Lead Generation for Financial Advisors: Using Call To Actions on your Website

Advisor Websites
Advisor Websites • Posted on Jun 12, 2021
Converting website visitors into clients can be tricky, especially in financial services. Here are some lead generation tips specifically for financial advisors on creating effective calls-to-action (CTAs) to convert more of your web traffic into business.
So you’ve built a financial advisor website and put in the work to brand yourself online. Awesome job! How do you go about actually converting website visitors once they land on your website?
You won’t do it without the right calls-to-action (CTAs). Financial advisor lead generation starts with guiding your website visitors through their ‘buying journey’ so that they eventually purchase your product or service, and CTAs serve as the final piece in your puzzle for converting website visitors and getting more clients.

What Is A Call-To-Action?

When it comes to lead generation, you have to first focus on building trust. Why?
Few people who come to your website for the first time will be ready to work with you immediately. Their ‘trust’ in you will therefore depend heavily on the value they think you can give them.
This is why every web page and piece of content you create should have a strategic, well-crafted CTA that can guide the visitor into a decision-making process.
A CTA is a statement on your site that encourages potential customers to take a specific action - it tells the reader exactly what action to take and how to take it.
This can be something as simple and direct as ‘BUY NOW’, or one that elaborates on the desires and frustrations for example, ‘Want to find out how you can start getting rid of debt today? Schedule a FREE consultation with me!’. CTAs can come in the form of a clickable button or a hyperlinked text.
So how do you dive into creating a compelling and persuasive CTA that can convert website visitors? Let’s take a closer look into crafting CTAs that can drive more of your website’s leads to convert.

4 Steps To Converting Website Visitors With Persuasive CTAs

Here are 4 tips to always keep in mind when creating CTAs:

  1. Make Your CTAs Stand Out
  2. Choose Your Words Carefully
  3. Provide Direction
  4. Address Your Visitors' Needs

#1 - Make Your CTA stand out

CTAs need to stand out. They don't have to be fancy, but they do need to grab the reader’s attention. You don’t want them to blend in with the rest of your page design; while you want your branding to be cohesive (fonts and brand colors), make sure your CTA doesn’t get drowned out.
Money Lover, a personal finance tracking app, does this well on their home page. The color of the main CTA button ‘Download for free’ sticks to their brand style. With the darkened and blurred background, the CTA is contrasted against it and easy to find - it’s clear exactly where the viewer should click.


#2 - Choose Your Words Carefully

Words like ‘complementary’, ‘free’, and ‘bonus’ generally convert better. It’s no wonder why: who doesn’t like free stuff?!
Words play a big role here. Choosing easily understood, action-driven words will increase your lead generation and get potential clients clicking that button or link.
Try saying things like:
  • ‘Download My Beginner’s Budget Template’
  • ‘Book A Call For Free’
  • ‘Schedule A Complimentary Audit Session’
Pension & Wealth keeps their CTA clear with an action-driven CTA to ‘SCHEDULE’ a session. They also throw in the attractive fact that it’s complimentary - yes, please!
Remember that this is just the first step in your potential client’s buying journey - they would feel much more at ease to hire you once they’ve had a face-to-face (or virtual) conversation with you.

#3 - Provide Direction

A website without a strong Call-To-Action (or CTA) is like a pilot trying to land at an airport without runway lights - lack of direction doesn’t make it easy. Just as you’d want to create the best conditions for a pilot to land without error safely, you also want to make sure you give your potential clients flawless directions on where to land.
Whether it’s showing them where they can ‘Learn More’, or whether you want them to ‘Book A Call’ after reading about your services, strategic placement of a CTA that leads them to where they need to go next is key.
Betterment does a good job of guiding you through their services based on your needs:

There is no one-size-fits-all - they tailor each CTA for a specific type of client. Each button then leads to a page where the potential client can learn more about what matters most to them.


Psst! WebForms go hand in hand with great CTA placement. Once you've mastered persuasive CTAs, make sure you optimize your website by creating a web form designed for conversion.  👉 Learn More Here


#4 - Address Your Visitors' Needs

This is the final and most crucial point for getting a potential client to click on that CTA: as we mentioned earlier, you need to build trust for your website visitors to convert into clients.
One of the best ways to build trust is by actually helping your potential client get a little closer to reaching their financial goal BEFORE they even think about hiring you.
When it comes to financial advisor lead generation, you have to first show that their needs WILL be met if they decide to hire you. You do this by learning their desires, frustrations, and pains - know what they want, but also what they want to avoid.
Note that people do not like being tricked into clicking on buttons that lead to something of no value (a.k.a ‘clickbait’). Keep your CTAs informative and explicitly tell the reader what they can expect when they click. Will they be signing up for a newsletter, or will they be taken to a form to schedule a consultation?
Stash Wealth does a great job of addressing the desires and frustrations of their potential customers with their Home Page copy:



The copy that leads into the CTA explains what their perfect target client may be thinking and experiencing. It’s designed to engineer the “that sounds JUST like me!” response.
If you can show that you understand what your potential client is going through and empathize with them, they are MUCH more likely to believe that you can help them navigate and overcome their obstacles.
In terms of the best financial advisor websites, that’s is as good as it gets!



Creating the perfect CTA can be overwhelming and a bit confusing at first. After all, there are many different best practices and guidelines out there.

No matter what approach you take, converting website visitors means you should never abandon the main tenets of a great CTA:

    • Make your CTA easy to find. Don’t be afraid to go too ‘hard sell’ in fear that it’ll turn potential clients off - if you’re already providing them great value, they’d be more than happy to click on that CTA.
    • Choose your words carefully! Use action-driven, attractive words to reel them into the buying process
    • Provide direction by telling your readers exactly where to go next. Keep it straightforward and easy to navigate.
    • Attract your audience by addressing their needs. Approach any potential objection they may have and tell them the value they’ll get from clicking your CTA. 


Are your CTAs helping you turn clicks into clients? Get in touch with us and we’ll give you some ideas on how you can improve them!
Interested in learning more about lead generation for financial advisors? Click here for additional tips on Nurturing and Winning New Clients.



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Founded in 2012, Advisor Websites specializes in helping financial advisors stand out and grow their business online with conversion-friendly, personalized websites and targeted digital marketing solutions, all which follow FINRA and SEC guidelines.

Disclaimer: The content of this article is for informational purposes only. If you are planning to implement a new marketing practice and are unsure what the regulations are, always contact your compliance department first.

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