Not your grandma’s website: Welcome to your new digital hub

For years, the humble website faded into the background, quietly working while emails zipped out, social media dazzled the business world, and live events grabbed attention with flashy keynote speakers and deal-closing conversations.

In 2020, everything changed. From local insurance offices and retail bank branches, to bank headquarters and popular steakhouses, the world stood still. High-profile events and industry conferences were cancelled or converted to virtual-only experiences. Email inboxes and social media feeds were flooded with updates, brand messages, and webinar invitations.

Many consumers were suddenly stuck at home, hungry for information and limited to the internet. A tidal wave of questions and requests hit the financial industry, sending advisors, agents and bankers scrambling to respond. With no in-person options available and an astonishing volume of inquiries that could not be met with a one-to-one approach, the importance of a broadcast approach, via personal websites and digital interactions skyrocketed.

COVID-19 underscored the increasing need for a comprehensive digital strategy that includes professional websites at the field level. But even before the pandemic, there were a number of reasons why establishing a robust website program for bankers or advisors was a long-term strategic requirement. Although there exist several website types that provide specific tactical benefits, including listing pages and landing pages, we believe the most important and impactful website is the multi-page site that showcases an advisor’s professional experience, coverage areas and credentials, while capturing leads and providing curated content.

 

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