Blogging + Landing Pages = Lead Generation Machine

In the past, we have shared some tips on how financial advisors can optimize landing pages for lead generation. This week, we’re taking it a step further and discussing how your blog can give your landing pages even more of a boost. When this is done right, a blog establishes you as an authority in your field, provides thought leadership on topics important to your business, and in turn, this will boost your SEO.

The Importance of Blogging for Financial Advisors

By crafting blog posts that educate your customers on your service offerings and your area of expertise, you position yourself as a go-to resource during a prospective client’s time of need. This is so important because choosing a financial advisor is a big decision and not one that is always made quickly. So, when the times comes for your prospects to choose an advisor if your firm made a strong first impression, that will greatly help your chances with gaining a new client.

Not only that, but the more pages you publish that contain valuable information, the more favorably search engines like Google will look at your website. As a result, you’ll attract more visitors via search.

Companies who blog receive 97% more links to their website.

Developing an online presence is crucial for success and your blog enables you to showcase your expertise setting you apart from your competitors. Our blogging platform enables you to create diversified blogs, categorize posts, enable social sharing options, and much more!

How to Best Leverage Blogs AND Landing Pages


A call-to-action is just that — a way to compel your reader to take action.

If you’re writing a post, like this one on the four types of content that your website needs, then try including a link in the text of your post to a relevant ebook, whitepaper or webinar offering. When a visitor clicks on the link, then they will be taken to the landing page, which will direct them to take the next desired action that you want.

However, be sure that you are doing this carefully, and that you’re not building low-quality anchor links to your landing pages within your blog posts. If you do this, then you can be penalized by Google. Obviously, this is not something that you want, but rather if you post links that go to quality content, then Google will applaud you.  Anchor text changed forever when Google released the first Penguin update in 2012. SEO-friendly anchor text is:

  • Succinct
  • Relevant to the page you’re linking to
  • Low keyword density
  • Specific


A landing page is a great place to offer exclusive content, such as a whitepaper, guidebook, webinar recording, or ebook. But how do you prove to visitors that your content will be worthwhile?

By first writing blog posts on the topic, you are showing your visitors that you can offer worthwhile advice and information that is valuable enough to give up some personal information to get. Basically, you are baiting your readers with exclusive content that can help them even more than free access to your blog can.

Utilizing a blog and landing page together is a strong method to communicate your value and show your expertise, all while engaging your site visitors.

This builds rapport and shows your thought leadership on different topics to your audience. While it’s good to have a niche, you do what to show that you are knowledgable in many different areas through these blogs. Ultimately, including a blog on your landing page generally leads to improved lead generation and a higher conversion rate.

For example, This Good Financial Cents landing page is a great example of how you can use a blog post to demonstrate your proficiency on a subject, as well as to capture names and email addresses.


Best leveraging your blogs and landing pages together is all about tweaking, experimenting, and testing. With free tools like Google Analytics you can uncover a great deal of information about how your blogs and landing pages are performing.

Additionally, with tools like Google Search Console, you can uncover search terms that are driving organic traffic to your website. By doing so you can make inferences based on that data as to which topics you should blog on next. By pulling those keywords into your next blog posts you can generate even more traffic.


Blogging enables you to put a voice behind the brand and truly show your firm’s personality. It welcomes your customers and prospects in to get to know “the real you.” Blogging makes it personal and people like getting to know the face behind a business. This is especially true in the financial services industry. Don’t you want to feel comfortable with someone responsible for handling your money? For sure! This is the knowledge part of the equation.

Meanwhile, landing pages are a means to an end. Ultimately, we want to drive traffic to our landing pages to capture visitor information, get them to take action so we can get them into our sales funnel. This is the trust part of the equation.

Knowledge and trust will result in conversions. A combination of blogs and landing pages makes great sense, as most successful digital marketing campaigns are a mixture of strategies and channels and not just one singular method.

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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.