Marketing

8 Best Advisor Landing Page Examples for Lead Generation in 2020

There’s no doubt that landing pages can be a great way to draw attention to your marketing campaigns and attract a targeted audience to generate leads for your business.

In case you aren’t quite sure how landing pages differ from websites, landing pages are single webpages with one objective or CTA (call-to-action) for visitors. In a study by SerpStat, they found that 48% of marketers build a new landing page for each campaign. This is important, because having multiple offers on a landing page really causes conversions to decrease, so it’s important that your landing pages only have ONE offer per page. Your offer can also differ from landing page to landing page one might encourage newsletter sign-ups, another encouraging eBook downloads or webinar registrations. Whatever you think that your target audience actually wants that you can provide. With an enticing offer on your landing page, you can collect detailed information about your prospects, making it much easier to market directly to them, follow-up and hopefully turn them into clients.

Many advisors are unfamiliar with designing and promoting landing pages. There are many design and copy decisions to consider, which can seem overwhelming. If this is you, you might be wondering exactly how to create a successful landing page for your firm. To give you a push in the right direction, we’ve scoured the web and pulled together some examples of killer advisor landing pages including which specific elements work well and what we’d tweak just a little to make them even more powerful. The majority of the below landing page examples were built using Lead Pilot, the only turnkey marketing software solution built specifically for financial advisors.

1. Hoskins Wealth Management
Hoskins Wealth

Hoskins Wealth

How They Got It Right:

  • Use of Images and Infographics: Providing information that’s in an easily digestible format with vivid imagery is a great way to provide users with the knowledge to want to find out more without having to read through an entire blog post.
  • Easy Subscription: There is an option to subscribe right next to the infographic and directly under Scott Hoskin’s information, making it quick and easy for leads so that they aren’t fumbling around through the page looking for a place to sign up.
  • Social Sharing: By now you know the importance of tapping into social media followers, and Hoskins Wealth has made sharing simple for their readers. If visitors want to post this infographic on their platforms, they can easily do that since there is a “Share” button followed by the icons for Twitter, Facebook, LinkedIn or if someone wants to email it.

What We’d Change or Test:

  • CTA Language: Even though it is about simplicity, the language used is very generic, as it’s simply “Subscribe.” It would be a good idea to make it a bit more specific especially since the blog is about 529 plans. Something like, “Sign up today to learn more about 529 plans,” or something along the lines of the subject.

2. Key Wealth Partners, LLC

Key Wealth Partners

Key Wealth Partners

How They Got It Right:

  • Biography: David G. Niggel, CFP® has a biography so that visitors can find out more about him and get a “sneak peek” of who they will be working with before they even get the chance to speak with him.
  • Social Media: Social media opens so many doors to many different connections and businesses, so including social icons for Twitter, LinkedIn and Facebook are great ways to direct users to that part of the firm.
  • Easy to Subscribe: There is an option to subscribe right next to the title making it quick and easy for leads so that they aren’t fumbling around through the page looking for a place to sign up.

What We’d Change or Test:

  • Use of Imagery: Did you know that people only remember 10% of information that they hear after 3 days, however, if a relevant image is paired with that same information, people retained 65% of the information three days later? With that being said, if some images were inserted into this landing page, that would make it stand out that much more. This one is fairly straightforward without any real “pop.”
  • Length of Bio: Even though we mentioned above that he has a biography, which is great, it is a bit lengthy. It’s a great idea to share more about yourself so that your leads feel more at ease when meeting with you, however, this bio could be cut down to just a few pertinent points rather than the long paragraph.

3. Tapparo Capital Management

Tapparo Capital Management

Tapparo Capital Management

How They Got It Right:

  • The Use of Video: Using a video as a part of your content is a captivating way to draw in your audience, especially with the infographic providing digestible information about retirement.
  • Headlines: When landing on this page, you know exactly what you will be reading about, and that would be a mistake when it comes to planning for your retirement.
  • Simple Design: The design is straightforward and to the point, if you want personal finance tips, then sign up. It’s as simple as that!
  • Form Length & Required Fields: It’s best to keep it as simple as possible, and Tapparo Capital Management only requires your name and email address, and the phone number is optional.

What We’d Change or Test:

  • Show your Visitors What They Will Get: People like to know what they’re signing up for, so include an image of the cover or a preview of a page of the book that would give them a bit more detail.

4. MLS Financial Planning

MLS Financial Planning

MLS Financial Planning

How They Got It Right:

  • Use of Video: According to HubSpot, including video on a landing page has shown to increase conversion rates by 80%, so we love that MLS Financial Planning uses video on their landing page.
  • Biography: Founder of MLS Financial Planning, Maury Schneider, CPA, MBA, CFP®, has a bio on his landing page, and the information is bulleted out with spaces, so it’s short and easy to read and digest.
  • Use of social icons: If visitors want to learn more about Marty and the firm, then they can easily check out their social media platforms, as there are icons for LinkedIn, Facebook and Twitter below the bio. Additionally, you can easily share them as the icons are listed above the form field with the option to also email the video and graphic.
  • CTA: The wording above the form field tells leads exactly what they will be getting, as it says, “Sign up for a live, virtual presentation, to learn about our Cash Management Planning & Coaching Service.”

What We’d Change or Test:

  • Add a “Sneak Peek:” People like to know what they’re signing up for, so adding an image of the cover or a preview of a page of the book would give them a little more detail.

5. Wealth Keel

Wealth Keel Lead Pilot

Wealth Keel Lead Pilot Landing Page

How They Got It Right:

  • Headlines: The headline is very straightforward. On a page with one job and CTA, this key. Visitors know exactly what they’re signing up for and what they will be reading on this landing page.
  • Personalization: Personalization is key, and viewers get a short and sweet bio about the founder, Chad Chubb CFP®, CSLP®. He has incorporated a couple of emojis, which shows his fun and more personal side, and visitors can check out his Twitter and LinkedIn profiles underneath his bio.
  • Caters to the Niche: Since WealthKeel Gen X and Gen Y physicians and their families, this blog topic is spot on as it’s about paying off student loans as a doctor.
  • Featured Sidebar: Visitors can get to know a bit about Chadd and also easily subscribe.
  • CTA Language: “Join the Crew” is simple yet it’s original and perfectly fits the theme of the firm.

What We’d Change or Test:

  • Layout: Testing the design of your landing page from time to time is a good idea. This will help marketers to better understand what layouts generate more conversions and leads for your advisor firm. They could consider testing a layout that is more side-by-side rather than quite so long. Their CTA is great, however, it’s much further down the page, rather than “above the fold,” making it visible to people without having to scroll any. According to studies by Google, “ads just above the fold had 73% viewability, whereas ads just below the fold only had 44% viewability.”

6. Braun-Bostich & Associates

Braun-Bostich Landing Page
Braun Bostich Landing Page

How They Got It Right:

  • Bold Color Scheme and Unique Design: They are following brand guidelines with their color scheme, but most of the other landing pages use a white background, so using the darker color with white font coloring really sets Braun-Bostich & Associates apart.
  • Description: We love the saying just the right amount of “Weekend News You Can Use” delivered every Friday morning. Visitors know when you expect it, and establishing a routine is great for sending out emails and content.
  • Featured Sidebar: Visitors can get to know a bit about founder and CEO, Amy J Braun-Bostich MSFP, CFP®, APMA®, CFS® CLTC and also easily subscribe and check out her social media platforms. 

What We’d Change or Test:

  • Try Removing Navigation: Even though you want to make it easy for visitors to get in touch with you, including the navigation at the top of your page can lead to confusion for your visitors. For a landing page, keeping it simple and removing any distractions is often your best bet.
  • Images or a “Sneak Peek”: Even though there is a little description with the time of when subscribers will get the information, people like to actually see what they will get, so including an image or screenshot of the newsletter would further entice them to sign up.

7. Outright Financial StrategiesOutright Financial Landing Page

Outright Financial

How They Got It Right:

  • Use of Infographic: This infographic is simple and visitors can quickly learn more about retirement planning as a small business owner. We also like the vivid color as it really makes the graphic “pop” and stands out to the reader.
  • Headshot & Bio: Putting a name to a face is a great idea, so you can make your page more personal even before your initial meeting with a potential client. Additionally, Ivanhoe Sánchez has included a short bio beneath his headshot briefly providing information about what he does and who he serves.
  • Social Icons: If readers want to visit his social platforms, they can simply click on the Facebook or LinkedIn icon below his bio. Additionally, they can email it or share the infographic on Twitter, Facebook or LinkedIn.
  • Short and Sweet: Like we always say, short and sweet is the way to go, and that is exactly what this landing page is. There is a title, simple yet informative infographic, headshot and bio. There isn’t much more that is needed to make this landing page effective, so Outright Financial does a great job.

What We’d Change or Test:

  • Why Should Visitors Sign Up?: Visitors will want to know why they should sign-up for your newsletter and basically what is in it for them. Adding a simple bulleted list of what the newsletter covers can accomplish this.
  • Offer a Preview: It helps when someone can visualize something, so providing an image or a screenshot of a newsletter or eBook, or whatever someone is signing up for will really help leads get a “Sneak Peek” of the offering, making them even more likely to sign up.
  • CTA: Even though it’s short and to the point, the CTA is generic simply saying “Subscribe” for the CTA and “Get more personal finance tips” above the newsletter rather than really getting specific and outlining what you will be receiving in detail.

8. Mark Sharp Retirement

Mark Sharp Retirement Landing PageMark Sharp Landing pageMark Sharp Retirement

How They Got It Right:

  • Use of Video and Infographic: Mark Sharp, CFP® RICP® EA uses great content in his blog post, utilizing our video and infographics. Content is king, so including a variety of ways to provide information to visitors is a great way to stand out.
  • Making our Content His Own: He did a great job of taking the content that we provided and really catered it to fit the niche of his firm.
  • Social Icons: If readers want to visit his social platforms, they can simply click on the Facebook, LinkedIn or Twitter icons below his bio. Additionally, they can email it or share the infographic on Twitter, Facebook or LinkedIn.
  • CTA Language: It’s important to make the language short and sweet, which he has done, however, the language is a little different than simply, “Subscribe.” It says “Grab a Copy,” which gives it a more authentic feel.
  • Description of the What You Get: He does a great of detailing what will be included in the weekly insights, which makes visitors more likely to sign up.

What We’d Change or Test:

  • Offer a Preview: It helps when someone can visualize something, so providing an image or a screenshot of a newsletter or eBook, or whatever someone is signing up for will really help leads get a “Sneak Peek” of the offering, making them even more likely to sign up.
  • Layout: Testing the design of your landing page from time to time is a good idea. This will help marketers to better understand what layouts generate more conversions and leads for your advisor firm. They could consider testing a layout that is more side-by-side rather than quite so long. Their CTA is great, however, it’s much further down the page, rather than “above the fold,” making it visible to people without having to scroll any.

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About the author

Blair Kelly

Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.

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