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8 Website Strategies to Retain Existing Clients

As a financial advisory firm, creating a transparent and seamless user experience is crucial for generating leads and retaining existing clients. Customers should have seamless access to their accounts, paperwork, and financial data. 

Here are some suggestions for enhancing your financial website experience for existing clients.

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1. Implement a client portal

Consider adding a client portal to your site so your respected clients can access their financial records wherever and whenever they want. 

Customers can review their account details, statements, and other financial documents on a secure website like on Black Diamond, Fidelity Investments, Charles Schwab, and TD Ameritrade without digging in emails for links.

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2. Easy Navigation

When your website is user-intuitive for present clients and prospects, you can maintain a transparent relationship with your customers. 

Think about organizing your website by category, such as creating a menu or drop-down specifically for existing clients so they find what they’re looking for quickly and easily. Contact details, links to account access, document exchange, and other crucial information should be provided here. 

3. Provide instructions for accessing accounts

Continue to make an easy online experience for clients by providing on-demand instructions on accessing their accounts. Provide clear instructions on your website to ensure clients understand how to log in and access their account information. 

Remember to include information on accessing forgotten usernames and passwords and if they should contact you or a 3rd party. 

This step may seem simple, but it can significantly reduce client frustration and guarantee a positive user experience.

Bonus: Create templated emails with step-by-step directions and how-to video walkthroughs for clients who may come directly to you before referencing the website.

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4. Incorporate easy-to-use tools

Consider incorporating tools that make it easier for clients to manage their accounts. This may include budgeting tools, investment tracking, and financial calculators. These tools can help clients better understand their finances and make informed decisions. Allow prospectives who wish to explore options for their financial future to use this tool as well—make sure you capture their contact information.

5. Don’t neglect mobile optimization

Give your customers a smooth mobile experience. An attractive design, quick loading speeds, and simple navigation are all requirements for a mobile-friendly website. Verify that your customers have mobile access to their accounts and papers. Your business will benefit from having a mobile-friendly website by remaining competitive and relevant in the rapidly changing digital environment.

6. Responsive Customer Service

Responsive customer service is crucial to maintaining a positive user experience for existing clients. Let clients know who they should be in contact with should any issues arise—i.e., provide contact information to your client experience rep instead of your analysts.

7. Regular Updates

Clients who signed a contract with you 6 months, a year, 2 years, or longer don’t want to return to the same site with the same content. They’ll be bored.

Regularly updating your website and client portal can help keep your clients engaged and informed. Provide regular updates on market trends, investment strategies, and financial news. 

Consider sending regular newsletters and alerts to keep your clients up-to-date on their accounts and investments.

Take the next step

Financial advisors can provide their customers with a smooth user experience by adopting a client interface, offering simple navigation and straightforward directions. 

To keep a healthy and long-lasting connection with your clients in the modern digital world, revisit these regularly to ensure you’re still meeting your client’s needs.

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