Do you have a website that isn’t getting the traffic you are hoping for? In a highly competitive industry like financial advising, it can seem almost impossible to be able to convince prospects to visit your site over a competitor’s. However, driving traffic to your website is the key to a successful business. After all, how will prospects turn into leads if they don’t visit your website?
So, how do you boost traffic to your website? Implement our six unfailing tips to guarantee that your advisor website gets the traffic that it deserves:
1. create a google my business listing
How do you make sure your website gets found? If you want your website to be easily found in searches, it’s vital that you create a Google My Business (GMB) listing. Your GMB profile is the profile or listing that appears on the right side of Google when someone searches for your business or keywords related to your business. Your GMB listing includes relevant information such as contact information, hours of operation, events, and more.
The great thing about GMB is that the more pertinent information you include within your GMB listing, the more you establish yourself as a trustworthy financial advisor. People will know they can depend on you simply from your GMB listing. If people see that you are a credible financial advisor, they will be more likely to click on the listing and be directed to your site.
On average, 56% of actions on GMB listings are website visits.
In the example below, Twenty Over Ten client, Quarry Hill Advisors has their GMB listing readily available to searchers. Their GMB listing proves that they are credible and also enhances the chances of searchers clicking to get to their website.
2. execute on-page SEO best practices
We rarely have a post that does not include the importance of SEO. Your SEO strategy is critical to the success of your business. But, what does SEO mean? Your SEO ranking is how high you rank in Google when someone types in a search query with keywords that pertain to your site. Implementing SEO best practices on your page is a great place to start when it comes to boosting your SEO ranking.
Add fresh Content
The best place to start with on-page SEO is with content. Consistently generating fresh content for your website and blog will make Google happy and in return, you will rank higher. Your content should be informative and entertaining at the same time. Think about what kinds of content you like to see when you visit a new website. Remember, you are writing your website content for other people so it’s critical that you show some personality!
If you think that continuously adding updated content to your website is time-consuming and challenging, you’re not alone. However, in the Twenty Over Ten platform, adding content is simple and easy.
Use meta descriptions
Optimizing your meta descriptions is a great way to enhance your on-page SEO. What is a meta description you might ask? A meta description is simply an HTML with a short description that makes someone want to click on your website. Think of it as the preview for your website. Utilizing keywords within your meta description is a surefire way to encourage searchers to click on your site. Keep in mind that your meta description should be short and sweet, somewhere between 120-150 characters.
In the example below, Twenty Over Ten client Drucker Wealth Management uses their meta description to incorporate keywords to make their site more visible to searchers.
include title tags
The title tag is an HTML title that is essential for both SEO and user experience that is used to briefly and accurately describes the topic of a document. Think of the title tag as an easy way for Google and searchers to determine the topic and relevancy of a page. When editing your website’s title tag we recommend following a simple formula: Primary Keyword – Secondary Keyword | Brand Name.
Changing your title tags has never been easier with the Twenty Over Ten platform pictured below.
3. create listings in online directories
Our recent survey found that advisors who get 6-10 or 11+ or more clients per year were updating their websites at least 2x/month OR part of a network that drives traffic (NAPFA, Garrett Planning Network, XYPN etc). If you’re a part of these kinds of networks it’s important to be sure that you’re listed on their websites. This not only helps prospects find you but it also helps you generate more backlinks to your website. In addition to these groups, you can also consider checking out directories such as Yelp, Yellowpages, Mantra, BrightScope, Wealthminder, etc.
The National Association Of Personal Financial Advisors has an online directory that helps people find financial advisors near them. If you’re listed in the directory this will increase your chances of driving more traffic to your site and being found by searchers.
4. Create Noteworthy blog Content
Content is king when it comes to boosting SEO rankings and driving more traffic to your website. Your blog content exhibits your expertise and trustworthiness as a financial advisor and is therefore critical when it comes to boosting website traffic.
53% of marketers say blogging is their top content marketing priority.
Generating impressive blog content is really two-fold: creating your own blog posts and instituting a guest blog posting strategy:
Generating your own blog posts
Blogging is one of the simplest activities you can implement into your marketing strategy. With that being said, creating blog content worth reading takes time and effort, but we can assure you it’s worth it. It’s important to consider who you are writing for when you are composing your blog topics and posts. Who is your niche audience? What do they need help with? How can you better serve them through your blog?
In the example below, Twenty Over Ten client, FPGuidance caters to their niche market of college students in their blog. It’s so important to remember who your audience is when you are writing your blogs. After all, you want your niche to be able to connect with your content and walk away with helpful and valuable information.
instituting a guest blog posting strategy
Constantly coming up with fresh content can be daunting and sometimes even seemingly impossible. This is where having an industry influencer contribute content to your blog can help to drive traffic both through organic search and via that influencer promoting the content to their audience base via social media, etc. This strategy also helps add more variety to your content and also frees up some of your time as you’re not constantly having to create original content.
5. share on social
If you aren’t sharing content on social media, you should be! The content you share on social should include links back to either the pages on your website and/or individual blog posts. This way you can turn your social media audience into website visitors, and draw traffic from their networks if you post shareable content.
The Twenty Over Ten platform makes sharing your blog posts on social as easy as 1, 2, 3! First, go to The Page Settings window will appear. Next, scroll down until you see Post Sharing. To control what social platforms your blog posts can be shared on, click the toggle for each social media account to the desired setting.
6. email marketing
Sending out regular newsletters is a great way to stay in touch with your clients and prospects and can also help to drive more traffic to your website. By providing useful information and links to pages on your website where your clients and prospects can learn more, such as through blog posts and landing pages.
Make sure to include a call-to-action (CTA) within your newsletter. Doing so will heighten traffic to your site and create a sense of urgency for your subscribers to take action. In the example below, Twenty Over Ten incorporates a CTA at the end of the September newsletter. This is a great way to encourage subscribers to take it a step further actually visit your site which will in return boost traffic.
Let’s Sum It Up
Driving traffic to your site takes time and effort. It doesn’t happen overnight, either. But, we can assure you that with hard work and patience it is possible to boost traffic to your site and reap the benefits that you have been aiming for. We hope that applying these six strategies will help you see traffic to your website skyrocket!
Struggling With What Content to Share on Social Media or via Email?
We are offering access to our content for advisors to use via Lead Pilot for 14-days completely free (even on our month to month plans).
About the author
A part of Twenty Over Ten’s digital marketing team, Lauren is a Content Creator. A true Carolina girl through and through, she loves everything about Fall (yes, especially #PSL ☕) and can’t resist a fluffy yellow lab.