Mike McGlothlin CFP®, CHFC®, CLU®, LUTCF®, NSSA®
There’s a common struggle I hear from advisors across the country, and that’s how to effectively prospect. Do you have a proven formula for bringing quality people to your firm? And if yes, has it survived the pandemic? For most of us, it’s tougher than ever to gain the trust of prospects and get them to choose our firm.
Like or not, today’s environment is digital. Your prospects’ first stop is your website. Your digital marketing is your first impression. And it needs to be strong enough to encourage prospects to call. A truly successful website can be a lead magnet. But an unsuccessful website creates just another obstacle to overcome before a prospect picks up the phone to call.
A really good website creates an opportunity for the lead generation needed to grow our business, attract quality people and remain relevant in the greatest shift from the workforce to retirement that we’ve ever seen. And although it can take hard work to get your website exactly the way you want it, there are a few easily avoidable mistakes I want to share. Knowing what not to do is almost as important as knowing what to do.
- Does your website pass the grunt test? And by that, I mean does it quickly and clearly show consumers the value you bring? Prospects will give you about five seconds to convince them to like your firm. The grunt test was developed by the marketing company StoryBrand. To pass, your website needs to tell visitors in those first five seconds what your company does, how it makes their life better and how they get started. So, it’s key to avoid unclear, cluttered messaging and design. Simple is better.
- Can your clients tell how you help them? The point here is NOT to tell them what you do, but instead, tell them how you help. Your goal is to provide a solution for them. Although your expertise lends credibility, talking about your firm shouldn’t be the focal point of your homepage. The goal is to step into their story, not drag them into yours.
- Is there a clear call to action? Your call to action should be the next step the prospect or client should take. And it should be clear to them exactly what you want them to do next. Have you ever visited a website with several calls to action? How do you know which one they really want you to choose? The call to action can be to complete a survey, fill out a form, download an e-book or even just give you a call. Whatever you go with, it needs to be clear and strong, telling the client exactly how to interact. A wishy-washy call to action will actually harm your business.
The digital can seem overwhelming. But in just three simple steps you can make changes that turn your homepage into something that helps your business instead of an obstacle to be overcome. And, if you need help getting started, a full day of training with StoryBrand is exactly what you need. If you are interested in a future workshop in 2021, please text StoryBrand to 72345.
Turn your website from an obstacle into a lead magnet. You’ll attract quality people, grow your business and remain relevant to your clients and the greatest shift from the workforce to retirement that we’ve ever seen.