Learn How Financial Advisors Can Get More Website Leads

Professional websites are great assets for financial advisors. They can speak volumes about who you are as a professional, besides opening up new avenues for lead generation. Don’t expect the same results, though, with a run-of-the-mill website.

Consumer attention is a modern currency that’s hard to get. Your website should be set up to hook users at the first glance. The design and content must be curated to appeal to the right audience. Overall, your website must be engagingly informative, gently nudging visitors toward a web form or tool that helps you capture new leads.

Don’t worry if all this sounds too daunting! We’re here to help you learn how to increase sales in financial services. In this article, we’ll also discuss six tips for scoring more leads through your financial advisory website. 

Benefits of Building a Financial Advisory Website 

From expanding your reach to establishing credibility, a professional website adds to your lead-generation efforts in several ways. Here’s how:

• Stand out from competitors: A strong financial advisory website can differentiate you from others by showcasing your unique value proposition. It can complement your brand value and establish you as an authoritative presence in the financial advisory space.

• 24/7 accessibility: Chat-enabled websites are great at opening lines of communication with prospects and answering their questions. You can also upload FAQs and case studies to your site to help visitors understand your offerings better.

• Cost-effective marketing: A website can be efficient and cost-effective in marketing your services and reaching larger audiences. Relevant content and effective SEO practices can help you rank better on internet searches and generate more site traffic.

• Effective lead generation: A professionally designed website can be a formidable lead-generation tool. Embedding gated content and contact forms can generate a steady inflow of leads. That is as long as you establish credibility through your open content before inviting visitors to exchange their contact details for gated information. 

6 Financial Advisor Website Tips for Winning More Leads 

Wondering how to prospect as a financial advisor? You need a tactical approach to amplify your website's role in the lead generation process. Here are six expert tips to that end.

1. Optimize Your Site for Search Engines
2. Build Trust by Showcasing Your Expertise
3. Make it User-Friendly
4. Create Compelling Lead Magnets
5. Personalize Your Website Experience
6. Leverage Social Proof

1. Optimize Your Site for Search Engines 

Getting more leads starts with getting more visitors to your website. That will only happen when your page shows up in relevant search engine results. That’s especially important for potential leads who spotted you while you were social selling on LinkedIn and are drawn to look up your website. You need to make sure it shows up quickly when they search for it.

Using relevant keywords, creating quality content, and optimizing your metadata are some of the best ways of improving your search engine rankings.

You’ll need to research keywords relevant to your services and incorporate them in your web copy and metadata. That’s how search engine crawlers understand what your website is about and push it higher on the results page.

The same is true for quality content in the form of blog posts or educational resources. Make sure to also use location-specific keywords to rank well in searches by geographical location.

2. Build Trust by Showcasing Your Expertise

A 2021 survey by Financial-Planning.com found one in three American consumers said they have a credibility problem with financial advisors.  In other words, you’ll have to earn their trust if you want their business.

That’s where your website can play a crucial role in establishing your bona fides and setting you up as a credible financial advisor.

Use your website as a platform to share informative content such as blogs and videos to demonstrate your expertise in your industry. Testimonials and case studies from past clients can bolster your trust quotient further.

Just make sure your content is always:

• Thoroughly fact-checked
• Up-to-date
• Neither too general nor too specific 
• Value-adding to the average visitor

Lacking any of these points can make visitors hesitant or distrustful. 

3. Make it User-Friendly

Visitors are much less likely to spend time on your website if they struggle to find relevant content. The simple fact is that hard-to-navigate websites can drive potential leads away. Your website should be super easy to navigate and mobile-responsive, besides being visually appealing.

Here are a few ways to ensure that:

• Use clear navigation: Make sure your website navigation is easy to use and understand in terms of font size and design cues. Use clear and concise labels for your menu items and buttons and organize your pages logically.

• Optimize page load time: Slow page load times can be hugely frustrating for users and give you a bad reputation. Optimize your images and videos, use caching, and minimize HTTP requests to improve page load times.

• Use responsive design: A responsive website design adapts to the user's device and screen size, providing a consistent user experience across devices. This is vital since almost 60% of internet users access the web from mobile devices.

• Incorporate clear calls-to-action: Your website should include clear calls-to-action (CTAs) that guide users to take specific actions, be it scheduling a consultation or signing up for your newsletter.

• Test your website: Test your website's usability, functionality, and design regularly to ensure it remains engaging and easy to use. You can consider tools like heat maps and user testing to gather feedback and insights on user behavior and experience.

4. Create Compelling Lead Magnets 

Lead magnets are exactly what they appear to be - specially crafted high-value content designed to attract leads. They can be great at organizing and streamlining your website’s lead-generation strategy. Here’s how to create effective lead magnets for your financial advisory website in five easy steps:

1. Identify your target audience: Consider factors such as their age, income, financial goals, and investment experience.
2. Understand their pain points: Identify the financial challenges your target audience commonly faces.
3. Offer a valuable solution: Create a lead magnet that directly addresses your target audience's pain points. If your target audience is primarily middle-aged US-based employees, you could offer an e-book or blog on retirement planning, for instance.
4. Choose the format. Choose a format that works best for your target audience. Younger audiences may interact better with smaller blogs and videos, considering their smaller attention spans.
5. Promote your lead magnet: Promote your lead magnet extensively across all marketing channels, including your website, social media, and emails. Once again, remember to use clear and compelling CTAs to encourage visitors.

5. Personalize Your Website Experience

Personalized experiences help you increase engagement and build deeper connections with potential clients. Tactics like dynamic content or targeted messaging can help personalize your website based on a potential client's location, interests, or behavior.

For instance, if you are a financial advisor with multiple offices, you can set up your website to display the location nearest to a user’s area.  That makes it easier for the user to contact you at that particular location and potentially convert to a paying client.

You can also use targeted messaging to personalize your website based on visitor interests or behavior. If a visitor is keen on retirement planning content, you can target them with personalized content related to that topic. This will help increase engagement and keep visitors on your website longer.

Retargeting ads are another effective way to personalize your website experience. They are used to remind users who checked out your website but left without converting to leads. Retargeting ads are great at encouraging such visitors to return to your website.

You can further personalize your website with prospecting strategies like personalized video outreach to achieve much higher conversion rates.

6. Leverage Social Proof 

Social proof includes customer testimonials and feedback, which are powerful tools for building trust and credibility with potential clients and generating leads. It’s a great idea to display testimonials on your website as text or video. The same follows for any relevant industry awards or certifications you might have received. These are elements that demonstrate your expertise and can reinforce positive confirmations about your services.

If you’re leveraging a LinkedIn lead generation strategy, you can also ask your potential clients to leave a LinkedIn Recommendation for you.

Another way to showcase social proof is by displaying logos of notable clients or partners you have worked with. This can be particularly effective if you have worked with well-known or respected organizations within your industry. 

Empower Your Lead-Generation Campaigns with LinkedIn AI

LinkedIn has proved to be a great lead-sourcing channel for financial advisors. Specialized tools like LinkedIn Sales Navigator allow financial executives to leverage a LinkedIn sales strategy to generate and track more leads using a built-in CRM module.

AI-enabled LinkedIn lead automation makes it easy for financial advisors to categorize and reach out to large lead groups at once. So you can forget about manually doing outreach and follow-ups and concentrate instead on providing your clients with the best service!