The best landing page strategies for financial advisors combine websites, landing pages, and free offers into one digital marketing process that has a singular goal. That goal is to convince website visitors to initiate contact. There is nothing worse than investors visiting a financial advisor website and exiting the site without leaving their contact information.
Every financial advisor has some functionality on their websites that asks for the visitors’ contact information. However, most financial advisors say their sites do not produce leads and contacts. What is the problem and what can they do to fix it?
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This article describes five digital marketing strategies that increase the productivity of financial advisor websites and landing pages.
Financial Advisor Websites
Every financial advisor website has a Contact Us function, but most financial advisors say very few investors use the function. What does the tell you?
First, investors may be seeking information and not financial advisors they can interview in the next few days or weeks. For example, they are brought to the advisors’ blog sites to view information on a financial topic. Consequently, a high percentage of visitors on financial advisor websites are information seekers and not advisor seekers.
Second, the content on the advisors’ websites may not be competitive with what they found on other financial advisor websites. For example, a visitor is a pre-retiree seeking an advisor who specializes in working with investors in his or her situation. However, there is nothing on the advisors’ websites that say they work with that type of investor.
Third, what the investors see on the website is not compelling enough to convince them to give-up their anonymity and submit their contact information. Keep in mind, the predisposition of most investors is to withhold this information. They have to be convinced to disclose it.
Fourth, there can be a timing issue. The investor is currently researching local financial advisors but does not plan on interviewing them for six months when they are closer to their retirement dates.
Financial advisor websites must deliver compelling information and offers that cause investors to contact them. This is a one-time opportunity for advisors to convert visitors into qualified leads and contacts.
Calls to Action
The best financial advisor websites will have multiple CTAs that serve different purposes. One CTA may lead to a free eBook that educates investors about what to look for when they select financial advisors. Another CTA may lead to an on-demand webinar that is focused on an investor's pain point. For, example how to roll assets from 401ks to IRAs.
Tailored Landing Pages
When investors click on a CTA, they are taken to a landing page that presents the offer and asks for their contact information. This is a pivotal point in this digital marketing process.
The best landing pages will be based on an exchange of information. Investors provide their contact information in exchange for a free eBook. This is a fair trade if the eBook provides enough value.
Financial advisor landing pages should be tailored for each free offer. In other words, advisors don’t have three offers on one landing page. Tailored landing pages work much better because they are part of the process that convinces investors to initiate contact with financial advisors.
Multiple offers on one landing page can be confusing. Anything that confuses investors may give them a reason to exit the site without initiating contact.
Best Free Offers
Keep in mind, if investors want to initiate immediate contact to schedule an interview, they will use the highly visible Contact Us function that appears on every financial advisor website.
However, as discussed, there is a higher probability that investors are seeking particular types of information on financial advisor websites. First, and most important, is information about the firm. They use About Us, What We Do, Who We Serve, and Why Select Us to learn more. Second, they are seeking information about a particular financial topic that could appear on a blog site or under the Resources tab in the top line navigation.
How financial advisor websites present the information is their key to success. The information has to provide real value to convince investors to give-up their anonymity to get it. Bland, generic content will not produce enough value to convince investors to give-up their all-important contact information.
It stands to reason if investors are cautious about submitting their contact information, then financial advisor landing pages should provide information that makes them feel safer.
What are investors afraid of? Unfortunately, the financial service industry has a reputation for aggressive sales tactics. This goes back to the days of Outbound Marketing when advisors cold-called investors.
That was then and this is now. Most of the Outbound Marketing tactics are obsolete. Financial advisor websites, CTAs, and landing pages are part of an Inbound Marketing process that is used to compel investors to initiate the contact. Even though most financial advisors no longer use Outbound Marketing tactics to initiate contact, most investors do not know that, so the concern persists.
Therefore, it pays to make investors feel safe on financial advisor websites. There are several tactics that can be used. For example, advisors publish links to Privacy Policies on their landing pages. Or, there is a brief blurb about the way financial advisors will use the investors’ information.
For example, the information is for internal use only. It is used to provide valuable tips and other information to investors. The information is never sold or provided to third parties. Investors can unsubscribe at any time.
However, the real key is the value of the free offer. The offer has to be valuable enough that investors will register to get it. The safety-first content is there to eliminate any other reservations that would cause investors to withhold their contact information and exit the site.