6 Tips for Creating Better Calls-to-Action for Financial Advisors

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Getting prospective customers to make the next step in the buyer’s journey is a difficult task. An effective, creative call-to-action (CTA) can help motivate prospective customers to take that next step. A CTA is an image or line of text that prompts your visitors, leads, and customers to take action (Hubspot). The ideal call-to-action is engaging, converting a potential client’s interest into action.

A CTA can come in many forms: a contact information form, a button, a link to another page. The CTA provides readers the option to get some other piece of exclusive content, something suited to help move them closer towards a sale. Most CTAs will ask for contact information, as sort of a “price” for that next piece of information. A few examples of call-to-actions for financial advisors might be.

“Book Your No Charge Consultation Now”

“Free Portfolio Risk Analysis”

“Learn More”

“Subscribe Now”

Calls-to-action are essential in content marketing. Without them, the prospects would not be able to take the next step in the buyer’s journey. There are several key things to remember when designing a CTA. The following 6 tips will help you make more effective calls-to-action:

1) Keep It Short

The message you send in your call-to-action, both in the copy and on the button itself, should be short, clear, and to the point. It should explain the benefit the audience will get for clicking on the CTA. Only relevant information should be provided. Focus on the message at hand. Emails with a single call-to-action increased the number of clicks by 371% and sales 1617%.

2) Precise Messaging

Your call-to-action should have a very clear message. It should be very specific and related in some way to the content the CTA is attached to. Do not offer more than one benefit. The copy should be impossible to get confused about, using clear wording and getting right to the message.

Design-wise, the CTA itself should be very clear, standing out from the rest of the page and making it enticing to click on. By reducing clutter around the CTA, Open Mile, a logistics management company, increased their conversion rate by 232%. Your goal is to motivate action. It will take a thoroughly researched, well designed effort to do that. Don’t rush through the effort of creating the perfect message.

Selling financial advice is a sensitive task and your CTA should reflect that. Spend a little extra time to determine what will take someone to the next stage of the buyer’s journey. When crafting your call-to-action you should constantly be considering your market. Why might they need your offer? Are they looking to buy a home and need advice for drawing a loan? Are they seeking to diversify their investment portfolio? You should understand what they want, and craft the messaging of your CTA around that.

3) Landing Pages

When the reader clicks on the CTA, they should be taken to a dedicated landing page for that call-to-action. Don’t take them to your homepage. With no messaging on how to follow up on the CTA they will be confused. They will probably leave your website and find their information elsewhere.

By creating a dedicated landing page for each call-to-action on your website, you will be able to send a more precise message, crafted specifically for that audience. The landing page should be simple, with very few outbound links, except one to navigate back to your homepage. Don’t over clutter the page. It has a very specific purpose, let the page be as specific as possible.

Landing pages work. A study by Hubspot found that companies with 40+ landing pages get 12 times the number of leads than those with less than 5. By offering a landing page for every CTA, you ensure that the offer is right for that person. Create one for people looking to save for a home, create one for people looking to retire, create one for every product you offer. Every campaign you run should also have its own landing page. It will be worth the effort.

4) Don’t Try To “Sell”

Your CTA should not be the final step to making a sale. It should not feel like a sales pitch at all. The reader should feel as if though clicking on the button will benefit them, not benefit you. Depending on which stage of the buyer’s journey the customer is in, you might not even want to ask for contact information. Your goal should be to educate, not to sell. Sell them when they are ready.

Your industry and services are a complex transactions. Inbound marketing efforts for financial advisors should be focused on educating them on their interests, challenges and why they may need your services. The absolute end goal of digital inbound marketing (and any other form of marketing) for financial advisors getting prospects in your office. Sell your clients in person by letting them come to you.

5) Design Aesthetics

There are many design choices to make in regards to CTAs. You can choose a simplistic design, utilize distinctive colours, or use whatever design concepts you wish. In reality, as long as the call-to-action is clear and easy to see, the design of the page is up to you. The important thing about designing a CTA is choosing an attention grabbing button, with a message that engages the audience. You want to tempt them to find out the new information, or to take the next step in the buyer’s journey.

One piece of advice though: placing the call-to-action below the fold will increase conversion rates 20%. People prefer to click on things that have been explained already. A CTA at the very top of the page can be intimidating and not make much sense yet to the visitor. The design of your CTA and landing page should reflect the overall stylistic choices of your website.

6) Additional Resources For The Next Step

After the reader has given you their contact information and gotten their hands on that next juicy piece of content, you might be celebrating. But unfortunately, your job is not done.

There will need to be more calls-to-action, to motivate that customer to take the next step. Your goal should be to create resources, planned out to walk people through the buying journey from visitors to clients. If you help guide them through the buyer’s journey, you will know who is interested in your particular services.

It is important to have content for every stage of the buyer’s journey. No matter where on the buyer’s journey a particular visitor is, you need to have content that can walk them to the next stage. Always be educating, moving people towards a sale.

What did you think of our list? Would you add anything? Do you have any fantastic tips to make better calls-to-action? Let us know on Twitter @VeridayHQ.

8 Elements of the Perfect Advisor Website Homepage

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The homepage of your website is the most viewed and linked to page of the average website and as a result it is one of the most important pages on a site. If you’re a Financial Advisor looking to create a great website, here are the eight elements you need.

A Clear Value PropositionWeb address

These days, people do the majority of their research online. Therefore, it’s important that your website clearly and succinctly explain exactly what your business is about. What areas do you specialize in?
What types of services do you offer? What sets you apart from other Advisors? For many people, your website homepage will be their first contact with your business. If they have to click a bunch of links just to find out what you offer or what sets you apart, chances are they’ll simply move onto another website.

Clean, Correct Writing

The perfect Advisor website homepage requires the use of correct language. If your website is riddled with grammatical and spelling mistakes, or even just bad syntax or awkward wording, people will not take you seriously. If you’re not confident with your writing skills, make sure you hire someone who is to do your business writing for you. Quite simply, bad writing means bad business.

Clear Call to Action

A call to action (CTA) is a button or link that you place on your website to drive prospective customers to become leads by filling out a form.  CTAs also help to guide your visitors into or through your website.  CTAs help to direct focus and make your website more efficient by giving your visitors a path to accomplish their objectives.

A Professional Photo

Make sure you include a professional, high-resolution photo of yourself on your webpage. If you work as a team of Financial Advisors, include their photos, and perhaps a professional but collegial-looking group photo. By including a photo of yourself and your team, you’ll not only personalize your website, but you’ll help establish a sense of trust with your viewers.

An Informative Bio

Your bio is the place where you tell your viewers (and prospective clients) a little bit about yourself. This section is especially important as, like the photo, it helps you reach out to your clients in a personal yet professional way. Keep your bio short and to-the-point, but don’t be afraid to throw in a few fun facts about yourself.

Use Keywords

In order for you to have the perfect Advisor website homepage, you need people to visit it. Make sure people can find your website by using strategic keywords that will come up when someone is using a search engine to find out information about Financial Advisors. There’s no point in having a webpage that no one can find!


The design of your website should be sleek and well-organized. It should express the unique personality of your business, and clearly outline your services.

Keep the Text to a Minimum

People’s time is valuable, and most people don’t want to read a whole bunch of text that is irrelevant to what they initially searched for. Keep the text on your homepage simple, direct and informative. Make sure all your links work as well; broken links give an impression of unprofessionalism.

Remember, your website is an expression of your business and its capabilities. Don’t just throw up any old thing on the Internet; spend a bit of time and money investing in the perfect Advisor webpage.

Advisors: You’re Losing Clients by Ignoring This Critical Website Mistake

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Financial Advisors:  What do you want your website to accomplish? What is the primary goal for your website visitors? How are you directing your visitors to accomplish these goals? 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, otherwise known as CTAs. A CTA is a button or link that you place on your website to drive prospective customers to become leads by filling out a form on a landing page.

One of the most costly mistakes that we see on Financial Advisors websites is in their CTA, or lack thereof. Without a call to action, your website cannot generate leads like it is intended to do. You could write the most compelling website copy, and it wouldn’t amount to anything if a call to action wasn’t clearly defined to capture that prospects information. A clear call to action will help to increase your profits by maximizing conversions and improving user experience. In effect, it is the next stage of your sales cycle.

An effective CTA provides:

  • Focus to your site
  • A way to measure your sites success
  • Direction to your visitors

As an Advisor, you can present your services and start a conversation with people who need your help.  Use calls to action to direct visitors to a contact form, a newsletter subscription, or other call to actions such as:

  • Download an E-book
  • Make an appointment
  • Free consultation
  • Interactive Tools
  • Webinars

A call to action provides your visitor with direction and a number of different progression points. CTAs must be logical and related to the content on the page. For example, let’s say you have a CTA 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, 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 for how you want your prospects to get there.

Not many people pick up the phone these days after visiting a businesses’ website. This is why it is far better to have a softer call to action that allows you to communicate with your prospects on a regular basis.

Guide to Content Marketing

3 Reasons Advisors Need Calls to Action on Their Website


Having “calls-to-action” on a website is a way to increase the effectiveness of what your website can do for your business. Surprisingly, 70% of small business B2B websites lack a call to action (smallbiztrends.com, August 2013). A call to action (CTA) is an instruction to your visitors to perform an immediate action. Some examples of a call to action could be:

  • Subscribing to an email newsletter or regular email communication
  • Scheduling an appointment or consultation
  • Downloading a whitepaper or some kind of content offer
  • Requesting a quote

Many beginner or novice marketers or sales people over look the importance of having a CTA and are thus achieve limited results with their digital properties. Not having a CTA on your website is analogous to ending a phone or face to face meeting with a prospect or client with no next step or follow on activity. Needless to say, it’s a critical component for every advisor’s website. Here are three key reasons on the “why”:

It helps to remove the “dead ends” from your website

When prospects visit your website for the very first time, there’s a high likelihood that they came to your website by entering a search term, such as your company name or perhaps some keywords that match an article or blog post that you wrote. If the content you’ve authored is useful and relevant, the visitor will take the time to read the content and learn from you. So far so good. Once the visitor has finished reading your content, they may have a desire to continue to engage with you, because, after all, the content was useful! Not having a call to action or a way for them to continue their journey with you will most likely cause them to leave. Pages on your site with a high number of hits and a high bounce rate is a good indicator of a dead end on your website. Avoid this trap by placing a call to action at the end of every one of your blog posts. If you’re not blogging yet, not only should you consider starting, simply place a call to action on each page of your website. It could be as easy as placing a small form to subscribe for updates.

Enhance your website’s user experience by using calls to action and remove those dead ends!

Provides visitors with a way to increase their level of engagement with you

If you’re an advisor who has built your practice from scratch or is in the process of growing your practice you’ll be familiar with the concept of a marketing and sales funnel. The marketing and sales funnel is a way to visualize what is effectively a qualification process that you follow to manage, strategize and execute against in order to generate new or repeat business. There are higher volumes of prospects at the top of the funnel than there are at the bottom of the funnel (hence the word “funnel”) and at each stage, different activities are used to manage a prospect from the top to the bottom and eventually a paying customer.

In a digital sense, your website, is one vehicle that can be used to qualify create separation between individuals who are just shopping around and individuals who have problems that need to be solved now. A technique commonly used amongst marketing professionals is the use of calls to action. A CTA can be used as a gateway to further qualify a lead. For example, when a new visitor comes to your website and signs up for updates they are starting a somewhat passive relationship with you. They want to learn more about what you have to say but they aren’t ready to speak with you directly. In this example, the visitor has separated themselves from those who are simply browsing your website. They aren’t a fully qualified lead just yet, but they have taken their level of engagement with you to another level by providing you with their email address (and possibly their first and last name).

Allows you to test the effectiveness of your content

We often hear advisors ask about whether their content is working or not. A big part of a successful digital marketing engine is, in fact, the data but this can be a time consuming task and many advisors are too busy to even write the content for their website and other digital properties. One way to test the effectiveness of one’s content is, you guessed it, the use of CTAs. We’ve all heard the term “Content is King”. Content is not only a way for advisors to connect with their prospects and clients, but it is also a way to establish trust and to demonstrate value. If your visitors find your content useful and educational, then it is logical to assume that they will want to continue to stay in touch with you and engage with you. As mentioned earlier in this post, using CTAs is a great way to provide that next step of engagement.

Just remember, useful content incentivizes higher levels of engagement which leads to increased trust and eventually revenue. Use CTAs to escalate engagement and measure the effectiveness of your content!

Do you have a question about content marketing? Still wondering how content can be used to generate leads for your business? I want to help. Get in touch with me using our contact form or simply email me directly!

Financial Advisors: 3 ways you are hurting your online presence

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These days, everything under the sun is Google-able. Anything and everything can be found online. The World Wide Web has eliminated time and geographic constraints for businesses looking to build their online reputation, connections, and influence.  Although the web has provided us with many great opportunities, there are also ways that the web can hurt your businesses reputation.

Making a poor online first impression

Your website is your business card and the face of your online business. Prospects form an opinion about your business within the first 10 seconds of their visit. This is why, more then ever, it is important to have a professional looking website. A good website communicates to prospects that the owner cares about their business and online image, and it makes the visitor feel like the business is trustworthy. Poor design, or do-it-yourself websites, can communicate business instability and a lack of credibility.

Being too controversial or negative

Original and refreshing content can help you stand out from your competitors and help to create loyalty among your visitors. Solve a problem for your prospects or provide fresh insights into your industry. Predictability is a sure way to lose followers but so is being too controversial. Being intentionally controversial is not the way to get people’s attention. The way you choose to discuss topics will determine people’s perception of you. Be positive, be interesting, but don’t be negative.

You’re not promoting your services

Make sure you are clearly showcasing the services that you offer and focusing on problems that you can solve for your prospects. Prospects need to know exactly what services you provide (so do search engines) and how you can help them. You should also make sure you are including a clear call to action. What do you want your prospects to do? Should they call for an appointment, or contact you through your website?

Your reputation is displayed online 24/7 so it is important to proactively protect your online presence.  Start with your website. Would you rather do business with a professional, well-groomed person wearing a nice suit, or a person who looked like they just rolled out of bed?   The same comparison can be made for people’s impressions of your website, and who they decide to do business with.

Still wondering how to improve your online presence?  We want to help!  Get in touch with us today.