the choice of financial professionals

Are your calls-to-action working as they should?

Is your landing page lonely? Is everyone passing by without so much as a click? Unfortunately, so many financial advisory firms miss out on opportunities to engage with website visitors because they make crucial web design mistakes with their call-to-action (CTA) buttons.

Below are the most common mistakes we find that financial advisers make with their CTAs:

It’s missing
Incredibly, many firms don’t have CTAs on their website. It’s as if they’re hiding from selling something, which certainly should not be the case.

It’s not noticeable
Your CTA should be in a prominent place, somewhere above the fold. This ensures that visitors don’t have to scroll down to find it. The key is to make sure a CTA is noticeable.

It lacks value
Many financial adviser websites have CTAs that simply say ‘Contact Us’, which isn’t really enough. You have to tell people what’s in it for them. Don’t be cryptic about it. Highlight the value they’ll get for investing the time to click on a CTA and exploring your site more.

It sends you to the wrong place
Nothing annoys visitors more than ending up in a place they didn’t want to go. Make sure your CTA matches its destination. For example, many CTAs often go to a generic ‘Contact Us’ page. That’s an easy way to lose a potential lead. Be specific – take the time you need to craft a perfect landing page to match your CTA.

It promises too much
Don’t overpromise in your CTA. Say what you’re going to do and then deliver on that. Your website visitors have expectations. Don’t trick them or lie to them. If you do, you will lose significant trust.

The key is not to let your landing pages get lonely. Build strong CTAs that are the right size, have the right copy, send visitors to the right location and don’t overpromise.

Oliver Taylor, Head of Sales & Marketing, Goldmine Media

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