New Client Relationships via Organic Growth
Financial advising thrives on trust, credibility, and establishing genuine client relationships. In this digital-centric age, a financial advisor’s website is the first point of contact, often before a handshake or phone call. For planners, advisors, and accountants, ensuring that this online touchpoint reflects their competence and is tailored to their target audience is imperative. This article covers how to increase organic growth from a financial advisor website.
Organic Client Growth: A Sustainable Strategy
While looking for quick fixes and instant results in digital marketing might be tempting, organic tactics are the most enduring and meaningful growth. Organic growth ensures that your website reaches individuals genuinely interested in your services rather than those led by aggressive advertising or paid campaigns. Organic growth can lead to a higher conversion rate as the traffic to your website is more relevant and targeted.
Moreover, financial advisors gain from organic growth because it:
Builds lasting trust:
Clients are more likely to trust organic search results more than paid ads. They believe that if a site ranks high on a search engine organically, it must be because of its merit and not its marketing budget.
Offers cost efficiency:
Although it might take time and consistent effort, organic growth results often outlast and outperform paid campaigns. Over time, this means more leads for less money.
Regular Maintenance and Security: Non-Negotiables for Financial Professionals
Given the sensitive nature of financial data, website security should be paramount for financial professionals. Regular website maintenance is not just about updating content or improving aesthetics; it’s about safeguarding your client’s data and your reputation.
Below are some general guidelines to follow that will increase growth potential.
Up-to-date security:
Cyber threats evolve every day. Financial professionals can be a step ahead by ensuring regular updates and patches, safeguarding their client’s data and credibility. As noted below, up to date security can keep your site running for business.
Avoiding downtime:
Another reason for recurring maintenance is preventing hacks and unnecessary downtime. More than a third of websites are built with WordPress which if not maintained is extremely vulnerable. Loss of access to your site and downtime can severely impact your business.
Optimal performance:
Nothing deters a potential client faster than a slow, unresponsive website. Regular maintenance ensures that your site is always in top shape, providing visitors with the best experience. Websites that have out-of-date components (WordPress plugins) can slow the site and expose you to additional risks.
Fresh content:
Updating your content helps improve search engine rankings and showcases your expertise and knowledge in the ever-evolving financial landscape. When was the last time you updated your website? Developing a content plan to include consistent publication of high-quality information can help to have site revisits.
The Pitfall of Ego-Centric Content
One common mistake observed on many websites is a disproportionate focus on the individuals or the firm rather than the prospective client. While showcasing credentials, experience, and success stories is essential, answering every visitor’s question is equally crucial: “What’s in it for me?”
Clients are less interested in where you studied or the number of certificates on your wall. They want to know how you can address their pain points, achieve their financial goals, and ensure their well-being. Shifting the narrative to resonate with clients’ needs and concerns can significantly improve engagement and conversion rates.
Poorly Optimized Websites
Lastly, it’s a missed opportunity when a financial professional’s website isn’t optimized for its target audience. This is more than just using relevant keywords; it’s about user experience, mobile optimization, and content that speaks directly to the core concerns of the target demographic.
Consider The Following Success Factors
Mobile-first design:
A large segment of your potential clients access websites on their mobile devices. If your site isn’t mobile-friendly, you risk alienating a significant portion of your audience.
Clear call-to-actions (CTAs):
Your prospective clients on your website should be clear about what to do next. Whether to subscribe to a newsletter, book a consultation, or download a resource, a clear call to action will guide them to take the desired action.
Engaging and educational content:
Rather than just selling your services, offer value. Webinars, blog posts, eBooks, and other educational resources can position you as a thought leader, building trust and attracting more qualified leads.
For those with the CSLP® Designation, publishing your credential on your website and featuring details about how you help student loan borrowers is one specific example. Identify some of the confusion borrowers can face. Provide lists of resources associated with student loans and other services you offer. Ultimately, the longer a visitor remains on your website, the more likely they will engage in some way.
Summary
In conclusion, for financial professionals, the digital landscape offers an immense opportunity for growth and client acquisition. However, this requires a genuine commitment to building organic growth, regular website maintenance, client-centric content, and optimization tailored to the target audience. In the competitive financial advisory landscape, ensuring your website accurately reflects your expertise and client commitment can set you apart and drive sustainable business growth.
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About the CSLA Institute
Educational services to professional financial advisors student loan borrowers.
The CSLP program for financial professionals enables their delivery of advisory services to clients with student loans. Student loan borrowers can locate qualified advisors to assist with their student debt questions and planning.
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