In this webinar, Susan Theder, Samantha Russell and Mary Kate Gulick shared the top website design dos and don'ts so that advisors can boost conversions in 2022 and beyond.

1. WEBSITE DESIGN BEST
PRACTICES FOR MORE
CONVERSIONS IN 2022

2. 2
Samantha
Russell
Chief Evangelist, FMG Suite
Mary Kate
Gulick
Chief Marketing Officer,
Carson Group

3. 1st: Does Your Website
Pass the 5 Second Test?
3

4. Ask:
● What was the page about?
● What do you remember seeing?
● Who would benefit from this service?
● What action to take next?
Show user homepage
for 5 seconds
The 5 Second Test
4

5. 5

6. Write website copy in the Problem
> Solution Format
➡ What is the PROBLEM your
clients/customers & prospects
have?
➡ What is the SOLUTION you
provide to that problem?
OR, Call out your Key
Differentiator
What Does this
Look Like On a
Website?
6

7. 2nd: Does Your Website
Pass the OTHER
5 Second Test?
7

8. ➡ Flash content
➡ Too many HTTP requests
➡ Large file sizes
➡ Ineffective caching
➡ Server issues
Load time should
be under 5.3
seconds
8
CENSORED

9. Website Dos:
Start Here
9

10. Design Your
Homepage for
1st time
visitors, not
repeat visitors
10

11. Plan your
content
around what
users want to
do most
11

12. Publish new
content
frequently
12

13. Website Dos:
Compel action
13

14. Have 2 CTAs:
1. Primary
2. Secondary
14

15. Keep your
CTAs always
in sight
15

16. For highest %
Conversions,
Make CTAs
specific to
your audience
16

17. For highest %
Conversions,
Make CTAs
resonate with
your audience
17

18. For highest %
Conversions,
Make CTAs
valuable to
your audience
18

19. Website Dos:
Once You’ve Nailed Those…
19

20. Show people
who you are.

21. Write Your Bio in FIRST
person. Write like you talk.
Don’t be so formal
Tell Your
Story
21

22. 22
Use your Customers Words. Speak to their Concerns

23. Even large teams can have
fun with their site and be
personable
Show Some
Personality
23

24. Include a “Welcome Video”
on Homepage
People Connect
with People, Not
Brands
24

25. Move “offline”
conversation
starters online
25

26. Website Dont’s
26

27. Don’t Have
more than
5 pages in
the main
navigation
27

28. Don’t Make
Your Site
Hard to
Read.
28

29. Make Copy
Easy to Scan
29

30. Don’t ignore
SEO basics!
30
Know your keywords
● Static content
● Frequently updated content
Hit the big 4:
● Page title
● Metadescription
● H1
● Alt text

31. 31
Don’t hide your fees

32. 32

33. 33

34. Don’t forget
to include a
direct link to
your calendar
34

35. Don’t Be
Afraid to Toot
Your Own
Horn.
35

36. Don’t be
boring.
Above all…

37. 37
Questions?
Email: marketing@fmgsuite.com
Samantha Russell
Chief Evangelist
@SamanthaTwenty
/samanthacrussell
fmgsuite.com