Inbound marketing is definitely the way of the future, as advisors are creating websites with strong content that bring in their future clients rather than reaching out to them.
However, creating awesome websites that excel at inbound marketing can take a lot of time and effort, but it is definitely worth it when you start to drive more traffic, increase SEO and ultimately turn your prospects into clients! So, what do you need to include on your website? Check out these examples of advisor websites and the components that took their inbound strategy to the next level!
5 Examples of Inbound Advisor Websites:
1. Branning Wealth Management
Branning Wealth Management, based out of Ridgeland, MS, bases their investment philosophy in a way that will benefit the “deliberate, patient long term investor.” They are aware that the markets can be fickle, so it’s all about thinking ahead and the “proactive planning” as is shown in the heading on the homepage.
Additionally, they have a very visually appealing website. The hero image puts the visitor at ease and resonates with the theme of planning ahead, as the visitor can see a road out in front of them. The coloring that they use in their logo is consistent throughout the site, as well, and BWM is in there, making it easier to remember.
The navigation is simple, and there is one call to action on the page, that simply says, “Get Started.” This simplicity makes it easy to get around the page, and prospective clients won’t get distracted by too many buttons.
2. Synergy Financial Planning
Based in South Glastonbury, CT, Synergy Financial Planning is a fee-only, fiduciary practice that provides financial advice to clients in all stages of their lives no matter the net worth or investment amount. A client may find themselves thinking that they don’t make enough or have enough to work with a financial planner, and Synergy Financial Planning says that’s okay!
We love simple calls to action, and there’s is just that! It stands out against the background, however, it stays on brand with the yellow color seen in the logo and throughout their website. In the heading above it, where it says, “There Is A Solution!” This helps the prospect to feel at ease, because their financials questions can be answered by an advisor at Synergy, followed by the simple CTA, “Get Started.”
The same simple call to action is seen in “The Process” section in the below image following by their “7 Step Process.” This part makes it very simple on the client as they explain each step by what the advisor will do and what the client will do, making it a smooth transition to achieve financial success!
3. Vistica Wealth Advisors
Based in Carlsbad, CA, Vistica Wealth Advisors has a strong header, “Welcome to financial clarity,” and you get that feeling of clarity and organization right when you see their homepage. The no-nonsense approach of their website speaks for their financial strategy, as well.
We are all about simple navigation, and you get just that, as it is broken down into 5 tabs plus the client login section. With an “About” section, “Who We Serve,” “Client Experience,” “Blog” and “Contact,” it’s virtually impossible to get lost on the site and you find out all pertinent information that you need.
4. Arbor Wealth Advisors
Located in Troy, MI, Arbor Wealth Advisors, has a strong website with great images that are not stock photos, which helps to bring in a personal touch and “humanize” the firm, as well as, simple navigation and an informative site.
We love when firms include FAQ or Resource sections, as many times that eliminates the need for someone to email or call with questions, as they can be found right on the website!
5. Baron Financial Group
Baron Financial Group has two locations, and they are in Fair Lawn, NJ and Sarasota, FL. They cover a wide range of clients from individuals, families and organizations, with a special focus on women, retirees and families with special needs. When an advisor can cater to a niche, that really helps to narrow down the field, which in turns, makes for stronger clients.
When you are trying to gain more clients, it’s so important to have powerful content on your website, and Baron Financial Group has both video and a blog section. In their video, prospective clients get a quick rundown of what you get when you work with Baron and the advisors chat about their beliefs and working with their clients. When you see a video like this, you immediately get the feeling that these advisors truly care about their clients, and it brings a sense of ease.
In addition to including a video, they have a strong blog section that is updated regularly. The most recent blog discusses the subject of retirement, while another one on the page showcasing a Client Appreciation night. It’s a great way to not only teach something to visitors but show them how they give back and this event showcases how well the advisors at BFG treat their clients!
5 Things that your Website Must Do:
Now that you saw the awesome sites above, these 5 things below were what really took them to the next level when it came to creating a strong inbound marketing plan!
1. Your website must be visually appealing.
This first tip seems like a “no-brainer,” as you obviously want to WOW your visitors right from the start! According to this study from the Nielsen Norman Group, people generally leave your website in about 10-20 seconds. That is not a lot of time to draw someone in and showcase your products, so how do you make your website more appealing and draw them in for longer?
Stay on brand with your colors
When you are choosing colors to use for your website, it’s good to stand out and be bold, but not in a tacky way. What represents your company best? Once you have decided what the colors for your logo will be and incorporate it into your website, then it’s important to keep these files in a particular place for the whole team to use.
Keep in mind, that it’s important that everyone knows the best way to use them when it comes to the website, email, social media and all aspects of communication. Keep a “best practices” document on file so that no matter what is being sent out or used on the website, everyone can be sure that they are staying on brand.
Use strong images on your website
It’s so important that you use a strong hero image as it’s many times the first things that visitors see when they land on your homepage. Studies show that visually appealing stimuli are an incredibly important tool for getting people to stay longer on a site and therefore converting more visitors into customers.
A hero/main image is often the first thing that visitors see when they land on your advisor site, so obviously you want it to be a strong one! Some very important things to keep in mind when designing your image are:
- Be sure that you are capturing the visitor’s attention
- A high-resolution image will entice visitors to keep exploring your site
- Good design will influence a visitor’s opinion
- The strong images will keep visitors interested and establish trust
Remember to steer clear from stock photos if you can, but rather use photos of real employees at work, a strong image that shows that niche that you work with, a backdrop of the city where your firm is located, etc.
Need help adding images, it’s easy with the Twenty Over Ten platform and only requires 4 simple steps!
Log into your Twenty Over Ten account.
Click anywhere you would like to add your image. The editor toolbar will pop open on click.
Add your images to your site by clicking the Insert Image button in the editor toolbar.
Click the “Insert” button to add your image and then save your changes.
Just like that, you have added awesome images to your advisor website!
2. You need to have a strong call to action
No matter what action you are promoting, a call to action helps with lead generation, increased engagement and lead capture. If you don’t have one on your website, then you are missing out on an extremely important part of your website. Visitors need to know what the next step is that they need to take. If they are just on your site and don’t have anything to click on to start the “sales process,” then they will leave the site without an opportunity for advisors to get their contact information.
What should a call to action look like?
A call to action is simply text or a graphic strategically placed on a website to entice visitors to take a proactive step in engaging with your business. It should consist of a short phrase and create a sense of urgency. Some examples of this are:
- Schedule a meeting button
- Subscribe to our newsletters
- Download our white paper.
It should be strategically placed as we mentioned above and catch the visitors’ eye, but not too flashy…just enough to stand out. It should be straightforward and stress why clicking on the CTA would be beneficial to them.
With the Twenty Over Ten platform, you can very easily add links and buttons to your website to help create strong calls to action. Check out the easy steps below!
Select a location to place your button and give your button a title.
Highlight your title and select the link icon to open link upload menu.
Paste the link’s URL.
Click the box in the lower left-hand corner to open the link in a new browser tab. After you have made your changes, click the insert button.
To style that link as a button, click on the link and select the wand icon to open the button’s style menu.
You can manually choose the button’s style between a list of preset options. These are additive properties so, in addition to selecting ‘button’, you should only select primary OR secondary to assign a specific style to that button.
After you have selected the button of your choice, click the Save Changes button.
3. Your website should be easy to navigate
If someone lands on your website and has a hard time getting around on it, then more than likely, they are going to leave your site for a competitor. The navigation on your site helps visitors access different pages and information. When designing a website at Twenty Over Ten, we tell clients that it is a good idea to be able to reach every page on the website in 5 clicks at the most. Too many pages can get confusing…it needs to be kept succinct.
Strong site navigation should contain all of the information that your prospects need but not feel cluttered. Another thing to keep in mind is that you should double check your site periodically for things such as broken links, as those will hinder smooth site navigation throughout your website.
4. Your website should be informative and educational
When prospective clients visit your advisor website, they should come away feeling like they have learned something. If a prospective client has a particular question in mind, let’s say about retirement, and they find what they need on your website, they will more than likely visit your site again. They may even pass the information along to others looking for a financial advisor, so that is a great way to “network” in a sense and gain more clients.
Additionally, the longer that someone stays on your website, this will help to increase your SEO rankings! It’s a win-win situation! If someone visits your site and doesn’t’ find the information helpful or interesting, then more than likely, they won’t check it out again. You need to grab your readers’ attention from the start, and how do you do that? Check out how to include strong content in the point below!
5. Your website should include strong content
When it comes to including content on your advisor website, there are many ways to do this. What are some of the best ways that can make your site stand out from your competitors?
Why should you use video on your website? Well, according to Advisor’s Edge, 8 billion videos are watched on Facebook every day, YouTube is the world’s second-largest search engine, after Google, and companies that use video marketing grow revenue 49% faster year-over-year than those that don’t. When you see those types of statistics, you realize that video is a marketing tactic that is not going anywhere!
It’s a great way to mix things up on your website and get your content across in a quick video. Advisors are using them on their homepages in order to introduce themselves or maybe showcase a new product. If they have a lot of information, they can discuss it in a quick 2-minute video rather than creating additional website pages. There are best practices for including and optimizing video to really stand out, so check them out below!
- Make sure you choose a strong title.
- Keep your descriptions informational yet concise.
- Be sure that you are tagging so that your videos show up easier in searches.
- Choose a category that best fits your video.
- Don’t forget your thumbnail, as images make a strong impact.
Include a strong blog section
Content is king, and don’t you want to create strong content in your blog section? 55% of marketers say blog content creation is their top inbound marketing priority. With statistics like that, it seems like it’s necessary to post to your blog content, right?
It’s a great way to help out potential and current clients by providing them with relevant content, but it also helps you to drive traffic and can really increase SEO! Need help writing a stronger blog? Check out these top tips!
- Be sure that you are optimizing your blogs.
- Build strong links both internally and externally.
- Share your work on social media!
- Make sure you are using strong titles and headings.
- Don’t forget your alt tags on images.
- Remember to use meta descriptions.
Consider using a podcast
Looking to switch it up and teach your potential and current clients something? Consider putting a podcast on your website! Research by The Podcast Host shows that the podcast is showing incredible growth across the board from familiarity to consumption. Over 50% of people have listened to a podcast, and this is the first time that this percentage was crossed. This shows that they are on the “up and up,” so it’s a great time to add them to your advisor website!
Podcasts are like having a conversation, you can listen to them easily at work, in the car, really anywhere and find out important information! So many firms are using social media and blogs, which are both awesome, but creating a podcast sets you apart, as your firm is putting our content in a different way. These 4 simple tips can help you to get started at creating your content!
- Get the correct technology.
- Start planning your shows and how often you will have one.
- Reach out to guests.
- Promote your podcasts on social media.
It takes a lot to go into creating the perfect website, and there are many different routes that you can take! When you put in the time and effort though, the rewards are worth it. You will see an increase in traffic, which ultimately results in more leads and clients.
It’s a game of trial and error, so see what works best for your firm. Experiment with podcasts and videos, create strong blog content, and this is a great opportunity to work with a design firm. Check out the awesome frameworks that Twenty Over Ten has to offer and get started today!