Website Strategy and SEO.
We draw on decades of experience in planning, developing, promoting and refining websites for asset management and wealth management firms.
We’re intimately familiar with what’s involved in elevating thought leadership, publishing data-rich strategy and product profiles, and nurturing and converting advisor, consultant and investor visitor interest. We do all of this within the context of compliance guidelines as required by FINRA and the SEC.
LG Digital meets marketers at various points in the development and execution of their website strategies:
- When there’s a discrete need—to build out a campaign or a new area of the site, to introduce a digital engagement strategy to capture signals for Sales’ follow-up, or to launch and promote a gallery of videos.
- When it’s time to rethink everything and build a new site and the firm needs a creative, knowledgeable partner to position, plan and design a web presence optimized for functionality, content development, and measurement.
How We Work.
The asset management or wealth management website plays an important role in the acquisition, servicing, cross-selling and retention of clients and prospects. Our process begins with a thorough analysis of the gaps or opportunities of where you are, followed by a collaborative exercise designed to map out where you need to get to.
Regardless of the scope of the assignment, we start at the beginning and want to hear everything you have to tell us. We’ll go deep to make sure we understand your objectives, your audience, your stakeholders, what makes you different, how you add value, and how you intend to communicate that.
- Who uses the site? For what? How is each user group’s experience? What’s working and what can be improved? For this we’ll turn to stakeholder and client interviews where possible, augmented by a deep-dive into all available analytics.
- How do visitors arrive on the site? From search to email to banner advertising to social to placed content, there’s no shortage of tactics used to drive traffic to asset management sites, and we want to understand it all.
To many, search engine optimization (SEO) can be a mysterious and often siloed topic. Yet so much can be understood from how your site (and competitors’) performs in search. Our holistic approach in developing and refining website strategies is based on a strong SEO foundation.
Your site’s performance in traditional search as well as in AI search engines merits close attention, as leveraging opportunities to rank in both via search engine optimization (SEO) and generative engine optimization (GEO) is key to raising your firm’s visibility.
Our close collaboration with Lowe Group public relations and media relations work gives us unique insight into investment firms’ specific visibility challenges—and how to address them. (See our Visibility Grader.)
In fact, effective website strategies need to consider not just the front-end of the site but the back-end as well. We bring a deep and specific understanding of how a website is built and can add or subtract from the job it needs to do. Our content management system (CMS) experience runs the gamut from Wix, SquareSpace, WordPress, Optimizely, Sitecore and a few lesser known publishing platforms in between. Call on us to help write CMS requirements or to evaluate systems with you.
Most website initiatives are highly collaborative undertakings involving non-technical and technical strategists, content and design partners—some from within the firm and some external. You can count on us to stay in our lane, while always advocating for what’s best to achieve your firm’s objectives.
How can you be so sure of the effectiveness of our work together? We’ll collaborate to develop analytics to assure that we know what’s key to success and that we’re measuring it.