Six reasons to use case studies on adviser websites - Phil Bray

User experience, images and content are all key ingredients in making a great adviser website, says Bray (pictured), but case studies that illustrate how clients have been helped by the firm are often overlooked as part of the mix. While some advisers may believe they are "too time poor" to produce case studies, they are well worth the effort. "Marketing should not be seen as a cost but an investment," says Bray. "If it is seen as a cost, then it is being done wrong as all marketing should offer a measurable return. "Advisers can either write case studies themselves or they can out...