A thoughtful landing page will produce leads for financial advisors. There are also landing pages that drive investors away from initiating contact on financial advisor websites. The landing pages on these websites ask for information that investors do not want to provide or investors do not feel safe submitting the information that is being requested from them.
All financial advisor landing pages are designed to gather contact information from investors. The basic information is: name, location, email address, and telephone number. Some landing pages also attempt to screen investors by asking for their available asset amounts and descriptions of the services they are seeking. Financial advisors may also ask how the investors found them so they can fine-tune their marketing strategies, offers, and landing pages.
This latter landing page strategy comes with a warning for financial advisors. Asking for too much information on a financial advisor landing page can actually drive investors away. The financial advisor’s risk is asking for information that potential leads do not want to provide. For example, asking about investor assets on their landing pages versus waiting until contact has been initiated on the telephone or by email.
This article will provide four additional tips that will help financial advisors produce superior landing pages as part of their digital marketing strategy that will generate more leads and contacts.
Safe Landing Pages
It stands to reason investors will be more inclined to submit their names and contact information when they feel safe on financial advisor landing pages.
It also pays to assume their fears are real because they know very little about the business practices of financial advisors they have found on the Internet. A high percentage of investors have also been impacted by the aggressive telemarketing tactics of some advisors.
What they see on financial advisor websites convinces them to initiate contact. This is how websites produce positive ROI for the advisors that own them. The role of the landing page is also very explicit. It is to convince visitors to submit their contact information.
This is a big step for a lot of investors. They have all been over-solicited by aggressive financial advisors so their need to protect their contact information makes perfect sense. This need creates a big challenge for advisor websites and landing pages.
There are two ways to make investors feel safe when they are asked to submit their contact information on financial advisor landing pages. First, tell them what you are going to do with their information. For example, the information is for internal use only. It is used to initiate contact that is being requested by investors.
Making investors feel safe will have a positive impact on the results that are produced by financial advisor landing pages.
Advisors vs Information
Some investors are actively seeking financial advisors they can interview in the next couple of weeks. They are the ideal type of investor leads because they have immediate needs for financial advisors.
It is the role of the website to deliver the right types of information about financial advisors and their firms. In fact, based on industry averages the websites may have three minutes or less to deliver the information. So first impressions on financial advisor websites certainly do count a lot.
The first impression is what convinces investors to spend time on the website. The content on their landing page is what convinces them to submit their contact information.
Financial advisor landing pages will produce leads and contacts. As noted, a lead has an immediate need to establish contact and schedule a call. In general, contacts are information seekers.
They are not ready to schedule interviews with financial advisors. Consequently, they end-up on financial advisor drip lists until they are ready to talk.
A high percentage of website visitors are seeking information and not financial advisors. The best information is gated so investors have to register in order to gain access to the material - for example, an eBook. This information also has to be compelling enough that investors will register to be able to read it. Even more explicitly, they must give-up their anonymity in order to gain access and read the content of the eBook.
The more compelling the offer the higher the probability investors will register to get it. That is why most free offers are connected to the financial pain points of investors. Financial advisors will identify their biggest concerns and provide solutions in the form of free eBooks or webinars.
There has to be a lot of value on financial advisor landing pages and an enticing call to action to convince investors to subscribe in order to get let’s say an eBook. Weak offers will be ignored. Not to be too redundant, but a strong offer solves a serious financial problem for a large number of people.
The best financial advisor landing pages are tied to strategies that target particular types of investors. For example, a financial advisor website is targeting pre-retirees with a free offer tied to their concern about running out of money late in life. This happens to be one of their biggest fears. A free eBook provides a solution for this fear.
The landing page should reinforce the messaging on websites and be tailored to the interests of pre-retirees. The more investors that connect with the messaging the higher the probability a financial advisor’s landing page strategy will work. That’s because this strategy confirms the financial advisor works with investors like themselves and that they will receive free content that is tailored to their particular needs.
If there is no connection between the financial advisor and the investors then there is a good chance the landing page will fail to convince visitors to give-up their anonymity and initiate contact with the financial advisors who reach out to them.