Lead Generation

How Can Financial Advisors Get More Quality Leads From Their Website? | The 3 Most Important Factors

A problem that many financial advisors face is going through the process of creating a website for their firm, but discovering that they are getting drastically less leads than they originally thought they would. In today’s video, Samantha Russell, Chief Evangelist for Twenty Over Ten and FMG Suite covers the top three most important factors when it comes to generating more quality leads for your website.


Top 3 Factors

If you have a great website, but you feel like you’re just not getting enough leads from the website, what’s going wrong? I’m Samantha Russell, the chief evangelist at FMG Suite and Twenty Over Ten. And today I’m going to share with you when we really distill it all down. What are the three things that actually impact the number of quality prospects or leads that you get from your website?

1. Have A Clearly Defined Niche

Okay, so let’s start with the first one, the most important one, which you’ve probably heard people say this time time again. But really having a clearly defined niche or a group of people that you serve and having messaging right on your home page in the problem solution method for that group of people is the number one thing that is crucial for getting good quality prospects from your site. So let’s just look at a couple of examples here.

Maybe you serve a particular group of people that work at Eli Lilly or Amazon or some certain company. Having information about how you help those people and what kinds of problems that they might come to your firm looking for help resolving is going to be crucial. This can apply even if it’s not so specific. Right. Maybe you help people in a specific geographic area, or you help people who are in a certain phase of life, whatever it is, you want to clearly articulate the type of people that you serve so that you’re going to attract the right quality prospects.

2. Have Two Strong Calls To Action

Okay. Number two, you want to have a really strong call to action. So the second most important thing is calls to action and not just one call to action, but actually two. So we have two different groups of people, right? 97% of website visitors who land on your site are not going to convert on that first visit. So that is a lot of people that could just visit your site and then leave, and you’ll have no way of ever getting in touch with them again. So you want to have something, some sort of call to action for both the people who are ready to take the next step and book a meeting with you, as well as those who are not yet ready.

Primary Call To Action

So the first group of people we have a primary call to action for that would be a meeting scheduler. So whether you’re using Calen Lee schedule once any of the tools that are out there doesn’t really matter, just make it incredibly easy for someone to book a time to meet with you or your firm right there on your website. So even if it’s 11:00 at night and they’re visiting your site, they don’t have to write a big, long email about what they’re interested in or fill out a long form. They just book the time, and then they’ll know when that time comes, they’re ready to meet with you.

Secondary Call To Action

The secondary call to action is for everybody else. The people who are not yet ready. And that call to action should be something highly specific to that individual group of people that you sort of write that niche. So if you are serving business executives and you corporate executives and you want to talk about capital gains and different stocks, and those are questions that come up all the time, then you might have a download or a guide that someone can put their name in their email and get a guide to capital gains. And if it can increase different tax strategies, what you will. So the secondary call to action needs to be highly specific to the group of people that you’ve already clearly identified in the first. And that is how you’re going to get more of those leads. You also with that secondary call to action, you don’t want to just say what it is you’re going to share with them. You want to kind of show them or a preview, some sort of visual image that they can see what they’re going to get if they give up their contact information. And for that secondary call to action, make sure you’re only you asking for two things, their name and their email. If you start asking for their phone number, their address, why they’re interested in all these other things, the number of people that convert will go down.

3. How Much Quality Traffic You Are Getting

Okay. And then the third thing that really is the third thing that impacts the number of quality prospects you get from your website is how much traffic you’re actually getting to that site. So if you have a great website, but you’re not getting that much traffic or you’re getting the wrong kind of traffic, you’re not going to get quality beats. So what I mean by this is maybe you can only serve people based in the US, yet all of your traffic is coming from overseas. That is not going to be a good thing. Or maybe you really only work with people in the AUM model. And you have a ton of blog posts and content that is attractive to more of the DIY or millennial investor who doesn’t have a lot of assets to invest. And they’re looking for a subscription based advisor to work with. Right. So they’re the disconnect there. So there’s a lot of things we can do to increase the quality of traffic. That’s for another video, we’ll link some resources below, but just know that you want to be directing the right kind of traffic to your website.

If you’re getting 300 visitors a month, which is the average that most financial advisory firms get, but only ten of those people are actually qualified to work with you. That means you’re really only getting ten quality visitors. And so your conversion rate of maybe 1% on ten is a pretty abysmal versus 1% of 300. Right. So we want all of the traffic coming as much as possible to be high quality traffic. So doing things like setting up your site to be specific to the right group of people is really going to help take care of attracting the right traffic. Adding content every month that’s specific to the group of people that you serve is also going to add more of the right traffic coming to your site.

So again, I’m Samantha Russell from Twenty Over Ten and FMG Suite. If you found this video helpful, please give us a thumbs up and make sure you subscribe. So every week you can get a new tip just like this directly to your inbox.