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By Blair Kelly Outreach

Landing Pages for Lead Generation: Conversion Driving Tips for Financial Advisors

16 minute read
Landing Pages for Lead Generation: Conversion Driving Tips for Financial Advisors Featured Image

Landing pages are a great tool to increase lead generation because they allow you to create individualized messages for different, targeted niches. They allow you to make your message ultra-specific, as there is:

A focused and targeted message for one very specific niche increases the effectiveness of the landing page’s lead generation.

It’s true, landing pages are critical to any successful inbound marketing strategy. As a financial advisor, investing time in well crafted and optimized landing pages is well worth it, as they are a big means to generating business for your firm. Without a landing page, it’s impossible to capture any qualified information about your website visitors, which makes it incredibly hard to market to them, nurture them and ultimately convert them into clients for your firm.

Current Twenty Over Ten and Lead Pilot users have the ability to create as many one-off landing pages as they want! In order to help you make the most of your unlimited landing pages, we’re sharing below our top tips for optimizing your landing pages to convert more leads into prospects.

Utilizing a landing page to target your campaign traffic increases conversion rates by 25%

-study by Omniture

What is Lead Generation?

Let’s start with the basics. Lead generation is in the process in which you attract and convert strangers into becoming prospects who may be interested in your financial planning firm’s services. A prospect is considered a lead when they’ve indicated that they have interested in your firm in some way shape or form. Hubspot has a great graphic that shows us exactly where this falls in the buyer’s journey:

Lead generation

What are Landing Pages?

Now that you understand lead generation, let’s discuss landing pages. Landing pages are designed to target a set of users by providing an offer, or “Freemium.” Landing pages are designed specifically for the sole purpose to convert website visitors into leads. It’s where your prospects “land” after clicking other marketing links such as from an email campaign and calls-to-action (CTA).

unlimited landing pages with twenty over ten

For example, perhaps you have a CTA that reads: “Doctors: Here’s the truth about paying down debt while saving for retirement. Our 20-page whitepaper explains what you need to know and how to decide which path to financial independence is right for you.” Then you’d have a button saying “Download The Whitepaper.”

To receive the whitepaper, viewers must opt-in by providing personal information about themselves such as their name, email address, or phone number. The data collected is then used to feed into your pipeline of clients.

Landing pages are not linked to your main website navigation. This allows you to build as many customized messages as you want, while still having a more general message on your main website and homepage. The only way for a user to access the page is through the specific URL, which you might share in a Facebook group, or at a speaking event, or in an article you write on a topic relevant to the group you are targeting.

How Financial Advisors Can Use Lead-Generation Landing Pages

Here is a sequence of events in which using a landing page would be beneficial:

  1. You speak at a series of events throughout the year targeted at couples within 2 years of retirement
  2. You build a landing page for each event at which you speak (for instance, if your main website is HorizonFP.com, your landing page might be HorionFP.com/AARP-New-Jersey. The event page would simply have your logo, bio photo, and information about the event they attended.
  3. At the event, you share your landing page with the audience, and encourage them to visit it for a free checklist and guide you’ve created, titled “24 Steps to Take in the 24 Months Before Retirement.” To access the guide, they’ll need to share their name and email address.
  4. Visitors to the landing page who sign up will automatically be added to your email marketing (Mailchimp, Constant Contact, etc.)
  5. You can now follow up with these new leads with further information you have targeted directly at them (blog posts, webinars, one-on-one assessments, etc), and start “dripping” on them.

Using Lead Pilot for Landing Pages

With our Lead Pilot platform, you can really take your landing pages to the next level with simple steps to customize them. Every piece of content is automatically deployed onto the branding landing pages, which can position financial advisors as thought-leaders in the industry. With these pages, you can:

  • Convert more leads by sending them to specific landing pages specifically designed for conversion
  • Customize every aspect of the page
  • Choose the call-to-action that works best for you and you firm, such as “Book a meeting”, “Find your Risk Number” or “Subscribe to our Newsletter
  • Update the landing page design at any time, without relying on a developer

Landing pages

Customize Your Landing Pages:


In order to stay consistent with your brand, you can easily customize your color and font style.

Change the call-to-action by customizing the subscribe form

Customize the featured sidebar of your landing page.

By doing this, you can change your image, information or the social links you want to display.

Maury Schneider landing page

Twenty Over Ten and Lead Pilot User, Maury Schneider, CPA, MBA, CFP® of MLS Financial Planning has a strong sidebar on his landing page. It’s easy to ready with his headshot, name, a quick rundown of what his firm does with links to his social media profiles and his website.

Add your default logo to landing pages

This will boost your brand as your logo is one of the most important aspects of your firm when it comes to standing out and visitors remembering you.

Able Wealth Management landing page

Able Wealth Management is both a Twenty Over Ten and Lead Pilot user, and they have incorporated their logo into their landing pages, helping to boost their brand. Their logo design includes brights colors that really stand out and can help viewers to better remember their firm.

Gate content using the subscribe form.

By doing this, visitors have to provide information to continue reading, therefore boosting lead generation. In the example of above, Twenty Over Ten and Lead Pilot user, Mark Sharp Retirement, offers a weekly newsletter in your inbox by simply providing your name and email address. It’s a win-win for both parties!

Mark Sharp Retirement newsletters

We are big fans of gated content, as it is such a simple way to get information from your readers just by asking for their name and email address in order to receive more information. With Lead Pilot, it has never been easier to build a custom landing page to gate your ebooks, checklists, webinar replays, and more! You can simply customize your CTA box and then pop it into your piece.

Gated Content

Add a scheduling linK

This helps to direct users to your Calendly or other meeting scheduling app so that you can start booking more meetings and boosting your lead generation.

Scheduling a link

How to Optimize Landing Pages + Examples

1. Use a Compelling + Obvious Call to Action

You want viewers to take advantage of your offer so you need to make taking the next step as easy as possible for them to complete. If it’s too complicated to find your call-to-action amongst the clutter of the page, users will simply not do it. You do not want to miss the opportunity to engage with a new customer by not clearly defining what you want them to do next.

Medicus Wealth Planning

In the above image, Twenty Over Ten client, Medicus Wealth Planning has a landing page with a very clear and obvious CTA. They specialize in serving Physicians with commission-free unbiased advice. When clicking on the CTA, “Discover The Myth Of The Rich Doctor,” you are immediately taken to this landing pages, where visitors only need to provide their name and email in order to get a free copy of their book, “The Myth of the Rich Doctor.” Once they are taken to this page, leads also have the option to enter an email address and subscribe to their newsletter.

Similarly, your CTA should be compelling. Your button copy should invite clicks and be just as compelling as the rest of the copy on your landing page and website. Here are some examples of clear, inviting CTAs for landing pages:

  • “Watch the Sample Lesson”
  • “Get Started”
  • “Download Now”
  • “Reserve My Seat”
  • “Subscribe to Our Newsletter”

2. Include the Benefits of the Offer

Highlight the aspects of the offer that will make it hard for them to say no. Emphasize how valuable this information is to their lives and bonus- it’s free! Prospective leads need an incentive to hand over their personal contact information and by using bullets to show key points is the best way to do it.

Free Money Report

Twenty Over Ten client, Ascension College Planning, includes clear benefits for visitors if they sign-up for the free College Money Report™. Visitors simply need to enter their email address to receive the money report, which will tell readers:

  1. How much colleges think you can afford.
  2. If you will qualify for grants and/or scholarships.
  3. How much you will be expected to pay out of pocket.

This is great because Ascension can easily get the information that they need to drip on leads while the prospects will find out more about successfully planning and saving for college.

3. Limit Form Fields

People are generally protective of their personal information and are not always willing to share it. Think of your own online behavior – what are you willing to provide? A name and email are enough to get a new lead added to your email marketing. Asking for only the most important fields of information will increase the completion rate substantially.

Herr Capital Management

Twenty Over Ten client, Herr Capital Management, has included a very limited form field, only asking for an email address from visitors in order to provide them with a newsletter with the enticing phrase, “Don’t be left out, join the thousands receiving our financial updates.” The strong language makes visitors want to take action to find out more but the short field only takes seconds to fill out.

4. Create Segment-Specific Content

Who you target matters. Sharing highly relevant information to a visitor makes it much more likely to convert leads. The best way to take advantage of the opportunity to reach different customer segments is by creating multiple consumer-specific landing pages.

However, it is more important to create 10 very well executed pages verses 40 poorly developed pages. The amount does matter, but the quality of content matters so much more.

Dorsey Wealth

Twenty Over Ten client, Dorsey Wealth Management, caters specifically to financial planning for women. At the bottom of her blog section, which offers helpful tips for anyone reading, but mainly for women, she offers the chance to a very niche-specific group, entitled “Abundance-My Newsletter for Women and Finances.”

Key Takeaways

At the end of the day, just remember this – visitors landed on your landing page for a reason: to get the free offer you promoted. So, make it easy for them to do just that. Remove the clutter and distractions, as simple is often the best way to go. There are a lot of financial advisors out there, so you need to make it enticing and memorable so that more and more people return to your advisor site.

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.


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