August 20, 2019

How to convert prospects to clients through your website?

Viral Bhatt
Founder, Money Mantra

How to convert prospects to clients through your website?


Websites today do what visiting cards did earlier but in a more elaborative way. In today’s world, a website is a cover by which people judge the capabilities and knowledge of the book-that is the business. In case of financial advisors too, a website plays the role of window dressing, through which investors decide whether to enter the shop or not. Potential investors range from a layman to a financial expert; hence there are many aspects which need to be looked into in order to make the website your Rocket Singh (Marketing expert). Let us check out these aspects and their impact on investors.

1. Create More Business with Better Marketing

Prospective investors looking for financial advisors won’t opt for services of advisors listed in a directory of financial advisors. They’re going to go to the ones who they were referred to by a friend or a friend of a friend. Then, if they have educated investors or even just conscientious, they will Google that recommended financial advisor pretty quickly. When prospective clients look for you via a search engine, such as Google, wouldn’t you rather they find beautiful, informative content than nothing at all?

The benefit of having a beautiful website design for financial advisors is the same as having a beautiful office – it’s inviting, it’s impressive, and it shows that you care about doing a great job for your clients.

2. Clients Expect Quality

The internet is the main reference and research tool for customers. No longer are small businesses found through newspapers, yellow pages, and brochures. Now, consumers are finding local businesses online, and if you want your practice to be successful these days, you’re going to need a website or a landing page where customers can find out more about your services, find your contact information, and learn about the operating history of your business.

Remember, being off the web effectively makes you invisible to a large portion of your new potential clients.

1. Understanding WHY3. Design.

A very important aspect while making any website. Design is nothing but the reception counter at the entrance of any office. The reception is always the cleanest and decorated part of any office, and a similar approach should be adopted while designing a website. In general, font size and color, background color, graphics, etc., make or break any website, thus when it comes to a financial advisory website it is always advisable to minimize the graphics and keep it very formal.

2. Manage Goals4. Content.

The wordings used to form the content of the website. Imagine visiting a website with Russian as its default language, the visit will end in seconds. The default language should always be English with options for regional languages. Secondly, the matter should be kept simple and crisp, which creates interest rather than confusion in the minds of the readers. The irrelevant matter should be strictly avoided.

5. Contact info.

A website without contact information is like a visiting card without a telephone number. The website, no matter how attractive, becomes futile due to lack of contact details. In addition to that, while mentioning the contact details utmost care should be taken, as any incorrect information leads to a very bad impression in the minds of readers and the death of a potential lead.

3. Contact us

4. Chat with us

6. Navigation.

We often come across websites where we see many tabs formulated and these tabs then lead to more sub-tabs, which creates unrest amongst readers. Therefore try and compress all the information into main tabs rather than sub-tabs. The bigger the word count, the harder it is to convince the readers. Thus compact wordings and precise information is the key rather than sending readers on an information hunt.

7. Disclaimers.

This is an important thing which is mandatory under Indian laws, especially to make the investor aware. Therefore the placement of disclaimers should be very conspicuous, in order to make the reader aware and alert regarding his/her decision.

8. Target Audience.

The target audience is the readers which we expect to visit the website frequently. The design, structure, tabs’ placement, content, etc should all be in sync with the target audience. Let’s say you are focusing on goal planning. Here, build the goal planning calculators on the landing page itself. If a website is prepared with too many target audiences in mind, it will cause unnecessary confusion and discourage the readers.

9. Overcrowding or under crowding.

Overcrowding may occur on account of too much data or graphics which will lead to slow loading of the website.  On the other hand under crowding, meaning limited content will lead to vagueness or ambiguity. Therefore the website must contain precise data and information to avoid overcrowding or under crowding.

The above list is not exhaustive, but a brief guide to overcoming small yet substantial issues while designing any financial advisors’ website. The main objective of any financial advisor’s website is to make any reader a potential client. The process of conversion of a stranger to an investor requires substantial convincing power and hence if the above issues are addressed, this power is only going to increase.  Having gone through the fundamental requirements, let us now briefly discuss some advanced tips that are sure to go a long way in helping you build an

efficient and effective website:

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We are surely reading this post has helped our readers in some way or the other. We would love to hear your ideas and what has worked for your website. Do comment below with your ideas so that the entire community benefits from the same.

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