Your website is a storefront on a busy high street. A website with regular content updates is like a window filled with new and enticing displays. It draws in curious passersby and invites them to explore further. As a fund manager, your website is not just a place to display information. It’s a living, breathing reflection of your team and its expertise.
Now imagine the opposite: a dusty storefront with faded signs and outdated information. That’s the impression a static website leaves, causing visitors to wonder if the shop is still open or if the manager has left the building. A dynamic website is crucial, particularly for fund managers looking to build trust and confidence with investors.
As part of our research, we reviewed over 400 GP websites using our WebSCAN tool. Our content update evaluations focused on two key metrics:
- Recency of last new content
- Frequency of new content
Why sharing regular content is crucial:
To show that you are active
A frequently updated website signals to investors that your firm is engaged with its strategy. Content updates reassure visitors that you are proactively researching industry trends relevant to your business.
To boost Search Engine Optimisation (“SEO”)
Google and other search engines prioritise websites that feature new content. Posting regular news articles and blog posts improves SEO performance, helping your website appear at the top of searches. This makes it easier for potential investors to find you.
To position yourself as a thought leader
A website that consistently shares insights and market updates becomes a beacon in the industry. Your website can establish your team as a trusted source of expertise.
To encourage repeat visits
A stagnant website gives investors little reason to return. Regular updates entice visitors to come back, deepening their engagement with your firm.
To align content with your strategy
Regular content reinforces that your thinking is aligned with your investment strategy, providing extra evidence of your expertise.
How to get started
Here are five tips on how to start planning your content strategy and ensure it remains effective:
- Set a manageable schedule
A shop with regular hours builds trust, just like a website with a consistent posting schedule. Many managers claim that they do not have the time to post regularly, but don’t forget: You have a whole team of experts to lean on. Whether daily, weekly, or fortnightly, choose a schedule that works for you, splitting content pieces across your team. - Focus on quality that provides value
Stock your digital shelves with valuable and relevant content. Every post should inform, educate, or inspire. Investors will quickly learn to ignore your content if it does not provide value. - Diversify formats
Offering a variety of methods of communicating information keeps your audience interested. Beyond blog posts, consider doing videos. These are a good way to show your team members talking about what they know best. - Tie content to key events
Focus your content on what is happening in the market. Investors are more likely to engage with content tied to current market trends or industry events. It also displays that you are well-informed about shifting dynamics of the industry where you work. - Measure and refine
There are numerous analytics tools (such as Google Analytics) that can assess the performance of your content updates. Use them to track what is resonating with your audience and refine your content accordingly.
It’s time to put the “open” sign on your website
Your website is more than just a place to share information. It’s your storefront in the digital landscape. Bring it to life by posting regular content that is aligned with your strategy and provides value to investors. This will help build trust, encourage repeat visits, and position you as a leader in your industry.
Curious about how your website scores in our WebSCAN tool? Contact Daniel Daines for more information.
