The Art of Conversion: Crafting Calls-to-Action that Resonate with Prospective Clients

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Just as you lead a client to make the right investment choices, your web site should guide visitors towards taking a desired action, such as making a phone call, scheduling a meeting or downloading a resource.

In the digital marketing world, this pivotal action is known as a primary “conversion.” A well-orchestrated conversion strategy begins with a compelling “call-to-action” (CTA) and is an important component to growing your online engagement and client base.

Your web site will have both primary and secondary conversions for visitors to complete. Secondary conversions are more passive and can include visitors exploring your services, reading about your firm or reading one of your blogs.

This article focuses on primary conversions, the decisive action a visitor takes before leaving your web site, moving them through the sales funnel from awareness to interest.

Understanding the conversion objective

Knowing what you want your web site visitors to do is the foundation for designing an effective CTA. In financial services, conversions may vary from encouraging prospective clients to book a consultation, prompting existing clients to explore new services or asking visitors to subscribe to an informative newsletter.

It is essential to ask yourself, “What action do I want my clients or prospects to take that aligns with my business objectives?” Perhaps it is to solidify trust, promote your credibility or showcase your expertise in the financial sector. Your conversion goal should reflect these core motives and be tailored to your target audience’s needs and priorities.

Crafting a compelling call-to-action

The effectiveness of your CTA hinges on several elements:

Clarity: It should be clear to site visitors what you want them to do. Ambiguity or jargon can serve as barriers to action.

Visibility: Your CTA must stand out from the surrounding content. For example, differences like contrasting colors or extra white space can make your CTA clearer to your visitor.

Positioning: Place CTAs at strategic points in the user’s navigation path, ideally after sections of content that frame the value of your offer or service.

Value Proposition: Highlight the visitor’s benefits should they take action. Whether it’s insight from a white paper or peace of mind from a consultation, focus on what they will gain.

Resonance: Personalize CTAs wherever possible. For example, if your content is speaking to retirees, the CTA should speak directly to their financial planning concerns as they face this large transition.

Types of conversion activities

Several CTA options can be integrated into your web site to drive visitor action or collect information, allowing you to stay connected.

Lead magnet: A lead magnet offers visitors something they consider valuable – such as an e-book, white paper, webinar recording or even a quiz – in exchange for their email address.

This positions you as a resourceful and knowledgeable authority in the industry. It also creates reciprocity. If you offer something your visitor considers valuable, they will be inclined to offer something in return.

(www.ellisretirement.com)

Newsletter sign-up form: A newsletter and its content are often relevant enough to compel visitors to fill out a form to join your email list. Be sure to include a brief, compelling description of the content they can expect from your newsletter.

(https://chladekwealth.com/)

Calendar integration: A calendar integration, such as Calendly or OnceHub, allows visitors to schedule a call directly with you on a day and time that works for them, rather than sending a contact form and waiting for your reply. It removes a barrier from the process and encourages them to act now.

(https://www.heistenfinancial.com/schedule-a-complimentary-assessment/)

Standard contact form: A standard contact form is another great way to capture lead information if you prefer to schedule your appointments directly and not provide access to your calendar immediately.

(https://entrepreneuraligned.com/contact-us/)

Live chat: Adding a live chat plugin to your web site makes it easy for both prospective and existing client visitors to ask questions or discuss the next steps in a real-time conversation.

It creates an added level of customer service that shows you are accessible and that clients and prospects are important to you. It can also be more convenient for some visitors to use immediately instead of searching for a form elsewhere. Live chat windows can often be set to pop up and call additional attention to themselves.

(www.tinyfrog.com)

Conversion page: A conversion page is a more robust page on your web site that serves as the ultimate call-to-action. It can include sections that describe your client process, address commonly asked questions and guide people toward scheduling an appointment with a calendar or form embedded directly on the page.

This type of page is valuable because it gives prospective clients an idea of what to expect when they work with you and makes it easy for them to take the next step.

If you do opt for a conversion page, to be cohesive and effective, all other calls to action in your topline and on your web pages should guide people to your conversion page.

(https://ellisretirement.com/take-the-next-steps-with-us/)

Integrating effective CTAs

While an informative and aesthetically pleasing web site is important, these qualities alone do not prompt action. That is where CTAs come into play.

Integrate them into your web pages and emails with intention and purpose. If your goal is to have web site visitors call your office, consider a CTA at the end of your ‘About Us’ page that reads “Call Us Now to Discuss Your Financial Future.”

Each page or piece of content should lead visitors down a path toward conversion. If the end goal is to schedule a meeting, guide users through the process with insight into the valuable advice or service they will receive.

Be cautious; too many calls-to-action on your web site can come off as unprofessional and gimmicky. You want to guide people toward action, not force them.

Conclusion

The digital marketing world offers financial advisors many effective opportunities to connect with clients and prospects.

By crafting CTAs designed to convert, you will not only guide web site visitors to act but also establish the first touchpoint of what could develop into a profitable, long-term advisory relationship.

Remember, your CTA is more than a button or link – it embodies the value that your financial services and expertise can deliver. Every visitor that clicks is a potential future client who is interested in partnering with you.

Mikel Bruce is the CEO of TinyFrog Technologies, a San Diego web design agency specializing in WordPress web design & development and secured hosting & maintenance. Founded in 2003, TinyFrog offers a conversion-based approach to web design and has built over 1,100 websites. TinyFrog also has extensive experience in designing and building websites for financial advisors.

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