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The Most Common Mistake On Financial Advisor Websites

The most common mistake on financial advisor websites that I see today

Play along with me for a quick minute and pretend that you are a financial professional that does seminar marketing, and you take the following steps with each of your dinner seminars in order to attempt to maximize your return on investment.

  1. You mail out 7,000 high-end glossy mailers to high net-worth prospects in your area inviting them to a seminar that you are doing at the Bonefish Grill
  2. You reserve the entire Bonefish Grill for an afternoon, and pay $1,800 for all of the food to feed 50 people that you anticipate being there, and to reserve Bonefish for the lunch period that day
  3. You pay for a proven seminar presentation and rehearse it numerous times to get it down perfect prior to your big day
  4. The big day arrives and you and your entire staff shut down the office and head over to Bonefish early to set up the projector and make sure everything is in order
  5. Guests start arriving, and 50 total people show up for the event as planned (approximately 25 buying units)
  6. You come out guns a blazing and give one of the best presentations of your life.  The crowd is laughing, they are interacting, they are completely engaged, and they even spend almost 20 minutes asking you questions while they are eating.
  7. Then, as soon as the last question is asked, you and your entire staff leave the restaurant in a hurry and dart back to your office as quick as you can, waiting in anticipation for the phone to ring from some of the seminar guests that just saw you live.
  8. But then one of your assistants mentions that you completely forgot to even tell them how to contact you.
  9. However, you tell them don’t worry, they probably still have the original invitation and they can certainly all Google your name and look you and your company up that way…

most common mistake on financial advisor websites

Do you see any glaring mistake with this seminar marketing scenario here?

Of course you do!

You had ideal prospects right in front of you, engaged and eating out of your hand, literally begging for more, and you never once had a call to action (aka a Close).

And although I am 100% certain that this example is a bit over the top and none of you would forget such an important aspect of the sale as a call to action close at a seminar (or you would most certainly be out of business by now), I am still shocked at how few of you have legit calls to action on your website.

Here is the most common mistake on financial advisor websites today…

If you haven’t figured it out by now, the most common mistake on financial advisor websites is a LACK OF A REAL CALL TO ACTION

Now before many of you roll your eyes and falsely assume that you have a great call to action on your website already, let me briefly go over exactly what and what isn’t a real call to action online.  Moreover, if you are NOT currently receiving any new leads at all from your site, I am willing to bet that your call to action is “missing in action”.

Let’s start with what Is Not considered a call to action on your website first.  If any of the following are standalone calls to action not following a bunch of benefit rich bullet points, or if these are not sitting on a button taking them to the final opt-in, then they are not call’s to action at all.  They are simply filler for your site.

  • Call me
  • Contact me
  • Sign up for my newsletter
  • Sign up for a free consultation
  • Come in to our office and set an appointment

Now some of this might sound counterintuitive as these “overused” website sayings are certainly a form of a call to action.  However, the HUGE difference is that we are talking about the Internet here, not a scenario where you are face to face with a prospect who you just fed and entertained at Fishbone Grill who has nowhere to go.

Unfortunately, on the Internet they can leave at any time and feel no remorse or regret.  Not to mention, with so many choices online today and only so much time, if you aren’t giving them exactly what they want in super specific terms, they just won’t do it no matter how good your content is (make sure to watch the incredible Seth Godin TED speech where he discusses time vs choice marketing in today’s busy world).  You will end up just as handicapped as the advisor I described in the story above that is just hoping and praying someone will come and Google his name and call him.  Sadly, the chances of getting a legit lead from either scenario are about the same.  Don’t be that advisor…

So this forces you to get more creative with catchy “freebies” as opt-in’s, and calls of action that use strong, powerful verbs to describe what you would like for them to do.  General sayings such as the ones in bullet points above do work in the real world when you are face to face or even over the phone.  However, online is an entire different animal, and it needs to be treated as such.  The great news is that you can take many of the same selling and marketing principles that you know work in a face to face setting, and simply alter them to tell your website visitor precisely what you want them to do.

So what is a real call to action and how can you avoid the most common mistake on financial advisor websites today?

Here are some bullet points that explain what you need to do in order to have a real chance at a successful call to action online

  • You must first determine EXACTLY what you want your visitor to do.  Is it to call you, to subscribe to your newsletter, to get them to your blog, to book an appointment, or to download a free report?  But only pick 1, and keep this in mind as you build out your call to action.
  • Once you have determined the #1 goal that you want your prospects to do when they are on your site, then it is time to create an incredibly CLEAR and CONCISE call to action around it.
  • And don’t just spell it out clearly, tell them exactly how and where to do it.  For instance, if your goal is for them to book an appointment, tell them exactly where to go on your site, what they will need to fill out, what to expect, and then the most important piece…the benefits of doing it
  • Benefits.  This is really the key to calls of action on your website.  And this is really the missing link on most of your sites.
  • Finally, get rid of any competing calls to action that might confuse the visitor.  Stick with one main objective for you visitors to your site.  Once you have them engaged and opted in, then you can get creative with multiple offers and sales funnels.

Let me give you an example on the “Book an Appointment” call to action.

Instead of just having a boring button or text that only says “Book an Appointment” and then a place to fill in their information, here is an over the top call to action that I can almost guarantee will get 5-10 times the amount of visitors actually opting in compared to the latter.

  • Assuming the ultimate goal of the website is to get visitors to book an appointment, I would start off with Big, bright, text on your main page that has a great headline such as “Do you know the 3 simple things you MUST have in place in order to avoid paying upwards of  60% in Estate Taxes” or “Why I simply refuse to recommend mutual funds anymore…“.  You see my point.  It needs to be something that you believe it, and something that you can write 2-10 pages on in order to have a free report to give visitors.
  • Next, you will have a button (the color needs to stand out from the rest of the background) that says “Send me the Free Report Now” or something of that nature.
  • Once someone clicks on the button, it will simply ask them their name, email, phone (Or whatever info you really need.  We advise getting just name and email as it will help you build your list of potential clients much quicker)
  • Here is an example of the pop-up box that we built for one of our financial advisor clients.

lead box for a financial professional


  • Once they hit the “Submit” button, you have an auto-responder that automatically sends them the e-book, and then you will have another pop-up that says “Thank you, I would like to offer you the opportunity to book a no-risk obligation appointment with me where you can ask any financial questions you want.  I only offer this to consumers like you who download my e-book as an added benefit to get even more free retirement education.  I normally charge for these appointments, and all that I ask is that you book now and get on my calendar today, as I can only take a couple of these free, no-obligation appointments each week, and my calendar usually books up really quickly.
  • Then you would have 3 different time slots that they can choose from.
  • Worst case scenario, they decline the appointment and you now have their name and email address that you can continue to drip on them with free education and more reasons to book an appointment with you down the road.  And trust me, if they are not willing to book an appointment after you gave them something for free and they already took the time to opt-in their information, you never had a chance for an appointment with them in the first place.  Be glad you have their name and email, as that is more than most advisors ever get.
  • You will also notice how I designed the “book an appointment” language to make it seem like you were doing them a HUGE favor, and it really sets you apart from the “begging advisors” who come across needing the appointment more than the consumer does.  Much of this online marketing is all about positioning.
  • Finally, although these “opt-in’s, pop-up’s, auto-responders, and buttons” might seem daunting as you probably have no idea how to do them, they really aren’t that hard.  In fact, we teach you how to do all of it all by yourself (without having to hire it out to web developer) all within our Digital Marketing Recipe (hint: we use easy to build, already made, proven templates for most all of this stuff).

Summing up how to avoid the most common mistake on financial advisor websites

So now that you know that the most common mistake on financial advisor websites is a lack of a real call to action, I urge you to go check out your own site today and see if you could be getting higher conversions with just a few small changes.

Better yet, ask a client or any other 3rd party to check out your site and give you feedback on how clear your call to action was for them.

A really great question to ask an uninterested 3rd party who is reviewing your site it this: “After you look at my site, I need you to tell me the one thing that you believed I wanted you to do while on my site”.  If they don’t guess your #1 goal that you want people to do on your site, then it is back to the drawing board…

The best advice that I can give you is to just get out there and do it.  Stop giving excuses that your site is only for credibility.  What a hoax and forfeit of power!  I am willing to bet that every person who says that they have a site merely for credibility secretly wishes that they had a site that converted leads.  If you truly believe you need to see some sort of ROI on all of your marketing money, then why should a website (that is clearly proven to be a huge lead generator in our industry) be treated any different?

So get out there and give it a try!  What do you possibly have to lose besides more traffic leaving your site without you getting their information due to no clear call to action.

P.S. – If you want to learn more about how to maximize your website for Traffic and Converted Leads, make sure to go to our new Financial Advisor Product Page and learn how we can help you “Go Digital”.

P.P.S. – Yes, that is a call to action above in the P.S.

most common mistake on financial advisor websites



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Fernando Godinez

Fernando Godinez is the CEO of Advisor Internet Marketing. He’s been the architect behind some of the top financial advisors online presence in the country and help them triple their practice through online lead generation. Over the past few years he has been responsible for generating over 500k leads through online marketing and lead generation campaigns for independent financial advisors.

  • Luke Simonds
    9:12 AM, 15 May 2014

    Here’s an added tip if goal is to get your website visitor
    to call you… instead of call-to-action saying “Call [insert number] if you have
    any questions”, it could be more effective to make a simple Word/PDF document showing
    the top 5 questions you typically address with new clients, post it on your
    site, and then add a call-to-action saying “Click here to see a Guide that shows
    the 5 questions I’ll answer during out first conversation together”. This way,
    they will be able to know what benefits they’ll receive when they call.
    Best of all, it is something that can easily be printed out so you’re name and
    contact info can be in front of them long after they leave your site.

    • Joe Simonds
      9:20 AM, 15 May 2014

      Great point Luke. The main takeaway is that you must GIVE in order to RECEIVE on the web these days. With the plethora of choices, you must stand out and give great value or your visitor will quickly move on. And if your sites screams “It’s all about you the advisor, and not the other way around, prepare to have a disappointing website.

  • Johnny
    11:45 AM, 15 May 2014

    Interesting that there’s no call to action on this blog post…. Hmmm…

    • Luke Simonds
      12:56 PM, 15 May 2014

      Hey Johnny, thanks for taking the time to leave a comment… we love any and all feedback. As for the call-to-action on this particular blog post, it was more of an awareness-focused message on a self help topic so the call to action was just to do take action and put call to actions your site. Even though this particular blog was focused on awareness, you’ll still notice that there is still always a clear call-to-action over on the right hand side of your web page (this side is what statistically generates the best conversion rates). Also, there is a link to our Products page that describes our core web traffic generation product in the middle of the article.

  • David Wiitala
    3:28 PM, 16 May 2014

    This blogpost does a fantastic job of providing a ton of value, the curiosity factor ends up being quite high. The first thing I found myself being drawn to was the free manifesto copy. Once that is obtained, there are many calls to action. As well, an advisor wants to read more. So there seems to be a balance between drawing your audience in and not being pushy. You guys strike the right balance.

    • Joe Simonds
      9:20 AM, 19 May 2014

      Thank you for the candid feedback David. We hope you enjoyed the Manifesto and make sure to check out the site every Thursday when we update our weekly new idea for financial advisors.

      All the best,


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