What is the ultimate purpose of your website? Though it has many benefits, your website’s primary function is to turn prospective clients into loyal customers.
From the home page all the way through your team’s biographies, it should demonstrate such significant value that readers feel inspired to call you directly or provide their contact information for you to return the favor.
Because your website is a digital storefront, however, you don’t have the luxury of interacting directly with potential clients. Instead, financial advisors must rely on the next best thing to parlay initial interest into direct communication: lead generation forms.
In short, that’s fancy jargon for “getting client contact information.” It’s the brief questionnaire that asks for your name, phone number and email address.
Lead generation forms capitalize on curiosity and are a key part of successful marketing strategies. They are a significant moment in an online transaction, wherein further knowledge of your services are exchanged for the client’s contact information.
3 Ways to Optimize Your Lead Generation Forms
Here are three ways to ensure your lead generation forms are optimized for maximum conversion rates:
1. Simplicity is Key
How often do dole out your contact information online? Odds are that you do so on occasion, but remain judicious about how frequently you provide your phone number and email address on the internet.
As you have likely experienced, lead generation forms can scare away readers more frequently than they excite them. However interested a customer may be, anything that asks for contact information (particularly online) will inevitably give some people pause.
Above all, lead generation forms must appear like the logical “next step” in the potential client’s exploration of your website. Lead generation forms are best left clear and concise without excessive verbiage. The messaging on your website has already done the selling for you, and the lead generation form is simply completing the mission.
Be sure to avoid points of friction with phrases like “no spam,” which despite their best intentions, can cause clients to associate your website with solicitous emails.
2. Customize, Experiment, and Optimize
The click button is arguably the most important part of the lead generation form. When considering the word or phrase you’d like to add to the button, focus on the value of your services. While uninspiring lead generation forms end with a simple “Submit” button, you’ll be best served with more intriguing phrases like, “Learn More” or even “Let’s go!”
On the web, details are everything. By taking advantage of A/B testing, you can identify your most successful lead generation forms and increase your form conversion rates. In addition to altering your verbiage in the form, you may also want to rotate the color scheme, the layout, and even the look of the click button. Contrast is compelling, and if the majority of your website is green, consider making the click button a fiery red. Indeed, many studies have found that power colors increase conversion rates.
Don’t hesitate to experiment, adjust and make the most of your lead generation forms. A/B testing will reveal your most effective strategy.
3. Form Placement is Key
To feature forms at the top of the page or the bottom, that is the question. While there are arguments to be made in favor of both approaches, we suggest running the lead generation near the end of the page.
Leading with the form right out of the gate creates an inherent problem for prospective clients. By seeking the client’s personal information before solidifying your value proposition, you run the risk of losing your reader’s trust. It’s like Alec Baldwin said in Glengarry Glenn Ross, pointing to the chalkboard and yelling, “AIDA! Attention, Interest, Decision, Action.” That’s an accurate breakdown of the sales process and the emotional evolution of prospective buyers.
Whichever route you choose, be sure to affirm the significance of your services before initiating the final transaction with your reader. As always, A/B testing will help you identify the best approach to your lead generation forms.
Optimize Your Lead Generation Forms & Boost Conversion Rates
At the end of the day, you want one simple piece of information: a phone number or an email address. You’re not asking for a date; you’re just asking for the digits.
Create a sense of value, build trust, and have confidence that clients will want more of what you have to offer. Your lead generation forms will take care of the rest.