Website lead generation is about offering something valuable in exchange for a potential client’s contact information. This could be a checklist, a quiz, or a detailed resource. By providing helpful content that addresses your ideal client’s biggest pain points, you position yourself as a trusted expert, building a relationship before they even pick up the phone.
Here are three examples of how we've helped firms turn their websites into lead generation machines:
The Burney Wealth Management Financial Plan
The team at Burney Wealth Management wanted to offer a tangible resource that showcased the quality and depth of their work. We collaborated with them to create a sample financial plan that a potential client could download.
This provided a clear, real-world example of their expertise and gave visitors a glimpse into the value of working with them. The result was a highly effective lead magnet that continues to generate interest and new client leads.
The Advisor Checklist
We worked with a fast-growing RIA serving a clientele of creative professionals, and they wanted a tool that would appeal directly to this audience. We collaborated with them to create a comprehensive advisor checklist.
This resource not only provides helpful, actionable advice but also captures the email addresses of engaged prospects who are actively seeking financial guidance. The checklist landing page was added to relevant blogs and additional touchpoints across the website as part of their lead generation strategy.
The MA Private Wealth Questionnaire for Tech Professionals
MA Private Wealth wanted to create a more interactive way to engage visitors. Instead of a static download, we designed a dynamic online questionnaire for their target audience of tech professionals. The form educates the visitor as they complete it, providing a cool user experience and an instant sense of value.
This approach is great for lead generation because it pre-qualifies prospects and provides the firm with valuable insights into a prospect's specific needs and priorities. With this knowledge, MA Private Wealth can have productive initial conversations and turn leads into clients.
4 Steps to Attract the Ideal Prospect
These examples show what's possible when you match the right content to your ideal client. Ready to try? Here is how to create your own lead generation system:
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Pinpoint Your Ideal Client: First, who are you trying to serve? What keeps them up at night? By understanding your target audience, you can craft content that hits home and resonates deeply with their needs and interests. We suggest client interviews, as explained on this Craft on Tap Podcast episode.
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Cook Up Killer Content Offers: Once you know your audience inside and out, the next step is to create irresistible content offers that address their needs. The secret sauce? Make sure your content is relevant, helpful, and genuinely valuable to your ideal clients.
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Get Found (Optimize Your Website for SEO): Search engine optimization (SEO) is all about making your website attractive to search engines so you rank higher when potential clients search for financial advice. When your site is optimized, your ideal clients are far more likely to discover you.
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Tweak and Perfect Your Strategy: Finally, don't just set it and forget it! For results, analyze and improve your lead generation efforts as part of an ongoing process. Use analytics tools to see how your website is performing and spot areas for improvement. By continuously fine-tuning your strategy, you'll attract more quality leads and watch your firm flourish.
Easier Growth Marketing for RIAs
As a financial advisor, your time is best spent serving clients, not getting lost in the details of content marketing, SEO, and lead generation strategy. Building and maintaining a website that consistently attracts and converts right-fit clients is a complex task. That's where a marketing team like Craft Impact comes in.
We specialize in building robust marketing systems for financial firms, so you can focus on what you do best. If you're ready to turn your website into a powerful lead-generating asset, Let's Talk.