How financial advisers can use landing pages to convert web traffic into leads

admin Landing pages, Websites

Financial advisers can use landing pages to convert website traffic into leads and clients. These conversion opportunities are vital for a successful financial adviser digital marketing strategy.

So, what is a landing page? A landing page, sometimes known as a ‘lead capture page’, is a single web page that appears in response to clicking on an optimised search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link.

Contact information

Landing pages are an ideal way to obtain contact information for a new lead. Often, by offering valuable content, prospects are happy to trade some of their personal contact information or other type of feedback if they believe they’re getting something valuable in return.

When a web user clicks your call-to-action button, they will be directed to a landing page. Landing pages are made up of three primary items: an enticing graphic, a short explanation and, most importantly, a form.

Landing pages are critical to converting web visitors into leads because they allow you to glean new information about the person, enabling you to pitch to them more effectively.

Before you look at how well your landing page converts visitors to leads and clients, analyse whether the call-to-action that precedes the landing page is actually driving visitors to it.

Call-to-action metrics

Another important component is finding out if visitors who get to the landing page stay long enough to convert. If a majority of landing page visitors bounce off upon arrival, this is a signal for you to make some improvements.

Consider all of your call-to-action metrics in comparison with the conversion rate of your landing page. This is important in order to identify opportunities to improve landing page conversions by comparing the click-through rate of your call-to-action with the visitor-to-lead conversion rate of your landing page.

Analyse which leads actually turn into clients (your lead-to-client rate and visitor-to-client rate) using closed-loop analytics.

In order to optimise your calls-to-action, you need to monitor their performance and figure out what to improve. You should also be tracking views-to-submission, a metric that will give you a better understanding as to how your calls-to-action affect lead generation.

For a free consultation or appraisal of your professional website requirements, contact Goldmine Media today. Please complete our enquiry form at or contact us on 0845 686 0055.

Andrew Taylor, Chief Executive Officer, Goldmine Media

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