Most financial advisors today gain new clients through existing relationships and referrals. However, in today’s world of digital marketing, it has become extremely important for financial and insurance firms to harness the power of the web to build trusted relationships with new prospects. The connections made through multiple marketing channels can enable firms to build trust with potential clients and/or customers. This can be accomplished by creating a website that serves as the central hub of all marketing initiatives.
Here we will provide a few tips to take your website to the next level by creating personalized, informative, and descriptive content with strong call-to-actions; all using the best practices in UX (User Experience) and UI (User Interface).
There are a number of critical elements that websites should have in order to generate more leads:
1. Designed to Build Trust
Your website's purpose is to source new clients and help grow the business. Content should be engaging enough to keep visitors on your site while communicating your company's vision, products, and services. Ultimately, the goal should be to convert new prospects into future clients. The website should create and foster trust that can be built over time. This can be achieved by having rich and engaging content that clients can rely upon.
2. Make a Great First Impression
Generally, within the first few seconds upon entering a new website, visitors are able to tell whether the information available is relevant to their search inquiry or not. If so, they will continue to browse that web page, if not they will leave to search a different page. Having a high bounce rate can negatively effect your web page's ranking on Google as it appears that the content on your page is irrelevant and unsubstantial.
Consider having high quality pictures of the firm's advising and management team each with a short blurb, or even having professionally produced videos of them speaking. Transparency is vital in today’s tech world to help build trust. If possible, it’ll be advantageous to provide information on the costs and fees, as well as highlight the firm’s Mission Statement, Vision, and Corporate Values.
3. Engage Further after the First Great Impression
Next you will need to engage with your prospective clients by striving to create a deeper connection. This can be done by creating testimonial videos as well as a financial advisor blog, which can help showcase your expertise and experience in the industry. Blogs, videos, and podcasts are great tools for further engagement and for boosting SEO.
It’s also important to connect your website with your social media networks. By getting those in your network to like, share, follow, and comment on your posts, you can help instill a sense of validation and trust.
4. Drip Marketing Campaigns
Using timed drip nurture campaigns can help firms provide valuable content to recurring website visitors and stay relevant. Content that can be disseminated includes updates, new blog posts, newsletters, white papers, and eBooks.
5. Lead Magnet through Strong Call-To-Action
Collecting visitor and client emails is valuable when conducting drip marketing campaigns. This can be done by having a strong call-to-action compelling enough that your site visitors are willing to provide you with their email addresses. With the newly subscribed emails, you’ll then be able to conduct drip marketing campaigns so that those who are interested in your firm’s products and services stay engaged resulting in a higher chance of them becoming actual clients if they aren't already.
Here are a few examples of financial firms that Webilize has helped create engaging and beautifully branded websites:
FrontFundr: Webilize built a custom ASP.NET modern platform, with great customer user experience, and powerful backend which helps the firm run the business smoothly.
Tench-MacDiarmid Insurance: Beautifully designed and branded WordPress websites with video, and call-to-action, and quote generator.
Rivet Insurance: A professionally branded WordPress websites with video, and call-to-action, and fully functional quote generator.
Be sure to read our blog post on App Design called, “10 Actionable Website Tweaks that Could Drastically Increase Traffic and Sales”