lead generation

Lead generation for financial advisers

Oliver Taylor Blogging, Content marketing, Inbound marketing, Lead Generation, SEO, Social Media, Web traffic, Websites

Reading Time: 6 minutes

7 ways to enhance your website lead generation

If you’re not generating enough new prospective client leads from your website, it’s clearly a
problem. Increasingly at Goldmine Media, we’re seeing a trend that highlights the fact that more
innovative financial services firms are benefiting from website lead generation and high
conversion levels to business.

Your website should be working for you, not just sitting there looking pretty, unless maybe your
main focus is client retention. The reality is that your website should be generating leads for your
firm. Don’t forget, clients do move away and unfortunately die, so you need to replenish and
acquire replacements.

That’s why in an ever more competitive financial services sector, your website has to be
performing in search results and providing the best user experience possible, because that is what
will ultimately drive more lead generation.

7 ways to enhance your website lead generation

1. Your website is not using SEO to drive lead generation

Having worked as a full service marketing agency within the financial services sector for over two
decades, we’re amazed that search engine optimisation (SEO) is still one of the most underused
digital marketing strategies to drive leads. However, it’s an online marketing strategy that can have
a massive impact on your lead generation.

You may have a great story to tell, but is it visible to your prospective clients? Organic search
should be an important part of a financial adviser firm’s website performance, as well as a critical
component of the prospective client funnel and ultimately getting your website visitors to complete
a conversion or engagement. Increasingly, SEO will become even more important to your firm to
ensure your online and digital presence builds greater visibility in search results.

How should you use SEO to increase lead generation from your website?

To start improving your website’s lead generation rates, these are the main areas you
should address:

  • Audit your website, and analyse all of the factors that determine your sites visibility in search
    engines
  • Research your market online and browse social media to discover what your main competitors are
    doing successfully
  • Compile a list of relevant keywords for your website to target prospective clients
  • Optimise your content and multimedia according to SEO best practices
  • Publish your optimised content to your website
  • Check your content’s performance every month

In most cases, your business should start to see content perform within six months. As your
website improves its visibility in search results, your site should experience an increase in its traffic
from qualified visitors.

2. Your website doesn’t offer anything to prospective clients

How can you generate leads if you don’t have anything of value to offer your prospective clients?
Your website should be full of useful compliant content and resources that they can read online or
download, or even refer to a family member or friend.

You should have a wide variety of relevant and informative content that will appeal to your
perspective clients depending on where they are in the advice process. For example, a ‘Getting
Started’ guide works for someone who’s still exploring all of their options, so they are at the
awareness stage. While a complimentary consultation is best for someone who’s ready to pay for
advice and make a decision soon, they are at the consideration stage.

3. Your website doesn’t have a blog to attract visitors

You can’t generate leads with your website if you don’t have any traffic coming to your website. A
blog is the single best way to get traffic – and potential leads – to your website, and every financial
services advice firm should have one.

Blogs are excellent at getting ranked in search engines for long-tail keywords, which means you’re
more likely to get found by searchers who are actually looking for what you have to offer.
Frequently updated blogs also give you fresh content to promote through other channels, like email
and social media, which will drive even more traffic to your site if the content is relevant and
targeted.

Your blog should act as a hub for your services and should aim to develop and strengthen
relationships with existing and prospective clients by connecting them to your brand and creating
further opportunities for sharing that can generate further new lead generation opportunities.

4. Your website page speed is too slow

Speed is another reason for your website to under-deliver when it comes to lead generation. Slow-
loading pages can also impact your SEO, which can result in lower rankings, less traffic and fewer
leads. That’s why you want to assess not only your site’s SEO but also your website’s speed.
From a user perspective, it’s easy to understand why a slow site can decrease your number of
leads. Nobody wants to wait for your website to load, no matter how great or beneficial your
services are.

Today, users expect sites to load in two seconds or less. However, quite often we see a number of
financial adviser firm websites fail to meet this expectation. That’s why improving your page speed
is a quick win. Just a single one-second improvement in page speed can boost
conversions considerably.

Not only will the page load speed time frustrate your visitors, but page speed also affects your
SEO. When search engines like Google rank sites in search results, they look at the bounce rate of
relevant pages. Bounce rate describes the percentage of users that arrived on your page and left
(or ‘bounced’) without interacting with it.

From a search engine’s perspective, this response means users didn’t find what they were looking
for on your website. In response, your site’s ranking decreases, which impacts your traffic numbers
and digital lead generation efforts.

5. You need to optimise your contact forms

A valuable prospective client may arrive on your website, view your proposition and services, and
decide they want to contact you – until they see your contact form. Whether you’re asking for too
much information or providing a broken form, your contact form can make or break lead
generation.

How can you optimise your contact forms to maximise lead generation on your website?

• Test your form to make sure it works and submits the information to the relevant person or team
• Audit your form fields and determine which ones you need and which ones you don’t
• Add a compelling call-to-action (CTA)
• Carry out A/B tests to experiment with different form fields, copy and designs
• Move your contact form above the fold on appropriate pages, like a service or product page

Even after you’ve completed this audit of your contact forms, you should continue to improve their
performance and features.

6. Your website doesn’t use calls-to-action (CTAs)

When you’re not generating leads from your website, you can look at several areas of your
website, one area often overlooked are CTAs. While a CTA may seem minor, it can have a
tremendous influence on a prospective client’s actions.

With a CTA, you are providing visitors with a recommendation to take action. A service page, for
example, may advise them to contact you, download a brochure or arrange a meeting. If your
website doesn’t feature a CTA, you leave users with too many options. Even if you do use CTAs
across your site, an uncompelling offer can cause potential leads to ignore your instructions.

Boost the influence of your CTAs on users:

  • Make your CTAs short and to the point
  • Focus your CTAs on what the user wants or needs
  • A/B test your CTAs (experiment with two or more variants)
  • Keep your CTAs simple and free of jargon

Even after you have discovered a formula that works for your CTAs and improves your lead
generation efforts, it’s essential to continue developing and testing CTAs. With every update, you
can uncover new ways to motivate your visitors and maximise your lead generation numbers.

7. You are not targeting leads at every stage of the advice funnel

It goes without saying that your firm will want to attract prospective clients that are ready to engage
your services, not the ones researching and comparing your competitors. In other words, these will
be at the bottom end of the advice funnel. However, this narrow focus can limit your website’s
potential when it comes to lead generation.

We don’t believe you should exclude or ignore the top-of-the-funnel and middle-of-the-
funnel users. While many prospective clients now take a non-linear approach to advice, it’s still
easy for marketing and advertising strategies to miss them.

That’s why we recommend to our clients to target every part of the advice funnel. With a
comprehensive, all-encompassing approach to the advice funnel, your firm should build
relationships with future prospective clients, and then convert them to fee-paying clients when
they’re ready to employ your services.

Contact us to drive more leads with better outcomes

Learn how to make every client’s experience as unique as your brand. For more information about
how Goldmine Media can help your business, talk to a member of our Business Development
Team on 0845 686 0055, or email: findoutmore@goldminemedia.co.uk.

Oliver Taylor, Head of Sales & Marketing, Goldmine Media