Websites offer the opportunity for a family office to be discovered, as they act as a billboard and first introduction. However, many people believe that someone with a high net worth wouldn\u2019t search online for an advisor.<\/p>\n Crazy to think that someone with a net worth like that looks on Google for a planner but when you think about it, why not? We look at Google for everything else.<\/p><\/blockquote>\n A website may act as a home for a family office to be discovered. But, there are some key differences between the web design principles of a family office and a standard firm. In general, family offices:<\/p>\n Standard firms use similar strategies to differentiate from competitors, but these four are more outspoken on a family office\u2019s website. This is because they respond to more specific concerns of high net-worth families and support these concerns with PR and content marketing. In general, family office websites should also keep in mind how often their website is updated and should include any plugins that enable the website to easily access services. Including features like a plugin for Calendly<\/a> will enable visitors to access a family office\u2019s schedule and find an appropriate time for a meeting. Features like this should always add to the overall design of the websites and not detract or distract from the quality.<\/p>\n With perception at the forefront of a family office\u2019s marketing strategy, it\u2019s no surprise that public relations are a dominant feature. By working with other media outlets, family offices can help fortify their branding through channels beyond their own. PR functions are a narrative builder, creating a story around a family office\u2019s intentions and actions. This narrative is shared with and attracts high net-worth families who wish to invest in the same values as the family office.<\/p>\n But keep in mind that family office clients factor in a diverse set of financial responsibilities \u2013 leading many offices to differentiate further by placing an emphasis on different values and services.\u00a0The Family Office Exchange highlights the decision factors of high net-worth families<\/a>\u00a0in the chart below:<\/p>\n And, as the online representation of a family office, a webpage is at the forefront of perception. Many websites will highlight philanthropic actions as a result and use them as a way to highlight the differences between other offices and their own.<\/p>\n Family offices want to demonstrate a superior awareness of their industry. And along with the growing trends toward marketing amongst family offices, there\u2019s also been a shift in direct investment rates. According to FINTRX\u2019s Global Family Office Report<\/a>, direct investments have increased since 2010:<\/p>\n Direct investments require confidence and knowledge. But beyond that, family offices want to show\u00a0how\u00a0<\/em>they determine investment choices, considering both financial and ethical circumstances. Content marketing operates as a channel for demonstrating these considerations. Content marketing allows a family office to project extreme competence and establish personal branding. Successful content strategies for family offices include:<\/p>\n Using web design to strike a balance between values and information, family offices can establish a brand perspective and differentiate from other offices. The general web design principles of a family office can be highlighted in a variety of ways. Here are a few examples:<\/p>\n Many family office websites limit the amount of information per page, saving time for possible clients. Limited information means that every word has extra value, so establishing an effective layout and writing style is key. Keep in mind perspective and branding. What is the family office\u2019s story? How is it unique? Keep these things in mind while removing any filler language to keep web pages clear.<\/p>\n Constellation Wealth Advisors’<\/a> website pays special attention to layout and style choices by using a minimalist layout for the sake of clarity and user attention. The navigation menu is well thought out and organized in a step-by-step fashion while placing clients and values at the forefront of the conversation. The copy style employed over the entire site makes it memorable. From single words to the intentional omission of capital letters, the site\u2019s writing stands out. This serves to pinpoint values without overcrowding the page with data points and imagery. Instead, the images on Constellation add to the overall feel of the webpage, giving it a clean and professional look.<\/p>\n Similar to the design principle above, clearly defining services saves possible clients time and improves trust through transparency. And, just like copy and layout, services should be clear and based on the values of the family office. Connecting services to values will remind visitors of the family office\u2019s story and reinforces established perspective and branding.<\/p>\n Beacon Hill Private Wealth<\/a>\u2018s landing page opens with a broad picture of services which can be clicked for more specifics. The website also provides diagrams to highlight unique benefits. But what makes it special is the intentional personalization that\u2019s applied to pages like\u00a0The Beacon Hill Difference<\/a>. Using video and filming actual advisors, we see the use of language that pushes beyond data. Video is known to be incredibly effective, and that\u2019s exactly what these videos are. They save time, are emotional, and connect the family office\u2019s services to their values \u2013 that the financial world is informed by the personal world, not the other way around.<\/p>\n Family offices know that the needs of a high net-worth client are complex, as shown in the table at the beginning of this post. Many family offices may try to act as a catch-all for these needs, but similar to other marketing practices, it\u2019s best to focus on your intentions. After all,\u00a0 niche audiences provide better results with so much competition.<\/p>\n Retirement Strategies LLC\u2019<\/a>s website puts immediate and consistent emphasis on the wealth needs of the family. The site breaks down its process into simple steps before describing the benefits. This information is kept on a single page, providing the reader with simple and easily accessed information, saving the visitor time.<\/p>\n Content marketing provides support to the other two family office trends. Content can make websites trustworthy, turn them into an information source, become more searchable, and provide a free resource. Of course, the benefits depend on the content type, and naturally, the content utilized should be based on your audience’s needs.<\/p>\n Organized in a reverse fashion to many of the other family offices on this list,\u00a0Copper Beech Financial Group<\/a>\u00a0integrates content marketing into their collective process. Copper Beech offers a podcast as a knowledge source while anchoring much of the website to a separate piece of content, presented on the first page, and echoed in others. \u00a0From here, the following pages remain focussed on the visitor, adding to the curiosity that was initiated on the first page. This is carried through on a majority of the website, even in locations where you wouldn\u2019t expect it. For example, the\u00a0Process<\/a>\u00a0section highlights the values of the firm\u00a0through<\/em>\u00a0the example of what it takes to be a client. By instilling visitors with curiosity and backing it with actionable steps, the site drives you to interact with their content and reach out to connect.<\/p>\n For many family offices, part of establishing a perspective is defining how they support their community. Incorporating specific causes makes this perspective clear.<\/p>\n Centura Wealth Advisory<\/a> does a good job of establishing a perspective through its website. They demonstrate a general willingness to help as they work alongside other advisors to the benefit of clients. Second, their website highlights specific causes they support under the Centura Foundation<\/a>\u00a0page. This page outlines their goals and shows possible clients specific examples of their community efforts.<\/p>\n A team page makes a family office website feel more relatable. By including professional photos and a brief description of each team member, the site places an emphasis on the human side of running a family office. Doing so makes the site feel more transparent, supporting a positive brand perspective.<\/p>\n![\"BackBay](\"https:\/\/blog.twentyoverten.com\/files\/BackBay-Communications-Report-1.png\")
<\/a>These strategies prioritize succinct and value-driven communication and establish a demarcation between competing family offices. This is why websites<\/a> are essential for family offices, they act as a platform to present the other two strategies \u2013 PR and content marketing.<\/p>\nWebsites:<\/h3>\n
\n
Public Relations (PR):<\/h3>\n
![\"The](\"https:\/\/blog.twentyoverten.com\/files\/The-Family-Office-Guide.png\")
<\/a><\/p>\nContent Marketing:<\/h3>\n
![\"FINTRX](\"https:\/\/blog.twentyoverten.com\/files\/FINTRX-Family-Office-Investement-Data.png\")
<\/a><\/p>\n\n
Using a Website to Market a Family Office<\/h2>\n
1. Establish a Memorable Layout and Style<\/h3>\n
CONSTELLATION WEALTH ADVISORS:<\/h4>\n
![\"Constellation](\"https:\/\/blog.twentyoverten.com\/files\/smartmockups_kh57cxpd.png\")
<\/a><\/p>\n2. Connect Services To Values<\/h3>\n
BEACON HILL PRIVATE WEALTH:<\/h4>\n
![\"Beacon](\"https:\/\/blog.twentyoverten.com\/files\/smartmockups_kh57do5w.png\")
<\/a><\/p>\n3. Focus on Specific Needs<\/h3>\n
RETIREMENT STRATEGIES LLC. WEALTH AND LIFE MANAGEMENT:<\/h4>\n
![\"Retirement](\"https:\/\/blog.twentyoverten.com\/files\/smartmockups_khb3apxu.png\")
<\/a><\/p>\n4. Leverage the Benefits of Content Diversity<\/h3>\n
COPPER BEECH FINANCIAL GROUP:<\/h4>\n
![\"Copper](\"https:\/\/blog.twentyoverten.com\/files\/smartmockups_kh57esog.png\")
<\/a><\/p>\n5. Demonstrate Values Through Specific Causes:<\/h3>\n
CENTURA WEALTH ADVISORY:<\/h4>\n
![\"Centura](\"https:\/\/blog.twentyoverten.com\/files\/smartmockups_kh57fduj.png\")
<\/a><\/p>\n6. Personalize With a Team Page<\/h3>\n
HARVEST FINANCIAL ADVISORS:<\/h4>\n
![\"Ha\"](\"https:\/\/blog.twentyoverten.com\/files\/smartmockups_khb33qag.png\")
<\/a><\/p>\n![\"\"](\"https:\/\/blog.twentyoverten.com\/files\/Team-page.gif\")
<\/p>\n