The sad truth is that most advisor websites today are not converting visitors into qualified leads. However, your website is one of the most important anchors to position your services to prospects, influencing every one of your interactions and opportunities 24/7/365. This is why automating your website to be a constant source of leads is a focus every financial advisor should invest in. This presentation will cover how you can turn your website into the sales powerhouse it should be! We'll explore: → Implementation + best practices for lead capture popups → How to properly use + optimize your call to actions → Using your website & blog to build your email list → Easy tricks to keep search engines happy & keep your site ranking high → Using analytics to iterate and improve → And more!

1. How to Turn Your
Advisor Website Into a
Revenue Machine
Maximizing Your Digital Presence

2. YOUR GUIDE
Samantha Russell
Chief Marketing & Business Development
Officer,
Twenty Over Ten
https://www.linkedin.com/in/samanthacrussell/

3. Housekeeping
● This webinar is being recorded.
● Throughout the presentation feel free to use the chat box for
public messages and Q&A panel for private messages with any
questions.
● We’ll be launching polls throughout. Responses are anonymous
and can be answered by clicking the buttons.

4. AGENDA
What We’ll Discuss
● The Website Formula for increasing leads and revenue
● Best practices for lead capture pop-ups
● Using and optimizing your CTAs
● Leveraging your website & blog to build your email list
● SEO
● Using analytics to iterate & improve

5. 1
The Foundation
of All Marketing:
Your Website

6. Your Website: The Foundation of your Marketing Plan
“Would you give your life savings to
someone without typing their name into
Google?”
-Michael Kitces

7. Your Website: First Impressions Matter
When someone lands on your website, what will their impression be?

8. Your Website: First Impressions Matter
Pictures are worth 1,000 words
The Average site visit is less than 2 minutes.

9. Your Website: First Impressions Matter
Pictures are worth 1,000 words
The Average site visit is less than 2 minutes.

10. 2
Website Formula
for Increasing
Leads & Revenue

11. The Website Formula for Increasing Leads & Revenue

12. The Website Formula for Increasing Leads & Revenue

13. 3
Differentiation
Matters:
The Riches are in
the Niches

14. Your Differentiator Should Be Prominent
What one problem do you solve for a specific group?
Put this right on your homepage.

15. Your Differentiator Should Be Easy To Understand
You can be “Broad” yet specific.

16. Your Differentiator Should Make You Memorable & Referrable
You can be “Broad” yet specific.

17. ● The Riches are in the Niches
● Structure site like an engaging sales presentation, not a brochure
● Being a specialist allows you to build rapport and credibility
● Clearly summarize your UVP (being a fiduciary is NOT a UVP)!
● Imagery & graphics will convey message quicker than text
● Focus on your homepage first - it only takes 50 milliseconds for
visitors to form an opinion about your website
● Leads will come when you are PROBLEM -> SOLUTION focused
When It Comes To Your Website….

18. Websites for
the Modern Financial Advisor
Join the fastest growing and most
cutting-edge website platform for
financial advisors.
Email hello@twentyoverten.com by
Monday, June 24th to receive
1 MONTH FREE, a $109 value!
(new users only)
email:
hello@twentyoverten.com

19. 4 Calls to Action

20. The Website Formula for Increasing Leads & Revenue

21. 2019 Digital Marketing For Lead Generation Survey from Twenty Over Ten
206
advisory firm
participants
142 Twenty Over
Ten Clients
47 Non-Twenty
Over Ten Clients
5 Survey Questions:
1. How many leads contact you through your
website per month?
2. On average, how qualified are those leads?
3. How often do you post blogs or other
content to your website?
4. Of the leads you get, how many turn to
clients per year?
5. What is your website URL?

22. 2019 Digital Marketing For Lead Generation Survey from Twenty Over Ten
Those who reported getting 6-10 or 11+ or more clients per
year ...
● Have a calendar link right on website
● Website & blog were SEO-friendly
● Update their websites at least 2x/month (via blog, video, other dynamic
content)
● Language written in problem/solution format for a specific audience
● Likely to incorporate video (60% using video on website, social media, etc)
● Roughly 50% include an “as seen on” section
Key 🔑 Findings

23. Your Website: The Foundation of your Marketing Plan
#1 thing advisors getting 11+ leads per
month from their website have in common
is:
Having a Calendar Link right on your
homepage!

24. CTA: Online Calendar is most important

25. CTAs

26. CTAs
● Bigger is better
● Size matters but
color & copy
matter too
● Simple but
effective
● Test, test, test!

27. 5 Lead Capture

28. LEAD CAPTURE
● Offer something of value to your niche - the traditional “subscribe
to our newsletter” doesn’t provide enough value. Keep it even
more targeted & not open-ended.
● Your offer should be compelling enough that it’ll make your visitors
want to actually give you their contact information.
● Place it in a prominent spot.
● Less is More: Don’t ask for too much information.

29. LEAD CAPTURE

30. LEAD CAPTURE

31. Pop-ups
Email
Meeting
Schedulers
CRM
Website
Lead Capture Tools You Might Use

32. 6
Increase Traffic:
SEO for Lead
Generation

33. The Website Formula for Increasing Leads & Revenue

34. SEO
Keyword Research
● Use free tools like Google Keyword Planner & Google Search
Console to determine the long-tail keywords you should be using.
● Focus local first

35. SEO
Title Tags
● Second most important on-page ranking factor and are the main text that
describes your online content in a SERP.
● Make each title tag unique to each page
● 50-60 characters long
● Primary KW | Secondary KW | Company Name

36. SEO
Meta Descriptions
● Acts as the page summary in search results & impacts who “clicks” into
your site from the SERPs.
● Think of it as “ad copy”
● Add keyword(s) to the first line
● Keep them 160 characters long

37. SEO
Header Tags
● Reinforce the key topics. Helps both search engines & visitors
quickly determine site content
● Incorporate keyword phrases that best describe the page
● Keep them 55-65 characters long

38. Our SEO Setup Package delivers maximum impact by completing the most
important SEO tasks in regards to how your website is setup and registered
with Google.
Need more SEO help? Work with an expert.

39. 7
You Got a Lead!
Now What?
The Follow-Up

40. FOLLOW-UP
Blog Post A
Blog Post B
Landing Page
Homepage
Download eBook
Request Consultation
Contact Us
Lead Generation Flow
Pass to Sales

41. FOLLOW-UP
Email #1: Immediately confirm their request and deliver the lead magnet.
Email #2: Day two send another email with a valuable message. Include
your calendar link.
Email #3: Day four send an email discussing the pain points you can help
them solve.
Email #4: One week later send an email offering a free consultation, etc.
that ties back to your previous email. Include your Calendar link
Email #5: If no action taken, send another email 2 weeks later to gauge
further interest. Keep on email “drip” list as a lead.

42. 8
Use Analytics To
Tweak Website,
CTA and Lead
Magnets

43. ANALYTICS
1. Average Time on Page
○ Scenario: Average time on page is only 10 seconds for a
report you created. Maybe your report was not what the visitor
expected to see or you weren’t able to draw them in. A/B test
different page copy, layouts and images.

44. ANALYTICS
2. Acquisition Channels
○ Scenario: Immediately see if organic traffic, social or other
channels convert best/worst and make a case for which
channels you should dedicate your time & efforts towards.

45. ANALYTICS
3. Content Drilldown
○ Scenario: Analyze the performance of your blog posts and
other content. Look for low engagement times, high bounce
rates, etc. and capitalize on high engaging posts.

46. Websites for
the Modern Financial Advisor
Join the fastest growing and most
cutting-edge website platform for
financial advisors.
Email hello@twentyoverten.com by
Monday, June 24th to receive
1 MONTH FREE, a $109 value!
(new users only)
email:
hello@twentyoverten.com

47. Lead Generation. Lead Qualification.
The epicenter of your digital marketing.
Create Custom Content
Launch Brand-Centric Landing Pages
Get Your Content in Front of Leads
Qualify Leads With LEAD Scoring
Compliant, Secure & Archived
www.marketassist.io

48. The Wait is Over ...
Gain early access
Visit www.marketassist.io TODAY
to request an invite

49. Questions?
https://www.linkedin.com/in/samanthacrussell/
marketing@twentyoverten.com
https://twentyoverten.com/
(855) 360-1732