Financial advisors play a crucial role in helping investors make sound financial decisions and plan for their future retirements. However, many financial advisor websites are struggling to generate leads and convert visitors into clients.
This article will discuss the reasons behind this disconnect and offer some suggestions for improving the performance of financial advisor websites.
Poor Advisor Website Design Impacts The User Experience
One of the most frequent reasons why financial advisor websites fail to produce more leads is a poor website design that produces an underwhelming user experience. For example, a poorly designed website can be difficult to navigate, causing potential clients to leave before finding the information they are seeking.
Additionally, if a site is not mobile-friendly (62% of search is from mobile devices), it may be challenging for users to access and interact with the site on their smartphones or tablets. These issues can significantly reduce the chances of generating leads and turning visitors into revenue-producing clients.
IS YOUR FINANCIAL ADVISOR WEBSITE PRODUCING ENOUGH LEADS? CONNECT WITH PALADIN DIGITAL MARKETING AND START FILLING YOUR SALES PIPELINE!
Some common design issues on financial advisor websites include:
- Overwhelming layouts with too much information, making it difficult for users to find what they're looking for.
- Slow loading times, which can frustrate users and cause them to leave the site.
- Non-responsive designs that don't adapt well to different screen sizes and devices.
To improve website design and user experience, financial advisors should consider the following:
- Streamline the site's layout and content to make it easier for users to find relevant information.
- Optimize the site for speed by compressing images and using caching technologies.
- Ensure that the site meets all of Google’s performance standards including being mobile-friendly and enhanced for voice search.
Advisor Websites Need Clear Value Propositions
A strong value proposition is essential for any financial advisor marketing strategy. It is critical that their website includes this marketing to attract and generate high quality leads. However, many financial advisor websites fail to communicate their value proposition effectively, leading to lost leads and fewer new clients.
The best value propositions describe the financial advisors differentiating characteristics. The website heading for this information is usually Why Select Us.
To address this issue, financial advisors should also:
- Clearly describe their unique selling points and the benefits they provide to clients.
- Demonstrate their expertise and credibility through testimonials, case studies, and industry affiliations.
- Practice full disclosure so investors have the information they need to take the next step.
- Describe the advisory professionals: Experience, education, certifications, and memberships in high-quality associations
- Provide compelling and persuasive content that speaks to the specific needs and concerns of the financial advisors’ target audiences.
Ineffective Calls-To-Action (CTAs)
Financial advisor websites may not generate leads because they lack compelling Calls-To-Action (CTAs) and other lead capture functionality. An effective website should have clear CTAs and investor-friendly contact forms that encourage visitors to take the next step, such as scheduling an introductory interview (Zoom, or face-to-face) or registering for a free eBook that solves a financial problem.
Multiple Calls-To-Action (CTAs) are a crucial element on a financial advisor's website because it encourages visitors to take the next step (a desired action). However, many financial advisor websites have weak or ineffective CTAs, which can result in fewer leads due to reduced conversion rates.
When financial advisor websites do not provide a smooth user experience or clear pathways for engagement, potential clients may leave the site without taking any action, causing the website to miss out on potential leads.
To create more effective CTAs, financial advisors should:
- Use clear, concise, and action-oriented language that encourages visitors to take the next desired action (Contact Us, register for a free eBook).
- Make the CTA visually prominent and easy to find on the website.
- Test different CTA placements, offers, and designs to determine which is most effective for the financial advisors’ audiences.
Digital marketing for financial advisors starts with an optimized website
In addition to content and SEO issues, financial advisor websites may not produce a steady flow of leads due to the lack of productive digital marketing strategies. A well-rounded marketing plan should include tactics such as social media marketing, email campaigns, and pay-per-click advertising to reach a wider audience and engage more potential leads.
However, many financial advisors either neglect these digital marketing alternatives or they do not invest enough time and resources to execute them effectively. This can result in a weak online presence, making it difficult for potential leads to find and connect with financial advisors.
A General Lack of Search Engine Optimization (SEO)
SEO plays a crucial role in enhancing a website's visibility on search engines such as Google, Yahoo, and Bing. If a financial advisor's website is not optimized for relevant keywords and phrases, it may not appear in the top search results when potential clients are searching for financial advisory services. As a consequence, potential leads may never even discover the website, let alone make contact with the advisor.
Internet visibility for the most productive keywords is essential for producing a steady flow of website traffic. In general, the more traffic that is produced by SEO the more leads that will be produced by financial advisor websites.
One primary reason financial advisor websites fail to produce more leads is due to inadequate or poorly designed web content. Potential clients rely on website content to gather information about financial advisors and their services. They also use the content to compare financial advisors to each other.
If a website lacks relevant, clear, and engaging content, visitors may not be convinced of the advisor's expertise or trustworthiness. Furthermore, websites with outdated, insufficient, or hard-to-navigate information can deter potential clients from reaching out, ultimately resulting in fewer leads.
Advisor Websites are not online sales brochures
Financial advisors should stop treating their websites like online sales brochures. Sure, websites and brochures both deliver information about financial advisors. But, you already have the investors’ contact information in order to send them brochures.
However, properly designed websites can convert investors who know you and don’t know you into qualified leads. In fact, high-quality websites should be considered the front end of financial advisors’ sales funnels. They provide the information that investors are seeking and they have the potential to convince investors to give up their anonymity and submit their contact information for the next step.
Effective digital marketing is the way to make the Internet a financial advisor’s best source for new leads, clients, assets, and revenues.
