The Three Things Your Website Needs to Convert Referrals

Kalli FedusenkoAdvisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

Let’s say you have the world’s best clients. They love you, and they can’t stop – won't stop – telling their friends and family about how much easier their lives are with you as their financial planner. But all those referrals from raving fans don’t translate into new client acquisitions. What gives?

Unfortunately, you’re not the only one competing for those referrals’ business. Matt Cress, former Head of Advisor Services with AdvisorEngine, reported that research found 66 percent of financial advisors’ prospects became prospects thanks to a referral, but on average, they received 2.6 different advisor referrals.

So how did those prospects narrow down their choice? With some good, old-fashioned Google searching. That same research found that prospects who were referred ultimately made their decision after looking up each advisor’s company website. On top of that, the remaining 34 percent of prospects who weren’t referred found an advisor in the same way – by typing in things like “financial advisor near me.”

Let’s recap: having the best referral in the world doesn’t convert a prospect. It’s your website that seals the deal, not only for referrals but for organic prospects as well. So you may be wondering, “Is my website referral-friendly?” I’m glad you asked. Here are the three things your website needs in order to convert referrals.

1. Your “Process” Page

Put yourself in a prospective client’s shoes. Why are they looking for an advisor? You already know that most new clients decide to look for a financial advisor because of a major life event, whether that’s a windfall, the death of a spouse, a new job with complicated benefits, etc. This means that more than likely, the world of financial planning is unknown and, in many cases, overwhelming to prospects. Having a well-defined, targeted process page alleviates nerves by helping leads see themselves as your ideal client, providing a sense of relief and belonging.

Calm their nerves before they talk themselves out of booking a discovery call. Make it clear what you help with, how you do it, and why. Remember that prospect who just received an inheritance? This is the page on your website for talking about how you make life easier for clients just like them with smart strategies for navigating capital gains taxes, state-specific inheritance taxes, and estate taxes.

When you think about your process page, make sure it sparks a “Hey, that’s me!” reaction for your target audience. If you’re not sure who your target audience is or if it’s specific enough that a prospect could see themselves as your ideal client, learn how to niche down here with our Digital Marketing Manual.

2. The “About Us” Page

Listen, we all love a good virtual snoop. How big are the portion sizes at that chic-looking new restaurant? What are the odds of finding bed bugs at that Airbnb? Is this movie worth seeing in theaters, or should you wait until you can stream it at home?

The “About Us” section of your website is for creating a good impression on referrals by helping them get to know you before they pick up the phone or schedule a meeting. Let them snoop – encourage them to snoop! – by giving them all the personal details. What got you interested in being a financial planner? What’s the one thing you’ll always be committed to?

Share your pets, passion projects, the charitable causes that mean the most to you, and what gets you up in the morning. When prospects are toggling back and forth between three open tabs to decide on an advisor, you want your website to beat out the competition by creating a deep, personal connection.