Yellowtail Financial Planning managing director Dennis Hall says IFAs are being poorly served by website builders.
At an Unbiased.co.uk/Money Marketing round table last week, Hall said: “A vast majority of IFAs get several pages that look exactly the same as anybody else’s several pages with the same text and script. It puts me off.
“When we went online, we did it in a particular way and that is to not look or sound like anybody else’s listing on unbiased.co.uk. Saying you are an IFA and have years of experience is not a differentiator. Everybody expects to see that, so what is it that makes you different?”
JP Morgan Asset Management head of UK retail marketing Keith Evins said: “Your website has got to be persuasive so if it looks like everybody else’s you are not going to get anywhere.”
Technology and Technical founder and director Kim North said very few IFAs are marketing-savvy enough to get the differentiation right. She said: “The content of IFAs’ websites needs to contain what their service proposition is for their clients. They need a dominant mem- orable brand.”
IFA Life founder and chief executive Phil Calvert says too many IFA websites look the same but added: “Every IFA has a differentiator. The key differentiator is themselves. People buy people online just as much as they do face to face.”