5 Tips to Increase Website Conversions for Financial Advisors

As you embark on your website journey with Twenty Over Ten it’s 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 your seeing a steady traffic stream. However, visitor traffic does not mean they’re converting. Here are five quick ways to increase your website conversion rate to generate a higher ROI for your financial planning firm.

1. Have a Clear USP

In a world full of competitors if you can’t pinpoint what makes your firm unique your sales efforts will fall flat. If you haven’t developed your USP yet you should. Like yesterday. After you’ve developed your USP it’s crucial it’s communicated clearly on the home page or landing pages on your website.

Not sure how to develop a unique selling proposition for your firm? Click play below to learn the four essential elements to creating a strong unique value proposition and get our 4 step guide here.

One example of a strong unique selling proposition comes from Twenty Over Ten client, Dorsey Wealth Management. We just love that they’ve chosen to capitalize on their niche of serving women business owners by making that clear right on the homepage of their website.

2. Effective 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 Twenty Over Ten client, 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’s actionable, straight-forward and “above the fold.” When a prospect clicks this button they’re immediately taken to Wealth Keel’s meeting scheduler with Acuity to book a call with their team.

3. Strong Headlines

When someone visits your website, first impressions are created almost instantly. And your headlines are a huge part of creating those impressions. It’s important to have clear headlines that will resonate with your target audience.

For example, a headline that reads “start your financial plan today” doesn’t 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’s 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. Don’t 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, another Twenty Over Ten client. Their main contact form is short, sweet and to the point.

Learn More from Kyle Moore, CFP®

Watch our webinar with Kyle where he shares his two-pronged marketing approach of local SEO and referrals to grow his RIA firm in just 2.5 years to now serve over 50 families.

5. Experiment!

The Twenty Over Ten platform makes it easy to customize your CTAs, headers, forms and more in a matter of seconds. It’s 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’re unsure how to see how your site is performing Google Analytics is key. And if you’re still stumped let us know and we can help!