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8 Common SEO Mistakes that Advisors are Making (and how to avoid them)

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As a Financial Advisor, you want your website to be optimized for search engines so that you can be easily found by prospects. The last thing you want to do is spend hours on end creating website content only for it to go unnoticed. However, it’s not all about what you should do to optimize your website, but also what you shouldn’t do to avoid getting penalized by search engines.

Below are 8 common Search Engine Optimization (SEO) mistakes and how you can avoid (or fix) them:

  1. Not optimizing for local search

In such a digitally connected world, businesses try to market to anyone and everyone. Although, in the process of doing so, some lose sight of their local audience. According to Search Engine Land, 67% of smartphone users want ads customized by city and 61% want ads customized to their immediate surroundings. As a Financial Advisor, you likely work with clients within your region (and they’re probably searching for local Advisors). It’s especially important for you to optimize your website for local search to reach your target audience.

Things you can do to get started:

  • Include region-specific keywords in your page titles and meta descriptions
  • Include an address and local number on your pages, and in the header or footer
  • List yourself on Google My Business

Google-my-business

  1. Not optimizing for the right keywords

What are your prospects searching for online? What key terms are they typing into Google when looking for the services that you offer? Keyword research is vital to your search engine ranking success. If you aren’t focusing on specific and relevant keywords throughout your website, it will make it very difficult for your prospects to find you.

Some things to think about to get you started on picking the right keywords:

  • Do you specialize in a specific area (life insurance, health insurance, retirement)?
  • Are your services focused on a specific region or city?
  • Do you target a specific demographic (women, doctors, millennials)?

When answering these questions, you may end up with answers similar to the following:

  • Toronto Financial Advisor specializing in women’s life insurance
  • Victoria and Vancouver Health Insurance Advisor for women
  • Retirement planning services for new graduates in New York City

When focusing on keywords, it’s best to be as specific as possible. Focusing on generic keywords might bring you more traffic, but it may not necessarily be the right traffic for your Advisory firm. The more specific you are, the higher the quality of your traffic will be.

  1. Keyword stuffing

Keyword stuffing refers to when websites cram as many keywords as possible into a webpage’s text without intent to provide useful information to the reader. Practicing this can lead to your website being penalized or even banned in search rankings on major search engines like Google.

Google’s ranking algorithm has become very complex and intricate. If you want your website to rank higher on search engine rankings, you’ll need to ensure that you are not keyword stuffing on your website. By proving your readers with content that is valuable, natural, and unique, your target keywords should naturally appear in your content.

  1. Focusing on link quantity over quality

Links are another important aspect of SEO. The higher number of quality links leading back to your website, the higher your web pages will rank. To a search engine, the more trustworthy, non-spammy, and relevant websites linking back to you, the more authority you must have on the topic.

Some things to note:

  • Links within content are more effective than links in a sidebar or footer
  • Links from related websites are better than links from non relevant websites (ex. Another Advisor website linking back to you versus a pet store website linking back to you)
  • Buying links can get you banned from a search engine

A great way to build more links is through social media. Make sure that your blog is socially shareable so that it is more likely to get shared on different social platforms like Twitter, Facebook, LinkedIn, StumbleUpon, and Pinterest. In turn, this will help to increase traffic to your website and help you build a better reputation with search engines.

  1. Broken links

Does this look familiar?

SEO Common Mistakes Advisors Make 404 error notice

Broken links are the ones that bring you to a “404 error” page. According to Siteimprove, the most common, self-inflicted, causes of broken links are:

  • Renaming or moving a webpage and forgetting to change your internal links
  • Linking to content (PDFs, videos, etc.) that have been moved or deleted
  • Linking to a third party page, and not knowing when they change the URL or move the page

There are many causes for broken links and although Google has stated that having a broken link or two on your website won’t hurt your rankings, it can still negatively impact your website in other ways.

  • It can stop search engine crawlers from crawling the rest of that page. Crawlers would move on to the next resulting in some content not get indexed
  • Users favour sites that work (that includes your links)
  • Broken links diminishes trust with your visitors and leads to lower return traffic (which could mean a lower search engine ranking)

It may be time consuming, but it’s good to QA (quality assurance) your website once every quarter. This way you can ensure that you don’t have broken links and that your website is up to date with SEO requirements.

  1. Content that is not useful

Google’s (and other search engines) ultimate goal is to help the user answer their question or satisfy their information needs by providing the best and most trusted answer on its first page of results. This is why there is such a heavy focus on creating useful and valuable content on your Advisor website. Although, it is important that the content you are providing on your website is relevant to what your target audience is looking for.

Unlike before, the new SEO puts focus on value, quality and engagement. High quality content offers Advisor’s clients and prospects unique and applicable information that they can engage with. To get started, write out a list of common questions your clients ask you. Answer them. Once you’ve written out your answers, go over them again and include more detail. Before you know it, you’ll have a unique and valuable blog post to share with your online audiences.

  1. Not using ALT-Tags for images

Researchers found that coloured visuals increase a person’s willingness to read a piece of content by 80& (Xerox). Using images will enhance a viewer’s experience on your website while making your pages look more visually appealing. With this in mind, it’s critical that you not only include images around your website, but use alternative text tags, also known as ALT tags. These tags are used on images without links to provide information about the image to a viewer and to search engine crawlers. ALT tags can help increase your SEO, overall search ranking, and makes your website more accessible.

  1. Not using analytics to see what converts

It’s easy to get caught up watching which phrases and keywords are sending you the most traffic. But it’s important to note that traffic isn’t all that matters. A lot of the time, lower traffic phrases will actually convert better because they are more specific and are able to better hone in on your target audience. Knowing more about what makes your visitors convert will help you increase your ROI. Whether it’s KPI metrics, analytics about your blog, or your email marketing efforts, it’s important to be aware of what metrics will help you measure your online marketing and how to apply that knowledge for further success.

 

Take the time to go through your website and see if you’ve made any of these common SEO mistakes. Research what keywords you want to focus on and start to incorporate them naturally into your website’s content. There is a lot you can do to optimize your website for search engines. It’s important to keep in mind that increasing your search engine ranking will take time, but if you implement these SEO techniques, you’re sure to rank higher in the long run.

The Road to Local Search Engine Optimization (SEO) Success

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On the path to marketing a business, people can lose sight of their local audience. According to a study done by the National Public Radio, localized content had 6 times more Facebook shares than non-localized content. From increasing your website traffic to improving your clients overall experience with your business – localized marketing can do wonders for your Advisory Firm.

According to Search Engine Land, 67% of smartphone users want ads customized by city and 61% want ads customized to their immediate surroundings. With SEO continuously evolving, it’s hard to keep track of how to best optimize your Advisor website and content – especially with a local focus.

There are many elements that go into a building a strong and effective local SEO strategy. One of the most important features to have for your Advisor website is to be mobile responsive as Google now ranks responsive websites higher than those that aren’t in search engine rankings.

The infographic below, courtesy of 99MediaLab, takes you on a visual journey down the road to local SEO success for your business. As a Financial Advisor, be sure to take note of what you are currently doing with your SEO strategy, and what you need to start doing to successfully market to your local audience.

The Road to Local Search Engine Optimization (SEO) Success Infographic

Financial Advisors: Is an SEO firm for you?

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According to imFORZA, 93% of online searches begin with a search engine. As a Financial Advisor, it is important to utilize this powerful tool to your advantage. When users search through Google, 18% of organic clicks go to the first link that pops up. Through the use of an effective SEO strategy (search engine optimization), you can improve your website’s ranking in order to receive more organic clicks.

As an Advisor, you don’t always have the time to fully dedicate yourself to focusing on your website’s SEO.  After all, it can be very time consuming and complicated. Luckily for you, there are many firms out there who focus purely on SEO.

So what is an SEO firm and why should you care?

Simply put, an SEO firm’s aim is to help companies get business from search engines. Through content creation, building high quality links, analyzing results and adjusting accordingly, a good SEO firm can help you rank higher in search engine rankings and increase website traffic from your target audience. Other ways to help boost your SEO include:

  • Meta descriptions
  • Headlines
  • H1tags
  • Link building
  • Using relevant keywords
  • And many more

Some key benefits to hiring an SEO firm include:

Saves time, money, and resources

To really see results through SEO, you must have a good understanding of how search engines work. As a Financial Advisor, your time is money. By hiring an SEO firm, you can get the results you want while still being able to use your time to focus on your clients, business, and different elements of your website such as content creation.

Helps you better understand your clients

When it comes to the Internet, everything is measurable. An SEO firm can provide you with useful insights about your audiences, prospects, and clients – from their needs and challenges to their online behaviours.

Improves your website’s user experience

With the help of an SEO firm, your website can become more accessible and user friendly. A big benefit of SEO is that it can increase the usability of a website. A more user friendly website leads to better user experience and in turn can generate more sales and conversions for you.

 

An SEO firm can do wonders for your website by increasing your reach, traffic, and conversion rates. However, not all SEO companies are what they seem.  There are many SEO companies that have bad reputations for engaging in shady tactics that could actually get your website penalized by Google, or other search engines.  For something as important as your online presence, make sure to invest the time and research to find an SEO company with a good and honest reputation, and one that cares about the long-term success of your business.

10 Tips to Successfully Optimize your Financial Advisor Website: Part 2

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As a Financial Advisor, having an online presence is important in order to reach new prospects and establish yourself as a thought leader. With so many Advisors making the shift to creating an online presence, just having a website is no longer enough. When creating a website, it is important to implement an effective Search Engine Optimization strategy. In this 2-part series, we will go through 5 more ways to help optimize your Advisor website.

6. Reputable Links

It is widely recognized that websites with reputable links are highly preferred by customers. Bad backlinks include links from websites that are irrelevant, spammy and ad-heavy. These diminish your Advisor website’s appeal and thus makes it feel less credible to visitors and search engines. The more relevant and reputable the links are on your website, the higher your website’s ranking will be.

7. Fast Page Load Time

A one second delay in page response can result in a 7% reduction in conversions (Kissmetrics). When searching for information, most customers look for something quick and concise. A great way to avoid long page load times is to ensure the size of images you use are small – try for 690 pixels or less.

Having a responsive web design is also a key factor, as many clients want to be able to access your website on any device. This ensures that clients are provided with an optimal viewing and interaction experience. Doing this can help you decrease bounce rates on your website and help increase your conversion rate all while increasing your search engine ranking.

8. Use catchy titles for your content

Viewers often skim through titles of articles and posts until one catches their eye. Having a catchy title is the key to driving more traffic to your Advisor website. A title that sparks curiosity determines whether a reader chooses to read your content or to skip over and read someone else’s. So be sure to create a title that is eye-catching, concise and unique.

9. Add fresh and relevant Content

As Bill Gates once said, “Content is King.” Without unique and fresh content, your Advisor website will blend in with the crowd. When viewers visit a site, they are looking for timely, relevant and new information. Ensure that your content is always up to date with the current events and trends as this shows that you are on top of trends and it can also help to increase traffic from your target audience.

10. Include a Landing Page

An attention-grabbing landing page is vital to increasing traffic to your Advisor website and can improve your search ranking. A landing page is a single web page that appears when a customer clicks on your website through a search engine or other websites that have linked to you. Landing pages are a striking factor in the process of generating leads as they can leave your prospects with a memorable experience, and thus should include a CTA so the customer has the option to get into contact with you.

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SEO is crucial to your overall digital success as a Financial Advisor. A strong SEO strategy can help increase relevant traffic to your website. Use these 10 tips to get started on strengthening your Search Engine Optimization strategy.  In no time, you’ll start to increase targeted traffic to your Financial Advisor website.

For more tips for success, check out part 1 of this series.

Financial Advisors: Things to Look Out For When Hiring an SEO Firm

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When using search engines, 75% of users never scroll past the first page of search results (Search Engine Journal).  As a Financial Advisor, the higher your search engine ranking, the more traffic your website will receive. So yes, you want to be on that first page – but how do you get there? You can get there by improving your search engine optimization (SEO).

Some Financial Advisors hire companies that specialize in SEO and see tremendous results. Although, just like anything you invest in, you want to make sure it’s worth the money. There are many SEO firms that focus on getting quick cash without delivering long-term SEO benefits for their clients, and others that tend to focus on making false promises. Here are some things to consider when hiring an SEO firm:

Ask for current and past clients.            

Just like reading customer reviews before buying a new phone, you should find out other clients’ experiences when looking into working with an SEO firm. Find out how successful the SEO firm’s past work has been by asking them to provide you a list of past clients. Read customer reviews, testimonials and case studies. The last thing you want is to blindly commit to a big contract.

How experienced are they?

SEO is a fast-changing industry. You want to hire an expert who is able to adapt to changes and is knowledgeable about the latest developments and trends in SEO. Keep in mind that you should look for quality in their experience and how successful they have been rather than focus on how long they have been in the industry.

Does their website have good content?

Think of it this way: You want to ensure your prospects and clients that you are a knowledgeable and up to date as a Financial Advisor. You do this through content marketing; by writing about topics that are relevant to your industry. Just the same, you want to make sure that the SEO firm you hire is knowledgeable and current in their field.

Establish communication

Paying someone to optimize your website without having any real gains (conversions, new leads, new clients, etc) is as good as nothing.  There are many questions you should be asking to establish better communication throughout the process like:

  • What areas will you focus on to improve my websites’ SEO?
  • How often will I be updated with analytics and your progress?
  • How will you improve our search engine rankings?
  • Will you inform me on all changes you make to my website?

You want to always be on the same page as your consultant and the best time to do that is before you agree to any contracts.

Are they making you unrealistic promises?

One way to set apart an SEO salesmen from a legitimate SEO expert is what promises they are making to you. Many SEO salesmen tell prospects that with their work, your website will rank #1 on search engines. Rankings alone are a bad metric for overall performance. It’s more important that the search results drive relevant visitors that take a desired action – such as signing up for a mailing list or making a purchase – once they land on your page.  Making these kinds of statements are fishy. This could mean that the SEO firm may be using illegitimate ways to get you to #1 such as Black Hat SEO techniques.

What happens post-contract?

Who maintains ownership, of the optimized web content that you paid the consultant to provide, once your contract is up? Make sure to come to an agreement with the SEO firm that once you part ways, they will not remove any of the content they have added, modified, or optimized on your behalf.

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If you choose to hire an SEO firm to better optimize your website, be sure that it is legitimate.  A bad or inexperienced SEO firm can have a negative impact, in the long run, on your business’ online presence and search engine rankings.

10 Tips to Successfully Optimize your Financial Advisor Website: Part 1

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Investopedia, Fidelity, Investment Quorum and Streamline Financial Services. What do these financial advisory sites have in common? A strong optimization and lead generation strategy.

As a Financial Advisor, you want your website to be optimized for search engines so that you can be easily found by prospects. The last thing you want is to spend hours on end creating website content only for it to go unnoticed.

Here are 10 ways to optimize your website’s content using SEO (Search Engine Optimization):

  1. Add Call-to–Actions (CTAs)

A CTA is a button, link, or text that can be used to collect important information from prospects and aid in converting them into warm leads or clients. Some effective CTA’s include:

  • Sign up for our monthly newsletter
  • Free Consultation
  • Download This eBook

CTAs aim to push your prospects to share their information with you. This way, you are able to directly communicate with them. For better results, make sure your CTA stands out. Quicksprout does a great job with this with their large and colourful buttons below:

CTA example from Quicksprout

  1. Use Headlines

Headlines are your attention grabber. If your headlines are ordinary and don’t spark curiosity, then it is likely that traffic may be steered away, right to another Advisor website. The key is to use adjectives, numbers, and make bold statements. “10 reasons to retire right now.”

  1. Use a Meta Description

Headlines grab your audience’s attention while meta descriptions give your prospects more insights into what your webpage is all about. They provide a concise preview of a website page’s content, and are used on search engine result pages.

Meta descriptions must be short, unique and relevant. It is beneficial to include custom meta descriptions that instills curiosity in your audience, convincing them to click on your website in their search results.

 Meta Description Example - Digital Agent

  1. Choose Keywords wisely

As a Financial Advisor, using relevant keywords is vital to driving your target audience to your website. These keywords should not be general, broad, misleading or overused. You should use specific keywords, and use them in as many ways as possible, when relevant.  Some great areas to use your keywords would be:

  • Title tags
  • Sub-headers
  • Links
  • Alternate texts (images)
  • Content

The use of relevant keywords can assist in increasing Google’s ranking when they assess your website. Use keywords appropriately and don’t overuse them as Google may penalize you for “keyword stuffing,” which may decrease your ranking.  Keyword stuffing refers to when websites cram as many words as possible into a webpage’s text without intent to provide useful information to the reader.

   5. Optimize Images by using ALT tags

Researchers found that coloured visuals increase a person’s willingness to read a piece of content by 80% (Xerox). Using images will enhance a viewer’s experience on your website and make your pages look more appealing. With this in mind, it is vital to include alternative text tags, also known as an ALT tag. These tags are used on images with no links to provide information about the image when a viewer hovers their cursor over it. The tags help increase your SEO, overall search ranking and makes your website more accessible.

As Matt Cutts, the former head of Google’s Web spam team once said, “SEO is like a resume. You polish it so you have your best foot forward.

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For more ways to optimize your Financial Advisor website for search engines, check out part 2 of the series.

The Benefits Of “Google My Business” To The Financial Advisor

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Google My Business is a great way to connect your business to web users looking for your service. In a previous post, I explained just exactly what Google My Business is all about. Here are 3 key reasons why you shouldn’t wait any longer to get your practice on Google My Business.

Reason #1: Produce Better Search Result Information

When you list your business on Google My Business, it gives Google more awareness of who you are, what you do, and most importantly, where you are located. Here’s an example of what you can expect your search result to look like when not using this Google service. In this example, I did a search for “beaufort planning”.

Search results with no Google My Places listing

Ok, so what, right? It produced search results and if you’re “The Beaufort Group” you’re doing a happy dance since you’re listed at the top. But what about the information it provides to the user? There’s a link, some preview text describing the firm and the website address to their website. Is this useful?

Now, here’s another example search I did on “veriday”.

Enhanced search results using Veriday

With this example, there are 3 distinct visual enhancements between the first and second example provided by simply getting listed on Google My Business.

  1. The Address information (i.e. where it reads 5450 Explorer Dr., etc.) This is inserted below the description of the website on the left hand side. Google is pulling this information directly out of Veriday’s “My Business” listing.
  2. Interactive map. Google will automatically create this map on your behalf using the address information you’ve provided. This provides your potential audience with relevant location information about your business. Additionally, Google will also grab images from your profile and drop it into this search result which is a great way to present your brand to the user without requiring them to visit your website.
  3. Listing information about Veriday. This will vary from company to company depending on the amount of information provided. Everything from the address, to hours of operation, phone number and in some cases, the latest post in Google+ will display.  You can also have customer reviews show up. All of this is customizable.

Note: There is a 4th visual difference but that one isn’t directly influenced by having a Google My Business listing.  I’ll be sure to cover this in another post.

So, what makes the result in example 2 more useful than example 1? Simple, location information and contact information are the most common pieces of content that users are looking for when searching a business both on their desktop and mobile devices. By presenting this information instantly to the user, it saves them the time they would otherwise spend looking for that information on the website. In the “beaufort planning” example, I would need to hit Beaufort’s website to find more information.

Reason #2: Enhanced Mobile Search Experience

There’s plenty of data that points to the reasons why delivering a mobile experience is important for users. Luckily, Google has already taken this into account. Creating a Google My Business listing helps you deliver an integrated experience across smartphone, tablet and desktop. The best part is that you don’t need to know a single line of code to do that. Notice how the exact same example produces a very similar experience when I perform the search on my smartphone. The location and contact information is present first in the case of “veriday”, where a Google My Business listing exists.

Beaufort Planning mobile search Veriday Mobile search results

Note the 3 links that Google provides:

  1. A “Call” link. When users click on this link, it provides a single click to call function.
  2. A “Directions” link. Clicking on this link will bring up the mobile version of Google Maps and provide the driving directions to (in this example) Veriday from my current location.
  3. A direct link to Veriday’s website in case I’m not looking for telephone or address information. This is even more of a justification to have a mobile website since you want to maintain a consistent mobile experience for your visitors.

Reason #3: It’s Free

Yep. How about that. Google provides this service to advisor practices and businesses for free. What’s the catch? Well, it really is all about data, and the accuracy of data. In particular, location based data. The data that drives 1 in 3 searches performed online on Google (not including Google Maps). Google has always been about delivering simple and useful user experiences, hence why their search results don’t have a lot of bells and whistles. Here’s one last thought. If Google believes that the accuracy of location based data is an important part of search, is it safe to assume that if you have a business name similar to another business (who may or may not be a competitors) in the same geographic area and only one of you have a Google My Business listing, that Google will list you higher in search results? Looking back at Example 1 of my desktop search, where “Beaufort Group” appeared higher than “Beaufort Planning”, imagine the result if “Beaufort Planning” had a Google My Business listing. How do you think that would change?

Advisors: A Guide to SEO Keyword Research [Infographic]

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While Google keeps us on our toes with constant Google algorithm changes and updates, one thing that remains consistent when developing a website, or creating content for a website is keyword research. Keyword research refers to the process of determining what keywords your potential customers use in search engines when searching for information. Keyword research is quite possibly the most important part of Search Engine Optimization (SEO) since you cannot begin to plan for the content on your website unless you know which words and phrases you are targeting.

Some 91% of online adults use search engines to find information on the web. And, among search users, 91% always or most of the time find the information they are looking for (Marketing Profs, 2013). They do this by typing in a keyword or keyword phrase.  In return, a search engine’s complex set of algorithms sifts through the enormous amount of webpages in order to find the most relevant pages. This is why keyword research is so important.  Keywords are used in the process of matching your website content to what your targeted viewers are looking for.  For SEO, keywords are the connector, the relationship between you and your prospects, established and indexed by the search engine.

If you want your Financial Advisory practice to be successful in online marketing, SEO remains one of the single most important component’s of any organization’s branding efforts and online presence. When developing your strategy, however, it is important to keep in mind that search engine optimization is a process that takes time to come into effect. Check out the Infographic below, courtesy of ClearSkySEO, which is a quick guide to Search Engine Optimization and keyword research.

guide-to-seo-keyword-research_558ac9e19772c

 

 

Financial Advisor Checklist: 10 Things Every Advisor Should Be Doing Online

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  1. Mobile Optimized Website.

Digital traffic on smartphones and tablets has now exceeded desktops. Consumers expect a consistent experience no matter what device they are using. If your website is not mobile friendly, you are likely losing business to a website that is.

  1. A clearly defined value proposition and target audience.

Your prospects should have no difficulty understanding what it is that you do and how they can benefit from working with you. Your value proposition should contain one or more of the key benefits that you provide to your clients.

  1. Social Media Presence.

If you’re active on Twitter and Facebook, you should ensure your newsfeed is also visible on your website. Many investors use Social Media as key sources of information to help them better understand investment strategy and advice. In fact, nearly 70% of wealthy investors have reallocated investments, or began altering or already altered relationships with investment providers based on content found through social media.

  1. Engaging Imagery.

Do the images on your current site resonate with your target audience?  Are your images dated? Good quality? Legal? Unique? Relevant? Engaging? Powerful? Emotional? Are your competitors using the same image? Will your audience relate to the image?

  1. Dynamic Website.

Static sites do not perform well with your audience nor do they appear at the top of search results.  It is important to stay on top of updating your site regularly with new topics of interests, blogs, articles, etc. in order to keep search engines happy, and to keep your prospects coming back for more.

  1. Polls, Events & Community Outreach.

Are you regularly posting polls to your site to allow for audience feedback and engagement? Are you posting forms to allow your prospects and customers to RSVP to upcoming Webinars or events?

  1. Forms & Calls to Action.

What methods do you have in place to capture the information of prospects visiting your site and to convert them into leads/customers?  If the goal of your website is to create sales and get more business, then it is important that your website has effective Call to Actions. Present your value and use calls to action to direct visitors to a contact form, a newsletter subscription, or other call to actions such as webinars or a consultation.

  1. Blogging.

Hubspot reports that small businesses that blog get 55% more website visitors, and 126% higher lead growth than non-blogging businesses. Blogging also helps you to connect and engage with your prospects. It can help you establish yourself as an expert in the industry by helping to solve prospects challenges through content.

  1. Search Engine Optimization.

Are you putting time into the SEO of your website? It is important to constantly keep SEO in mind when creating and updating your website. Why build a website that no one can find? Target keywords that your target audience might search and create new content that targets these keywords. Make sure you are creating META tags for each page of your site. Meta tags are a great way for you to tell search engines what your website is all about.

      10.  eNewsletter

Do you have a method of staying “top of mind” with your prospects and clients? E-mail marketing is one of the most effective ways to stay in touch with your clients and nurture your prospects. E-Newsletters can be one of the easiest ways that Advisors can repurpose their existing content in order to engage their audience, and remain front and centre when prospects are ready to make a buying decision.

 

Guide to Content Marketing