A great website isn’t so great if no one uses it. On the other hand, if your site is easy to use, it can be your most powerful marketing tool – generating leads, prospects and new clients.

When it comes to web design, there’s one factor that always outweighs every other: usability. Usability is about making your advisor site as easy to use as possible – that means navigating through your site and, most importantly, being able to find the right information at the right time. (Full disclosure: My company helps advisors improve their websites' usability and other features.)

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