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By Blair Kelly Outreach

How Financial Advisors Can Design a Website that Generates a Boatload of Leads

18 minute read
How Financial Advisors Can Design a Website that Generates a Boatload of Leads Featured Image

A well-designed advisory website is so important for driving leads and connecting with prospects and current clients. The world has gone increasingly digital so it’s more important than ever that your website is optimized to drive traffic. So, how can you do this? We’ve got 6 tips for driving a boatload of leads to your website so that you can boost your online presence and turns those leads into clients.

6 Ways to Boost Lead Generation:

1. A Professionally-Designed Look

Your website is where you sell your firm and often the first impression that somebody is going to have of your business, so it’s so important that your website has a professionally designed look to it. From the images that are used to the text describing the services, you need to be not only telling but showing your audience what you offer and what your brand is all about. Since a website is all about driving leads, it’s also crucial to include calls-to-action on your website so that prospects can easily get in touch with you. Twenty Over Ten client, Boulder Wealth Advisors offers beautiful scenery on their homepage that really gives the local feel of Colorado along with more than one CTAs and text that tells leads what they will be getting when working with this firm.

Boulder Wealth Advisors

What’s great is that at Twenty Over Ten, we offer various options, including the ability to work 1:1 with our design team or to try your hand at design with our DIY option.

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2. It’s on a Content Management System (CMS)

Your website should be fluid with the ability for advisors to easily make changes. It is super important that advisors can make changes at will rather than navigating through a clunky system or waiting for a designer to make changes. It helps you to speed up the editing process and allows you to spend more time doing work for your clients rather than making changes that might take longer than you would like. If you are using a CMS, the benefits are:

1. You don’t need coding or web experience

This is a huge benefit of using a CMS, as you can edit your website without any coding experience. At Twenty Over Ten, our seamless dashboard allows you to edit and customize your website quickly without touching any code at all.

2. It’s Search-Engine Friendly

If you have a CMS, then there are often tools that you can use that help your site to rank higher. By implementing an SEO strategy, you will drive more traffic to your site which more qualified leads and ultimately clients. At Twenty Over Ten, we provided clients with multiple tools to boost their SEO, and that includes Content Assist. This is built directly into the CMG and users are able to choose blog posts by category, load them into their website, and then edit and further optimize the content based on keywords, your niche, etc.

Content Assist

3. It Offers Security

If you have a CMS, then there are many people working on the security of your site to ensure that it is not hacked, and additionally, websites hosted on Twenty Over Ten with SSL enabled will have an increase in SEO rankings since Google and other search engines are now prioritizing HTTPS websites.

4. It’s More Cost-Efficient

With a static website, edits become much more costly as you will be having to call in a designer to make your edits. So, if you invest in a CMS then it will save money in the long run.

5. The Website is More Easily Accessible

With a content management system, multiple people have access to your website, as well as, the ability to collaborate. Using individual accounts, multiple people can add, edit, or update content on the site right from their own computer or other devices. Additionally, all of your online content is for you in one place, and it is available to anyone with access to the website.

6. It provides Instant Maintenance

Most Content Management Systems are constantly working to fix bugs and update the system, so that means if there is an update in the CMS, your website will be updated, as well. At Twenty Over Ten, our developers are constantly working to ensure your site is running smoothly.

6 Key Reasons You Should Be Using a Content Management System (CMS)

Read More

3. It Includes a Blog

You already know the importance of including a blog section on your advisor website, however, it’s important that you don’t just have a blog, but one that is active and updated consistently. It’s a blog that caters to your niche by touching on pain points and providing useful information to your visitors is not only an important part of your inbound marketing strategy, however, but Google will also crawl your website and rank you higher if you consistently add relevant information to your blog section. So, when creating a strong blog section, follow the five tips below to rank higher.

1. Cater to Your Niche

Many advisory firms provide services to a certain audience, so you should make sure the blogs that you are writing address your unique niche’s pain points.

Trailhead Planners

Twenty Over Ten client, Trailhead Planners provide financial guidance to retirees, doctors and executives with stock compensation and this is evident in the types of blog posts that are written.

2. Keep It Consistent

Develop a cadence so that your readers will come to expect a new blog and check back on those days. If you produce one blog a week and want to put it out on Friday mornings, then try and maintain that consistency. It can be difficult, especially as advisors have to juggle so many other things, but utilizing an editorial calendar to help with topics and posting dates can help with this.

3. Share your Posts on Social Media

Don’t forget to share your posts across your social media platforms, as this serves as an additional outlet for your clients and visitors to find your information. What’s even better is that they can reshare your posts if they really enjoyed it, opening your posts up to even more people.

At Twenty Over Ten, we try to share every blog that we post on our Twitter, LinkedIn, Facebook and Instagram profiles. Depending on your audience for each, tailor the blurb for each post to boost engagement and don’t forget to use eye-catching images that are relevant to the post.

4. Implement a Link-Building Strategy

Create a strong link-building strategy in order to boost your SEO rankings, and make sure you are including both internal links and external links.

Internal Linking
This is a link that leads to another page on your website, going from one page on your domain to another. When you write blog posts, it’s a best practice to link to other blogs on your website, which not only provides bots with a smooth transition when they crawl your site and find other content but it helps you to utilize older posts, as well.

External Linking
External links are hyperlinks that target any domain other than the domain where the link already exists. So, if you link out to another website, then this would be considered an external link. It’s important that you are linking to quality sites so that you are seen as more credible and are connecting with reliable and useful resources.

5. Include Images, Videos, Infographics

You want to create content that is packed with useful and relevant information which includes imagery that can help make the text more digestible while adding relevance to the subject on hand. Using imagery will improve the overall user experience while boosting the time spent on a page and increasing your SEO rankings.

4. You Are Tracking With Analytics

If you want to improve your website and make sure that it is performing as it should be, it’s important to consistently audit and check on what is working for your site and what is not. This is where Google Analytics comes in.  When it comes to checking your analytics, some of the key analytics that you should be tracking are:

  1. The total number of visitors to your website
  2. The total number of pages a user will visit per session
  3. What are the three most visited pages per session?
  4. What is your bounce rate?
  5. How are your landing pages performing?

At Twenty Over Ten, we have one-click integration with Google Analytics. You can set up your analytics by following the steps below.

5. Social Media Follow and Share Icons are Integrated and Easy to Find

A well-established social media strategy is so important for connecting with other like-minded individuals and businesses. When you write a blog post or have a webinar, etc. make sure you are sharing it on social as this gets more eyes on your content. An easy way to do this is to include the social media follow and share icons on your posts and content so that your visitors can easily tweet a particular post that really resonated with them.

Wealth Granite Bridge

We love the unique share button that Granite Bridge Wealth Management uses at the end of their blog. When readers click the share button, the option to do so on Facebook, Twitter and LinkedIn becomes available making for simple sharing across the platforms.

6. Top Navigation that is Easy to Understand and Simple

You only have 7 seconds to grab the attention of your website visitors, which is not a lot of time to draw them in, so you don’t want to present your visitors with a cluttered website with information that is not easy to find. We recommend keeping your main navigation to five pages to help with this.  The fewer menu items that you have on your site, the more likely it is for visitors to focus on what actually matters on your site.

Valley Wealth Strategies

Valley Wealth Strategies has a simple homepage with only five main pages:

  • About Us
  • What To Expect
  • Blog
  • Contact Us
  • Client Access

The navigation is simple and gives visitors all of the information that they need without cluttering the page or distracting them with too many pages.

Additionally, remember to consider the order of your pages when creating your website, so the pages that you think will be most important to visitors should appear at the front and end of your navigation rather than sandwiched in the middle.

Key Takeaways

2020 was the year that we all went virtual, and it changed the way that we connect with prospects, even as we slowly move towards normalcy. When trying to boost your SEO rankings and your online presence, start with the six tips above and your lead generation will grow by leaps and bounds.

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 7-days completely free (even on our month-to-month plans).

Get All The Details Here

About the author

Blair Kelly

Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.

Twenty Over Ten Showcase

"The Twenty Over Ten website continues to deliver results, both in activity, and more recently in client acquisition."

Josh Null - Gulf Coast Financial Advisors

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