You’ve invested time and energy into developing and designing your shiny, new advisor website but you still aren’t seeing results. Your content is top-notch, your site structure and keywords are clear, but there’s one problem… no one is clicking on your “contact us” button. What gives?! Today, we want to dive into important aspects of your call-to-action (CTA). What works, what doesn’t and how to revise your current one to start seeing results.
Writing a CTA isn’t second nature for many financial advisors, but don’t get discouraged. Steer clear of these 5 issues, and you’ll be on your way to a successful call-to-action!
Mistake #1: Zero Sense of Urgency or Value
If you take only one thing away from this article, it’s this: one of the main reasons why more landing pages don’t convert potential clients into leads is that the CTA has ZERO sense of urgency. It’s extremely important to stoke curiosity among your readers. Some examples we’ve found to be effective include language such as: “purchase it now – receive your X” “send a package now,” and “sign up today for a 50% discount.” All of these CTAs encourage the potential client to DO something that makes them feel like they’re immediately benefiting from their decision to take action.
As for your financial planning business, you should include something like “Schedule Your Free Consulting Call Now” or “Take Control of Your Financial Future Today.” Showing urgency, benefit, and value will connect with leads and nudge them to take action. Below, Twenty Over Ten’s client, Stewart Advisory Services, Inc., creates a sense of urgency by encouraging leads to “Live for Today, Plan for Tomorrow.”
Mistake #2: No Freebies
Urgency and curiosity are usually evoked via free offerings. In this day and age, we’re conditioned to expect instant gratification. We like being rewarded immediately even if it’s for something small and it’s even better when it’s free. Some of our advisors offer complimentary resources to clients on their websites. A white paper, an e-book, or a free monthly email newsletter will help build trust with your client and give them a taste of what you’re all about. Some language for CTAs include “join free for a month” or “schedule a complimentary meeting.”
In the example below, Twenty Over Ten Client C.L. Sheldon & Company includes a CTA on a landing page for its free white paper. The copy on the landing page explicitly explains downloading it is free, and the CTA button creates a great sense of urgency.
Mistake #3 Distractions
You have a few seconds to convince potential clients to contact you. Do you want them to look at a chart of the stock market or your mission statement? Distractions consume valuable time, increase bounce rates and take away from your primary brand messages. Keep your messaging clear, decide on one CTA and keep things streamlined. The images, copy, and space around your CTA should also make it stand out without having to look too closely!
Below, Twenty Over Ten’s client, Future Financial Wealth Management, designed its homepage with a clear CTA button that stands out against the background image and surrounding copy. See how your eye goes straight to “Learn More”?
Mistake #4: Putting The Client Second
Think about who your clients are. What issues or financial areas are they most interested in. Is it retirement planning, investments, estate and will planning? Identify their problem, show them that you understand their needs right off the bat. Instead of a “Contact Us” CTA, try out a “Yes, I’d like to receive a complimentary retirement plan.” Make it specific to your niche’s pain point and get to the core of why they’re visiting your site.
In the example below, Twenty Over Ten’s client, Gold Canyon Financial, tailored its CTA to its niche. Saying “transform your life” and “don’t let emotions sabotage your finances” creates a sense of urgency specific to women and minorities. It creates a sense of urgency, stands out to clients, and feels personal.
Mistake #5: Poor Placement
CTAs are meant to capture attention, so they should be placed in an obvious part of your site or piece of content. Leads should be immediately drawn to your CTA button, landing page, or form. Including a CTA button on the homepage of your website can be a great way to capture attention right off the bat. In the example below, Twenty Over Ten’s client, Dorsey Wealth Management, includes its CTA on its homepage in plain sight, without even having to scroll!
Traditionally, many financial advisor blogs and websites have CTAs at the bottom of each post. However, research has shown that most readers only get 60% of the way through an article. Thus, having your CTA mid-blog post or mid-website is a great tactic for catching readers before they bounce off the page. Try different techniques and see what works for you and your clients.
Perfecting Your Own CTA
Like everything, finding a CTA that works takes time. It’s only by testing variations of messages that you can be sure of what works. So next time you’re getting discouraged, try mixing up your CTA with some of these ideas. Send us a message to let us know what works for you! If you want more ideas, contact us or see what some of our clients have done in the past.
CTAs Are Our Forte.
Your firm needs website copy that sells. Lucky for you – our team delivers engaging website content, copy, and CTA that’s written with SEO and your niche in mind. Let our team of experienced copywriters help communicate your firm’s value to prospects and connect with your clients.