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By Amanda Romano Outreach

The Importance of Call to Action for Financial Advisors

9 minute read
The Importance of Call to Action for Financial Advisors Featured Image

You can have a tactically designed and visually appealing website, significant traffic driven from social media and search, and yet the conversion rate is still disappointing. You bring visitors to your site but for some reason prospects are not becoming clients. The one item you may have forgotten on your checklist is a call-to-action (CTA).

If you do not ask your visitors to take some action once they land on your page, your site is failing you. Determining the CTA you want visitors to take once they land on your site is one of the most important decisions you can make when building your online presence.

A good portion of your site visitors may not yet be ready to engage your services, or any financial planning services in general. By having them sign up for your blog or newsletter for instance, you can keep in touch with them and show your value so that when they are ready for financial guidance, you will come to mind first.

importance of CTAs for financial advisors

WHAT is a call-to-action (CTA)?

A CTA is text or a graphic strategically placed on a website to entice visitors to take a proactive step in engaging with your business. It should consist of a short phrase of only 3-5 words and create a sense of urgency.

When used successfully, CTAs can be one of the strongest inbound marketing strategies. Benefits include: lead generation, increased engagement and lead capture. Popular CTAs include “schedule a meeting” button, “subscribe to newsletter,” or “download our whitepaper now.”

the purpose of a call-to-action

The purpose of any call to action is for people to go down the sales pipeline to become a lead and eventually a client of your financial firm. While an increase in traffic, subscribers and followers is important, it doesn’t measure success. A good call to action can measure success by turning leads in to clients.

As a financial advisor, you probably have clients who are referred to your site in some way but may not yet be ready to engage your services just yet. If you can engage those visitors through your blog, or have them sign up for your newsletter, or download a whitepaper, you can keep your business front of mind for them. This way, when they ARE ready to work with a financial advisor, your firm will be the one that comes to mind first.

Call-to-action best practices

When creating your CTA make sure that it always refers to the benefits and not the features. You don’t want a CTA to sound like too much of a sales ploy, this can make the potential client lose trust in your firm. A good CTA should be:

      • Straightforward
      • Stress the benefits to the user
      • Visually eye catching that compels the visitor to take action
      • Located in an easy to find spot
      • Action-oriented using verbs like “download” or “register”
      • Large enough to see but not too distracting (learn more about “overly aggressive” CTAs)
Twenty Over Ten client, Divorce Financial Solutions' CTA
Twenty Over Ten client, Divorce Financial Solutions provides value to prospects with a free consultation

Call-to-action uses

The location of a CTA is just as important as what the CTA is. CTAs should be located on your site in places that are easy to see. For example, good placement of CTAs can be in the right or middle side of the homepage. Even directly in the header is a great way to capture the viewer’s attention. While CTAs can be used in more than one place on your website, they should also be utilized on your:

    • LibertyFi Twenty Over Ten Client Using CTAs
      Twenty Over Ten client, LibertyFi, has strategically placed CTAs strategically throughout their website.

      When to use a call-to-action

      A CTA is viable marketing tool for any firm, no matter the stage or size. Maybe your business is just taking off and you want prospects to learn more. Maybe you have a distinguished financial services brand and a full team so your goal is to have prospects schedule a meeting with one of your advisors. In any case and at any time, CTAs can help move visitors in the right direction for your business.

      Another piece of timing is placing CTAs strategically throughout the copy of the website. As visitors read about services that could help them or the bio of an experienced and trusted advisor, they may be more likely to take action at that moment in time. By logically placing CTAs throughout the copy, scheduling a meeting or signing up for a newsletter becomes more accessible to prospects. Additionally, you’re more likely to gain new leads and clients.

      wealth keel llc financial advisor website
      Twenty Over Ten client, Wealth Keel, uses CTAs on the homepage of their website encouraging visitors to start delegating their financial to-do list.

      call-to-action tool in the twenty over ten WYSIWYG

      Once logged into your Twenty Over Ten account:

      step 1:

      Select a location to place your button and give your button a title.

      step 2:

      Highlight your title and select the link icon to open link upload menu.


      step 3:

      Paste the link’s URL.


      step 4:

      Click the box in the lower left-hand corner to open the link in a new browser tab. After you have made your changes, click the insert button.


      step 5:

      To style that link as a button, click on the link and select the wand icon to open the button’s style menu.


      step 6:

      You can manually choose the button’s style between a list of preset options. These are additive properties so in addition to selecting ‘button’, you should only select primary OR secondary (not both) to assign a specific style to that button.


      step 7:

      After you have selected the button of your choice, click the Save Changes button.


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      You may also like: 5 Reasons Why Your Call To Action Isn’t Working and New Year, New Site? Checklist for a Website Redesign