According to Kasina and Horsesmouth, it’s official.

Financial advisers find American Funds’ adviser-only site the best, two-to-one, over nearest rival Pimco/Allianz.

Can creative, marketing and managerial professionals learn something from this achievement?
Web designer Zach Hedges of Actualize Media thinks so.

Why American Funds’ Adviser Center is the one to beat

“A solid social media strategy begins with a well-crafted web site. Believe it or not, the first thing that is right about this site is that the tagline provides a clear message: this site is about the advisor,” Zach said. “There are many sites out there where the ‘you’ is used for both customers and advisors.”

“The second strength is the intuitive navigation that step-by-step takes the adviser through the qualifying process. Well-organized and friendly to business-building, clearly marked prompts and suggestions keep the adviser from becoming overwhelmed.

“The hyperlinks provide transitions to statements like ‘let me show you what I mean’ which leads to further client qualification and a personalized hypothetical. Very cool.

“Third, the site shows you where to find more resources and support — in a way that leads to cross-selling opportunities.

“Attractive and conservative, the site seems designed for people on the move. Fonts are big and bold. The brand is American, red, white and blue all the way. This site just keeps on giving.”