Lead Generation for Wealth Management Companies [3 Strategies]

1. Optimize your website for search engines to reach more qualified leads

The first strategy we’ll look at for lead generation for wealth management companies is search engine optimization (SEO).

SEO is the process of boosting your website’s ranking in search results to drive more qualified traffic to your site, which results in more leads for your company.

When users want to find a wealth management company, they turn to search engines to help them find one. If your site isn’t ranking in the search results, though, users won’t find your wealth management company first.

Here’s what you can do to help your site rank better in search results:

Optimize your pages for relevant key terms

If you want to use SEO as a valuable wealth management lead generation strategy, start optimizing your pages for relevant key terms. When users conduct searches, they use specific keywords and search queries to help them find relevant pages. To find the keywords that your audience most often searches for, you’ll need to conduct keyword research.

You can use a keyword research tool like KeywordsFX to help you find the right keywords for your site.

As you conduct keyword research, focus on long-tail keywords — keywords that contain three or more words. These terms work best for your wealth management company because they drive more qualified leads to your site due to their specificity.

If someone searches “financial advisor for retirement fund,” you know exactly what they’re hoping to find. On the other hand, a search like “advisor” or “retirement fund” is a little too generic and doesn’t fully indicate what the searcher wants to find.

Once you find these long-tail keywords, you can start integrating them into your site to help you rank for these relevant searches.

Optimize your title tag and meta description

When users conduct a search and find your listing in search results, they’ll see two elements first: Your title tag and meta description. While your title tag is the only element that directly impacts your ranking, both impact whether leads click on your site.

To help you improve your site’s ranking, you’ll want to optimize these two elements to generate clicks from more relevant leads.

To optimize your title tag, you’ll want to integrate your core keyword towards the beginning of the title. Keep it within the 60-character limit and use power words (“awesome,” “compelling,” or “free,” for example) to entice people to click on your listing.

To optimize your meta description, you’ll want to stick to the 155-character limit and integrate your core keyword within your summary. Your meta description should provide your audience with an overview of what they can expect to find on your page.

Build your link profile

If you want to help your business rank better in search results, you need to build up links on your site. There are two types of links you can focus on:

1. Backlinks: Backlinks are links to your site from other authoritative sites. These links help you build your site’s trust and authority. You can earn backlinks by creating informative and compelling content for your business that authority sites want to link to in their content.
2. Internal links: Internal links are links to other pages on your site. These links help users find more information about a relevant topic. Internal links also help search engines find and index pages on your site so that they can rank in search results.

By building up your links, you’ll help drive more traffic to your page and keep people on your page longer.

2. Create content to drive qualified traffic to your site

Another strategy you’ll want to include as part of your financial lead generation strategy is content creation. Not only does creating content help you establish yourself as an authority in your field, but it helps drive qualified traffic to your site.

If you want to create high-quality content for your business, follow these best practices:

Write for humans, not search engines

When you use content marketing as part of your wealth management lead generation strategy, you need to make sure that you’re writing for humans, not search engines.

Many companies make the mistake of trying to write for search engines to rank in search results. This strategy involves creating keyword-heavy and technically proficient text in a effort to get Google to see them as an authority.

Truthfully, though, search engines want to rank pages in search results based on what users want — writing for users will help your content rank in search results.

You can write content that’s geared towards users by:

1. Limiting your use of jargon
2. Avoiding fluff, like unnecessary details or repeated statements
3. Breaking your content into paragraphs with 2-3 sentences for easy readability

Use a variety of content formats

When you craft content, you want to use a variety of formats. People enjoy content in different forms, so using multiple formats can help you appeal to different people in your audience.

Not to mention, some topics may be better explained with a different content format than others. For example, trying to explain how to build a financial portfolio may be easier to demonstrate through a video rather than a blog post.

Some common formats include:

1. Video
2. Blog posts
3. Infographics
4. Ebooks
5. Guides
6. Podcasts

Using various content formats enables you to drive more traffic to your page and earn more leads for your wealth management business.

Publish content often

If you want to drive qualified traffic that turns into leads continually, you need to publish content often. Publishing content frequently helps you create new opportunities for qualified traffic to find your business.

To ensure you publish content often, you can use a content calendar. A content calendar will help ensure you publish content often and can help you keep track of when you’re creating, editing, and posting content.

3. Run PPC ads to attract people looking for your services

When you do lead generation for wealth management companies, you’ll want to add pay-per-click (PPC) ads to your plan. These paid advertisements appear at the top of search results above organic listings.

Paid advertisements help you attract more qualified leads for your business due to their highly targeted nature. In fact, 65% of all high-intent searches result in an ad click. The people who click on your ads are highly interested in what you offer, helping you attract more qualified leads.

Here’s what you can do to make PPC one of your best financial lead generation strategies:

Target relevant keywords

If you want to be successful with your PPC ads, you must target the right keywords. Keywords trigger your ad to appear in the right search results. So, to help you drive qualified leads, you need to conduct keyword research to find relevant terms.

Like with SEO, you’ll want to focus on long-tail keywords. Long-tail keywords are best for your PPC ads for two reasons:

1. They drive more qualified traffic: Long-tail keywords are best for your ads because they drive more qualified traffic. When people search these terms, you know they’re interested in your business.
2. They cost less: Long-tail keywords are great for your PPC campaigns because they cost less. Since they have less competition, you don’t have to bid as high to get a good placement. As a result, you can get more with your budget.

Use ad extensions

When you’re crafting your ad, you want it to stand out from your competition. One of the best ways to help your ad stand out is to use ad extensions. Ad extensions are extra tidbits of information you can add to your ad to entice people to click.

You can use multiple ad extensions for your ads, including:

1. Sitelink extensions
2. Location extensions
3. Call extensions
4. Callout extensions
5. Structured snippet extensions

These extensions can help you earn more clicks on your ad, driving more qualified leads for your business.

Create a custom landing page

If you use PPC as part of your financial advisor lead generation plan, you want to ensure you create custom landing pages for your ads.

When you try to capture leads with your PPC ads, half of the battle is getting them to click on your ad — the other half is keeping them engaged once they click.

With a custom landing page, you can keep them focused on your ad content. So, for example, if you run an ad on your retirement planning, you can focus on that service on your landing page, so your audience gets all the information you need.

If you use a generic page on your site, like your homepage, you won’t deliver a tailored experience that helps keep your audience focused.

When you craft your landing page, you’ll want to include:

1. A custom landing page design
2. Visual elements
3. An explanation of the service you advertised in the ad
4. A unique selling proposition (USP)
5. Call to action (CTA)
6. Directional cues (i.e., arrows)
7. The cost of the service

Our digital marketing campaigns impact the metrics that improve your bottom line.

See More Results

WebFX has driven the following results for clients:

$6 billion

In client revenue

24 million

Leads for our clients

7.14 million

Client phone calls

Get started with lead generation for financial advisors

If you’re looking to generate more leads with wealth management lead generation, WebFX is here to help. We have over 28 years of experience creating lead generation strategies that help our clients grow online.

In the past five years, we’ve driven over 24 million leads for our clients. You can feel confident we’ll help you create a strategy that drives more leads for your wealth management company so that you can grow online.

Want to earn more qualified leads for your business? Contact us online or call us today at 888-601-5359  to speak with a strategist about our lead generation services!

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