Hi, I’m Elise with TinyFrog Technologies and today I want to talk about the importance of a conversion page for a financial advisor’s website.
As a financial advisor, your website can serve a lot of different purposes; from education and marketing to ultimately getting that sale and that new lead. It can feel like a lot to balance it all and and make an effective website that accomplishes everything that you’re looking to do.
Fortunately, there’s a really effective tool that you can implement on your website to encompass all the different goals that you’re looking for, and guide your visitors down a path towards conversion. So that tool is what we call a conversion page. Conversion pages are a great way to set expectations and give your website visitors the information that they need, not only to know more about you, but to actually take action and reach out to you and hopefully become a client of yours.
Before we get into some of these details of the conversion page, you want to know who your clients are, because that conversion page can be a really great place to lay out your client criteria.
We work with a lot of different advisors. Some of them only work with retirees, some of them only work with tech employees, and some of them focus more on assets under management or investable income.
Regardless of what client criteria you’re looking for, the conversion page is a great place to lay all of that out and set those expectations from the start so that your website visitors know whether or not they’re the right fit to work with you.
Another thing that’s really important with your website is making it very clear what somebody can expect should they choose to work with you. These people are determining whether or not they can trust you to manage all of their money, and so it’s really important that you establish those expectations, you eliminate any uncertainties with them, and you really start to show the experience that you can provide them to really build that trust and make them comfortable in trusting you with their money.
One way that you can do this is by sharing your client process. So what’s that first step? Are they just going to hop on a phone call with you, are they going to come into your office and start to review their finances, or are they ready to get into a digital conversation and a consultation with you just to better express their concerns and their goals with their finances? Whatever that first step is, you want to guide people on your website toward taking action to that step.
So, if you want to schedule a consultation with your potential clients, then set up a calendar embed on your website so that they can pick a time that you’re available and you can get that on the calendar and get to know them soon. If you don’t want to do a calendar, you can also do a standard contact form and allow them to reach out to you on their own time and you can get back to them and get a call scheduled and start that process together.
There are a few different ways that you can capture these leads on your website, which we talk about in another video so I won’t go into it, but regardless of the formatting that you’re looking for, you want to make it very clear and very easy for people to take that next step, get rid of any barriers that might prevent someone from reaching out to you so that it’s a seamless process from the moment that they land on your website, through exploring your services and about you, until they do ultimately land on this conversion page and reach out and schedule a call with you.
If you’re looking for help implementing a conversion page on your website, feel free to reach out to us. We have a lot of experience with financial advisors and we’re happy to help you implement this on your new website.
