Relocating the IFP office at the start of the year provided an excellent opportunity to review the brand identity of the IFP, reports marketing manager Ryan Haylock. 
So, this year we've rebranded, the IFP, redesigned our website, launched our new consumer brand Wayfinder, and refreshed our social media channels. The final phase of this project was recently completed when we 'mobile-enabled' our website.
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This means that the content of our website, for both planners and consumers, will automatically adjust to fit the size of the screen that it's being viewed on. So,
next time you're on the move, visit the IFP website using your mobile or tablet and you'll see the difference. The good news is that you can now access the whole
of our website on your mobile or tablet, which will allow you to book onto training courses or keep up-to-date with campaigns like Financial Planning Week.
It's been estimated that by the end of this year, mobile internet usage will overtake desktop usage. It was essential for the IFP to be ahead of this curve and provide our members with a fully functionally mobile- optimised site. Mobile really is the future of the web and this applies to IFP members and their firms as well as us as a professional body.
Research shows that mobile-enabled sites increase the likelihood of a purchase whereas mobile-unfriendly sites encourage visitors to leave. Report findings also highlight
that 95% of financial advice professionals don't have a mobile- enabled site. If you fall into this category, it's worth taking a look at your site on a mobile or tablet and review how the site performs. If it's not mobile enabled, you'll find it very difficult to find what you want. When planning for 2014,
I'd strongly recommend adding a mobile enabled site to your to do list. Keeping up with technology is essential and with web searches the first port of call for most potential clients, it's more important than ever that your outward facing business image reflects a professional, client- centric business that keeps up with the times. Having been through the process, some things that are useful to bear in mind are to keep the content simple and short.