If you’re investing time and energy into your business, your website should be working just as hard as you are. It is often the first stop for clients, prospects, journalists, or potential partners and therefore needs to be a tireless team player, working 24/7.
So how do you turn it into your top performer?
It starts by thinking about your website as an ever-evolving tool.
1. Give your content a proper home
One of the best ways to add depth and relevance to your site is to build a News and Views or Insights tab. This gives you a dedicated space to house:
• Blog posts and thought leadership
• Company news and milestone updates
• Award wins and industry recognition
• Links to media mentions and interviews
This not only keeps your site fresh, it also gives people a reason to stay and explore. And for businesses in financial services, it provides a structured way to show you’re engaged in the issues that matter.
Links to media mentions and interviews add credibility, build trust and show that you’re not just talking to yourself – others are paying attention too.
2. Make your bios shine
People want to know who they’re working with. Before a potential client picks up the phone, they’ll often check your About or Team page – and what they see there can shape whether they trust you, feel aligned with your approach or choose to go elsewhere.
That’s why your bios need to do more than list credentials.
They should:
• Share what each team member does and how they help
• Highlight professional achievements and areas of expertise
• Show a little personality – hobbies, values, approach or a short personal insight
3. Invest in great photos
Great bios need great photos. Strong, consistent images instantly lift your site’s professionalism – and help your team and your business look real and relatable.
A professional photo shoot will give you great pics you can use across not only your website, but in your email signature, social media, speaker bios and more. Don’t skimp, it’s a small investment that will pay off in spades – over and over again.
Ask for referrals to photographers who can shoot onsite or in a studio. And no, unless your mate’s a professional photographer, they probably shouldn’t take the shots!
Aim for:
• High-res, well-lit photos
• Consistent framing, tone and background
• Friendly, professional expressions
• Images that reflect who you are now
• No blurry Zoom shots, no selfies, no passport pics and no cropped group photos!
While you’re at it, don’t forget other simple design elements for your website like branded icons or pull quotes to lift the look and feel of your site.
4. Link it all together
Great websites are easy to navigate and full of useful internal links. Think of these as signposts that guide visitors toward the right people, services and actions.
• In your blog posts, link to the services you mention
• When sharing media mentions, link to the bio of the person quoted
• Make sure your contact page is no more than one click away from anywhere on the site
5. Use clear calls to action
Your website should gently guide people towards the next step – whether that’s booking a call, downloading a resource or subscribing to your newsletter. Add calls to action (CTAs) throughout your site, especially at the end of blogs and service pages.
Simple prompts like:
• “Need advice on this topic? Get in touch.”
• “Want to stay updated? Subscribe to our newsletter.”
• “See how we’ve helped others – read our case studies.”
…can make a big difference!
6. Refresh content regularly
Don’t set and forget. Even evergreen pages like services or team bios need reviewing every 6–12 months. A quick update to reflect current offers or shift language around new regulations keeps your content sharp and accurate. Your News/Insights tab should have new content at least quarterly – monthly is even better, weekly, if you can manage it. And remember: you don’t need to create everything from scratch. Repurpose newsletters, social media posts and any other content you create into your website.
A hardworking website is always a work in progress
Perfection is the enemy of progress – and it’s rarely achievable anyway. You don’t need to get everything right from day one. What matters is keeping the momentum, refining as you go and letting your site grow with your business. It’s not about bells and whistles – it’s about showing up with clarity, credibility and consistency.
When you treat your website as an ever-evolving asset, it becomes what it should be: the hardest working member of your team.
Need help? That’s what we’re here for!
We help financial services businesses of all shapes and sizes create content that works. From blogs to bios, FAQs to service pages, we make your site a great place to visit
📩 Let’s talk!