If you can't explain what you offer, you won't attract clients
Like it or not, as a financial adviser, your services need explaining. But don’t worry, this makes you no different from most other companies across the world.
If you’ve put some resource into social media and optimising for search, this will bring people to your website who might not be sure exactly what services they need. When you add large amounts of money into the equation, you can see how your potential clients might need some help making a decision.
It’s been said before that part of being a good adviser is taking the load off investors, so they can get on with enjoying life. I’d implore you to start doing this as soon as possible in the client journey. In practice, this means that when someone lands on your website, you need to explain things well enough to help them make a decision.
You might be used to talking about the fiduciary standard, financial planning and investment management. After all, it’s your job. But other people are not, and too much text, particularly technical language, brings risk that you won’t convert those site visits into phone calls.
This is where an explainer video comes in. It should be the first thing site visitors should see on your homepage, and it should explain what you offer in a clear and engaging way.
So, are you explaining yourself?
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