How Financial Advisors Can Convert More Website Visitors Into Clients
be In today’s fast-paced digital world, every financial advisor needs a website in order to establish an online presence. But simply putting up a website won’t automatically mean your inbox will soon be filled up with inquiries.
Many of the principles you use in real life to foster new relationships and build trust among prospective clients will still apply to your Internet prospects and leads. Translating and adapting these methods over to the digital world may be difficult, but it can be very effective if you have a solid digital marketing strategy.
Let’s take a closer look at a few design and marketing ideas that can help increase your website conversions.
Have a Clear Mission Statement
If someone hasn’t ever heard of your firm before, the best way to introduce your brand is to have a clear mission statement on your homepage.
Let people know why you’re here and what you can do for them. This establishes a solid foundation for the potential relationship, and helps ease in visitors to the different sides of your business. It’s also important to stay on-brand with all of your messaging to help develop your brand image.
An Impressive and Approachable Website
Your website says a lot about who you are and how you do business. It should be on-par with your competitors, yet distinct enough to set you apart.
If you’re targeting a specific niche, make sure the images and design elements you use will appeal to their sensibilities.
But no matter what style or theme you choose, it should also make your company look approachable. It’s hard to get clicks even from your target audience if your design choices make your company look too exclusive.
Be Transparent About Who You Are
Despite the tremendous reach digital marketing offers, it’s hard for someone to just take a leap of faith and hand over their financial management to someone they haven’t met before. For this reason, it’s important to have professional headshots and a thorough rundown of your experience and credentials on your website.
Make sure your ‘Our Team’ and/or ‘About Us’ pages are updated with great copywriting. Don’t be afraid to boast about your firm’s accomplishments and experience. More data about how big your Assets Under Management currently is, and your cumulative years of experience will show people that you can and should be trusted.
Provide Valuable Content
Blog posts and informational articles are a great way to show off your expertise and give helpful advice to your target audience. It also helps boost traffic and search engine rankings since you can always include competitive keywords and trending topics in your posts.
A lot of websites and businesses see blogs simply as an opportunity to improve their SEO. They fill their websites with a bunch of empty fluff that doesn’t really offer any value to the reader.
However, as a financial advisor, your content is a great way to earn people’s trust. You can use the same approach and mindset you typically have whenever you meet with a prospective client. Talk about topics that are important to your target audience and are relevant to your local area.
Have a Unique Value Proposition
To turn more visitors into leads, you need to pique their interest. Your website and your marketing have to be clear about what sets your brand apart from your competitors. If you use generic language and uninspired copy, there’s really no reason for them to initiate contact and inquire about what else you can offer.
You need to have a hook that can draw them in. Make it more personal so you can appeal to their emotions. But since you’re also dealing with people’s finances, it’s helpful to include numbers and percentages to reinforce the idea of growth.
Add Social Media Buttons
A lot of your website visitors won’t be immediately inclined to contact you after just a couple of minutes of browsing your website. Inviting them to follow you on social media helps further the relationship and lets them see different sides of your brand.
Social media is more dynamic when it comes to content and provides interactivity that is just not possible with websites. Website visitors who become social media followers will be able to regularly see your brand and your updates on their social media feeds even when they’re not actively thinking about financial advisors and financial planning.
Of course, you need to have a good social media strategy that can nurture relationships and build trust among your audience in order to convert them into clients.
Add a Chatbot
Adding a chatbot makes your website more interactive and accessible. People have become used to dealing with different kinds of AI (such as voice assistants) on a daily basis. Website chatbots can provide additional interactivity that they’ve grown accustomed to.
Chatbots are always online 24 hours a day and allows you to delve deeper into your potential clients’ concerns. Even if they don’t end up signing with you, it’s a great way to gather data about your audience.
Automate Appointment Scheduling
Many of your website visitors won’t be interested in spending more than a couple of minutes on your site. They would rather just talk to an actual person and discuss their financial concerns in more detail. These individuals don’t want to go back and forth over emails or chat. They’ll prefer to talk it over in just 10 or 15 minutes to see if you’re a good fit.
To make this process easier, you can add a call-to-action button on your homepage that will lead them to an appointment scheduling app that’s automatically updated. When you let them freely choose a schedule, they’ll also feel empowered and be more comfortable with the fact that they’re in control of the situation.
Optimize Your Local SEO
Having a solid local SEO strategy increases traffic from people who live and work in and around your area. People are more likely to do business with someone who is close by and can be easily reached. It’s easier to gain someone’s confidence if they know exactly where your offices are, and that they can easily meet you in person whenever they need to.