Help Please

[AetasPartners]

Please take a look at Aetas Partners and share any thoughts you may have for how we can improve.

That would be greatly appreciated.

I look forward to your feedback!

 

[fisicx]

He and welcome to UKBF.

My first question is: what's your marketing plan?

The second question: Who are you targeting?

There is an awful lot of waffle on the site. It waders about all over the place and never really gets to the nub. I've discovered you are financial consultants but not at all sure how you connect my wealth with my well being. What is the collaborative approach? How will you save me time?

I've rejected all your cookies which now means the newsletter popup keeps coming back.

Checking your address and you don't appear on Google maps. Other business do in the building but not you.

Look at the rougue's gallery and the pictures aren't very flattering. The one at the top has chopped off Daniel's ear.

There are almost no calls to action anywhere.

You do have the 'speak to an expert' button but the Onehub thing isn't very user friendly. You would be far better off with a simple callback form.

And you really need your full contact details in the footer of every page.

On this page:

Employee Benefits & Incentives

Advisory and tailored services to help your business achieve its corporate goals efficiently and effectively.

aetas-partners.com

It suggests I'm going to talk to Stuart but the booking form tells me it's Matthew who will call me.

On this page:

Estate Planning & Inheritance Tax

Advisory and tailored services to help your business achieve its corporate goals efficiently and effectively.

aetas-partners.com

I can't even make a booking.

But everything comes back to your marketing plan and target client. The answers to these two questions will determine the site structure, all your content, internal navigation, trustmarks and calls to action. Building a site and then trying to make it fit is the wrong approach.

 

[BusterBloodvessel]

I’m probably (definitely) not wealthy enough to be your target client. But even if I was, i wouldn’t have a clue what you can do for me. Waffle after waffle and never actually tells me how my life will be measurably better if I use your services?

 

[antropy]

Please take a look at Aetas Partners and share any thoughts you may have for how we can improve.

Looks good. The video at the top seems very blurry - that should be sharp or removed in my view.

Paul.

 

[AetasPartners]

Looks good. The video at the top seems very blurry - that should be sharp or removed in my view.

Paul.

Thank you Paul, I'll look into that - did you have any diffuculty understanding who the target audience is?

 

[AetasPartners]

I’m probably (definitely) not wealthy enough to be your target client. But even if I was, i wouldn’t have a clue what you can do for me. Waffle after waffle and never actually tells me how my life will be measurably better if I use your services?

Yes you are probably right that abouth that - thank you for your comments nevertheless.

 

[AetasPartners]

He and welcome to UKBF.

My first question is: what's your marketing plan?

The second question: Who are you targeting?

There is an awful lot of waffle on the site. It waders about all over the place and never really gets to the nub. I've discovered you are financial consultants but not at all sure how you connect my wealth with my well being. What is the collaborative approach? How will you save me time?

I've rejected all your cookies which now means the newsletter popup keeps coming back.

Checking your address and you don't appear on Google maps. Other business do in the building but not you.

Look at the rougue's gallery and the pictures aren't very flattering. The one at the top has chopped off Daniel's ear.

There are almost no calls to action anywhere.

You do have the 'speak to an expert' button but the Onehub thing isn't very user friendly. You would be far better off with a simple callback form.

And you really need your full contact details in the footer of every page.

On this page:

Employee Benefits & Incentives

Advisory and tailored services to help your business achieve its corporate goals efficiently and effectively.

aetas-partners.com

It suggests I'm going to talk to Stuart but the booking form tells me it's Matthew who will call me.

On this page:

Estate Planning & Inheritance Tax

Advisory and tailored services to help your business achieve its corporate goals efficiently and effectively.

aetas-partners.com

I can't even make a booking.

But everything comes back to your marketing plan and target client. The answers to these two questions will determine the site structure, all your content, internal navigation, trustmarks and calls to action. Building a site and then trying to make it fit is the wrong approach.

Some good points there which I will be sure to address, our office is a virtual office as we do not require full time spce.

 

[fisicx]

Then rethink your address. People checkup on locations and yours does not engender trust.

The main problem with the site is the lack of focus and very poor method of engagement.

It’s not even clear who you are targeting. One page suggests it's only for wealthy or affluent people.

Did you build the site yourself? If not then whoever did has sold you a pup. You have a performance score of 29/100. Google expects 90+. It's not helped by your choice of hosting provider.

I also asked about your marketing plan as this will determine the site structure and content.

 

[fisicx]

It is 'Eat Us' or 'A Eat Us'?

It's also just been pointed out that your homepage content is all about you.

 

[Fagin2021]

Please take a look at Aetas Partners and share any thoughts you may have for how we can improve.

That would be greatly appreciated.

I look forward to your feedback!

It’s sometimes forgotten that there are two types of money. There’s ‘my money’ and there’s ‘other people’s money’. You’re in the ‘my money’ sector – asking strangers to trust you to manage their financial affairs.

There are 3 essential components to a ‘my money’ website…

• Clarity
• Competence
• Trust

Clarity means transparency about who you are and what you do. Competence is proving that you have the ability to make good on your claims and promises. Trust is self-evident.

These three components are meshed – they stand or fall together. On a relatively quick scan of the website, (which is all most people will give you), you fail on all three.

Clarity
The first impression is that Aetas comprises a team of individuals with diverse financial/management skills. But that’s not correct. Aetas Wealth is a trading name of Insight Financial Associates. Aetas Mortgages is a trading name of Liddle Perret. Are you an independent umbrella organisation managing other groups or parties as required ? Are you part of the IFA group ? Are you ‘lead generators’ taking a commission or fee for leads ? Why should I come to you for any of the advertised services rather than go direct to one of your associates or someone else. It’s not obvious and why should I dig deeper ?

Competence
I don’t want to hear claims about what you can do for me or will do for me. I don’t wish to know that you’ll empower me to make strategic decisions. I don’t want to read what other posters have (unkindly, but accurately) described as waffle. I do want to learn how you’ve helped other people I can identify with - perhaps with customer stories, industry awards, published articles and the like.

One-sentence, generic reviews from a couple of unidentified customers is worse than no reviews at all.

Trust
Aetas isn’t FCA regulated – the foot of each page contains the standard disclaimer. The wealth management team photo’ principally comprises individuals also appearing on the IFA website, but without titles or biographies. The photos on the Google Business Profile are mostly stock or ‘borrowed’. In short, there's nothing to hang your trust hat on. This is 'my money' remember.

Sorry – but as my school geography report said “could do better”.

 

[antropy]

I’m probably (definitely) not wealthy enough to be your target client. But even if I was, i wouldn’t have a clue what you can do for me. Waffle after waffle and never actually tells me how my life will be measurably better if I use your services?

Never say never. Anyway, if you are their target market it is very obvious - if you have a lot of money/assets they're financial advisers and can help you with where to invest it and how to pay the least tax.

How will your life be better? If you have a high net worth, they'll help you manage your money to make it even higher. Very simple.

Paul.

 

[AetasPartners]

It’s sometimes forgotten that there are two types of money. There’s ‘my money’ and there’s ‘other people’s money’. You’re in the ‘my money’ sector – asking strangers to trust you to manage their financial affairs.

There are 3 essential components to a ‘my money’ website…

• Clarity
• Competence
• Trust

Clarity means transparency about who you are and what you do. Competence is proving that you have the ability to make good on your claims and promises. Trust is self-evident.

These three components are meshed – they stand or fall together. On a relatively quick scan of the website, (which is all most people will give you), you fail on all three.

Clarity
The first impression is that Aetas comprises a team of individuals with diverse financial/management skills. But that’s not correct. Aetas Wealth is a trading name of Insight Financial Associates. Aetas Mortgages is a trading name of Liddle Perret. Are you an independent umbrella organisation managing other groups or parties as required ? Are you part of the IFA group ? Are you ‘lead generators’ taking a commission or fee for leads ? Why should I come to you for any of the advertised services rather than go direct to one of your associates or someone else. It’s not obvious and why should I dig deeper ?

Competence
I don’t want to hear claims about what you can do for me or will do for me. I don’t wish to know that you’ll empower me to make strategic decisions. I don’t want to read what other posters have (unkindly, but accurately) described as waffle. I do want to learn how you’ve helped other people I can identify with - perhaps with customer stories, industry awards, published articles and the like.

One-sentence, generic reviews from a couple of unidentified customers is worse than no reviews at all.

Trust
Aetas isn’t FCA regulated – the foot of each page contains the standard disclaimer. The wealth management team photo’ principally comprises individuals also appearing on the IFA website, but without titles or biographies. The photos on the Google Business Profile are mostly stock or ‘borrowed’. In short, there's nothing to hang your trust hat on. This is 'my money' remember.

Sorry – but as my school geography report said “could do better”.

Thanks Fagin, and some very astute comments.

This is a summary of the three types of clients that we work with: In all cases the services are provided by a mix of FCA regulated advisers through our regulated tradinf styles or brands and other professional service providers such as Tax advisory and Legal.

Client profile	Aetas Service		Core Services
Mass affluent	Aetas Wealth		Cash flow modelling Financial Planning Mortgages Wealth Management
Entrepreneurs/HNW	Aetas Private Office		Financial Architecture Tax Planning Preservation Legacy
Business Owners	Aetas Business Service		Employee Benefits Coaching Wellbeing

We simply provide an ecosytem that brings together the advisors they need to ensure the advice is non-conflicting and the client achieves the best outcome.

 

[AetasPartners]

Never say never. Anyway, if you are their target market it is very obvious - if you have a lot of money/assets they're financial advisers and can help you with where to invest it and how to pay the least tax.

How will your life be better? If you have a high net worth, they'll help you manage your money to make it even higher. Very simple.

Paul.

Thanks Paul, We have worked hard with the content and have tried to make it clear who the services are aimed at - You and Your Family and Your Business are clues. We also run webinars and other events to improve knowledge in certain areas - I have 2 events planned at the moment here with more to be loaded.

 

[fisicx]

But it isn’t clear from your content who you are targeting and what you can do for them.

The homepage is all about you. It’s full of marketing buzzwords with little substance.

What is your marketing plan? How are you getting potential clients on the site?

 

[GenuineCCELL]

I would definitely look at improving the photos on your About Us page under 'Meet Us'. While the two directors have great photos, the rest are very inconsistent.

1. There should be a consistent and agreed upon background to all the photos.
2. The actual photo should be either full colour or stylised as a single colour. At the moment some photos are full colour and others are randomly black and white or blue in hue.
3. It goes without saying that the photo should be clear and not blurry, I know sometimes it's hard to have the same conditions set up every time to take a photo, but the photo should always at least be in focus as a basic principle.
4. I'd also look at keeping the size of people's head consistent and how much of their upper body appears in the photo.

 

[fisicx]

A number of those pictures have been manipulated using a photo editor. Which is why they look wrong.

 

[Sean Lee-Amies]

My gripes: (because you wanted actionable advice, not praise, right?)

1. The most important part of your website (the big text at the top of the home page!" doesn't speak to anyone. It's generic and it tells me that not enough effort has gone into understanding your target audience and that you're not mature enough as a company to have transitioned into a company that's stopped working with anyone and everyone that needs them.

Also, what does a boat have to do with your brand and the services you offer? It's fine if there's a a genuine connection but if not, you should think more about how to connect to people you want to work with.

2. You want to present yourself as experts in making money but your website looks like it was made by a student getting paid in "great exposure" and "career progression opportunities"

3. There's a lot of evidence that no-one on your team understands what it means to optimise content or language for sales.

Example: The popup in the bottom right, which appears instantly after loading the home page, says:

"Great! It looks like you’re really enjoying our content​

We publish an insightful and popular email newsletter with tips and industry insights."

What trigger method have you used to determine I'm really enjoying your content? I can tell you that "if user spent >1s on any page" is not a great trigger.

But let's say I was really enjoying it, you follow up with a really vague and hook-less CTA that promotes a generic email newsletter that doesn't answer "WHY" I should comply with your encouragement to give you my details.

Because it doesn't, I'd never sign up.

Hope this helps! Let me know if you have any questions.

 

[fantheflames]

Overall, I think the website is excellent and has a strong foundation. However, after reflecting on some of the imagery, I believe it would be beneficial to revisit the About section.

What I'm seeing is a little overemphasis on yachts. This gives the wrong impression in my books. There's a lot more you could play with, such as fine dining, private jets or first class travel, sports like golf, tennis or polo, spa environments, luxury real estate, and so on!

This would create more of a balanced visual narrative with the other content on the website. And it would help you to resonate more with high-net-worth individuals, families, and business owners, who are seeking those financial and lifestyle solutions.

In terms of messaging, I definitely think a lot of the information is great but there's room for improvement. The goal of aligning weather and personal goals could be more prominent from the outset. This would help visitors like me (I'm not your target audience, though), understand what you do and who you cater to.

Perhaps revising the introductory sections to show how your advisory services could significantly improve this?

I like connecting your wealth and wellbeing a lot, I think it matches well but it might be better served somewhere else? Perhaps 'Unified Wealth Management for a Meaningful Future' might work better.

From a marketing perspective, I think adding an interactive element like a financial health check assessment, could provide website visitors with immediate value and encourage them to reach out for more information.

 

[GriffithAccts]

Please take a look at Aetas Partners and share any thoughts you may have for how we can improve.

That would be greatly appreciated.

I look forward to your feedback!

To Daniel, Matthew & Stephen. Great and clear website. Maybe a section on your mission statement would entice traffic and conversion. You state it well on your main page, independent advice, collaborative approach and saving you time. Expand on that, what is the benefit to the end consumer, your client base.