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.
BE CLEAR ABOUT WHO YOU ARE
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?
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
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?
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.