How to create a landing page for your target market: 10 tips for financial advisors

Create a landing page for your target marke. tLanding pages for financial advisors - digital marketing success

How can you, as a financial advisor, rise to top of your competition, and attract exactly the kind of clients you prefer to work with? Ever heard of a landing page? Here’s an example of a landing page for my business where I attract financial advisor clients from all over the world (please don’t tell my competitors 🤣). Today we will talk about how to create a landing page for your target market.

The landing page can sometimes be an overlooked or challenging part of your website to create, but it is a key area for converting leads into clients. Every landing page is an opportunity for you to highlight how your services can benefit the client. But, including a call to action (CTA) to buy your services or book a consultation call, is essential to the landing page success.

By investing time and effort into perfecting your landing page, you increase the likelihood that viewers will stay on your website longer and become paying clients. Financial advisors who are looking to generate higher conversion rates (turning visitors into clients) with their website should revisit their landing pages.

If that sounds hard — don’t worry! In this article, I share all my best tips and techniques for creating a high-converting landing page for financial advisors. So let’s learn more about how to create a landing page for your target market. Read on to learn more!

1.Know your audience

If you haven’t already, the first step is to define your target market and buyer persona. You should know exactly who your audience is and what they need from you to ensure that your message is meaningful and impactful for them.

For example, if you are prospecting to women who might be recently widowed or divorced and are new to working with a financial advisor, then you should tailor your message directly to that audience and their specific financial needs.


2.Be clear about who you are

When comparing different businesses and deciding which financial advisor to hire, most people visit a lot of websites and spend just a few seconds judging each one.

That means it is essential to make it immediately obvious who you are, what services you provide, and what demographic you serve. Be sure to put this important information above the fold (the area on the screen before people have to scroll), so it appears when the user first opens the landing page and they don’t have to scroll or click to see it.

To take that same example, if you specialize in working with single women or widowed individuals, you should make that a prominent point on your landing page to attract that target market.

3.Start with a great headline

A great headline will hook your reader and keep them reading for more on your landing page. Use your headline to introduce your big idea or a problem you can solve for them. A good attention-grabbing headline might pose a question, offer a solution, or say something unexpected that keeps the reader curious.

4.Stay focused on a specific target market

Each landing page should focus on just one core target market. So, who do you work best with? Investors who are sophisticated? Professional women who need help with their company’s benefits package? Stay at home mom’s who are re-entering the work world? Wealthy gentlemen who collect classic cars? Healthcare professionals who are too busy to manage their own finances?

You can’t be all things to all people!

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Readers have a harder time understanding your message and making a buying decision when there is a lot of information or choices on one page. Instead, keep each landing page dedicated to one target market with one call to action. If people get confused or overwhelmed with options, they will leave your site.

5.Make your content “skim-friendly”

Let’s face it — people spend just a few seconds evaluating a web page and many readers simply skim content to find what they’re looking for. Be sure to format your landing page so that it is easy for viewers to find what they need at a glance.

Use headings, subheadings, bulleted lists, short paragraphs and sentences, and other strategic formatting to help the viewer find what they need quickly.

6.Include helpful visuals

People can get bored on a webpage with too much text, so including a few good visuals on your landing page can increase the appeal. They can also help communicate your brand and values at a glance. Good visuals include an attractive banner image, infographic, helpful iconography, and more. Take a look at Canva, which is great for this!

7.Highlight the benefits of your service

A good marketing technique is to allude to how your services can benefit your target clients and solve their problems. Instead of focusing on the details of your offerings or belaboring the issues people might be facing, focus on the benefits and solutions you provide. While those other details can be somewhere on your page, always make the benefits the focus.

Tip: You should also consider what might cause a prospective client to hesitate before buying your services and address those things early on the page.

8.Address the reader directly

Another good marketing technique is to use the second person in your writing and address the reader. Use “you” or “yours” frequently in your writing and avoid talking too much about yourself or the business (“we” or “our”).

Write your content with an ideal client in mind and write as if you are speaking directly to them. Write like a real, authentic person would speak and try to use the same language that they might use to describe their problem.

9.Include at least one call to action

There’s nothing worse than when a client visits your webpage and wants to buy your services but can’t figure out what they are supposed to do next. To make sure this doesn’t happen, be direct and tell the reader exactly what they need to do next once they visit your page. Make it easy for them to buy your services by using very simple and direct calls to action.

This could be:

  • Schedule a consultation
  • Request a phone call
  • Download our brochure
  • Contact us today

10.Include emotions

Financial advisors tend to be left-brain analytical folks who talk about investment returns, benchmarks, Monte Carlo Simulations, investment management, rate of return, mutual funds, alternative investments, financial planning, estate planning… well, you get the idea!

In a digital marketing study recently, I noticed that EMOTIONS are what makes people take action. This can be called Subconscious Branding. Our subconscious can help us make decisions with our gut instincts, based on EMOTIONS.

  • How will your clients feel if they can leave a legacy to their children and grandchildren?
  • Will stress and worry decrease if your clients know they have a 95% chance of NOT running out of money?
  • How happy will your clients be if they can retire early?

Final thoughts

Following the tips listed in today’s article will greatly increase your chances of creating a high-converting landing page for your financial advisory business.

The sales might not come in right away, but you can rest assured knowing that you’ve made things as easy as possible for your prospective clients to learn about your services and become a paying client if they wish.

As a financial advisor in the digital age, your website is one of your most powerful digital assets. But it isn’t the be-all and end-all of your financial advisory practice. To learn more about the other aspects of building a successful financial advisory business, check out my comprehensive coaching program today.

Challenges women face – 14 ways financial advisors can prospect to women

In all the years I have been helping financial advisors with prospecting , I have rarely come across an advisor who has strategically identified how to prospect to women effectively. Prospecting is all about the strategic identification of an opportunity and implementing a new workflow generating new revenue. Therefore, the prospecting process must involve the engagement of potential clients who want or need your services.

Prospecting new customers are the foundation of making sales in a business, making it a critical stage for any business to thrive.
Statistics show that financial advisors who focused on prospecting in their career end up being successful, far more so than other advisors.

This article will discuss some of the most productive prospecting ideas that will bear fruit when put into practice and provide a way of generating leads rather than buying them.

Let’s get right into our topic and first explore the benefits of prospecting.

Why Is Prospecting Important?

Prospecting helps develop a pipeline of target clients that can and will be interested in what you offer. A systematic way of developing sales leads comes first and then building upon the leads and making prospects out of those you attract.

If you’ve read my other prospecting blogs then you know that I believe the time spent prospecting should be higher the less time you’ve been in business.

For example, less than 5 years in business you should be prospecting 50-75% of the time in your model work week. Any ambitious advisor will make prospecting part of their daily responsibility.

What Is The Best Approach To Use When Prospecting To Women?

We can all agree that prospecting takes guts, but it is the key to getting more clients as a financial advisor. It means that the advisor and the prospecting process are intended to be bonded to one another.

The bonding takes place when an advisor address the hot buttons and points of pain that women experience in their finances.

You may need to work intelligently and be strategic. As you focus on bringing in new prospects, you can establish a magnet to bring women clients to you.

Here are useful financial advisor prospecting ideas

1.Overcome fear – women are easy to talk to!

A financial advisor, who is well aware of prospecting’s importance, will often avoid doing so due to fear of the outcome. In some cases, they may face rejection, especially if they are not well prepared or lack adequate in-depth knowledge of their specialization area.

Proper preparation reduces the risk of being rejected and can improve confidence in future prospecting.

At times, financial advisors may find themselves commiserating about how they hate prospecting.

Such negative thoughts will affect your performance in bringing in new clients. Whenever this happens, it is good practice to shut out the negativity and focus on the positive. Use motivation to keep going with your prospecting tactics.

2.Keep track of your numbers – metrics are important

Focus on the numbers. They are essential in prospecting since the number of prospects you speak with will lead to predictable outcomes.

A clear understanding of your numbers helps you in planning appropriately to achieve the set targets. Given the many external factors that may come into play, variations will occur in the numbers, but you will always have an accurate picture of your sales process status.

Remember, it is the number of people you speak to and the number of people who say “yes” to a first meeting.

How many “no’s” do you get before you get a “yes”?

3.Use a CRM – know your next step

CRM software will make your life easier since it will generate the statistics you need. This is a way of being able to develop an action plan for pending tasks alongside the prospects you are communicating with.

4.Handling rejection – it’s not you, I promise

Rejection is a healthy part of the prospecting process. How you handle rejection as a financial advisor is what defines the boundaries of your ‘business health’. Advisors who have a hard time accepting rejection may feel hopeless.

Don’t take anything personally! Prospects are not rejecting you! “No” might be the answer now, but “yes” could be in your future soon.

5.Create a custom script to speak to women

What works for one person will not necessarily work for you, so having an original script makes your contact unique.

A script for every stage of the prospecting process is necessary as it will help you eliminate any surprise elements along the journey. It gives you confidence knowing the direction you will take your conversation.

The scripts may vary from one contact to another. Your script may start out one way and take a different turn. It’s important to flesh out the possibilities. The prospecting efforts of any financial advisor will be improved when a script is used.

Try this prospecting script here:

6.Leverage your client list

Leverage will amplify your business. It involves maximizing your advantage. It begins by identifying your loyal clients and studying their patterns or the specific characteristics that make them essential to your business.

Understand them fully and you will achieve a milestone towards leveraging your relationship with them.

THE KEY: Contact them on a regular basis and find many ways to ask for referrals in a natural and creative way.

7.Express appreciation to your women client

Plan out your year and organize at least one client appreciation event. Here are 5 excellent ideas for Client Appreciation Events. During Covid, we may need to be more creative, so here are 20 more ideas.

8.Create strategic alliances that serve you

Referral partners are vital in the life of a financial advisor seeking prospective clients. These partners include insurance agents, estate attorneys, or CPAs. A good opportunity may be inviting these referral partners to the client appreciation events I mentioned earlier.

It’s important to have several CPA’s to refer your own clients to, so find 3 -5 suitable prospects. Teach them that you work with women and that you understand their concerns.

9.Use of direct mail

While direct mail is not the best avenue for advisors who work with anyone and everyone, when you work with women as your target client, direct mail can work to garner interest. Get to their hot buttons and points of pain in the direct mail. See my image above at the top of the blog post and you will get a few ideas.

10.Get involved in your community in women’s issues

Interaction with the local community and organizing small volunteer events will enable you to meet more people and a minimal cost—the choice of the event in which you volunteer matters. Get involved in the events that you are passionate about, not just joining for the sake of it.

11.Cold Calling women prospects

Effective use of cold calling can attract more prospects if you have a script (see above) and something of value for women to offer them. An ebook about women and money. An event focused on women’s financial issues.

It is not always about the number of calls, but the quality of the content delivered.

If you make 25 calls to get 1 “yes”, then making 50 calls will get you 2 “yes’s”!

12.Utilize LinkedIn to find women prospects

Networking on LinkedIn can open your circle in many ways. A financial advisor prospecting for women clients can become actively involved in groups for women. Something as simple as asking a question in a group, while using a visual image, can call attention to your financial practice.

13.Perfect your elevator speech

It is always good to appear professional even when you are caught unprepared. A dream prospect may approach via phone or at an event when you least expect it. Creating small talk when you have excellent elevator speech will help you gather your thoughts quickly while remaining relevant.

Remember, the conversation is critical since it can help you win or lose a prospect.

Looking for a great guide to writing your elevator speech?

14.Leveraging your website

Your website is a robust tool that is entirely under your control. The website is capable of sending warm leads your way even when you are not making any effort. I like to say that your website works for you 24 hours a day, even when you are sleeping.

Maximizing your website is a simple process. As a financial advisor, start by creating a landing page for women in various stages and transitions of life. Speak to their pain and concerns. Have a way for women to book a call with you by using Calendly or ScheduleOnce.

Final thoughts

Prospecting is a form of marketing, but all marketing is not prospecting. Prospecting is face to face communication and stepping outside your comfort zone to attract women clients, whether via cold calling or using your website. Clients events or centers of influence.

Attracting women clients is about identifying a market gap. Women are under-served in financial services and you have a passion for working with them. Use some of these ideas to attract more female clients!

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