The 3 Most Important Pages on Your Site and How to Improve Them
No matter how you choose to structure your website, time and again it’s the same three core pages that will see the most traffic: Welcome, About and Contact.
While other pages have their role, and you should still take the time to lay out your services and processes, these simply aren’t the ones doing the lion’s share of engagement. Prospects most want to know who you are and how you approach wealth management—in little more than a few seconds. So we’ve compiled the key features of effective lead conversion pages here.
Your Welcome Page
With little or no scrolling, the user should land on your welcome page and immediately see:
- A high-end, professional look and feel
- A message denoting your singular approach for a defined niche
- A reason to continue scrolling or navigating through the site
This likely includes a striking image (or short video), strong header and short introduction. The rest of the welcome page will highlight important supporting facts and differentiators, as well as opportunities to connect the user to different pages within the site and a clear call to action. But it’s the first few seconds at the top of the welcome page that will have the greatest impact.
Your About Page
Potential clients will visit your about page expecting to get an understanding of:
- Your story and how it benefits them
- The qualifications of you and your team (through professional bios and headshots)
- Your extended team, partners, and broker-dealer or other support systems
- What it’s like to work with you
Your About page can include various additional segments, like your philosophy, principles or community involvement, but the elements above are the most crucial and they come through a combination of team photography, graphics and visuals.
Your Contact Page
If your welcome banner is the first impression a potential client gets, your contact page is likely the last thing they see before making the decision to reach out. So ensure this page:
- Is easy to find (with multiple links throughout the site)
- Follows the user through the site (i.e. a visible button in the masthead)
- Includes a simple, non-committal call to action (offering something concrete but not asking much of the user)
- Prioritizes important information (like your address and phone number)
- Offers multiple options for outreach (feedback form, email, phone, etc.)
Altogether, these three pages can serve to attract the right people and lead them to take the first step toward becoming clients. Reach out to our team if you’re looking for ways to optimize your site’s core pages.
