With all the talk about being engaged on social media networks, some financial advisors may underestimate the importance of building their own business websites. But a great website is the cornerstone to your online presence.

Today, only about 8% of advisors are making the most of social media, according to an Oechsli Institute study. These early adopters utilize the technologies to gather information on clients, research prospects, find business opportunities, receive introductions or referrals, and ultimately acquire new business.

Author: Trevor Eisenman

Are standard “always worked before” advertising methods less effective? Is the 100 calls = 10 appointments = 1 sale formula less accurate? Are outbound phone calls more effectively blocked by technology every day? Relax. All that’s happened is many of your current and potential clients have moved to the “online” landscape of the World Wide Web. You just need to get your online presence ship-shape in a hurry.

For visitors to get the most from your website, the content should be fresh, informative, and written to benefit both clients and prospects. Website visitors are often looking for information that is different from what you might provide in other formats (ads, printed newsletters, seminars, etc.). The easier it is for visitors to process your content and navigate your site, the more likely they are to spend time there and to revisit.

Having a website is just as important for the success of your business as having a business card. But, just like a business card, a website is a passive tool — it can’t find your clients and prospects on its own. They need your help to find it.

Branding has become one of the fundamentals of the media-savvy, 21st-century business. We are constantly deluged with information, from the Internet to TV to print. If you and your brand aren’t competing for potential customers’ attention, or reinforcing your image to your existing clients, your company could be left behind.

These simple guidelines may help when building a brand for yourself or your company.

Today, nearly four out of five adults are online, and 86% of respondents in a FINRA investor survey expressed a high degree of interest in free and unbiased investor education and information. The Internet is often the destination of choice for consumers who are looking for news and guidance.