Financial Advisors – How to get prospects to re-visit your website
For the past twenty years, I've been researching how to use psychology in marketing for financial advisors. The most important marketing tool today is your website. I say that for three reasons:
- That is where most people go to check you out and determine if they want to contact you.
- That's where you can show them your professionalism and humanity.
- It's safe for visitors. They don't have to worry about getting a sales pitch.
The point is, if you do not already have a dynamic and psychologically-effective website, your business is going to suffer.
I've already written several articles on how to capture people's attention on your home page. So, today, we're going to look at how to get people to keep coming back to your site. The more often they return, the higher your chances of getting a new client. Here are some guidelines:
- People do not return to see the same stuff. Meaning, if you don't up-date your content on a regular (weekly) basis, why would anyone go back there? Most sites have a little line near the bottom of the page that says, "Last updated" and the date. You would be amazed at how many financial sites have not been updated in years – or, at all, ever.
- People do not place value in duplication. Meaning, they don't want to see a site that is a duplicate of other sites, with the same tools, same calculators, and same generic content. If you have not toured other advisor sites, you owe it to your firm to do so. What you'll see is that nearly every one is basically the same. If you follow that model, you'll be showing that you have nothing fresh to provide.
- People look for relevant information. What's relevant to them? Well, it's not your products. It's solutions to their problems. Meaning, they don't go to your website when everything is going great. They go when they have a question or puzzle that needs to be solved. You can probably name of six to ten topics most of your clients ask you about: retirement income, taxes, long term care, estate planning, investing, etc. In other words, you need to provide them with guidance in those topics. The guidance cannot be generic! People see through the generic for what it is.
Advice. If you do not already have a blog on your website. Get one. Start writing blog comments. They should be only about 100 words long. Each one should focus on one aspect of those topics above. Start by explaining what the problem is, then begin to solve the problem. Do not offer investment advice or name specific products. Simply explain the steps that consumers can take on their own to start to solve their problem. In this way, you become a resource.
For example, one of the blogs I recently wrote for a client explains estate planning in consumer-friendly language. I explained what it is and why a middle-class consumer might need to get one. Another focused on long term care and women. Others look at elder fraud, social security maximization, and what to do if you don't have enough money to retire. The point is, make your content relevant to the people you want to do business with.
SIDEBAR: After reviewing hundreds of financial sites, I can safely say that most are absolutely terrible. Amazingly, nearly every one of them makes the same mistakes. In September, my good friends at Advisor's Assistant asked me to deliver a webinar on "Little Disasters – the accidental blunders that keep people from trusting your website." In the program, I showed about two dozen financial web pages. All but two or three of those pages chased people away and made the same mistakes. They were examples of what NOT to do in a website.
If you want help with your website, just give us a call: 509.465.5599.