Advisors: Metrics to Measure Your Online Marketing Success

Metrics to Measure Online Success?

There are so many metrics you can consider when attempting to measure your online marketing success. From ROI to CPC there are a million metrics to measure online success. Which ones do you need to know? Which ones affect you? What are your goals?

As you are striving to maximize your conversion rate and enjoy the highest possible marketing ROI, there are certain key marketing metrics you can monitor and measure to gauge your digital marketing success.

Try these actionable marketing metrics below to get a better idea of how marketing is helping to drive your businesses’ revenue. Using these metrics can help you to observe the success of your efforts and make changes to your campaigns as needed:

Metrics to Measure Advisor's Online Marketing Success: What metrics really matter?

So what did you think of our Infographic?

Did you learn the key metrics to measure online success? Do you have any questions or concerns? If you do let us know on Twitter @VeridayHQ or visit our website . Remember we have the marketing solutions needed for financial advisors, we can help you regardless of where you’re located! You can also check out our other content over at We are also on LinkedIn and Facebook, just give us a follow anywhere and we can engage with you!

4 Reasons Why Financial and Insurance Advisor Websites Struggle

, ,

There’s nothing more frustrating than investing in an amazing looking advisor website only to suffer from a lack of website traffic and visitor engagement. Here are 4 reasons and actionable tips you can use to help solve this very common yet solvable problem.

Reason 1: Not enough content and pages

The old saying of quality over quantity does still matter in the world of digital marketing but many advisor websites I’ve reviewed lack a volume of web pages and content, and by content I mean words, images and video. Not enough content implies not enough keywords and not enough pages leads to low page views and low engagement. Search engines require “food” and need to be given the chance to figure out whether your content is useful and relevant. Simply adding more content is an effective way to increase your site’s traffic.

ACTION: Add more content. I know, seems obvious. Avoid adding content for the sake of adding content. Really think through what you are missing on your website. Have you told the complete story of your practice? Your philosophy? How you engage with your clients? How you solve you client’s most mind boggling problems? If after your assessment you feel as though you have told the complete story, consider starting a blog. Blogging is the web’s most effective way to generate organic traffic to websites.

Reason 2: Poor Site Flow

One of the things that make a dancer a good dancer is that their movements follow a logical and progressive pattern and flow. The same logical and progressive pattern is required of any good website. Many advisor websites that I’ve seen have “dead ends” — a place where visitors are not given a choice to continue their journey within the website. It’s also important to remember that your visitors may not always start their visit from the home page. An easy way to determine whether your website has poor site flow would be to take a look at your bounce rates and your time on site. Websites with poor site flow tend to have really poor bounce rates (a bounce rate greater than 50% would be classified as poor) and have visitors who spend seconds instead of minutes on a website.

ACTION: Add more calls to action on your website. Thinking about your website from the perspective of calls to action will force you to think logically about your website’s flow. A call to action provides your visitor with direction and it provides you with a number of different progression points for the visitor. It must be logical and it must be related to the content on your web page. For example, let’s say you think of a call to action that asks your visitor to “Schedule an assessment of their RRSP investment mix”. What’s a logical path to that call to action? It could be, 1) Visitor enters by searching for some tips on effectively saving for retirement, 2) Visitor likes the article and decides to look at what your practice does with respect to Retirement Savings advice and 3) Visitor sees your call to action to schedule an assessment and clicks on it and submits their contact information (first name, last name, email, etc.). Think about what your calls to action will be and plan out the path to get there!

Reason 3: Your Value Proposition is all about You

Writing a solid value proposition can be a challenging and time consuming task. I’ve read a significant number of different value propositions and the most common mistake I run into is the fact that value propositions are always about the advisor or the practice. Very seldom does it ever speak to the visitor. Remember, the first goal of your website is to provide enough incentive for the visitor to click again. That’s it. When someone visits you for the first time or is trying to learn more about you they are trying to figure out how you can help them and not so much about how great you are (that comes later).

ACTION: Re-evaluate your value proposition. Does it speak to your visitors? Does it clearly indicate the problems you help them solve? Or does it talk about what you do and how many awards you’ve received? If you need more tips on writing an effective value proposition, take a look at this blog post.

Reason 4: Where did all the Keywords go?

SEO is critical. With the sheer volume of content that exists on the web, advisors can no longer afford to launch their online brand without knowledge or consideration of Search Engine Optimization. Advisors don’t need to be experts in SEO, but they should understand a the key fundamental aspects of SEO that will help their website rank in a Google or Bing search. Many advisor websites I’ve reviewed have volumes of content, however, there aren’t enough long tail keywords on the page. Before defining a long tail keyword, let’s define “keyword”. A keyword is defined as a word or concept of great significance. For example, “apple”. In search, keywords are used to match search queries, for example, “what is an apple?”. Search engines, attempt to match queries with keywords as a part of their ranking algorithm. Content containing common keywords puts you in a more competitive search rank scenario. For example, doing a search on “Andrew Chung” brings up a ton of other “Andrew Chung” in the world and puts me in a very competitive search competition. Taking the same example, doing a search on “Andrew Chung Veriday”, puts me right at the top. This is an example of a long tail keyword. Even though it still contains “Andrew Chung” (a very common keyword), appending “Veriday” to the end of it makes it unique and enables you to rank high for that particular search. Best practices in keyword optimization state that using your audience’s common language is critical to your keyword strategy.

ACTION: As a start, look at the headings in your content; these are typically titles that have a larger size than your regular text. Are these keywords relevant to your practice? Are they written in your target audience’s language? Are the headings too common (for example “Our Practice” is too common)? Take the 5-10 weakest headings and simply re-write them or enhance them with long-tail keywords relevant to the financial advice industry and your business.


What kind of techniques have you used to help combat low traffic and low engagement websites? Or, if you’ve tried any of these techniques, what were you results?

6 SEO Pitfalls to Avoid During Your Next Website (Re)Design Part 5: Failing to consider your URL structure


Failing to consider your URL structure is mistake #5 in Hubspot’s 6 SEO Pitfalls to Avoid During Your Next Website Re(Design).

One of the most important search engine optimization techniques is using SEO-friendly URL structures to help the indexation of your website.  A good domain name is simple and short so that visitors can easily remember it. Search engines, like users, prefer URLs that make it easy to understand what your page content is all about.

From an SEO point of view, a site’s URL structure should be:

  • Straightforward: URLs with duplicate content should have recognized URLs specified for them; there should be no confusing redirects on the site. (Search Engine Journal, 2014)
  • Meaningful: URL names should have keywords in them. Avoid numbers and punctuation marks. (Search Engine Journal, 2014)
  • Emphasis on the right URLs: SEO-wise, not all URLs on a site are of equal importance as a rule. Some even should be concealed from the search engines. Ensure the pages that should be accessible to search engines are open. (Search Engine Journal, 2014)

Separate words in your URL with a hyphen, or an underscore?

Search engines treat hyphens and underscores differently from one another. Google has made it clear that you should always use a hyphen to separate words in your URLs. Google treats a hyphen as a word separator, but treats an underscore as a word joiner. So, for example tips_for_advisors (using underscores) would be understood as tipsforadvisors. Using tips-for-advisors (hyphens) search engines can  identify the different words and return them in various combinations (ex. tips for advisors, tips, advisors) Using hyphens is better for SEO, making it easier for search engines to identify what your page is about.

Keep your URLs short and simple. Your user prefers it, and so does search engines. When it comes to choosing a good URL – if it’s good for users, it will generally be good for search engines.

Question: What is the biggest challenge you face when it comes to your SEO strategy? Share with us below.


6 SEO Pitfalls to Avoid During Your Next Website (Re)Design Part 4: Failing to identify (and include) commonly searched keywords


Failing to identify (and include) commonly searched keywords is mistake #4 in Hubspot’s 6 SEO Pitfalls to Avoid During Your Next Website (Re)Design.

Keyword research is one of the most important and valuable parts of doing SEO right. Keyword research is about identifying which keywords and phrases are being used, in search engines, by your potential customers to find the products/and or services that you are providing on your website. It is the most important step to drive targeted traffic to your site, and it will help you decipher what topics you should write about and what phrases you should use while writing. If done correctly, it provides a road a road map for building your website and developing content.

Hubspot has provided an exercise for how to establish a keyword list:

  1. Make a list of important topics based on what you know about your business and what topics you’d ideally like to rank for.
  2. Fill in those topic buckets with keywords and phrases that you think are important for your website to rank for in search engine results.
  3. Check to make sure you have a mix of short and long tail keywords in each bucket (great for long term goals and short term wins)
  4. Research related search terms (scroll to the bottom of Google’s results and you’ll notice some suggestions for searches related to your original search)

After completing these steps, you will have a list of keywords and phrases that will help you focus on the right content and topics for your website. Building your business website around your keyword research can provide leverage from which you can further build your SEO strategy to continuously improve your search engine ranking.

In short, researching commonly searched keywords before your website design is a crucial first step in the process for the following reasons:

  • Keyword research reveals your target market
  • Keyword research informs your content
  • Keyword research will inform how you write your content

Do you have your own methods and tricks to identifying your website’s keywords? We’d love to hear about them. Share your tips and tricks below or drop us a line if you have any questions about your next website project.


6 SEO Pitfalls to Avoid During Your Next Website (Re)Design Part 2: Not thinking about SEO from the start


Let’s dig a little deeper into the first of Hubspot’s 6 SEO Pitfalls to Avoid During Your Next (Re)Design. In case you missed it, here is a refresher on What is SEO and why do I need it? One of the biggest mistakes you can make during a website redesign is not thinking about SEO from the start. Many people treat SEO and web design as though they are two separate entities. But, every good developer knows that you must connect both, from the beginning, in order to create an effective website.

If you fail to plan, you plan to fail.

SEO needs to be ingrained in your (re)design strategy from the very beginning. Throughout the process, keeping SEO in mind will allow you to create a site that meets your design and functionality needs, and also excels at SEO. A site designed with SEO in mind will be better indexed and ranked by search engines, which ultimately increases visitor traffic and revenue.

It is also important to understand who your clients and prospects are during the process because your website should be structured and written for them. Creating a website with your end users in mind, and combining web design practices with SEO practices will result in a win-win.

So, what aspects of my website should be developed with SEO in mind? The answer is simple. All aspects. The structure and design of your website, URL foundation, navigation structure, heading tags, the meta description, images, relevant keywords, organized and targeted content, internal and external links, social media integration…to name a few.

Many people are too focused on the look and design of their website.  This is important, but if you are not generating enough traffic to your site, then the design and usability doesn’t really matter much.  Don’t spend time and money to build a website that no one can find.

Still not sure whether the trials and tribulations of SEO are really worth it? Not sure how to infuse best SEO practices into your website (re)design? We’d love to help! Get in touch with us today!

6 SEO Pitfalls to Avoid During Your Next Website (Re)Design Part 1


In today’s digital world, there is no doubt that Search Engine Optimization (SEO) is one of the most important and effective ways of driving quality traffic to your website. Simply put, SEO is the process of making your website a better-ranking site in search engines than other websites within the same industry as yours. In case you missed it, here is a refresher on What is SEO and why do I need it?

As an advisor, designing (or redesigning) your website isn’t just an exercise in aesthetics. SEO makes it easier for your target audience to find you. If you fail to keep SEO in mind when designing your next website, then your target audience will have a hard time locating your site. SEO helps you position your website properly so that it is found in the most critical points of the buying process of your target audience.

So, how can you build your website in a way that will please both your visitors, customers and Google? While there is no one magic answer to creating a website that will rank highly in search engines, there are a few things you can do to help your website rank better. Hubspot has provided a list of 6 common pitfalls to avoid:

  1. Not thinking about SEO from the start
  2. Not doing an audit of your existing site
  3. Failing to identify (and include) commonly searched keywords
  4. Failing to consider your URL structure
  5. Not using responsive design
  6. Failing to think like a human!

Basically, SEO is a way of fine-tuning your site to target the buying patterns and preferences of your clients. Over the next couple of weeks, we will take a deeper dive into each of the 6 pitfalls above to help you boost your SEO performance. Stay tuned!

What are your plans for improving your website’s SEO?  Looking to revisit your website’s SEO process but aren’t sure where to start? We’d love to help. Get in touch with us today!


What Every Advisor Ought to Know about Web Analytics

Monitoring the traffic to your website is a critical component to digital marketing success. Understanding the data can help you make adjustments and also help you determine whether the adjustments and changes you are making to your website are working. Even if you are not the one managing your website, you should still understand the basics of web analytics. This article will cover off 4 of the most basic metrics to help get you started.

Visits (also known as Sessions)

This is a rather straightforward metric. It is exactly as it reads and measures the number of times an individual visits your website. If the same individual visits your website, that also counts (note: there is another metric called Unique Visitors). While “visits” is a rather basic measurement it’s a quick and easy litmus test to gauge your website’s performance. If  you’ve added new content your website, written a blog post, updated your LinkedIN profile with your website address or perhaps even just simply put it on your new business cards, “Visits” can give you some initial signs that those activities paid off.

Pages / Visit

Pages / Visit are one of many measurements of website engagement. When a visitor comes to your website, a visit is logged. However, once they are physically sitting on a page and they click to another page, one page is record as having been visited. A key success factor that any advisor should be aware of is the fact that the primary goal of any page on your site, is to encourage and incentivize the visitor to click again. That’s it. Pretty simple? Well, it makes total sense. If the content on your site is relevant and engaging enough to a visitor, of course they’re going want to read more and when they do that, so does their relationship with your website. What are the primary types of activities that will help increase this measurement? Simple, add more pages or write more blog posts!

Average Visit Duration

Akin to Pages / Visit, Average Visit Duration, is also a measurement of engagement. It helps you to better understand your visitor behaviour and should be viewed in the context of Pages / Visit. Why? Well, if a visitor comes to your website and clicks through 3 pages and spends a total of 1 minute per page reading your articles, that’s amazing! It means that time and time again, they were able to find what they were looking for. However, if a visitor comes to your website and clicks through 3 pages and stays on each page for only 5 seconds, that’s not good. It means they didn’t find what they were looking for and simply took off. Activities that can help boost this metric really revolves around content and volume of content (content being defined as text or copy, images, links or documents) or adding widgets like financial calculators beside relevant content (e.g. Savings calculator placed beside an articles about Savings and Retirement). The more content you have, the more keywords you’ll probably have, and the more chances visitors will find you through Google or Bing when they search for something. Little to no content on your website will lead to very low Average Visit Duration times since there’s literally nothing to read!

Bounce Rate

The last of the metrics for this article and likely one of the most important ones is Bounce Rate. A Bounce rate is yet another measurement of engagement. It indicates the percentage of people who enter your website and immediately leave after looking at only one page. Generally, a bounce rate lower than 40% is arguably better than a bounce rate higher than 40%. A great goal to strive for is to keep your website’s bounce rate lower than 50%. This means that 1 in 2 visitors don’t immediately leave and it also tells you whether you’ve achieved that one fundamental goal of encouraging and incentivizing the visitor to click to another page on your website. Some key activities that can help improve your bounce rates are adding more content (can you see a theme here?), putting content that catches your visitors attention on all of your pages or even adding more pages.

Understanding your website analytics is a critical aspect to owning a website and there are many tools out there that can help you acquire this type of important information. If you have a question about what you’ve read today or just simply have a question about anything Digital Marketing related, please get in touch with us!