Friday, October 3, 2008

Do NOT copy this wealth management firm's navigation scheme

There's a lot that I like about the way that Brinton Eaton Wealth Advisors communicates with their clients and the public. But their website navigation is terrible. They should get rid of the website frames.

In their email notices, Brinton Eaton tells me "Our latest quarterly commentary is now available on our Web site,, under News Room>Quarterly Overviews."

That translates into my having to click three times because of the frames. In today's quick-fix world, many people won't have the patience to follow through.

Website frames have other disadvantages, too, as Shirley Kaiser's article notes. For example, they may prevent your website from being properly indexed by search engines. That makes it harder for people to find the content over which you've labored.

I'd like to balance my criticism with some praise. I like how Brinton Eaton always relates their investment commentary to the performance on their clients' portfolios. In fact, I've used some of their commentary to help teach "How to Write Investment Commentary People Will Read" to portfolio managers and marketers.

Susan B. Weiner, CFA

Check out my website at or sign up for my free monthly e-newsletter.

Copyright 2008 by Susan B. Weiner All rights reserved


  1. Your right on...too many clicks in a wealth management website equals way too much work and lost enthusiasm...I am so tired out when I get there i foget why i went there.

    The answer translate the website "simple, and relavent" as the vision.

    Mark C Rittmayer
    VP of Wealth Mangement Platforms

  2. Mark,

    Thank you for your comment!



Note: Only a member of this blog may post a comment.