A website is among the most valuable marketing tools an agent or advisor has at their disposal. As the “digital face” of your brand, it’s where consumers will form their first impression of your business and the potential value you can provide. The primary purpose of your website should be to help attract new clients so you can grow your business. To achieve this goal, you obviously want a well-designed and easy-to-navigate website that provides a good user experience. There are additional actions and features you should consider if you want to get the most out of your website.
Blog
A blog with relevant content will prove you to be a trusted source for your target audience. By sharing your financial expertise, you’re doing more than selling your services. A good blog will let consumers know that you care about sharing your advice on topics relevant to their situation. This goes a long way toward building a strong relationship with current and prospective clients.
Blogging can also be a great lead-generation tool. According to one study, A small business with a public-facing blog will see 126% more lead growth than a small business without a blog. Similar research shows that 70% of consumers prefer blog content over advertisements. Use your blog to drive traffic to your website by sharing links on social media and sending them out via your e-newsletter and drip email campaigns.
Video
Video is one of the most effective marketing tools you have at your disposal and is becoming increasingly more prevalent for those working in the financial space. According to a 2022 study by Wibbitz, they leverage video marketing more than those in any other industry (with the exception of manufacturing).
It goes without saying that video can add value to your website. Various marketing studies have shown:
- 87% of marketers say video has helped increase leads and directly increased sales
- Video on a landing page can significantly increase conversion rates
- Video results are 50 times more likely to be organically ranked in Google than text-based results
Dedicate a page on your site for a gallery of videos relevant to your services. There are several services that offer embeddable videos, or you can create your own. Either way, sharing and emailing these video links is a great way to drive traffic back to your website.
Appointment Apps
Appointment scheduling software can be a great addition to your site. These services, which allow you to embed the calendar onto your website, will essentially put your entire appointment schedule on autopilot. Simply set your availability preferences and let the software do the rest. Clients and prospects can book appointments directly from your site, and you both will receive reminders and follow-up notifications. Your calendar links should also be included in your e-newsletters and drip email campaigns. Check out Calendly and YouCanBookMe for two easy and affordable options.
Another Way to Boost Your Business
While your website is one of your most valuable marketing tools, professional development is another essential way to take your business to the next level. IAMS is proud to offer a can’t-miss opportunity to grow your financial expertise: In May, we will partner with Athene for our first Life and Annuity Academy of 2024. Attendees will receive access to exclusive content, sales ideas, marketing material, and access to proven sales systems. Attendees will also hear and learn from industry insiders on how to design, place and retain more business than their competitors.
The 2024 Life and Annuity Academy takes place May 15 – 17 in West Des Moines, IA. Spots are limited. Click below to apply.
