You have established yourself as a financial advisor and worked to create a strong website, but you still want to drive more traffic to your website. So, how do you go about doing this? There are plenty of things that you can do to turn your website from a strong one into a lead-generation machine, so on today’s blog, we are going to cover the top 5 ways to take your advisor website to the next level.
Top 5 Ways to Generate Leads to your Advisor Website
This is an obvious one, but there are ways that advisors can take their site to the next level and really generate the types of leads that they need. It’s important to keep in mind that even though you have created a website and it has everything that you need to really drive traffic, it’s important that you optimize your site on a regular basis. Additionally, you should check Google Analytics to see how certain pages are performing, so that you can know which aspects are your site are excelling and which parts need work.
What are some of the ways that you can ensure your site has everything it needs to generate leads?
Include a Call to Action
A call to action is text or a graphic strategically placed on your website to engage with visitors and motivate them to take the next step for engaging with your firm. It should be short and to the point while creating a sense of urgency. They can be utilized on more than one page, such as your home page, on landing pages even on a contact page. It’s good to include them later on on the website, as people will be more likely to engage once they have read up on your company.
Twenty Over Ten client, Quest Financial Services included a simple CTA above the fold that says, “Tell Us Your Story,” which then takes visitors to their contact page. This is a different way to find out more from your leads and changes up the wording from something like “Contact Us” or “Find Out More.” It’s strategically placed and stands out just enough so that it’s still tasteful.
Make Sure you are Blogging Regularly
Creating strong content that especially caters to your niche and establishes your firm as a thought leader in the industry is a MUST. However, be sure that you are consistent with your blogging. It’s important that you schedule your posts out so that you develop some sort of cadence. Your readers will come to expect this and will be more likely to check your blog on the day that it is set to run. Let them know when to expect new posts, whether it’s every Tuesday morning or the last Friday of every month.
Include Landing Pages
Landing pages are an easy tool to direct traffic to any event details, encourage registration and create a sense of urgency. They are great because you can really make them anything that you want! You can include registration and sign-ups, any infographics that you want to better draw in traffic as a way to gain more leads. Additionally, you should include CTAs, embed videos, just anything that will capture the attention of your audience and more specifically, cater to your particular niche. That’s why landing pages are so great…the sky really is the limit when it comes to what you can include on your page.
Have a Strong Contact Page
The contact page should be quite simple, so current customers and prospects are not confused when it comes to getting in touch with you. Because of this, it’s a good idea to provide them with more than one way to reach you. It’s also a good practice to consider including:
- A simple contact form
- An email address
- A phone number
- Mailing address
- Google map
Twenty Over Ten client, Reynolds Financial Advisors has a strong contact page with multiple ways to get in touch with them and a google map, as well.
Your website is ultimately meant to drive traffic to your site, so the contact page needs to give visitors a simple way to get in touch with you, and additionally, it can boost your SEO rankings.
Did you know that 30 million businesses have LinkedIn profiles and two professionals join LinkedIn every second? Those are some very impressive numbers and just goes to show that if your business isn’t LinkedIn, then now is the time to start. If you are already on this powerful social media platform, then be sure that you are utilizing it properly to gain the most prospects. Ensure that your profile is optimized so that you can get the most out of this tool. Ensure that you have:
Use Professional Images and Headshots
It’s all about connecting with others and “humanizing” yourself, so be sure that you are using a professional headshot on your profile. Use a photo that will represent your company appropriately, and professionalism and your credibility can be established at one glance.
In addition to your headshot/profile picture, you can also add a background photo on your LinkedIn profile. When someone looks at the profile, what will they relate to your business? Pick something creative and use this as a chance to show off your firm’s brand.
Include a Creative Headline
This is a great opportunity to get creative beyond what your position is at your firm. In 120 characters, you can really portray what you’re all about at your company and use this as just another opportunity to “humanize” and brand yourself.
In the above image, Stephen Wershing uses the space for his headline space to put a little more than just his title but tells what he does, and that’s to coach financial advisors on how to gain more referrals. This quick glance gives more insight into what he does, rather than simply putting a Certified Financial Planner™.
Include Links to your Blogs, Website and other Forms of Communication
Want to boost your click rates and generate more traffic to your website? Well, start by adding more links to your profile that leads to other social platforms, relevant content, or your website. Cater to your niche and add links that you think your followers will want to see, especially since you can add up to three on your platform profile, so utilize that space.
Share Relevant Articles
This is a great way to keep your followers up to date and interested in what you have to say. Again, cater to your niche and post information that you think that they will find interesting. Share third-party articles on trending topics in the news and also share your own content. It’s a great way to promote yourself without coming off as “salesy,” and also prove yourself as an expert in the industry.
A stagnant profile page on LinkedIn will not bring about the types of results that you want, but remember that it takes times to establish consistency! It takes time to build good connections and get a consistent posting schedule going but don’t give up! Put in the time, and the efforts will pay off greatly in the end. We recommend creating an editorial calendar to map out your content so that you regularly update your followers. You could even consider using a social media scheduling app like Hootsuite, Coschedule, and others to ease up the daily time burden for you.
Make Sure you are Engaging in Groups
Do you have a specific niche or are you passionate about certain organizations? If this sounds like you then more than likely, there is also a group for you. There are thousands of groups on LinkedIn that you can join and begin sharing your content, reading articles from other relevant people, bouncing ideas off of each other, etc. However, it’s important to remember that not only are you a part of the group, but you need to be engaging, as well. This can be achieved through posting content in the group and engaging in others’ posts with something as simple as a comment or like. These quick and simple interactions that can really build a stronger connection with the people within the group.
As you can see, you can easily search for groups that share similar interests as your business, making it much easier to share content, bounce ideas off of each other and prove that you are a thought leader in the industry.
So, what do we mean by “Freemium?” It’s a product that is offered free of charge, and it’s generally something that is digital and can be offered up on your website. Examples of these include:
Ebooks or Whitepapers
Basically, a Whitepaper or eBook is an in-depth look at a specific topic that may shed light on a common and provide more information or solve a problem. Many advisor sites ofter visitors the opportunity to download an eBook or Whitepaper on their website, thus prompting leads to provide contact information, but then offering them something in return.
When creating an eBook, make sure that you are choosing a popular topic that will cater to your niche and create content that is engaging and that it’s written in an enticing format that will draw in your readers. Keep in mind, these should also be longer generally than a blog post, say about 2,000 and no more than 5,000 words. Remember, it’s important to promote these and advisors should have at least one in their marketing strategy. It’s a great way to capture the crucial information you need from your leads while also providing them with information that will show you are an expert in the industry.
Twenty Over Ten client, Rand Financial Planning offers clients the chance to sign up for their newsletters and by doing that, they also will receive the whitepaper, “7 Keys To Financial Independence.” By doing this, they are offering something useful for their clients while also capturing their contact information and moving them one step closer down the sales funnel.
Social media is a HUGE part of lead generation. It taps into a whole other category and opens up new outlets and contacts where you can share your information and reach other prospects while also keeping in touch with current clients. One that we love to use is Facebook. It’s no longer just a platform for people to share pictures of their friends and family, but when utilized correctly, businesses can really use it as a great networking tool.
Establish Yourself as a Thought Leader
Facebook is a great platform for sharing third-party articles and your own content, as well. Ensure that you are not only blogging consistently but that the content you are putting out there is strong and pertains to the industry, as this is a great way to establish yourself as a thought leader in the financial industry. Additionally, is that the content that you are sharing comes from a reputable source?
Sharing will Occur Naturally
Sharing is just a natural part of social media. The more articles that you share, this brings more opportunity for likes, comments, and re-shares. Additionally, other sources can see when you share their articles, which will make them more likely to share content that you put on Facebook.
5. Email Marketing
Email marketing is a must in your overall marketing strategy. It’s a great way to share information with leads and current clients, while also showing what your brand is all about as a firm.
There are almost 4 billion email users worldwide and experts predict that this number will reach 4.1 billion by 2022. Those mind-blowing stats really show why being on email is so important, as it’s such a huge form of communication. When using email marketing, like many of the things that we do, it’s important that you remain consistent, as users will come to expect content regularly. Maybe you send out a newsletter the first Monday of every month? Maybe it’s a bi-weekly newsletter…whatever it may be, make sure that you stay consistent. Some other tips to keep in mind when it comes to email marketing are to:
Create Interesting Content
It is so important that you produce and send content that is valuable to your readers. You need to provide them with compelling information that will build your brand, show that you are an expert in the industry and continue to show that you are a thought-leader. Make sure your emails teach them something new, focus on current pain points and answer questions.
Make Sure Your Subject Line is Strong
A strong subject line is important, especially because people receive so many emails a day, that it might not even get opened if it doesn’t draw them in right off the bat. That’s why you need to rope your readers in right from the start and you can start by personalizing it. According to this article from Campaign Monitor, 74% of marketers say that targeted personalization will increase customer engagement. What are your readers interested in? What really speaks to their niche? Include a strong subject that will make them want to find out more. Some tips are to
- Use numbers in your subject
- Use strong words
- Be clear and specific about the topic
- Highlight the value that you are offering
Make Sure You Are Segmenting Your Lists
What does this mean? Well, segmenting your email lists is when you divide your email list into smaller “segments” in order to create a more targeted and personalized email. With this, you send different emails to each segment. The smaller your segment, the more likely it is to be effective and more personal. If you send a monthly newsletter to current clients, then generally it will contain different information than a group of people that aren’t quite clients but are very strong leads. It’s all about keeping it personal and building relationships.
On average, people spend 2.5 hours per workday checking email, so make sure you’re sending strong emails and really working on your marketing campaign to get the type of conversions that you want to see for your business.
Bringing it all Together
If your website is not generating the type of traffic that you expect, then it’s time to rethink your website and your overall strategy. As we’ve mentioned in other blog posts before, it takes patience and a lot of time and effort to find out what works best for you and your advisory firm. The leads aren’t going to come overnight, but with these best practice tactics and checking analytics so that you can see the numbers, for what’s working and what needs to be tweaked, you can really create a lead generation machine for a website.
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About the author
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.