Web sites tailored for business

Financial planners have different levels of needs and sophistication for their Web sites, according to The Hiser Group Victorian general manager Shane Morris.

In the current environment of Web site impact, there are varying reasons for a financial planning group having their own web site, Morris will tell the FPA convention audience.

"Some think a web site is important for business while others see it as the way of the future," he says.

Morris has been with the Hiser Group, whose primary focus is interface design and usability, since the group's inception in 1991. Alongside the Victorian team, he has worked on projects for some high profile financial services clients including Zurich, Westpac, Commonwealth Securities and the Summit master trust.

Morris says it is the work they have done on these larger sites, especially work for Summit's specialist adviser web site, adviser extra net, that provides the backing experience behind his presentation.

However Morris realises that financial planners from smaller groups don't want to spend a great deal of money developing their site.

"There are simple things to do to get the best results on a web site, without spending alot of time and money on developing and maintaining them," he says.

Elements of design and layout, and the promoting and marketing to targeted audiences are also issues of importance but Morris says there is a focus on content for financial planners.

"And not just to get them (public) there, but to keep them there," Morris says.

Understanding how to leverage off different brands and repurposing information a group already has from brochures and newsletters is another key for content, says Morris.

Finally, Morris offers tips on what he considers every web site, and home page should have. And Tip number one?

"Make sure you establish your credibility on the home page, as well as differentiation, what makes you different from other financial planning groups."