Lead Generation

10 Of The Biggest Website Mistakes That Financial Advisors Make Most Often

Having a well-structured website is one of the most crucial aspects to be able to see an increase in lead conversion; however, many  don’t realize that they are subconsciously making big mistakes. In today’s video Samantha Russell, Chief Evangelist for Twenty Over Ten and FMG Suite shares 10 of the biggest website mistakes that financial advisors make most often.

Website Conversion Tips

Recently, a financial adviser called me up and was so frustrated because he had spent so much time, effort and money creating a beautiful new website, which it really was beautiful. But he was getting absolutely no new business from this website, no leads, booking time to meet with him, nobody contacting him. And he wanted to know if I could take a look at it, audit it for him, and give him some feedback. So I did that. And after he implemented a bunch of the changes that I gave him, within just three months, he had three new leads that had signed up to schedule a free consultation. So I’m going to share with you today the advice I shared with him and do it in a fun way. So today I’m sharing 10 of the biggest mistakes that I see routinely made on websites over and over again. So grab your pencil and paper and start writing these down. Because if you make these changes, you should see results on your own website as well.

1. Not Writing Homepage Correctly

I’m Samantha Russell from Twenty Over Ten an FMG Suite. And Let’s start with mistake number one, which is not writing the most important part of your whole website the right way, which is the hero text, what we call above the fold. So when you first land on a website, the text you see that greet you on the home page. That’s called the hero text.

Problem > Solution Method

And what people forget to do is write this in what we call the problem solution method. So what is the problem that the group of people that you work with have, and what is the solution you provide to those problems? So, for instance, instead of just getting you to financial freedom, Super generic doesn’t say anything about who you work with. Doesn’t allow anyone to self qualify whether or not this firm is a good fit for them. Right? Instead of that, you could say something like, We help busy tech professionals in Silicon Valley with their executive benefits, reduce taxes. I could list out, like, three different benefits that you give. That would be an amazing hero copy for a home page. So that’s the first mistake. The second thing is having way too much text on your home page. We do not read a website the way we read a book or a magazine article where we read every single line we Scroll, and we scan when we’re on a website or on our phones. And so you want to keep your copy really short into the point one big bold statement on that hero page, and then a shorter statement after.

2. Not Having Two Calls To Action

Okay, so that leads me actually to point number two, which is once somebody is starting to read, what do you want them to do next? So call to action. What steps do we want someone to take next are the second biggest mistake I see people making not having two separate calls to action.

Primary & Secondary Calls To Action

So a primary and a secondary. The primary, of course, is whatever that end goal we want people to take to book a meeting, to schedule a time with us to get that free consultation. But not everybody’s going to be ready to do that. 97% of website visitors abandon the site and don’t take action. So we want them to have a reason to come back. We want to capture their information in some way. So the secondary call to action would be just getting them to stick around on the site longer. So it might be Meet Joe or founder or read a case study or a success story of how we’ve helped someone. Really? Well, it could also be to download a checklist or retirement checklist. Right. So those would all be examples of secondary call to action.

3. Not Making Your Calls To Action Compelling Enough

Now, another mistake I see people making mistake. Number three is not having a really compelling call to action when you’re trying to collect email addresses. So that secondary call to action that download our ebook. Sign up for our newsletter. I see people all the time putting on their homepage sign up for our newsletter. If no one’s ever read any of the content that you’ve created, why would they sign up for your newsletter? Right. So that would make more sense to put that call to action on your blog style page.

“Checklists & Guides” vs. “E-Books & White-papers”

So they read a couple of blog posts, and then you say, like what you’re reading here, sign up for our newsletter. Right. Same thing with if you have a great checklist or guide, I suggest calling them checklist or guide versus ebooks or white papers, because ebooks and white papers sound really boring and long. And we all want something quick, short and to the point. So for that checklist or that guide that you’re going to give, show an example of what they’ll learn after they download it. Say, by downloading this, you’re going to learn and list out five different takeaways or maybe have a little snapshot image of what it actually looks like when they get it. You want to make it compelling enough for them to give up their email. That is going to increase your conversion.

4. Not Including A Meeting Scheduler On EVERY Page

Okay, number four, biggest mistake, not having a calendar link meeting scheduler on every single page of your website. So this seems really simple, but it almost too good to be true, but it actually works if you embed Calendly or Acuity or schedule once or whatever you’re using so that every single page of your website is really easy for someone to book a time with you. You will get more booked meetings because you’re removing a barrier to make that conversion happen.

5. Having More Than 5-7 Main Pages In Your Navigation

Okay, number five, when someone lands on your website, how many pages do you have in your main navigation? I see all the time people have 10 pages. That is way too many, especially for a service based industry. For financial advisors. Five is really all you need. No more than seven any more than that, and people get decision fatigue and they don’t know where to go next. So no more than five to 7 main pages, and then you can have bucket pages underneath.

6. Having TOO MUCH Text

Okay, number six, having just too much text on the website in general, instead of having big blocks of paragraph copy, we want to break that up and have columns, have icons, have charts and graphs, have big, bolded colored sections that break up the page. Again, people are scrolling and scanning until something catches their eye. So you want to set your website up to keep that engagement going because nobody is going to read basically a novel on your website in paragraph form.

7. Choosing The Wrong Photos

The seventh thing that people do is having the wrong photos, choosing the wrong photos. So if you think about your own experience online, how much of what catches your attention is visual first before the text. Our brains can process imagery 60,000 times faster than text. It’s incredible. So the picture that you use will often convey the message even before the text. So if you work with physicians and doctors and medical professionals and you have a Photo of physicians on the home page of your website, people are going to notice that often first before they see the text that says we work with medical professionals to do X, Y, or Z. So the pictures you choose are crucially important in telling the story. So make sure you choose the right ones.

8. Not Having A 30-90 Second Intro Video

The eighth thing is not including a quick video for people to get to know you. So especially in our digital age, when so much of the reason why we choose a financial advisory confirm to work with is because we feel some sort of connection with them. We feel like this is someone we can trust. How do we convey trust and authenticity? It’s a lot easier to do that when someone can see our face, can hear our voice, can feel like they’re getting to know us as a person. Have maybe the founder, the President, or every single even advisor could have on their little bio pages a quick video introducing themselves. But at a minimum, you want to have an intro video introducing the firm. That’s a real missed opportunity if you don’t have something like that.

9. Not Regularly Updating Your Website 2x A Month

And number nine, not updating your website regularly with new content at least two times per month. So we did a study back in 2019 and we found one of the factors that all the most successful websites had in common who were really getting a lot of lead generation from their sites was that they added fresh content at least twice a month. Now, both Twenty Over Ten and FMG Suite offered the ability to do complete custom blogging where you can add your own blog post in or will help provide content to you. So we have lots of options for that. But you want to make sure you’re adding new content at least twice a month.

10. Not Paying Attention To The Technical Basics

And then number 10 not paying attention to what I call a technical basic. So of course, we want to have a great messaging, have a great niche, make it so someone can self qualify. Get in touch with us. But some of the basic things can end up making it that people can’t even find you to begin with. So, for instance, you want to make sure your site is mobile responsive. Every single page you can go to Google Search mobile friendly text, and put your website URL, and it’ll tell you whether your site needs six for mobile devices. Do you have an SSL certificate? That’s what makes the URL, https versus Http, and that S stands for secure. If somebody goes to your website and you don’t have that SSL certificate, they may get a message saying this site is not secure. So you always want to make sure you have an SSL certificate enabled. And again, we provide provide those as well for all of our customers. Also, just making it really easy to flow through the page. Do people know when they’re on a page where to go next, or is it the page what we do what we call a dead end. So for every single page you have, you should be linking to another page, at least one other page on your website, and this is going to keep people flowing through the site and staying on longer.

  1. Mobile Responsive

  2. SSL Certificate For HTTPs Secure

  3. Easy To Flow Through The Page

  4. Every Page Linked To AT LEAST Two Other Pages

So hopefully walking through that really quickly will be helpful to you as you look at your own website and see what you can change to hopefully drive more conversions. If you got this video was helpful, please give us a thumbs up or leave a comment below of what tip you thought was most helpful. And of course, if you have any questions, let us know, and we will see you back next week for another marketing tip.