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Is your web site optimized to bring in more leads? Are your web visitors getting enough information to prompt them to schedule a meeting? Or are you missing an opportunity to maximize your leads by not clearly defining your processes and calling visitors to action?
To differentiate yourself and generate more leads, your web site should clearly show the relevant experience you have with assisting your ideal client type. It should guide your audience down a clear path toward conversion.
I cannot emphasize enough the importance of including a conversion page in a site build. Adding a conversion page to your web site helps you not only differentiate yourself from your competition but also encourages more prospective leads to get in touch with you.
One of my firm’s clients, Riverbend Wealth Management, implemented a conversion page to clearly define their ideal type of client, explain their client process and guide visitors toward scheduling a consultation. These features create a strong conversion page for Riverbend, which encourages more qualified leads to schedule a consultation.
1. Define your ideal client
Every advisor has their own idea of the perfect client, whether it is based on income or assets under management, demographics, goals or values. Make sure that your visitors know what your client criteria are so that they can determine whether they’re the right fit for you. This will save you from having to filter out clients over the phone while helping you better attract your ideal client.
If you have case studies on your website, you can incorporate that content into your conversion page. Riverbend’s home page introduces three case studies: A business owner, a couple transitioning into retirement and a relocated retiree.
These ideal client types are then reiterated on its “complimentary assessment” conversion page in the section above. By explicitly outlining which types of clients are the best fit for them, Riverbend can quickly filter out who is the right client and who is not.
2. Introduce the process of becoming a client
Your conversion page should introduce the process people will go through to become one of your clients. Choosing a financial advisor is a critical decision that can overwhelm many people looking for the right fit. Introducing your unique process will help to relieve the stress and uncertainty your web site visitors are likely facing.
Riverbend Wealth Management’s unique “FLOW” process offers a glimpse into the onboarding journey. My firm created a panel that only shows one step at a time and allows visitors to navigate between the four letters to view each step of the plan. This makes the process much easier to digest, rather than showing visitors all four steps at once.
Even if you have several steps required to onboard a new client, narrow it down to three to four key steps to share on your conversion page. A simple process will alleviate some of your visitors' hesitation.
3. Create a direct call to action
A successful web site leads visitors toward the destination in their journey: getting in touch with you. If you want people to contact you, you need to ask them to do so, and your conversion page is the best place to ask.
What is the call to action you are requesting of your web site visitors? Whether it is setting up a call, scheduling a consultation or filling out a form, create a direct call-to-action on your conversion page so there's no confusion on the next steps.
Several bright green schedule buttons are incorporated throughout Riverbend’s web site and conversion page to encourage people to schedule a one-on-one appointment via Calendly. These buttons create consistency throughout the site and make your call to action clear.
4. Offer a secondary call to action
Despite everything that you have shared, not everyone will be ready to get in touch with you. But many of your web site visitors will want to stay in touch so that they can reach out when they need your help.
Featuring a gated lead magnet, such as a downloadable guide, checklist or webinar sign-up, will help grow a list of potential clients while also giving visitors the opportunity to access valuable content.
Lead magnets on a conversion page work together with email marketing for financial advisors. Most email marketing platforms easily integrate with web sites and automatically add user data to your chosen platform. Use this growing list to share additional educational content to keep your name at the top of mind.
Riverbend Wealth Management created a “Retire Ready Checklist” to share important tips to successfully retire. While the guide is free, visitors need to provide their name and email address to access the content.
This is a win-win as it gives web site visitors valuable information and allows Riverbend to grow and communicate with its list of leads. Maintaining a connection through your newsletter will increase the chances that they contact you when they’re ready to work with a financial advisor.
A conversion page is the endpoint in your visitor's web site journey. Use this page to clearly call your visitors to action to increase the number of qualified leads you receive. I've seen tremendous results with our clients with conversion pages.
Mikel Bruce is the CEO of TinyFrog Technologies, a San Diego web design agency specializing in WordPress web design & development and secured hosting & maintenance. Founded in 2003, TinyFrog offers a conversion-based approach to web design and has built over 1,100 websites. TinyFrog also has extensive experience in designing and building websites for financial advisors.