Case Study
Parrott Wealth Management
See how Bill Parrott has increased website traffic by over 240% since upgrading to a newer, more powerful platform.
When Bill Parrott left the corporate world to start his own business, he knew that in order to be found he needed a website.
Bill explains it perfectly, “If you don’t have a website, you don’t exist.”
When clients are looking for a financial advisor, they do their research before making a decision. Bill has found that potential clients come to him very informed and ready to get started.
“They [leads/customers] come with questions that are very informed. They’re aware of the fee structure and the services we offer… By the time they get to me they’re ready to work with me.” - Bill.
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‘Legacy’ was the first website platform provided by Advisor Websites back in the early 2000s. As the digital world changed, Advisor Websites launched a new, more powerful, website platform in 2017 referred to as ‘Force’. Note: all new websites are built on Force. |
Several years went by since building his initial website with Advisor Websites, and Bill received a call about the benefits of upgrading from the Legacy platform to Force, the new and improved website solution.
With a greater emphasis on mobile deliverability and the increase of mobile traffic, this was the leading factor to make the switch.
“They explained the advantages of upgrading; more site options, better looking format, but also the way it was delivered on mobile. There are more features, and the new website allows me to do more things.” - Bill.
One of the other main benefits of upgrading is to improve SEO (search engine optimization). This is achieved through better meta tag options, a faster performing site, and SSL certificate. To maximise online visibility, Bill also took advantage of the SEO Add On service available at Advisor Websites.
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Since upgrading to Force in May 2019, Bill has experienced almost double the amount of website traffic year-on-year.
Between 2018 and 2019 (2018 being the Legacy platform and 2019 being on Force), Bill’s website traffic grew by 47.7% over the following six months. Then in 2020, it has seen another increase of 60.4% compared to the same six month period in 2019.
That’s a total increase of 241.42% in website visitors between June/July 2018 and 2020!
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A View From The Perch, written by William Robert Parrott, CFP® This book is a collection of financial short stories, blogs, and other musings written to help the reader become a better investor.
Image: Book & CTA from Parrott Wealth's website |
Website traffic is one metric, but the true metric for business growth is an increase in leads. When asked whether he receives more leads now his answer was, “Yeah!”.
Leads are captured through CTAs (call to action buttons). The highest performing CTA on Bill’s site for new leads is the request for a copy of his book, A View From The Perch.
Second to the book, Bill captures leads through his newsletter subscription form.
Both these CTAs are visible above the main menu on his website, as well as various other locations throughout the site; capturing as many leads as possible.
In addition to website CTAs, Bill conducts Google advertising based on location to attract new visitors to his site. He also sends out regular newsletters to his database featuring blog links, driving further traffic to his website.
Mobile responsiveness is Bill’s favourite feature of his new website.
“The old website doesn’t look quite right on the phone, and the cleanliness of the new site looks great as it doesn’t look cluttered,” said Bill.
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The increase of mobile website visitors is one of the reasons Advisor Websites created the new Force platform. The old Legacy platform is mobile friendly, but it isn’t mobile responsive. Check out this article for more information on Mobile Friendly Vs Mobile Responsive websites. |
Being a sleek new platform, the back-end-editor is easier to navigate to make changes to the website.
In Bill’s experience, “It’s very easy to make changes. If anything is over my head I contact the support team and they do it for me… The support team is a big difference. They’re easy to work with and so accommodating.”
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In addition to mobile responsiveness, there are many other benefits of the Force website platform:
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Being a long-standing user of Advisor Websites and having experience with both platforms, Bill listed his favourite things about being a client, and why he doesn’t hesitate to recommend Advisor Websites to other financial advisors.
Bill’s comments included; “Easy to use,” “professional,” "great platform with lots of features” and “hassle free.”
“[Being a financial advisor] we have to worry about many things, and the last thing I want to worry about is my website.” said Bill.
Between all the benefits and the helpful support team, Bill doesn’t have to worry about his website. Instead, he can spend his time on marketing activities to help drive new business, such as writing blogs and providing education and value to clients and leads, which is something that Bill loves to do.
If you’d like to make the switch to Force and take advantage of all the benefits, book a time to chat with us.
