Broker Website Survey Criteria and Overview

On the web, especially for prospects, the first impression is everything. The major differences between the various groups were the overall visual impression, uniqueness of the site, a clear message on what the firm does, the focus of a site on telling the firm’s story vs. addressing client needs and what types of resources were provided for clients and prospects.

Our research led us to visit nearly 400 websites and rank them from 1-5 with the criteria below:

In general the more focused a firm was on offering a clear message and client solutions in a visually appealing way focused on engaging a visitor the higher the score.

Sites that focused on doing a data dump and talking all about themselves, how old and good they were and which were not very attractive got the lowest rankings.

How did your firm fare?

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Tags: brokers, Employee Benefits, survey, Technology

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