The Art of Conversion: Crafting Calls-to-Action that Resonate with Prospective Clients

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Just as you lead a client to make the right investment choices, your web site should guide visitors towards taking a desired action, such as making a phone call, scheduling a meeting or downloading a resource.

In the digital marketing world, this pivotal action is known as a primary “conversion.” A well-orchestrated conversion strategy begins with a compelling “call-to-action” (CTA) and is an important component to growing your online engagement and client base.

Your web site will have both primary and secondary conversions for visitors to complete. Secondary conversions are more passive and can include visitors exploring your services, reading about your firm or reading one of your blogs.

This article focuses on primary conversions, the decisive action a visitor takes before leaving your web site, moving them through the sales funnel from awareness to interest.

Understanding the conversion objective

Knowing what you want your web site visitors to do is the foundation for designing an effective CTA. In financial services, conversions may vary from encouraging prospective clients to book a consultation, prompting existing clients to explore new services or asking visitors to subscribe to an informative newsletter.

It is essential to ask yourself, “What action do I want my clients or prospects to take that aligns with my business objectives?” Perhaps it is to solidify trust, promote your credibility or showcase your expertise in the financial sector. Your conversion goal should reflect these core motives and be tailored to your target audience’s needs and priorities.