Thinking of redesigning your website? If your site is not generating leads – it’s not working. Think of your site as a magnet that brings in leads, not as a megaphone shouting for attention.

Plan Around Personas

As a Registered Investment Advisor (RIA) or financial planner, your site should be built for your buyer “persona.” A buyer persona is a representation of your ideal customer. It’s based on their demographics, investment interests and objectives, background, geography, and behavior, among other factors.

For instance, a typical buyer persona for a long/short equity hedge fund may include that he or she is an accredited investor with more than $250,000 in net worth, makes his own investment decisions, owns his own business, is 45 to 65 years old, and lives in a major metropolitan area.

Add Calls to Action

Calls to Action (CTAs) are the forms on your site where you ask leads to go for information – an eBook, a white paper, a webinar. It’s your offer. Think about all the times you’ve signed up for stuff online. All of these “sign ups” are the result of an effective call-to-action.

Audit Your Site

Before you consider revamping your site, make sure you take the time to determine what’s a valuable asset and what isn’t. For example, how many visitors, both new and returning, do you get on average each month? What are your top performing keywords in rank, traffic, and lead generation? What is the total number of pages indexed for your site? How many blog pages do you have? How many inbound linking domains does your site link to?

And: Are you getting any leads from your website, and do you know how to track them?

Focus on Searchers, Not Search Engines

When re-designing your website, focus on searchers – your potential clients. When you do this, search engines should deliver results to make your prospects happy.

Key In Your Keywords

A keyword is a word or phrase that is a topic of significance. Searchers use keywords as a way to identify and verbalize their problem or topic in which they’re looking for more information.

Set UP 301 Redirects

A “301 redirect” is a permanent redirect from one URL to another. Whether you’re switching domain names, restructuring your URLs, or consolidating content as part of your website redesign, setting up 301 redirects is crucial to ensuring SEO benefit.

Unblock Search Engines

When your site was under construction, you may have blocked search engines from finding you until your site was finished. When launching your site after a redesign, it’s important to double check that the search engines know where to find you.

Make Meta Tags

The wires underneath your website building also should be properly constructed for optimal lead generation opportunities.  Make sure that meta tags, alt tags, and headings are part your SEO punch list.

Design for Mobile

“Responsive Design” is the phrase those who make phrases gave to websites that have the same content, look, and feel whether your prospects are looking at a PC, smartphone, or tablet. With responsive design, the only thing that changes across devices is the styling.

Add Analytics

As soon as your new website is up, you should be collecting data. How many visitors are you getting? What pages are they visiting? How long are they staying? Did your content audit and keyword research pay off? You won’t know if you aren’t monitoring key metrics with analytics software.


Ready to launch your refashioned website? Have you proofread? Are the colors, fonts, typeface a-ok? Do all links work? Do you land on the right landing pages? Meta tags, alt tags all properly tagged? Have you had your trusted associates review and comment? If so, you are ready to launch.