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
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.