7 Financial Advisor Landing Page Myths, Debunked

Mike Dale

Vice President of Enterprise Sales

Published Feb 24, 2021

You want to increase lead generation to your advisor website, right? Especially as we have gone increasingly virtual in 2020 and into this year, it’s more important than ever. So, how can you do this?

Enter: Landing Pages

Landing pages are an incredibly powerful tool used to drive traffic to your website. They allow you to create individualized messages for different, targeted niches, making lead generation much more effective. You can make your message ultra-specific since there is:

One headline
One unique selling proposition
One call-to-action

As far as landing pages go, you have probably heard quite a few myths about them and what you need to be doing. Well, I'm here to debunk the 7 following myths for creating effective landing pages for your advisor website.

7 Landing Page Myths, Debunked

Throw any myths you have heard about the following seven things as you create stronger landing pages and start driving more qualified leads.

Myth #1: You Only Need a Few Landing Pages

Even though we often tell financial advisors to keep it simple, when it comes to landing pages, if you don’t have multiple, then could be missing out on opportunities to drive traffic to your website. For each new landing page that you create, you are just giving yourself another opportunity to appear in search engines or get your link shared on social media platforms.

This type of exposure will increase your SEO rankings and in turn, drive more traffic to your site.

Myth #2: Copy Should Always Be Short and Sweet

While we often say “short and sweet” when it comes to website copy, email marketing etc, this is not always the case when it comes to landing pages. You want to inform your clients of the offer, so it depends on how much content and wording it would take to get your leads to convert. When creating your landing pages, advisors on Lead Pilot can use our content “as-is” if they want, which makes it super simple. Our editorial content is usually around 500 words, so you can edit it to include specific keywords that cater to your niche, make it more specific to location…whatever you need! You can also keep it in its original format if you want and that will work for a specific landing page.

Myth #3: Conversion is the Only Metric to Track

Landing pages are a huge part of your marketing funnel, as you hope that filling out a form on the page, will ultimately lead them further down the sales funnel, eventually becoming a client. So, it’s best to understand what people are doing once they land on the page and what happens after the fact. So, what this means is that it’s important to understand the percentage of your leads that actually become customers.

Lead Pilot helps to track these conversions and show other metrics, which can be easily found on the platform.

1. The first analytic that appears in your Insights is “Landing Page Impressions.”

This shows the number of times a person opened and viewed your landing pages as a result of clicking on a post shared on one of your social networks:

In the above example, you can see that posts on LinkedIn sent five people to the landing pages, while Facebook and Twitter posts sent 22 and 25 people.

2. The next analytic in your Insights is “Lead Generation.”

This shows how many landing page visitors filled out your subscribe form and became leads. The numbers again correspond to your social networks:

In the above example, you can see that two of the leads came in via landing pages that were shared on Twitter.

3. The last bit of analytics in your Insights is “Email Engagement.”

This shows how many individual emails you’ve sent to subscribers, how many times subscribers opened your emails, and how many of those subscribers clicked in an email to view your landing pages:

Other metrics that we track, such as email opens, can be found in “Contact History.” You can easily get there by following the below steps.

1. Click “Contacts” at the top of your screen:

2. Click the “…” to the far right of the contact’s name and select “History”:

3. A side window will open showing a timeline of that contact’s history in Lead Pilot:

Myth #4: Overload it with Offers

A strong landing page is all about quality, not quantity. If you overload it with offers, then visitors will become distracted rather than focusing on what really matters. This will cause your conversion rates to go down. By using the landing pages in Lead Pilot, there is no navigation and minimal forms, which can really help drive conversion rates.

Once you have decided on and customized the content you would like to share. Click the “Share” button in the top right of the “Preview” window.
A “share settings” window will appear:

Toggle the different networks you would like to share to. Then, if you are ready to share the post, click “Share”. Otherwise, you can schedule to share the content later.

Who Got It Right?

Lead Pilot user, Mark Sharp Retirement, has an informative landing page about social security payments with streamlined ways to get in contact without overbearing your leads. The sticky call-to-action can be found in the top right-hand corner, with contact information and a CTA underneath Mark Sharp CFP® bio and a lead form at the bottom with the question, “How do you know when you’ll be ready for retirement?” By simply providing your name and email address, you can download a free checklist offering useful guidance.

Myth #5: If You Build It, They Will Come

Landing pages in general are not typically built for SEO, as they are made to drive targeted traffic with a goal of growing your list and starting a conversation with a prospect. Once you have your landing pages up, it is important to drive traffic to them with a targeted audience through various marketing efforts like sharing on social, email, etc.

Twenty Over Ten client and Lead Pilot user, Gateway Financial has included icons at the bottom of their landing page for simple sharing on the social platforms Twitter, Facebook and LinkedIn or it can easily be sent out by clicking on the email icon.

Myth #6: You Leave Them Alone After you Create Them

Testing is so important, and if you take the time to create a landing page but don’t see what works, then you are missing out on some great conversion opportunities. By setting up your Google Analytics, you can see how much traffic is coming to your landing page, where it is coming from, the demographics, etc. The below infographic shows why it’s important to test your landing page, as you only have four seconds to capture someone’s attention. That is not a lot of time to captivate your audience, making this stage one with very high abandonment.

Why is it important to test your landing pages

One of the simplest and most effective ways to do this is with A/B Testing, where you can compare two different versions of a landing page. Depending on what your goals are, the changes can be large or small, to see what will impact the visitors’ actions or behavior in order to find the most effective version.

Myth #7: They are Hard to Make

This couldn’t be further from the truth! Lead Pilot makes it incredibly easy to build landing pages. With Lead Pilot, there are many ways that you can build and create a landing page that speaks to your unique audience. An example of some of the features that you can create in Lead Pilot are:

Adding or Changing Your Logo

Your logo is the first impression of your firm, so you want to include it on your landing pages. With Lead Pilot, you can easily incorporate your logo by following the directions below.

1. Once you’re in your “Template Preview,” navigate to the left side of your page and click “Header” under the “Content Menu:”

In the header of your landing page, you will find “Logo Title.” This is where your default logo will appear after it’s uploaded. However, make sure to replace “Logo Title” with your firm’s name. This way, if the logo does not load, your firm’s name will still appear in its place.

2. Click on the “Upload Logo Image” button:

3. Select or upload a high-resolution JPEG or PNG of your logo. In short, JPEGs will be standard images, while PNGs will allow parts of your image to be transparent. Either of these file types will work well:

4. Once your logo is uploaded, you will see it on both the left side of your page and in the “Page Preview.” You will also find a slider underneath your logo on the left. Use this slider to adjust the size of your logo in the “Page Preview:”

5. On the left side of the page, you will also find the “Logo Link” field. Inserting a link here will allow anyone that clicks your logo to be redirected to your homepage. (links must begin with either HTTP:// or HTTPS:// in order to work properly):

6. Click on the “Save” button in the bottom left to save your changes.

Twenty Over Ten client and Lead Pilot user, Seasons Financial Group, has utilized their unique and bold logo on their landing page. It has been placed in the top left-hand corner of their page on then to the side with the contact information, making it easy to spot and remember.

Personalizing Your Landing Pages

It can be difficult to stand out in your industry, especially in one as saturated as the financial industry. Show that you can offer different benefits than that of your competition, by personalizing your pages. So, “humanize” your firm and show that you are a real person by adding some specifics and touches to your pages. Some ways to do this are:

Add pictures of yourself or your advisory team
Include a short description of your company and what you stand for
Display social links
Incorporate a personalized call-to-action

Don Alexander of Alexander Wealth Planning, LLC has included his headshot, title, a quick bio with a LinkedIn icon to his landing page. Putting a face a name with some quick facts can do wonders for putting your prospects at ease even before the first meeting.

Choosing the Content

With Lead Pilot, all of our content is completely customizable or you can use it “as-is.” This makes it incredibly easy to share on your landing pages.

Once you have decided on and customized the content you would like to share. Click the “Share” button in the top right of the “Preview” window.

Toggle the different networks you would like to share to. Then, if you are ready to share the post, click “Share”. Otherwise, you can schedule to share the content later.

Choosing or Adjusting Strong Colors

The colors that you choose are very important, as these can bring about different emotions. This goes for your brand coloring, as well, and what you are using to best represent your firm. As far as your landing pages, go, we recommend using three colors, and if you end up changing the colors, you can easily do this in Lead Pilot.

Click on the “Style” tools menu in the upper left to access a variety of tools:
Select the menu (“Header” for example) that you would like to change the colors of. Click on the circle in this new menu to change the color associated with it:
Underneath the circle will appear a “Color Selection Field.” Select a color by clicking in different areas of this field. If you have a specific color, the Hex or RGBA coordinate can be filled out beneath the slider:

You can move the “Color Slider” beneath this field to adjust the primary color:
You can also adjust opacity using the “Opacity Slider,” found just beneath the “Color Slider:”
Using the Hex and RBGA codes, you can select a specific color to match any other branding:
Navigate to the bottom left of your screen and click “Save” to save your changes.

Add Subscribe Forms or Pop-Ups

Whenever your landing page is opened, the subscribe form will open as a pop-up. It also appears when the “Subscribe” button in your featured sidebar is clicked by someone. When people fill out your subscribe form, their contact details will appear in your “Contacts” in Lead Pilot.

Subscription forms can be used to create return leads, view your calendar and schedule conversations with possible clients. Customization options can be used to:

Change the location and display delay
Customize text content
Set auto-display options
Toggle subscribe success button

You can easily customize your subscribe forms by following the below steps.

Click on “Subscribe Form” to the left and underneath the “Content” tools menu:
Locate “Pop-Up Display” and click “Location” found beneath it. This will allow you to decide where your “Subscribe Form” will appear:

Beneath “Location,” you will find the “Delay Slider.” Moving this left or right will adjust the time it takes before a pop-up appears:
Complete the “Subscribe Details” form to change the text within the “Subscribe Form:”
After a user fills out the “Subscribe Form,” a success message will appear. This is called the “Subscribe Success Message” and can be changed in the text field of the same name:
You can use the “Subscribe Success Button” to toggle this option on or off. It will appear in the “Subscribe Success Message:”

Navigate to the bottom left side of your page and click “Save” to save your changes.

Add a Disclaimer

The financial industry is full of red tape, so it is a best practice to include a disclaimer on your page in order to protect your firm from any legal issues. Not only that, but there are some benefits to providing one, as well.

It Shows That Your Are Trustworthy:

Including a disclaimer not only shows that you are up to date on certain restrictions but that you are also a firm that can be trusted.

It Acknowledges Risks and Information Gaps:

Some disclaimers acknowledge that the information on the page was taken from reliable sources. This tells readers that you’re providing information, and might not be the original source. Other disclaimers state that performance may vary, acknowledging the flexibility of their service.

As you can see, coreVISION Financial Group has included the disclaimer at the bottom of the landing page that states the risk involved with investing, that there is no guarantee and to speak with a qualified financial professional if you have questions or concerns.

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