Lead Generation

Inbound Marketing for Financial Advisors: How to Increase Lead Generation With CTAs

Okay, so to kick things off, what is a call to action? Simply put, it’s a text or a graphic strategically placed on a website to entice visitors to take a step in engaging with your business.

Generally, it should consist of a short phrase of only 3-5 words and it should create a sense of urgency. For example, you can add a “schedule a meeting” button, tell visitors to your newsletter or download or white paper.

CTAs can help with lead generation, increased engagement and lead capture. if you’re not optimizing your CTAs, then you are missing out on a huge opportunity to drive traffic to your site, resulting in more clients.

How do you best use call to actions as a part of your inbound marketing strategy? We’ve got 4 tips below!

4 Tips to Increase Lead Generation with CTAs

Have you spent a lot of time and money on your advisor website, but you still aren’t getting the results that you want? Everything may be perfect on your site, but if your call to action isn’t top notch, then this could be the reason why. How do you go about creating a strong CTA that encourages visitors to take the next step?

1. Design

When it comes to designing your CTAs, there is a lot that you need to keep in mind. What you need to remember though is that it needs to stand out. If it blends in with the rest of the page, then visitors are much more likely to pass it by without even noticing it there.

You don’t want to make it TOO flashy though, as, it’s important to follow your brand guidelines and style by using the same color palette, fonts, and whatever else you do that make your company unique. In the example below, Lead Pilot user Kelley Financial Planning uses CTAs that stand out to the user but is subtle enough that it isn’t too in your face.

You notice the call to action immediately on the homepage for Branning Wealth Management. It is simple, however, the bright blue color stands out against the hero image of the woods. It simply says, “Get Started,” but it’s impossible to miss. It stays on the brand as you can see that the same blue color is in their logo.

2. Copy

The language on your CTA should be actionable, meaning it should require a “next step” out of your visitors. We recommend using copy that includes lots of second-person verbs like “Discover” or “Find.” Also, your CTA copy shouldn’t be very long, it should be short and sweet. Like everything else when it comes to content, nobody wants to take the time out to read long copy since they are very busy. Lastly, think of your end-user: If they provide you with information, are they going to get something out of it? Make that clear and make sure it’s something that will be beneficial to them.

Something along the lines of “Sign up for our Newsletter,” or “Download this E-book.” If you also include the word FREE in there, that can be very helpful, as people love free!

In the example above, Lead Pilot user, Rivermark Wealth Management uses a call to action that says, “Sign up for our Newsletter.”

3. Placement

You will be happy to hear that when it comes to placement, there is no right or wrong way. For example, on a blog post, CTAs might be most effective at the bottom of the post since blog posts should be more informational than “salesy.” On the other hand, your homepage CTA might be on the top half of your site or in the sidebar. It all depends on what works best for your company’s website.

Eagle Ridge Wealth Advisors

Eagle Ridge Wealth Advisors places their CTAs in different locations based on the page. On the homepage, they have the “See Our Process” CTA more towards the middle of the page, so that you see it easily and clearly as you scroll down. In addition, there is a “Schedule A Call” in the top right-hand corner of every page.

Eagle Ridge Wealth blog

The blog page has it located more towards the bottom with the simple word, “Join” where you can provide your email address to receive weekly content updates so that you can get a better feel for how things work at Eagle Ridge. Both locations work great, so just do what works best for your firm!

4. Test and Refine

Like everything, it will take time to figure out what works best for you. it’s something you’ll need to keep working at but you won’t know what to tweak without testing and measuring different approaches to your CTAs. what works for one audience might not work for another so it’s important to try out different alternatives to see what will work best for your niche and target audience. By experimenting with all of the above factors – design, copy and placement – you can better refine what works and what doesn’t.

Key Takeaways

As mentioned above, finding a CTA that works best for you will take time. It’s only by testing variations of messages that you can be sure of what works. Change up the copy, placement and design until you find what works best for you.

Mix up your ideas and try to find one that generates the most leads for you and remember to not get frustrated, because good things take time!

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About The Author

Lauren Beichner

A part of Twenty Over Ten’s digital marketing team, Lauren is a Content Creator. A true Carolina girl through and through, she loves everything about Fall (yes, especially #PSL ☕) and can’t resist a fluffy yellow lab.