You've invested time and energy into building a great website that will represent your business online. You've uploaded the logo, applied a design that looks sharp, wrote a personalized 'About Me' section, and even had professional headshots done for you and your team.
Now it's time to sit back, relax, and watch all of that new traffic (and leads!) roll in.
Except, it's not happening.
If you aren't seeing as much traffic as you thought or expected, it's probably because there is little to no strategy behind attracting visitors to your website.
Website traffic is important, the more visitors you have that land on and engage with your site equals more potential leads, which can eventually turn into new clients. These are opportunities that you don't want to miss!
While there are many ways to increase traffic to your website, we will go through three main strategies that focus on attracting quality traffic that is more likely to convert and become a qualified lead for your business.
3 Ways To Drive More Traffic To Your Financial Advisor Website
1. Google My Business
Google My Business (also known as Google Profile) is a free tool that allows you to display your business listing and information in a google search. You can manage how your business listing appears when someone searches for you or your specific services on Google search engine results pages (SERPs) and maps.
This tool allows you to customize your business name and description, contact information, hours of operation, receive and reply to customer reviews, answer questions, and much more.
By configuring your profile, you can improve your search engine results and build trust when your business profile appears on the right-hand side of Google's search engine results pages.
Google is responsible for 92.5% of total organic traffic, so if you want to be found online, a Google My Business account is critical to improving your website traffic.
There are 2 main benefits of posting blog articles on your website.
First, you are scoring major SEO (Search Engine Optimization) points. Secondly, you're showcasing your expertise in the financial industry and are able to present yourself as a thought leader.
Keep in mind that in order for your blog to accomplish these 2 benefits, you will need to post your blogs consistently and ensure that the content you're sharing is relevant and provides value to your target audience.
SEO is key here. By creating content that addresses the pain points, interests, and needs of your target audience and including the keywords that they use in Google searches, you are on track to improve your ranking and drive more traffic to your website.
Over 70% of Google searches include long tail keywords, meaning that they read more like a question than just a single key term. For example, 'how to plan for retirement?' is more common than simply searching for 'retirement planning'. Try including long tail keywords in your article copy as you fully address the topic you're dissecting.
It is also key to note that Google will pull what it thinks is the most relevant, and up-to-date information for any search query. Ensure that you are blogging consistently and keeping your content up to date to let Google know that your website is active and relevant.
Blogging is a key piece of any content marketing strategy, businesses that blog experience an average 126% higher lead growth compared to those who don't, so if this isn't currently a part of your strategy, you may want to reconsider.
3. Social Media & Email
Our final recommendation to drive traffic to your website is to link to it at every opportunity. This includes any online communication sent out via email, e-newsletters, and social media.
Include your website in your email signature, it seems obvious but is oftentimes overlooked!
You can also marry your blogging efforts with email. Once a new blog goes live, share it with your email list and link to the blog!
Doing this will bring in more traffic to your blog, and ultimately, your website.
If you send e-newsletters with updates or announcements, ensure that you add a link directing your clients to your site where they may find more information.
Newsletters are a great way of providing detailed updates with quality content for your clients and potential clients that have opted-in to receive this information.
Posting to social media is a great way to show your personality, connect with your clients on a human level, and share valuable information such as industry updates.
Take the time to promote new blog posts, webinars, or updates from your website on your social media profiles including Twitter, LinkedIn, and Facebook.
This also encourages and reminds your network to sign up for your blog or e-newsletters if they aren’t subscribers already.
These are 3 solid ways to begin driving more traffic to your website. They do require ongoing attention and consistent effort, however, these small efforts will add up over time and prove to be worthwhile.
Take the time to create and optimize your Google My Business profile. Schedule a monthly newspaper, publish a weekly blog post, and engage with the communities that you have built on social media.
Once you've stayed consistent with these goals for a quarter, compare your website traffic, leads, and new clients to the quarter before. Celebrate what has improved and use the data to guide your next quarter of content marketing and website traffic goals.