. By employing these tactics presently, such a site can remain ahead of the ever-evolving technological curve.