How to Create a Successful Lead-Generation Process

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In my previous article in this series on funnels for financial advisors, I talked about what is a lead and why they are important. Now you need the actionable steps to start gathering the information you need.

There are two primary ways to get leads. One is through referrals and/or centers-of-influence (COIs); these are based on word-of-mouth recommendations. But I am going to focus on your website and social media traffic, as these are things over which you have more control.


There are several opportunities on your website to capture leads. Here are a few guidelines to follow for each one.

Call to action

A call to action (CTA) is a place on your website where you ask the visitor to do something. It may be as simple as a clickable button to find out more, schedule an appointment or download a checklist. This is a way to provoke an immediate response and get visitors to complete the desired course of action (i.e., share their information with you).

To be successful, there are a few guidelines to follow:

  • CTAs need to be clear, engaging and nurturing. Give visitors a reason to keep coming back.

Simple is always better! This is not the time to overcomplicate things and make it hard for the person to understand what it is that you want them to do.

  • Integrate CTAs into your website pages, blog posts and present them on their own on a landing page.

A landing page is designed for a specific marketing campaign. It is not tied to your website in the traditional sense, but you can direct people to it by providing a link – on your website or in an email or social media post.

  • Have a lead magnet that offers valuable information for just the cost of sharing their email address:

White paper
Free report
Portfolio review
Introductory call