Broker/Dealer Web Site Checklist

Is your web site a reflection of your company’s offering? Is it the first impression you’d like to make with coveted advisors? Is it the impression you need to make to equal or better the playing field with your competition?

Your web site needs to be many things to make the impression you truly desire. Why then do so many BDs have unimpressionable sites? Below is a checklist ideas and questions you’ll want to consider.

• Is it consistent with other marketing material you market?
• Did you approach it as an expense or an investment?
• Does it offer enough information to captivate your audience but not so much that they don’t need to call with questions?
• Is there a compelling call-to-action?
• Does your message/brand resonate with your audience and does your site effectively convey this message?
• Does it have a recognizable message or brand?
• Is it visually appealing, professional looking? Or is bland and simple your style?
• Is it easy to navigate? Is it laden with content and tools that are insignificant to the sales process?
• Is the content professionally written or drafted by your in-house marketing intern?
• Does it paint a picture of what it would be like to work with your organization?
• Does it say ’success’?
• Does it leave the exact impression you’d like it to?

This is the way it should be! It can be everything you need it to be. It can be an investment in your business or it can continue to be an expense.



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