In this webinar, Chief Evangelist of Twenty Over Ten & FMG Suite Samantha Russell and Designer at Twenty Over Ten, Logan Roush shared insight into how financial advisors can incorporate certain website design strategies into their advisory website so that they can boost lead generation and convert more leads in 2021 and beyond.
Does Your Website Pass the 5-Second Test? [5:57]
A very important marketing principle that we tell advisors to implement is the 5-second test. It’s important for usability and with this test, you show somebody a website homepage for 5 seconds and then ask a series of questions about the site to see what they took away from the homepage.
Questions to Ask: [6:18]
- What was the page about?
- What do you remember seeing?
- Who would benefit from this service?
- What action should you take next?
When you are running this test for your own website, make sure you are asking somebody who doesn’t know you or know what you do. Ask them if you could have just 2 minutes of your time, show them your homepage for 5 seconds, ask them your questions and then write down your answers.
What Does This Look Like on a Website? [8:39]
Write website copy in the Problem > Solution Format
- What is the problem that your clients, customers and prospects have?
- What is the solution that you provide to that problem?
You should always make it about others rather than yourself, as people go online to find out what’s in it for them.
Design Your Homepage for First Time Visitors, Not Repeat Visitors [9:57]
You are not designing your website for current clients or for people who are reading your blog all the time, but rather people who are visiting your site for the first time.
Don’t Forget your Calls-to-Action [10:17]
You technically want to have two main types of calls-to-action:
People are coming to websites for different reasons, so you want to have one for people who are ready to take the next step and then you want another CTA for people who aren’t quite there yet.
97% of people who visit your website for the first time, and aren’t ready to convert or take that next step, so a secondary CTA is incredibly important.
For the highest percentage of conversions, make your CTA specific to your audience [11:28]
C.L. Sheldon & Company has a white paper download that is specific for their audience, as they provide financial services for retired and active military members, so an incredibly specific niche.
Including Fee Pages [12:36]
You always want to include fee pages, as it’s a great way to start out a relationship and provide transparency to your prospects. Also, if you don’t include fees, people may think that your services are actually more expensive than they are.
WealthKeel, LLC has included “routes” that show their different fee structures so that prospects can decide what is the best route for them.
There are multiple ways that you can set up your fee pages. You can show options in a grid pattern, maybe you want to give examples, etc.
Rivermark Wealth Management has laid out its fee structure in an “easy to read” fashion that includes a one-time financial plan, financial wellness program and investment management services.
How to Make a Connection Online [13:28]
Once you pass that 5-second test, how do you get them to connect with you and actually book that lead?
- Use your customer’s words
- Speak to their concerns
So, when you are meeting with your customers, write down their questions in the language that they use. This is important for catering to your website plus it’s important for SEO. So, when you type something in the search engine, use the language that they are using.
Tell Your Story [15:02]
Write your bio in the first person, rather than third, as this is how you would talk. Our copywriting team at Twenty Over Ten knows how this is how you make a connection and writing your bio in the first person is a great way to do this.
People Connect with People, Not Brands [16:25]
Include a “welcome video” on your homepage. People will watch these to get a sense of who you are, how you talk and find out if you are formal or more informal.
WealthKeel, LLC’s Founder, Chad Chubb CFP®, CSLP® can be seen in a quick welcome video on their homepage so that people can find out more about their firm.
Move “Offline” Conversation Online [16:45]
You want to try to pepper your website and your marketing strategies with “real life” things, such as your family, your pets, what you have going on outside of work, etc. This helps people to connect with you and really humanizes your brand.
Make your Website Copy Easy to Scan [17:23]
Get rid of the paragraphs on your website. We don’t read websites the way that we read books. Rather, we scroll and scan, so design your site so that it is “scroll and scan worthy,” so they can scan your website and easily find what they are looking for.
We hope these tips help you to create a stronger website that drives more leads, and if you have any additional questions about this, please feel free to email us here: [email protected]
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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.