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by Jack Waymire
on September 07, 2016

Tags: Digital

When you are developing an advisor website and you want it to be successful, there are three elements that should be applied. The goal for your website should be converting visitors into prospects who submit their contact data to you for free offers, newsletter sign ups, etc.  Using these principles will make it easier for you to generate leads and guide people through the sales funnel on your website. If your current financial advisory firm website isn’t getting the traffic that you need, it may be that your site is lacking some or all of these components.

1. Speak to Your Audience

The reality is that you need to speak to your target audience and make it understood that you can help solve their problems. It is imperative that you demonstrate your expertise so that people can instantly understand why they want to do business with you. Know your competition and create a unique angle that will make people want to work with you over the other firms that are out there. Knowing your audience and speaking their language will help you drive visitors into prospects. 

It’s a good idea to create client personas that are based upon your ideal client. Create a mock profile of a person with an age, gender, concerns, occupation and more. This will help you gain a better understanding of who it is that will be choosing to work with your firm. The added benefit is that it will make it easier to create compelling content that speaks to the individuals as opposed to speaking to a nondescript group. You can get better results and the content will actually provide your visitors with value as opposed to simply words on a screen.
 
2. Financial Blogging

There are everyday challenges that people face and when they get to your website, they want to know that you have solutions to help them achieve their goals. This means that content needs to be compelling enough to speak to their needs and wants. Financial blogging is a critical piece to reaching your target clients.

Create a list of keywords that your ideal clients are interested in and then write compelling content that speaks to those keywords. As an example, say your ideal client (persona) is a married couple who will be retiring in one to two years. They both have 401K accounts with their employers and are starting to research when they should take social security. On your financial blog site, you would want to write blog posts with titles like: “When is the right time to take social security?” or “What should I do with my 401K plan after I retire?”. These are the type of headlines that your ideal clients may already be researching on the Internet. 

Successful websites also create a calendar for content so that new information can be added on the blog on a regular basis. It doesn’t have to be daily content, but it is a good idea to produce new information to help with Search Engine Optimization (SEO) at least once a week. This can help to get more visibility within the search engines as well as continue to show your level of expertise within the industry.

Download our eBook:  Is Your Financial Advisor Website Producing Leads? This free eBook explores five tips that can increase the number of leads that are produced by your website.

3. Free Offers

The advisor websites that are gaining the most traction are also providing free offers to ensure that people are interacting with the site. For example, if you want people to fill out a lead form so that you can talk to them about your services, you have to give them a reason to fill it out. Some of the more popular free offers are eBooks, Guides, newsletters and free consultations. Think about the specific personas that you are targeting and what types of offers would interest them.  Remember that you are trying to help solve problems so the free offers should be doorways to start a conversation with a prospect about how your services can help them solve issues.  Be creative and come up with unique offers. Without an offer, you could lose a visitor to another site that has something more interesting or compelling to offer than your site. 

Is Your Advisor Website Producing Leads