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It’s true – first impressions are everything, and when it comes to your website, they happen in a flash.
In a matter of seconds, your website plays a critical role in converting cold leads into warm prospects. But, as I often tell clients, it’s not just about looking good; it’s about standing out and keeping people interested. Staying competitive and capturing the attention of potential clients shouldn’t be an afterthought. Creating a website that attracts the right clients leaves a lasting impression.
The power of first impressions
Put yourself at the keyboard of your prospective clients. When they land on your website, are they getting a sense of déjà vu? They may if your website looks like everyone else’s. Just as the top half of a newspaper is termed “above the fold” for its prime real estate, your hero section is that first peek users get of your website before they scroll. With just seconds to capture their attention, this area is your opportunity to make an unforgettable impression that separates your firm from others.
Here are four ways to hook visitors:
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Captivate with copy and images: Instantly address your target audience’s pain points, aspirations, and goals.
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- Use compelling copy and headlines that resonate emotionally, offer solutions, and introduce your firm’s unique value propositions (UVPs) to help clients understand why they should choose your firm over others.
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- Pair your copy with high-quality, relatable images or photos of your team and clients that convey trust, professionalism, and a sense of connection.
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Embrace distinctive design elements: Aim to be unforgettable with a layout, fonts, colors, and imagery that paint a picture of your brand.
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- Use a unique arrangement of elements, rather than a cookie-cutter template, that guides the visitor’s eye and tells a story about your brand.
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- Use a limited color palette that complements your logo and values, whether your brand is modern or classic.
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Be clear and concise: Visitors should immediately know if they've landed in the right place. If not, your website will lose their attention, leaving them uncertain about the value you can bring to their financial journey and sending them to your competition.
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- Answer fundamental questions, such as what your firm does, who it serves, and the value it brings. For example, “Tailored Retirement Strategies for the C-Suite” communicates more than “Financial Planning Services,” which leaves room for doubt due to its vagueness.
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- Add clear calls-to-action (CTAs) that direct users to their next step, like scheduling a consultation or exploring services.
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Differentiate your firm: What’s your firm’s superpower? Whether it’s your unique investment approach, specialized services, or client niche, find ways to pique your ideal clients' interest.
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- Case studies of success stories will humanize your brand and demonstrate your expertise and impact.
Give them a reason to return
You’ve attracted a potential client’s initial interest, but getting them to return is just as important. Here are ways to create a website that provides value and builds trust to keep clients coming back for more.
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Freebies: Offer valuable resources in exchange for visitors’ contact information, such as downloadable guides, reports, or e-books relevant to their financial needs.
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Newsletters and email campaigns: When users sign up for your mailing list, you can deliver regular high-value content with a newsletter or email drip campaign. I find it helpful to mix financial insights with human-interest stories that provide industry news, market updates, and other content that addresses pressing topics tailored to clients.
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Podcasts and blogs: Give users the option to subscribe to a podcast or follow your blog for in-depth discussions about market trends, financial strategies, and tips for success. This showcases your knowledge and positions your firm as a trusted resource. (Read my Advisor Perspectives article about cultivating thought leaders at your firm.)
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Show up in other areas: Retargeting ads or an invitation to follow you on social media are different strategies to stay top of mind, re-engage, and build a memorable connection with prospects.
This is also where you can weave in your brand’s tone, values, and messaging while leaning into content that resonates most with your clients. (Here are more insights about identifying which content your clients may want.) This consistency makes your firm’s identity and website unmistakable.
From visitor to valued client
Clients seek and deserve trust in their financial partner, and your website makes all the difference to grow it. It’s where you engage, educate, and build relationships. Is your website cultivating trust? By carefully curating your content, differentiating your brand, and offering value, you create a powerful tool that acts like a magnet drawing in clients and the glue that keeps them. Your website is at the frontlines, sparking curiosity and conversations – so make it memorable, personal, and the go-to destination for those seeking financial guidance.
Lauren Hong is president of Out & About, a full-service marketing firm that she founded in 2013.
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