Your financial advisor and wealth management firm website is one of your biggest assets in your digital marketing toolkit. But the reality is, for most advisors, a website is just a pretty flyer on the internet that doesn’t really drive results.
In this video, CEO Huge Fernandez walks you through a few strategies to take your website from non-performing to a lead-generation machine that actually produces real results for you: new business, new exposure, and better conversions, better clients.
Transcript
0:00 Your financial advisor and wealth management firm website has to be one of your biggest assets in your digital marketing toolkit. But the reality is, for most advisors, a website is just a pretty flyer on the internet that doesn’t really drive results. So in this video I want to walk you through a
0:15 couple of strategies you can use to take your website from non-performing to a lead-generation machine. Hey there, my friend, my name is Hugo with Indigo Marketing Agency, and we help financial advisors better market themselves and attract more of their ideal clients. And time and time again, over the
0:33 last 11 years of building websites, we have seen that there’s sort of a dark cloud hanging over the topic of websites, because most businesses and most financial advisors are like, “I don’t really get any leads from my website.”
0:47 And if that’s you, that’s totally okay. But hopefully you’ll learn some stuff in this video that can help you pivot and start getting results from your website.
0:55 The website unequivocally still matters today and it can be a big driver in new business, new exposure, and better conversions and better clients.
1:04 So I want to give you five quick tips on how to turn your website into an asset that actually produces real results for you.
1:13 Number one is, it’s not so much about the website, it’s about being intentional about your marketing strategy. And that starts with having a clear, defined niche, an audience, and a clear value proposition.
1:24 So that is more of a marketing strategy than a website alone, but if you don’t have a clear defined niche and a clear value proposition, then everything else you do on the website is sort of just generic regurgitated content that won’t resonate with your ideal client.
1:38 So you need to do the work of thinking, who are the clients I actually want to attract? What do my dream clients look like?
1:44 What is the ideal client profile? Do some of that work ahead of time and then go to your website and say, “If my ideal client goes on my website, do they know who we are and what we do and that we are specialized specifically for them?”
1:57 So, if you work with high-net-worth executives who are near the age of retirement and you go to your website and you’re just a generic financial advisor firm, it might not repel them, they might still be looking for a financial advisor, but that executive doesn’t quickly know
2:13 that they’re in the right spot, right? So, you need to know who your ideal client is, and then go to your website and say, “Does this resonate with them?”
2:22 Do I have a clearly articulated value proposition? And does it make sense that my ideal client is in the right spot and that unequivocally I am the right person for the job?
2:31 The second thing is you need to get your website discovered online, and that simply means you need to do search engine optimization, some back-end things to make sure you’re targeting the right keywords, to make sure your page titles and your heading tags and a bunch of technical
2:48 SEO stuff is up to date. But then you need to run a scan and say, “What does my website actually show up for?”
2:57 So that’s an action item for you today, is go run an SEO check or have a company run an SEO audit for you as well as go look at your Google Analytics.
3:05 That’ll give you the baseline of how you’re performing, and even if you’re not getting much now, at least it’s good to know where you stand so you know how to build for the future, and you need to make sure you have the right keywords in place.
3:17 I often see websites where they look great and they’re up and the advisor is like, “Why am I not getting any results?”
3:24 Well, if you simply hit Command F and you search for “financial advisor,” sometimes that keyword or the keywords that you want to rank for aren’t even on the home page.
3:35 And so simple things like that can go a really long way to start getting discovered in search engine results. And so that’s the second thing: SEO.
3:45 The third thing is you need quality design. You need to separate yourself from every other advisor, and that comes with not using template template or generic-looking websites that look like everybody else. Now that takes time to build, but it can go a long way. But it is very subtle for
4:05 your end customer to see that, but it shows them this is a serious business. They’re investing in their website and in their business, right?
4:15 And you don’t look like everybody else, because if they’re going down the list or they get referred to three advisors, like some of these lead-gen or lead aggregators do, they’ll go check out their websites, and if everybody looks the same, well, they’re gonna go with the one that stands out, that has
4:27 their value proposition clearly articulated and then shows that they have invested in quality design. The next thing that really affects SEO and affects the performance of your website is original content.
4:41 Google will actually penalize you if you use duplicate content. So if you’re using a service that has hundreds of advisors and they’re all using the same templates and they’re all using the same content, you will have a very difficult time showing up in search results.
4:53 So investing and having a professional writer go and write all of your content, your bios, your services page, everything that you do is all originally unique to you.
5:03 Well, now you’re starting to build an asset. Now you’re starting to give Google the content that it wants to start showing you higher in search results.
5:12 Do not use duplicate content, and if you’re using a templated website, you need to start moving away from that. Maybe it got you started, totally cool, but if you want to make that next jump, you need to start investing in original content.
5:25 The fifth and final thing, which is sort of what I talked about in the SEO component, is you want to make sure you have proper analytics tools installed on your website.
5:33 You need to have Google Analytics installed and Google Search Console installed. Google Search Console is something that gives you what keywords your website is ranking for.
5:43 In Google Analytics, we’ll show you all of the traffic from all sources, from email, from social media, a little bit organic, and if you’re doing paid advertising, it’ll all show you in Google Analytics.
5:53 And you need to check that at least once a month. And then over a span of six months, you need to be actually trending up.
6:00 So just install Analytics to see how your website is performing and then start making changes. Work with a professional, either in-house marketing person, a freelancer, or an agency like ours, to start driving your website in the right direction.
6:13 At the end of the day, your website’s performance should be measured in traffic, in form-fill submission, so how many people fill out the forms to request a consultation or get more information from you, and/or phone calls.
6:25 How many phone calls did your website generate for you? That is what you need to be tracking on a monthly basis, or on a quarter-by-quarter basis.
6:33 I hope you found this video helpful. These are just some simple strategies you can implement to start turning your website into an asset.
6:42 I hope you found this video helpful. If you did, leave me a comment below. We’d love the opportunity to help you and your firm.
6:47 I look forward to seeing you in the next video.
