There is so much advice on the Internet about how to use digital marketing to grow your firm. Similarly, it’s probably how a lot of your clients feel when looking at different investment options. The fact remains that your financial advisor website or RIA website is often one of the most overlooked opportunities to get more clients into your office.
Digital marketing advice usually runs along the same lines of “use social media marketing, paid advertising and have a good website.” Part of that is true. Have a good Website. Well, maybe not just good…
The problem is that many fail to elaborate on how BIG of an impact your RIA website or Financial Advisor website has on the growth of your firm.
However, you’re not alone. That’s why these are the 5 most “Common” financial advisor website mistakes! To clarify, your website is the hub of your online efforts. Your website influences the amount of traffic, leads and qualified clients you get (or don’t get).
What do you think will happen to your firm if your website continues to leak qualified leads and clients to your competition? But, no need to worry. Keep reading because I’m here to help you quickly and efficiently convert your website into a high-performing client generating machine.
RIA, CFP, Financial Advisor Websites that Accelerate Growth
Today, I’m going to focus on 5 common website mistakes that negatively affect your traffic, leads and new client numbers.
After that, you’ll get easy to use tips to quickly design a high-performing Financial Advisor website, RIA website, or CFP website.
#1 = Your website is confusing
Whether it’s a referral or a stranger, when someone visits your website they’re looking for the answers to 3 questions. Plus, they want the answers quickly and to be easy to understand. (Random tip: People buy what they understand, not what’s better.)
- What do you do?
- What can you do for me?
- And, what should I do next?
Your website has about 15-20 seconds to provide those answers. Most importantly, provide a clear and obvious path to value. Make it obvious what to do next. Because if you don’t, they’ll click the back button and end up on your competitor’s site.
So, let’s get started and get you that client generating financial advisor website! Above all, quickly and clearly answer the top 3 questions from above. Maybe you specialize in comprehensive wealth management for high net worth individuals in Richmond, VA. Therefore, clearly state your specialty, who you help, and then elaborate on the benefits of your firm.
The key is to provide clarity and everything immediately obvious to visitors.
Visitors to your website should know exactly what to do next. Start by asking why they came to your website in the first place. Then, show visitors THE obvious path to value to get the outcome they’re looking for.
Should they schedule an appointment? Start by subscribing to your investment newsletter? Can they call you directly?
Make it known! Otherwise, they’ll get on your site and wonder blindly around your site. Then think “that’s nice” and click the back button faster than you can say “Assets Under Management.”
CLICK THE BUTTON BELOW TO GET INSTANT ACCESS TO THE WEBSITE ANALYSIS CHECKLIST
#2 = Your financial advisor website doesn’t have an effective way to acquire leads
Not everyone who visits your website will immediately make an appointment. However, that doesn’t mean you should write them off. They may not be ready to become a client just yet. So, your job is to engage with them, build a trusting relationship, and nurture them into becoming a client.
How? By providing useful information in exchange for their contact information. Then continue to provide value while engaging with them. One of the best ways to streamline your marketing is through email marketing automation. You will experience the best results by keeping your messaging useful, engaging, and personalized. Most of our clients use Drip Marketing Automation software for their email marketing. It’s easy to use and best of all, we’re Drip Certified Consultants, so we can quickly help you get started.
QUICK TIP: Check out our Financial Advisor Tools for the best-in-class digital marketing tools for financial advisors, RIAs, and CFPs. Best of all, get exclusive discounts and bonuses. Also, quite a few of the most important tools are free.
The challenge is that nowadays, people won’t hand over their contact information willy-nilly. So, it’s critical that you offer something pretty good in exchange. It could be scheduling a free 15-min consultation or offering a free Retirement Planning Checklist. (Click “Retirement Planning Checklist” link to see a real-life example of an offer we created with one of our clients that’s delivering amazing results.)
Whatever it is, it should valuable to your target market. It seems counter-intuitive but the best way to get more leads and clients is by giving away some of your BEST content for free. Doing this creates trust and gives prospects an incentive to stay engaged and see what else ya got.
#3 = Your financial advisor website is not optimized for search engines
Unless you’re brand new to online marketing, you’ve heard the term SEO (Search Engine Optimization) about a million times. Groan all you want but there’s no getting around it. Your site MUST be optimized if you want more traffic to your site.
If you’ve just joined the conversation I’ll give you the short of it. SEO is the process of improving your website so it’s easier to find when strangers are looking for content relevant to your business.
In other words, if someone Google’s “Best Financial Advisor Near Me,” you want your website to be one of the first to appear the search results.
First and foremost, make sure your sitemap is properly installed. Otherwise, your website might be invisible to search engines altogether.
Next, apply keywords and phrases that are relevant to your business and what your target audience would search for in your title tag, heading tags, meta description, and alt attributes (image tags).
Finally, have lots of content on your website that’s relevant to what your potential customers are looking for…which leads into the next mistake on the list…
#4 = Websites for financial advisors, RIAs, and CFPs don’t have enough content
Blogging produces 3 times as many leads as paid advertising and costs 62% less. Regularly blogging about topics relevant to what your potential customers are looking for provides more opportunity for search engines to find you, bringing more traffic to your website.
Above all, a blog provides the perfect opportunity to capture leads. Why? Because you’re providing value for free and prospects will want more. If your free offer is good of course! Need some help with your content marketing efforts? Check out this article Content Marketing for Financial Advisors. You’ll learn exactly how 1 blog generated 150 leads in 2 weeks for a financial advisor in Dallas, TX.
QUICK TIP: Include a clear call-to-action in every blog. We recommend having at least 3. They could be in the form of a button, an image, a quiz, or simply a form.
#5 = Your website is considered “done”
It’s safe to say that the digital marketing world constantly changing and evolving with new technology, trends, tools, etc. In fact, last year alone, Google changed its search algorithm well over 500 times.
Any one of those changes can dramatically affect your ranking in search results. In other words, what got you on the first page of Google yesterday could be irrelevant today. As a result, your search engine rankings will fall into a black hole, a.k.a. ‘the 2nd page of Google.”
Just like your clients’ investment portfolios, your website needs regular maintenance and improvements. To keep it running at optimum levels, remember that your website is never ‘done’.
Not sure what that entails? Lucky for you…
Lucky for you, I made it easy to review your website with my handy-dandy “Financial Advisor’s Website Analysis Checklist”. Click the button below to get Instant Access.
CLICK THE BUTTON BELOW TO GET INSTANT ACCESS TO THE WEBSITE ANALYSIS CHECKLIST
Use it to get more traffic, more leads (leads = people interested in your firm) and more clients from your RIA website or Financial Advisor website. Best of all, without busting your budget or spending way too much time, money and effort.
As we like to say around the office, K.I.S.S. Keep It Stupid Simple!
To your continuous success,
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P.S.S. If the deal is already sold out, you’ll be redirected to our contact page. We won’t be able to get that same discount, but we’ll work with you to figure something out for your benefit.
P.S.S.S. (Last one, promise) If you have any questions, simply comment below. If you prefer to keep it private, visit our Contact page. I’m here to help!
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