When it comes to digital marketing, financial advisors often find it challenging to deploy strategies that reach their clients and prospects in an effective way. In this three-part series, we’ll walk through the three biggest challenges. Whatever stage of the game you‘re at with digital marketing, you’ll get knowledge on what to do after you have a website, communicating with clients, and why consistency is everything.

You might’ve paid handsomely for a new website with professional branding, photos, and lots of bells and whistles, but don’t know how to make it generate leads and referrals for you. Fortunately, you’re on the right track. A website is the foundational piece of your digital marketing strategy. As the front door of your practice, your website communicates within seconds what kind of practice you are, what your values are, and what you might specialize in. This is the first part of know, like, and trust – the three crucial ingredients that turn a prospect into a client.

Now that you have a website, what’s next? First, make sure your website checks the following essential boxes:

  • Is your website professional looking? Your design should be modern and elegantly simple. Your copy should be welcoming, clear, concise, and easy to read. Finally, your images should be professionally photographed.
  • Does your website reflect your brand? In addition to looking good, it should also give prospects a clear idea of what you’re all about. Include an “About” section with information on your philosophy, client-base, and approach, as well as some personal information. While prospects want to know the professional they’re hiring, they want to know the person too.
  • Can prospects easily contact you? A contact button on all pages – and placed prominently on your homepage – is important. Take that one step further by turning someone searching for an advisor into a lead with a “Book a Free Consultation” button under your bio and on the homepage.
  • How do you capture emails? Provide prospects a place on the homepage to enter their email. Then, check to see if you can connect it to your CRM. Watch what happens next.

How’s your SEO?

Once you’ve established your website, you need to ensure it’s optimized. Search Engine Optimization (SEO) makes it easy to find your site when someone searches for you online, or searches for a financial advisor in your geographical area – or area of expertise.

SEO keywords are words implemented into your copy and the coding of your website. These keywords serve as guideposts when someone searches online, leading them directly to your site. If you’re not sure whether your site’s properly optimized, please check with your web designer.

Feel overwhelmed by optimization and ensuring your website is fully functional as a foundation of your digital marketing strategy? You’re not alone. Many financial advisors struggle to find time to focus on digital marketing. Want to learn more about how LPL can help you build your extraordinary business with digital marketing? Book a complimentary hour consultation with one of our digital marketing experts.

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Read Financial Advisors' Top Three Marketing Challenges Part 2: Client Communications 101

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