Study Shows Clients Get First Impression From Your Website – Make Sure Your Message Is Clear Hot

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At the Pershing INSITE 2012 conference, Michelle Gutierrez, a director at Pershing, referenced a Tower Group study that showed that 71% of a sample of investors get their first impression of you by visiting your website. Only then do they want to meet with you. (I cannot find a copy or summary of this study, so I can't verify this testing. If anyone has seen it, I would be grateful if you would put the link in the comments below.) So, if your message is not clearly on your homepage you are missing opportunities.
 
So many sites I see say the same thing: independent, objective, comprehensive, wealth management, financial planning. Does your website say that you build one-on-one relationships with clients, offering personalized attention and financial guidance? Then you are just like Edward Jones! Aren’t you?
 
If the client cannot quickly understand that you are really good at something in particular that the prospect needs, you may not get the chance to make her a client. You may have an amazing presentation that you make to prospects in an introductory meeting, but you have to get that appointment for it to work its magic. If your website looks pretty much like your competitors, and their in-person sales pitch is good, your prospect may sign on with them without ever talking to you.
 
Establishing your brand requires putting your value proposition, what makes you different, everywhere you have a marketing message. Whenever you have a chance to tell people what you do, verbally, in print, or on the web, you need to be reinforcing the description of your ideal client and that special solution or experience you deliver.

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A Strategically Focused CE Curriculum

With classes approved for over a decade by the CFP Board, IWI, and NASBA, Advisors4Advisors CE classes are an optimal knowledge stream for CFP®, CIMA®, CPA, CPA/PFS®, CFA®, and other practitioners. It's not a grab bag of speakers willing to sponsor CE content. Nor is it a one-man CE course. It's a group of subject matter experts with amazing communication skills and a history of thought leadership that, together, give advisors a well-rounded knowledge system for running a professional practice ethically and intelligently.

CE Since October 2008

A4A CE classes for financial professionals began in October 2008, the week Lehman Bros. collapsed. Initially billed as “The Financial Crisis Webinar Series,” A4A connects advisors with authoritative sources on investing, tax, and financial planning, chosen by A4A Editor Andrew Gluck, a veteran financial reporter. A4A members get a stream of CE classes for an advisor who: 

  • holds a CFP®, CIMA®, CPA, CPA/PFS, CFA or other designation requiring CE annually 
  • values monthly CE classes by Fritz Meyer, Craig Israelsen, Bob Keebler, Frank Murtha, or Andrew Gluck
  • diversifies a core of client portfolios in low-expense funds
  • invests based on MPT and economic fundamentals
  • advises on tax and financial planning as well as investing
  • needs financial counseling skills
  • wants the Certified Financial Counselor™ designation 
  • is building a brand as a thought leader locally or in a niche
  • wants the facts when bad news breaks
  • wants CE aligned with a content marketing system
  • wants 24/7 access to CE on-demand
  • insists on objective evidenced-based tax and investment planning analysis

CFP CE Reviews

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"good presentation of complex changes"
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"Thank you Bob for an excellent overview of the SECURE 2.0 provisions. While many of these have been glossed over in other various industry publications, Bob has gone into adequate..."
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"Keebler usually talks tax way above my level, but this time everything was explained clearly to non-tax nerds. :-)"
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"I thought Bob did an awesome job of condensing HUGE tax law change into salient points in an hour. Kudos to him...."
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"Timely topic - will look forward to more on 2.0"
MEMBER REVIEWS 
William Desormeau, Jr. CFP®, AIF®
It is not possible for me to overstate the cumulative value that Craig, Bob and Fritz have added for over 10 years to my investment advisory practice, as well as for personal and family financial planning. A4A gets my highest recommendation
Lynn Najman, CFP®
I’ve subscribed to A4A since its inception, and always find it intellectually stimulating and on point. It’s one of the few CE solutions out there that doesn’t waste my time by pushing product or talking down to me.

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Pete Deacon, CPA, CFP®
A4A has had a profound effect on my business. Since 2009, I’ve relied on the consistent messaging and updates to run my business successfully. Being able to present the information from Bob, Fritz, and Craig's ongoing CE webinars has been a significant benefit.

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Fredric Mayerson, MBA, PhD, CFP®
I've been a financial professional and professor of finance for 35 years and find Fritz Meyer and Robert Keebler to be among the most engaging, incredibly knowledgeable, and experienced presenters I’ve encountered. They deliver an extraordinary amount of information in an extremely interesting way — sequentially and developmentally, utilizing pedagogical tools and techniques that few possess.  A4A to is the most consistently excellent CE program available.  
Ron Roge, MS, CFP®
I’ve been attending A4A many years because the CE classes are outstanding, and my time is valuable. Though I have over 35 years of experience, I’m always learning something new on A4A. I attend fewer conferences now because the CE is generally not advanced. If you want to learn from the best, in a faster, easier, and less expensive way, I highly recommend A4A.

John R. Day, CPA/PFS®

I’ve been a member since 2011 and never miss the monthly webinars with Fritz Meyer. I appreciate Fritz’s independent views on the economy and markets and Bob Keebler keeps me updated on excellent tax planning ideas. A4A is a great value!

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Norman Politziner, CFP

I wouldn't miss a Fritz Meyer webinar unless my pants were on fire. I've relied on Andrew Gluck's knowledge systems --client communications and CE -- for two decades. It's simply the best solution for tax, financial, investment, and risk-management professionals.®   

Dan Hawley, CFP® 

A4A, for over a decade, has been a great resource for useful and accurate information and CE. A4A and Advisor Products are bargains for an advisory practice. 

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Kevin Brosious, MBA, CFP®, CPA/PFS®

I get CPA CE credit and CFP credit for the webinars.  But not only that, the A4A content is terrific