As if your online presence wasn’t already incredibly important, 2020 has made that even clearer. When somebody lands on your website, it needs to serve as a sales page while showcasing your brand and serving as a tool the generates and converts more leads. There are different aspects that go into creating a strong advisor website and a good processes page is a crucial part of this.
Every financial advisor is different and that goes for how they run their company, as well. Because of this, you need to ensure that you have created a processes page that really breaks down how you work with clients and what your process looks like.
Many of your clients may have never worked with a financial advisor, so they are going to have a lot of questions or don’t know what to expect. By creating a processes page, will take away some of the questions and can make for a stronger initial meeting, so that the prospect can understand exactly what they get when they work with your firm.
5 Step Process for Writing a Strong Process Page
Step 1: Start with Your Client Experience
This first step is all about just exploring the basic process you typically take all of your clients through from beginning to end. What can a client expect and what does this look like at your firm? Really dig into the details so that prospects are not left wondering, but rather they know exactly what to expect from your firm.
Before you go into the details of what each service entails, give them a high-level view of what you do at your firm and the unique value that you can offer them, and ultimately what sets your firm apart from other advisors.
Twenty Over Ten client, Southshore Financial Planning, LLC has a simple 3-step process, however, they tell visitors how their process is different. It’s broken down into digestible parts rather than going over large documents once or twice a year. The graphic below has colors that stand out and show just how simple yet effective their process really is.
Don’t forget about the importance of keywords, as you will want to include keywords of the services that you provide. This will not only tell visitors more about the services, but it will also help with your SEO rankings, as search engines crawling your site will better understand what the page is about.
Step 2: Create a Structure
There is no single structure for every process page. Itemize what you created in the step above and start placing things into buckets and just think about what format is a natural fit for your unique process. Some firms are going to have a shorter process while others might have a longer process. Each firm is unique and thus the processes page should be also.
It is important to remember that when a visitor arrives on your services page, they will probably start by reading the headings, list titles, and other aspects to see if they are interested in how you work. If they are interested in finding out more, they will start to dig deeper by starting at the top of the page or by going to the section that most interests them.
There’s no single structure that works for every process page. You may be able to elaborate on a few processes under their own section headings, or if you need to list different processes then you can itemize them in a list.
As you can see below, Twenty Over Ten client, Overman Capital Management has done a great job of streamlining a six-step process on their page by using the accordions feature. This allows them to “hide” some information but still are able to include it, as this can make the page look less cluttered, especially for a longer process.
What works best for you and your firm? Like most things, there is not a “one size fits all” and this goes for your processes page, as well.
Step 3: Write It Out
Now that you have your main process buckets in place start elaborating on each step in the process. Even though you may be tempted to provide a long list of what your process entails, remember that people are busy, so stick to the details and include only what is relevant. Less is more but make sure you are specific about the benefits. When you are writing, do so naturally and concisely, as this is the best way to get your point across.
Twenty Over Ten client, PharmD Financial Planning is using a tab switcher as this is a great interactive way to layout a multi-step process. You can include a lot of information without cluttering the page and as you can see under each step, the name of the process is listed plus the important information that your visitors will need to know about each step.
Step 4: Include Proof
With the SEC Ad Rule in effect, there is a great opportunity to leverage testimonials across a variety of your marketing channels and your process page is no exception. Do you have a client who has really enjoyed your streamlined process and it has made their life easier? If so, see if you can get a quote from them and include that on your process page.
We love the above example from Kurt Rosentreter, as he has not only included a streamlined process page with details about each step plus a graphic, but he has included testimonials at the bottom of the page. This provides prospects with the proof that you are doing your job and people that have worked with you have enjoyed it, and it has been beneficial to them, showing others that they too can experience the same time of benefits if working with your firm.
Step 5: Include a Call-To-Action
Now that someone has read through your process they’re going to make a decision quickly on what to do next. What is the next action you want them to take? Be realistic and determine the next logical step for a prospect. Is it to book a complimentary introductory meeting with you? Or maybe complete a quick intake form or survey to determine eligibility? Whatever it is, use a call-to-action to make it easy for them to take that next step.
Twenty Over Ten client, Curtis Wealth Management has a simple processes page that outlines “how it works.” In 7 steps, they tell you the process that comes with working with them and have provided numerous CTAs on the page, one is which is a sticky one, located in the bottom right-hand corner of the page prompting visitors to “Schedule Time to Talk.” There is one right underneath Step 1 that says, “Schedule Your 15-Minute Consultation,” plus another one at the bottom, “Start Working With Us.”
They are strategically placed on the processes page, and different people are intrigued by different sections, which is why it’s good to change up the placement of your CTA, as you never know what might prompt someone to take the next step.
That’s a Wrap
Putting your processes page out there is a great way to showcase what you offer and how you work with clients. It’s all about transparency and detailing what somebody can expect when they work with you. A strong online presence is more important than ever as many people continue to connect virtually, so make sure your website is up to par so that prospects stay on your site longer to find out more about your firm and ultimately to work with you.
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About the author
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.