At the rate financial advisor marketing techniques are changing due to the advancement of technology, it may feel as though getting the most out of your financial advisor website is a moving target. And while it’s true that financial advisor digital marketing is constantly evolving, there are ways to keep track of that moving target, especially when it comes to increasing conversion rates.
If utilized properly, and by following the recommendations below, your financial advisor website can not only generate quality leads but convert them.
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1) Define What a Conversion Means to You
Before doing anything else, it’s first necessary to define what qualifies as a “conversion” for your financial advisor website. For example, a retail website will qualify conversions as sales that were made on, or because of, their website. But for the financial services industry, conversions aren’t so clear-cut. Some examples of conversions for financial advisor websites include completed lead forms from gated content such as a video or white paper, scheduled consultations with prospective clients, or a newsletter sign-up.
2) Understand and Define Your Financial Advisor Website KPIs
Once you have defined conversion actions, it’s time to break down your financial advisor website data to understand the KPIs (Key Performance Indicators) you should be monitoring to ensure your site is performing as it should be. Some examples of KPIs financial advisors should monitor include total website visitors, click-thru rate, bounce rate, and time spent on the page. While there are dozens of other metrics available, these will give you the most accurate picture of your financial advisor website’s performance at a glance.
3) Make Regular Updates
Keeping your financial advisor website updated is a good practice not only for SEO purposes—more on that below—but also necessary to keep up with the latest industry news and trends. This can be as simple as updating existing content or as in-depth as creating new content each time there is new market information. The most important thing is to keep it updated.
4) Make Your Financial Advisor Website Easy to Navigate
Your website visitors expect a seamless experience on your financial advisor website, from start to finish. And with so much competition in the financial services market, users won’t hesitate to leave a clunky, disjointed website for a faster, more efficient experience. Some key elements of a user-friendly financial advisor website include fast loading times, the responsiveness on any device, a clean and straightforward layout, content easily accessible content.
5) Use Strong CTAs
Calls to Action (CTAs) are necessary for conversions to happen on your financial advisor website. However, they can be seen as an annoyance by visitors if overused or not utilized in the right places. In fact, too many CTAs can be a hindrance to conversions, rather than some help. The trick is to strike a balance to find where and how many CTAs work for your financial advisor website’s conversion goals.
6) Have Top Notch SEO Practices
When optimized correctly, your financial advisor website can be a significant source of quality leads that come directly from online searches. That’s because the better the SEO, the better search engines can send visitors looking specifically for the financial advisor content and services your website provides.
And while keywords are still very much important, SEO has evolved to include elements like Semantic Search, which considers user intent as well as the search they used. Staying on top of the latest SEO best practices is paramount to ranking higher in search results, and ultimately generating leads from your financial advisor website.
7) Understand Your Audience
Knowing who is visiting your financial advisor website can help you better understand their needs, as well as how you can turn those visits into conversions. By utilizing website analytics platforms, such as Google Analytics, you can see where your visitors are located geographically, how they arrived on your site (search, direct, 3rd-party link, etc.), and other vital data that helps you learn more about them and how you can best deliver the content they’re looking for.
8) Know Your Competition
Scoping out the competition can show you not only what your competitors are doing better than you, but also where they have weak spots you can capitalize on. This first means performing a competitor analysis, which at a basic level entails finding out as much as you can about the competition by performing keyword searches to see who comes up ahead of your financial advisor firm.
Of course, an in-depth competitor analysis includes much more but also requires more time and resources. At a minimum, you should know who your competition is and where you stand from an online search perspective.
9) Show Social Proof
Partnering with a financial advisor is a huge decision for many prospective clients. For many, they will be trusting your financial advisory firm with their retirement, children or grandchildren’s college funds, and inheritance for future generations.
In essence, this is their legacy and they need to feel comfortable with this partner. One way to help build trust with prospects and convert them is to offer social proof on your financial advisor website. Examples of this social proof can include client testimonials, 3rd-party reviews, awards, or other recognition.
Having others vouch for your services and reputation backs up the content on your website and can be a critical part of increasing conversions from your financial advisor website.
10) Quality Content
When it comes to the success of marketing efforts for conversions through your financial advisor website, it always comes back to the quality of your content. By taking the needs of your audience into consideration, as well as what you’ve learned about them through key metrics, you can craft financial advisor content that answers their initial questions but also establishes your financial advisory firm as trustworthy and knowledgeable—two factors that prospective clients are likely looking for in a potential financial advisor partnership.
This puts you in a great position to nurture that prospect and turn them into a life-long client.
