When financial service firms, advisors and financial planners build websites, the focus is on university degrees, certifications and their personal background – and not how to bring in more web traffic.
There is a quiet assumption that SEO (search engine optimization) is not important because people will automatically know the company by name and reputation.
Nothing could be further from the truth.
SEO for financial websites has resulted in a higher level playing field for RIAs, wealth managers, brokers and loads of companies related to finance.
The following list outlines seven simple ways to increase site traffic. It’s easy to start building your online business and more quality web traffic.
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” – Ogilvy
1. Add a Blog
Blogs with a financial focus are a great marketing tool, especially when authored by a fund manager or even the CEO. It positions the company as a leader willing to share its ideas, and encourage feedback from investors and visitors. A blog also adds a personal touch, making the company appear more human instead of just an entity pushing services. Make sure that each blog post has keywords that describes the post (like this one) and that they draw attention to the reader. Remember, blogs can be consumed in many different ways, devices and feeds.
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2. Add a News Feed
A carefully curated news feed is an excellent way to keep site content relevant and bring in new visitors. Relevant news stories can be put on social media to extend reach even more.
3. Add an Industry Calendar
Placing a financial industry calendar on a site will add authority and provide visitors with valuable information about conferences and other events.
4. Add Finance Tools and Widgets (i.e. Calculators)
It may be obvious, but you have not thought to place tools in easy reach for the consumer. Not only will they use these (and thank you for it) – but they are sharable (if you set it up right), and they can bring about ‘viral’ traffic. If you can create your own, even better. Then, let others use it (the code) on their sites too – just add a link back to you.
5. Make the Site Global, but start local
A number of financial firms are looking to international traffic to increase ranking. Offering the site in different languages will increase global visibility and give the company a friendly, flexible reputation.
6. Add Partner Biographies
Another way to lend a human touch to a financial firm is through the use of biographies. Visitors and clients will be more likely to place their trust in a company where names are matched with faces.
7. Optimize (SEO) Keywords
A proper SEO strategy includes the use of multiple keywords that are tied to what the company offers. The best way to approach keywords is to imagine doing a search. It is also helpful to research competitors and see what SEO approach is bringing in traffic for them. Make sure you have a strong landing page that matches the query. Add a “call-to-action” to download your financial planning whitepaper, special report, etc. You must provide value here, it’s not just about getting the email via a form (which I’m sure you have set up, right?)
BONUS TIP:
Use videos both in your blog and on YouTube (set up your own channel). Then, on a weekly basis if you can (pick a certain day), post a financial training video with information that helps, informs, entertains & engages them to come back to your site.
Using these tips can go a long way toward increasing traffic and your financial firm’s online success.
About jon rognerud
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Entrepreneur Magazine says Jon Rognerud is one of the most sought-after Digital Marketing Experts. His clients extend from high-end brands and middle-tier businesses in both B2B and B2C. His SEO website optimization book, "The Ultimate Guide to Optimizing Your Website" from Entrepreneur Press is in bookstores now.