10 Signs Your Financial Site is Due for a Remodel (Part 2)


If you recall I discussed in my last post the first five of my 10 biggest pet peeves about the websites of professional service firms. They include poor resolution, weak security, faulty graphics, lack of printable resources and forcing visitors to do too much scrolling. It’s not that any of these make a website bad, anymore than some DIY wiring in your dream home makes the whole house a wreck. But they are areas of concern that if let go, could become real problems because they could discourage potential clients. 

Here’s the second half of the list and I’d love to hear what bothers you when you see it on a website. You can send a link to an example or not (I didn’t). Either way, these problems are common but quite fixable with the right attention and/or expert help! 

  • Poor usability. If I have to click through more than three times to get to anything important on your website, then I’m going to be tempted to just leave. UX is an important part of making sure you are attracting and keeping the visitors you want—not annoying them into going elsewhere!

  • No privacy policy or terms of service. Much as we know that most visitors will not read these disclaimers, it’s still important to have them on your site as an added trust factor. And if giving financial advice isn’t about trust, then what is?

  • Lack of a clear USP. Your Unique Selling Proposition goes to the heart of why I, or anyone would choose your firm vs. someone else’s. What makes you different from the rest? It should not be something I have to search for after reading page after page of boilerplate advisor jargon.

  • Typos! Yes, I see these so often on the web it makes me want to scream. Especially words that would require humans to discern (not just spell check) like “to” when you mean “too” or “your” when you mean “you’re.”

  • Links that don’t work. The impression broken links gives your visitors is that you have neglected the website and it may not be up-to-date. If you want to turn off prospects as quickly as possible, broken links are a great way to do so. 

    There, I’ve said my piece and have refrained from linking to examples of guilty websites I referred to in this post. But, you can see this in so many websites today that a quarterly look or even our second opinion offer would be time well spent in order to keep this vital infrastructure of your business in good repair!

What would you add to this list? Drop me a line here with your thoughts, or to request a complimentary review of your site.

Patricia Creedon leads creative direction at Wall & Main

Patricia Creedon