For most people looking for a financial advisor in 2022, the process begins where many quests for answers, clarity and guidance germinate in the modern world.
Google.
That means long before they ever get the chance to meet their prospective planner face to face — or Zoom to Zoom — those on the hunt will inevitably spend some time clicking on and scrolling around advisor websites. Provide a memorable, intuitive experience, and you may have a new client on your hands.
But if you deliver something frustrating or run of mill, don’t expect to be bookmarked anytime soon.
Understanding the make or break nature of these digital storefronts, award-winning advisor marketing technology firm
On Tuesday, the Florida-based company that has become a mainstay on the annual
Together, the organizations say they hope to craft a holistic solution for advisor websites, branding and digital marketing. They also aim to make an impact in an area where they feel many planners are missing the mark.
“Advisors know that having a website is necessary, but very few have actually benefited from what a great website can do. This is because most advisor websites are bland, undifferentiated, and disconnected from a holistic marketing strategy,” Snappy Kraken’s CEO Robert Sofia said in a statement. “With this acquisition of Advisor Websites, we intend to introduce the industry to what a truly unique, personalized and strategic website can accomplish.
“It's time for advisors to stop viewing their website as a mere table stakes requirement and to start viewing it as the business growth engine it has the potential to become.”
The Snappy Kraken team says advisor web pages typically lack the design, copywriting and branding quality needed to make the most out of “this critical real estate for client conversion.” But firm leaders believe by combining their marketing chops with Advisor Websites’ set of technology tools, advisor websites can evolve from online brochures into powerful growth engines for their businesses.
Advisor Websites leaders are just as passionate about making sure planners are putting their best feet forward online. According to its inaugural
Additionally, more people are turning online for financial advice with 80% of prospects conducting their own research online before choosing a financial advisor.
For Advisor Websites CEO Graham Turner, standing out from the competition isn’t always easy, nor is knowing where to start. But knowing your audience and tailoring content to address their unique needs can make a difference.
When the Advisor Websites state of the industry report was released, Turner said that companies that incorporate personalization into their content and websites report a lift of 10% or greater across their marketing goals.
“Joining forces with Snappy Kraken is the ultimate way for us to increase the value our advisors receive. We’ve been following their success for several years, and it is evident that they are the best marketers and brand builders in financial services,” Turner said in a statement. “As we combine our website capabilities with their incredible content, the advisors who use our integrated offering will gain a significant competitive advantage. We are beyond excited to embark on this new adventure, flying the Snappy Kraken flag together as one.”
Advisor Websites will be branded as a Snappy Kraken company going forward, and Turner will take the helm as president of the new entity.
Officials said integration will take several months to complete, but Snappy Kraken and Advisor Websites have an existing integration that shares contact data, performance statistics and select Snappy Kraken campaigns between platforms. Discounts are available to advisors who use both platforms.
The acquisition comes amid a flurry of announcements for Snappy Kraken. Last week, it was announced as a partnering organization of the
On Wednesday, Snappy Kraken will open the doors to its inaugural
Snappy Kraken also has a presence at the
