Each session offers 1 NAPFA CE.

Members: $49 for the three-session series, or $39 per individual session. Non-members: $99 for the three-session series, or $59 per individual session. All sessions will be recorded.

AFTER you purchase the series, you must register for EACH of the three programs within the course bundle to get your login information/calendar invite; follow the instructions within the course post-purchase. 

In today’s competitive financial landscape, a website is more than just a digital brochure — it’s a key player in your overall marketing strategy. But is your website truly working hard for you? This Playbook Series is designed to help you transform your website into a powerful, automated tool that drives business growth. Across three in-depth sessions, our expert panelists will walk you through the process of optimizing your site to generate leads, boost visibility and create new opportunities for your firm. From understanding what your website should be doing, to actionable steps for making it happen, this series will equip you with the tools and strategies you need to make your website one of your most valuable assets.

Session #1: What Should Your Website Be Doing for You?

Wednesday, September 25 | 3:00 PM ET

In the opening session, we’ll dive into the foundational elements of what your website can accomplish beyond just being an online presence. Your site should be a dynamic, round-the-clock marketing machine — but how do you make that happen? We’ll cover essential factors like search engine optimization (SEO) to increase visibility, lead generation techniques that convert visitors into clients and ways to capture emails and other vital data. Our panel of experts will help you identify the key functions your website should be performing and how to align them with your firm’s business goals.

Whether you’re looking to attract new clients, build brand recognition, or enhance your service offerings, this session will set the stage for making your website work harder for you.

Featuring panelists Sydney Squires, Rachel Hanley and Brent Carnduff, with moderator Lauren Hong.

Session #2: How Can You Make Your Website Work for You?

Wednesday, October 23 | 3:00 PM ET

Once you know what your website should be doing, it’s time to roll up your sleeves and get it to work. In this session, we’ll explore practical strategies to turn your site into a proactive tool that helps achieve your business goals. We’ll focus on key areas like lead generation, building sales funnels, and increasing brand awareness, providing insights into the resources and technology that can help make this a reality.

Our panelists will share the most effective tools for reaching prospects, engaging clients, and maximizing conversions. You’ll also learn to implement systems that track website performance and fine-tune your approach based on data-driven insights. By the end of this session, you’ll have a roadmap for making your website a cornerstone of your marketing efforts.

Featuring panelists Sam McCue, Molly Pierce, and Bridget Venus Grimes, with moderator Lauren Hong.

Session #3: Next Steps on Your Own Website to Get It Working Harder

Wednesday, November 20 | 3:00 PM ET

In the final session, we turn the spotlight to you and your website. This is where theory meets practice—we’ll review real-world examples, discuss common website challenges, and share best practices for optimizing your site’s performance. Attendees are encouraged to share their experiences and ask questions, creating a collaborative environment for exchanging ideas.

Through case studies and expert advice, you’ll gain valuable insights into what’s working well for other financial advisors and how to apply those lessons to your website. We’ll cover advanced tactics for improving your website’s functionality, increasing conversions, and continuously evolving your online presence to meet changing client needs. You’ll leave this session with a clear action plan to boost your website’s effectiveness and ensure it works hard for your business.

Featuring panelists Taylor Schulte, David DeCelle, and Abby Tuke, with moderator Lauren Hong.


Why Attend This Series?

Don’t let your website sit idle—make it your hardest-working marketing partner! This Playbook Series offers a step-by-step guide to unlocking your website's full potential. By attending all three sessions, you’ll gain the knowledge and tools to ensure your site is driving leads and strengthening your firm’s reputation, enhancing client relationships, and providing a seamless online experience. Each session builds on the previous one, offering a comprehensive roadmap to success.

Sign up for the full series to ensure your website works as hard as you do!