5 tips to increase website conversions for financial advisors

October 20, 2017 by Samantha Russell

An advisor works to optimize their website for clients.

about the author:

Samantha Russell

Director of sales & marketing at Twenty Over Ten

Samantha is the director of sales & marketing at Twenty Over Ten, a web development company that creates tailored, mobile-responsive websites for financial advisors. Samantha has spent the last five years empowering advisors to market themselves effectively online using digital tools. With a background in marketing, social media, and public relations, Sam focuses on helping business owners understand the value of their online presence and connecting them with the marketing tools and digital solutions they need to effectively manage their brand and engage clients.

 This blog article appears courtesy of Twenty Over Ten, a website management platform that enables financial advisors to provide engaging and intuitive web experiences to their clients and prospects. You view the original article here.

As you look to improve the prospecting capabilities of your website, it is important to also take a structured approach to optimizing your website for conversion. Maybe your site launched a year ago and you keep an eye on your Google Analytics and maybe you are seeing a steady traffic stream. However, visitor traffic does not mean they are converting. Here are five quick ways to increase your website conversion rate to generate a higher ROI for your financial planning firm.

1. Unique selling proposition (USP)

In a world full of competitors, if you cannot pinpoint what makes your firm unique your sales efforts will fall flat. If you have not developed your USP yet you should. After you have developed your USP, it is crucial that it is communicated clearly on the home page or landing pages on your website.

A great example of this comes from Financial Planning Done Right.

Financial Planning Done Right screenshot

There are many financial planning firms out there, so Financial Planning Done Right chose to differentiate themselves by focusing on their niche sharing economy entrepreneurs and providing them with straight forward, stress-free financial planning. Upon first visiting the Financial Planning Done Right you will see they have made this very clear on their homepage and throughout their website on other pages.

2. Effective calls to action (CTAs)

So maybe your site has CTAs but here are some reasons why your CTAs are not working. Just a few simple changes such as placing your CTAs mid-website to catch readers before they bounce or being clear in your CTA content (i.e. “Download Now —  Free”) can lead to doubling your conversion rate.

A great example of this comes from Wealth Keel.

As soon as you visit the Wealth Keel website, your attention is captured by a CTA right on their homepage “start delegating your financial to-do list.” It is actionable, straight-forward, and “above the fold.”

3. Effective headlines

When someone visits your website, first impressions are created almost instantly, and your headlines are a huge part of creating those impressions. It is important to have clear headlines that will resonate with your target audience. For example, a headline that reads “start your financial plan today” does not give your visitors any actionable reason as to why. Consider headlines instead such as “schedule your free introductory call today.” Get creative and let your site visitors know the benefit of your product or service.

4. Short forms

So your visitor has made it to the point of conversion your form. That is great but you can still lose them. In the words of Aretha Franklin: R-E-S-P-E-C-T! Respect your visitors time when it comes to completing forms. Do not let them drop because your form is simply too long. We recommend keeping your forms basic name (first & last), email and message. Only ask for what you really need.

A great example of this is Quarry Hill Advisors.

Quarry Hill’s contact form is short, sweet, and to the point.

5. Experiment

The Twenty Over Ten platform makes it easy to customize your CTAs, headers, forms and more in a matter of seconds. It is always a good idea to play around and experiment with your site content – creating different headers, CTAs, etc. This way, you can see what resonates best with your visitors. If you are unsure how to see how your site is performing Google Analytics is key. If you are still stumped, let us know and we can help!