Establishing a connection

An adviser company's website plays an important role as it is often a first point of contact with the customer

For many consumers, both corporate and individual, the first real sight of an adviser company is through its website. Even where the first contact is personal, through the post or via broadcast media, the natural check-up mechanism is a Google search and then a scan of the company's site. So the website plays a different role from the corporate brochure. The website is used as a reference to confirm a conversation, although it cannot assume any material connection with the viewer. And whereas intermediary corporate brochures tend to resemble one another, intermediary websites, with the exce...