Advisers who want to make e-commerce work for them must ensure their offering is up to scratch, according to Laurence O’Connor.
Financial Affairs, the Burnley-based financial adviser and insurance broker of which Mr O’Connor is managing director, recently updated its e-commerce presentation. The main element was a revamp of the company’s website at www.financialaffairs.co.uk.
Mr O’Connor said: “We hired a PR company who built the site, but we provided most of the content ourselves. The cost was around £8,000 to £10,000 for the website and associated items.
“We used to be getting 10 hits a week, and now it is 30 to 50 a day. Twitter has also generated traffic.”
Although the website is not used for transactions, forms are available so customers can make enquiries about such items as Isas and home insurance.
The website has established a stronger brand identity for the firm. It took the lead from the website’s four-colour banding pattern under the company logo, which it used for banners on the front of the firm’s premises. The company’s new brochure – available as a hard copy or a download – also reflects the website design.
Company news is included in the website’s blog section. The firm has also developed a presence on Twitter and Linkedin, and has posted videos on a dedicated YouTube channel. Skype is being used for contact with clients both in the UK and abroad.
Mr O’Connor is a strong advocate of firms boosting their e-commerce offering. He said: “You have got to do these things to build your business, alongside the necessary face-to-face contact that is fundamental to the business. So it is a balance.”
ADVISER VIEW
Debbie Chettleburgh, marketing officer of Norwich-based advisory firm Investing Ethically, said: “Yes, keeping your e-commerce offering up-to-date is essential – particularly for a business such as ours providing ethical advice. It enables us to maintain contact with existing clients who can relate their experience, and this encourages engagement with new clients. I think it is important to have a personal input into your website while not ignoring external experts.”
