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This week, we're going to break down a topic that if done well, could make you hundreds of thousands of dollars throughout your career.
→ How to build a website that converts visitors to clients
While not an exhaustive list, these are the 5 most important pieces to have on a website if you want it to convert (from my own experience as a designer):
1) Case studies
There's no better way to describe what you do than showing how planning makes an impact in people's lives.
If you understand the true value you're providing to clients, you can write a few paragraphs that break down why someone reached out, what their situation was, and how working together solved their problems.
Keep things anonymous for privacy purposes, but use real stories to help show what financial planning looks like in action - like Tyler's website:
2) Pricing
People want to know what you do and what it costs.
Case studies can explain the service without showing a list of boring bullet points, and a dedicated pricing page can easily show someone the cost of working together:
It's understandable to want to hide pricing, but you'll have higher quality inbound leads (and likely more of them) because anyone coming across your site will have a better understanding of what the service looks like & costs ahead of time.
3) "Next Steps"
People typically don't know what working with an advisor looks like, so tell them.
If you have a uniform process, you can easily break down the introduction and onboarding process.
You'd be surprised at how comforting this can be when someone thinks that meeting with an advisor means they're going to get sold products over a phone call:
4) Sticky navigation
An underrated piece of the website, your navigation should always be in view.
For example, no matter where you're at as you're scrolling AllStreet's site, you're one click away from being able to schedule a call and the CTA button (Talk with an Advisor) is always in view:
For mobile user experience, a sticky navigation also keeps the menu within thumb's reach and helps avoid the use of "scroll to the top" icons that block portions of the page.
5) Clear CTAs
As simple as it sounds: tell people exactly what you want them to do.
Two of my favorite call-to-actions are "talk with an advisor" and "schedule a call".
It doesn't get more straightforward than that and it doesn't leave any question as to what a visitor should do next.
For example, every time someone gets to the bottom of the page of Rachael's website, they're prompted with a direct, friendly CTA:
Recap - 5 pieces of a converting website:
1) Case studies
2) Pricing page
3) "Next steps"
4) Sticky navigation
5) Clear call-to-actions
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