Your landing page is your prospective clients’ first impression of you, and as we all know, first impressions are extremely important for all businesses, especially financial professionals. Typically, consumers who are interested in financial advising services will visit your website at least a handful of times before they make any kind of contact with you, so you simply can’t afford to introduce your business with a sub-par landing page. Aside from conveying your brand image and educating your prospects, the main purpose of a landing page is to generate leads. If you want an impactful landing page that produces ample conversions, make sure to include these components!
The Headline
Consumers browsing the web for financial services have the ability to view dozens of websites in a short period of time, and chances are they will. You have mere seconds to capture the attention of prospects when they visit your landing page. There are plenty of formulas out there for creating effective headlines; the key is to present the reader with the problem and solution in your headline. One of the most common headline formula is, “How To (positive) Without (negative)”. Headlines should identify both the wants and fears of your prospects and propose that you have the answer to both.
The Lead Magnet
“Lead Magnet” refers to something of value that you offer your visitors in exchange for their contact information. Whether it be an informative white paper, ebook, video series, planning guide etc. the important thing to remember is that your prospects won’t give away their email addresses for anything in return. You need to offer them something of high value‒ something that they would normally have to pay for. If they think they are getting something of high value for free, your prospects will be happy to give you their information.
If the information presented as your lead magnet is generic or can be found elsewhere via a simple Google search, people will NOT give you their information. Truly compelling information will not be compelling for everyone because it is not relevant to everyone. Prospects will only be compelled to give you their information if what they are getting in return is unique and specific to them.
You should also include a high-quality image or graphic of your lead magnet on your landing page. Visual appeal adds significant value to your lead magnet. Most won’t bother to scroll down, so be sure to put your call to action in the top half of your webpage so that it is seen immediately. Don’t go overboard with your form field. A name and email address should suffice for your leads; you won’t be cold calling them, so don’t ask for their phone numbers. The less information they have to give up, the more likely they are to submit the form at all.
And that’s it. Keep your design clean and simple and limit the number of links you provide on your landing page (the only goal is to get that contact info, so don’t over-complicate and lead your prospects away from the form). Now that you know the crucial components of an effective landing page go generate some quality leads!
