Get a Web Site Now!

Morrow, Edwin P.
January 2000
Journal of Financial Planning;Jan2000, Vol. 13 Issue 1, p48
Academic Journal
This article stresses on the importance of Web sites to financial planners in the United States. A Web site can provide a description of professional background and of associates. This helps the client feel comfortable in having selected one and confident that one is supported by capable staff. Profiling the staff would make prospective clients feel welcome, especially if one provides a photo and some background on each person. The Web site should describe all the services one offers and the products he supports. It is likely that a few clients do not know the full scope of service. The media urges the public to check out on the Web any firm it is considering for financial services or products. While one may eloquently expresses himself, and have a nice printed brochure, many prospects will still check the Web site for reinforcement. If a Web site presents a poor image, the public is being aggressively conditioned to look elsewhere. By directing other professional advisors to Web site, they will recognize permanence and the current extent of operations, thus reinforcing their desire to work. This will make it much easier for them to refer clients to one. Advisors might even direct their clients to the Web site where they will be able to complete a contact form.


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