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How to Turn Your Advisor Website Into a Revenue Machine

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The sad truth is that most advisor websites today are not converting visitors into qualified leads. However, your website is one of the most important anchors to position your services to prospects, influencing every one of your interactions and opportunities 24/7/365.

This is why automating your website to be a constant source of leads is a focus every financial advisor should invest in.

This presentation will cover how you can turn your website into the sales powerhouse it should be! We'll explore:

→ Implementation + best practices for lead capture popups
→ How to properly use + optimize your call to actions
→ Using your website & blog to build your email list
→ Easy tricks to keep search engines happy & keep your site ranking high
→ Using analytics to iterate and improve
→ And more!

Published in: Marketing
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How to Turn Your Advisor Website Into a Revenue Machine

  1. 1. How to Turn Your Advisor Website Into a Revenue Machine Maximizing Your Digital Presence
  2. 2. YOUR GUIDE Samantha Russell Chief Marketing & Business Development Officer, Twenty Over Ten https://www.linkedin.com/in/samanthacrussell/
  3. 3. Housekeeping ● This webinar is being recorded. ● Throughout the presentation feel free to use the chat box for public messages and Q&A panel for private messages with any questions. ● We’ll be launching polls throughout. Responses are anonymous and can be answered by clicking the buttons.
  4. 4. AGENDA What We’ll Discuss ● The Website Formula for increasing leads and revenue ● Best practices for lead capture pop-ups ● Using and optimizing your CTAs ● Leveraging your website & blog to build your email list ● SEO ● Using analytics to iterate & improve
  5. 5. 1 The Foundation of All Marketing: Your Website
  6. 6. Your Website: The Foundation of your Marketing Plan “Would you give your life savings to someone without typing their name into Google?” -Michael Kitces
  7. 7. Your Website: First Impressions Matter When someone lands on your website, what will their impression be?
  8. 8. Your Website: First Impressions Matter Pictures are worth 1,000 words The Average site visit is less than 2 minutes.
  9. 9. Your Website: First Impressions Matter Pictures are worth 1,000 words The Average site visit is less than 2 minutes.
  10. 10. 2 Website Formula for Increasing Leads & Revenue
  11. 11. The Website Formula for Increasing Leads & Revenue
  12. 12. The Website Formula for Increasing Leads & Revenue
  13. 13. 3 Differentiation Matters: The Riches are in the Niches
  14. 14. Your Differentiator Should Be Prominent What one problem do you solve for a specific group? Put this right on your homepage.
  15. 15. Your Differentiator Should Be Easy To Understand You can be “Broad” yet specific.
  16. 16. Your Differentiator Should Make You Memorable & Referrable You can be “Broad” yet specific.
  17. 17. ● The Riches are in the Niches ● Structure site like an engaging sales presentation, not a brochure ● Being a specialist allows you to build rapport and credibility ● Clearly summarize your UVP (being a fiduciary is NOT a UVP)! ● Imagery & graphics will convey message quicker than text ● Focus on your homepage first - it only takes 50 milliseconds for visitors to form an opinion about your website ● Leads will come when you are PROBLEM -> SOLUTION focused When It Comes To Your Website….
  18. 18. Websites for the Modern Financial Advisor Join the fastest growing and most cutting-edge website platform for financial advisors. Email hello@twentyoverten.com by Monday, June 24th to receive 1 MONTH FREE, a $109 value! (new users only) email: hello@twentyoverten.com
  19. 19. 4 Calls to Action
  20. 20. The Website Formula for Increasing Leads & Revenue
  21. 21. 2019 Digital Marketing For Lead Generation Survey from Twenty Over Ten 206 advisory firm participants 142 Twenty Over Ten Clients 47 Non-Twenty Over Ten Clients 5 Survey Questions: 1. How many leads contact you through your website per month? 2. On average, how qualified are those leads? 3. How often do you post blogs or other content to your website? 4. Of the leads you get, how many turn to clients per year? 5. What is your website URL?
  22. 22. 2019 Digital Marketing For Lead Generation Survey from Twenty Over Ten Those who reported getting 6-10 or 11+ or more clients per year ... ● Have a calendar link right on website ● Website & blog were SEO-friendly ● Update their websites at least 2x/month (via blog, video, other dynamic content) ● Language written in problem/solution format for a specific audience ● Likely to incorporate video (60% using video on website, social media, etc) ● Roughly 50% include an “as seen on” section Key 🔑 Findings
  23. 23. Your Website: The Foundation of your Marketing Plan #1 thing advisors getting 11+ leads per month from their website have in common is: Having a Calendar Link right on your homepage!
  24. 24. CTA: Online Calendar is most important
  25. 25. CTAs
  26. 26. CTAs ● Bigger is better ● Size matters but color & copy matter too ● Simple but effective ● Test, test, test!
  27. 27. 5 Lead Capture
  28. 28. LEAD CAPTURE ● Offer something of value to your niche - the traditional “subscribe to our newsletter” doesn’t provide enough value. Keep it even more targeted & not open-ended. ● Your offer should be compelling enough that it’ll make your visitors want to actually give you their contact information. ● Place it in a prominent spot. ● Less is More: Don’t ask for too much information.
  29. 29. LEAD CAPTURE
  30. 30. LEAD CAPTURE
  31. 31. Pop-ups Email Meeting Schedulers CRM Website Lead Capture Tools You Might Use
  32. 32. 6 Increase Traffic: SEO for Lead Generation
  33. 33. The Website Formula for Increasing Leads & Revenue
  34. 34. SEO Keyword Research ● Use free tools like Google Keyword Planner & Google Search Console to determine the long-tail keywords you should be using. ● Focus local first
  35. 35. SEO Title Tags ● Second most important on-page ranking factor and are the main text that describes your online content in a SERP. ● Make each title tag unique to each page ● 50-60 characters long ● Primary KW | Secondary KW | Company Name
  36. 36. SEO Meta Descriptions ● Acts as the page summary in search results & impacts who “clicks” into your site from the SERPs. ● Think of it as “ad copy” ● Add keyword(s) to the first line ● Keep them 160 characters long
  37. 37. SEO Header Tags ● Reinforce the key topics. Helps both search engines & visitors quickly determine site content ● Incorporate keyword phrases that best describe the page ● Keep them 55-65 characters long
  38. 38. Our SEO Setup Package delivers maximum impact by completing the most important SEO tasks in regards to how your website is setup and registered with Google. Need more SEO help? Work with an expert.
  39. 39. 7 You Got a Lead! Now What? The Follow-Up
  40. 40. FOLLOW-UP Blog Post A Blog Post B Landing Page Homepage Download eBook Request Consultation Contact Us Lead Generation Flow Pass to Sales
  41. 41. FOLLOW-UP Email #1: Immediately confirm their request and deliver the lead magnet. Email #2: Day two send another email with a valuable message. Include your calendar link. Email #3: Day four send an email discussing the pain points you can help them solve. Email #4: One week later send an email offering a free consultation, etc. that ties back to your previous email. Include your Calendar link Email #5: If no action taken, send another email 2 weeks later to gauge further interest. Keep on email “drip” list as a lead.
  42. 42. 8 Use Analytics To Tweak Website, CTA and Lead Magnets
  43. 43. ANALYTICS 1. Average Time on Page ○ Scenario: Average time on page is only 10 seconds for a report you created. Maybe your report was not what the visitor expected to see or you weren’t able to draw them in. A/B test different page copy, layouts and images.
  44. 44. ANALYTICS 2. Acquisition Channels ○ Scenario: Immediately see if organic traffic, social or other channels convert best/worst and make a case for which channels you should dedicate your time & efforts towards.
  45. 45. ANALYTICS 3. Content Drilldown ○ Scenario: Analyze the performance of your blog posts and other content. Look for low engagement times, high bounce rates, etc. and capitalize on high engaging posts.
  46. 46. Websites for the Modern Financial Advisor Join the fastest growing and most cutting-edge website platform for financial advisors. Email hello@twentyoverten.com by Monday, June 24th to receive 1 MONTH FREE, a $109 value! (new users only) email: hello@twentyoverten.com
  47. 47. Lead Generation. Lead Qualification. The epicenter of your digital marketing. Create Custom Content Launch Brand-Centric Landing Pages Get Your Content in Front of Leads Qualify Leads With LEAD Scoring Compliant, Secure & Archived www.marketassist.io
  48. 48. The Wait is Over ... Gain early access Visit www.marketassist.io TODAY to request an invite
  49. 49. Questions? https://www.linkedin.com/in/samanthacrussell/ marketing@twentyoverten.com https://twentyoverten.com/ (855) 360-1732

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