If you went to a website and saw a woman staring back at you, without the usual “Firm” picture, would that make you feel more or less intimidated about taking some action to call or email her?
Since most firms follow the male model, showing a bunch of people in suits around a conference table, I often wonder if that is intimidating to women or not? Do you look for the images of solid oak trees, retirement villages, or leisure activities? Do you feel comforted by seeing grandparents with their grandkids? How about all pink and bubbly?
I think if the appearance of the website is one of general lightness and less significance, a woman might be more interested. If she can connect with the stories of other women, the pictures of the woman who would be offering the advice, something about the advisor and her philosophy about money, and maybe a paragraph or two about what she does when she is not helping other women, a woman might be more interested.
Like how she spends her “free” time. Or what organizations she is a part of? It tells you a lot about what her passions are and if they sync up with yours.
I’d love to know what you think about the “marketing to women” thing. Do you like to be approached differently than men or are you looking for the same set of criteria?