A financial business needs to grow its client base in order to survive, and website traffic alone isn’t going to ensure that growth.
There’s no denying that generating traffic for any type of website takes a lot of work and dedication. But not everyone who visits your site will become a prospect or a high quality lead. An even smaller percentage of those leads will actually convert into a client.
If you want your business to thrive, it’s important to make the most out of every website visit and treat each one as a potential opportunity.
Let’s take a look at a couple of proven lead generation strategies that you can use in your financial website.
Be More Accessible
If you want to get more inquiries, you should always have your contact information no more than one click away.
Add contact forms or link to your contact form on the most important pages of your website. This makes things easier for your visitors since they don’t have to go digging around for your email address and phone number to get in touch with you.
Add links to your social media pages so that people can reach out to you on their preferred social media platform.
You can also integrate a scheduling app to your website to automate consultations. This also helps make your visitors feel empowered because they can easily choose the time and date that’s most convenient to them.
If you want to take it to the next level, you can add a chatbot service that can quickly respond to common questions and also capture your prospects’ contact information.
Don’t forget to add your phone number, email, office address, and website to your Google My Business page. This makes all your contact info easily accessible when they search for your name or similar financial businesses in the area.
Add Team Bios and Social Proof
In the financial space, it’s important to show people who you are and why you’re a trustworthy business. You’ll need well-polished bios for all your primary team members that lists all of their qualifications and relevant experience in the field.
This is also your chance to add your own personal touches and stories to your brand so that people can more easily relate to you. You’ll also need professional headshots to show your interested prospects who they’re going to be dealing with. Otherwise, you might end up looking like just another faceless organization.
Adding social proof to your homepage and landing pages is another key element to building trust among your target audience. People are more willing to buy into your brand if they can see that you’ve got great reviews from your clients, or if you’ve been featured or awarded by other prominent organizations. Social proof is basically the digital version of good old ‘word of mouth’ which has long been proven to be a very powerful marketing tool.
Offer Free Gated Content
To entice more visitors to provide their email and other contact information, you need to offer them something of value in exchange. This can be a short free ebook, a white paper, a webinar, an in-depth video demo, or a subscription to your newsletter.
When you have someone’s email, you can start building and nurturing a relationship with that person. This can turn someone who was just mildly interested in the beginning into a high-value client. But without their contact information, you can’t push updates and offers to them to keep them interested in your products and services.
You can also gate content through social media by asking people to like or follow your page so you can grow your social media audience.
Implementing a solid email marketing campaign or social media strategy is also very important if you want to keep your subscribers interested in what you have to say. Otherwise, they might just unfollow you or mark your emails as spam.
Make Your Value Proposition Clear
No matter what page your website visitors end up on, you should always make your value proposition as clear as possible. Most people who visit your site will likely never leave the first page they landed on. If they leave without forming any impression about your company, then you’ve missed an opportunity to turn that visitor into a prospect.
Always try to highlight what sets you apart from your competitors and why they should choose you. Your branding will play a huge role in this, as well as your website copy. These two elements should work together in making your brand messaging more coherent and effective.
If you don’t have a distinct visual style, people won’t remember your brand. You’ll also need great copywriting to make people believe in your value proposition and convince them to take action when presented with the opportunity. Your call-to-action buttons won’t be able to deliver any decent results if you don’t have web copy that can give people a convincing argument to click on it.
Use Video Marketing
People consume tons of video online everyday on streaming sites, social media platforms, as well as websites that feature all sorts of ads and promotions. Adding different types of videos, such as explainer videos, product demos or promotional ads, can make your website really stand out and will help capture people’s attention.
If one picture is worth a thousand words, a short video is even more powerful and dynamic. People are naturally drawn to video content and will be compelled to click the play button when they see it on their screens.
It’s much easier to deliver certain messages and connect with people through video as opposed to lengthy written explanations. Something as simple as moving images combined with a voiceover can help explain complex concepts quicker. You can also film short video promotions to evoke a certain type of emotion amongst your audience. Seeing real people on the other side of the screen will make your message more real and believable, so it’s definitely worth the effort.
Videos can help drive up interest in your products and services. It doesn’t matter whether someone just casually lands on your page or if they’re actively researching for options. When they see that you’ve got videos on your site, they’ll spend time to listen to what you have to say. And if you hit the right marks with your delivery, you’re guaranteed to see a significant increase in conversions.
Check Your Analytics
Probably the most important thing you can do to improve your lead generation is to regularly check your analytics. You should be constantly testing new things to see what works and what doesn’t. Unless you’ve got a huge budget and a world class team running your website and digital marketing, you can’t expect to see amazing results right out of the gate.
It takes a lot of perseverance and dedication to thoroughly understand your audience. It also requires a lot of skill and intuition to adequately adapt to their needs. You have to dive deep into your data to know which direction to steer your campaigns. You need to be continuously improving if you want to reach a point where your website lead generation is basically on autopilot.
To make your lead generation more effective, you’ll need great branding and compelling messaging. You need to be constantly trying out new ways to connect with people so that they’ll give you access to their inbox or social media feeds. Once you’ve turned someone into a high quality lead, you shouldn’t take it for granted and waste all that effort. You still need to guide your leads further into your sales funnel. To be more efficient at this, you’ll also need a good CRM platform to keep track of all your customer data and properly nurture every lead no matter which step of the customer journey they’re at.