As a financial advisor, your website is a powerful tool for acquiring new clients. A vital element of your website is the contact or lead capture form. It’s one of the first points of interaction potential clients have with your brand. However, getting visitors to complete the form can be a challenge. A poorly designed form can deter prospects, and lost leads mean missed opportunities. To increase form conversions, here are five strategies for improving your website form.
- Simplify and Streamline
One of the key principles of high-converting forms is simplicity. People value their time and don’t want to waste it filling out lengthy and complicated forms. The more fields a form has, the less likely users are to complete it.
As a financial advisor, only ask for information that’s absolutely necessary at this stage of the client acquisition process. That’s typically a name, email address, and possibly a brief message or specific query. As you progress through your sales pipeline, you’ll have opportunities to collect more detailed information.
- Emphasize Security and Privacy
Financial matters are sensitive, and potential clients need to feel their information is safe with you. Highlight your data security measures, such as SSL encryption, and make your privacy policy accessible directly from the form. Using reassuring language can also help ease worries. For instance, include statements like, “We value your privacy and will never share your information.”
- Use Clear, Persuasive Language
Copywriting can play a crucial role in convincing users to fill out your form. Your headline and call-to-action (CTA) should be clear, compelling, and speak directly to your potential client’s needs and pain points.
Avoid generic language like “submit” or “send” in your CTA. Instead, opt for more persuasive phrases that convey value, such as “Get Your Free Financial Assessment” or “Start Planning Your Financial Future Today.”
- Enhance Design and Usability
The design of your form is just as important as its content. A clean, professional design helps build trust and improves the user experience. Ensure your form is easy to read and navigate, with visible field labels and intuitive layout.
Don’t forget about mobile users. Your form should be responsive, meaning it automatically adjusts to fit any screen size. With more people using mobile devices to access the internet, a mobile-optimized form is essential.
- Offer Value and Motivation
What will users gain by filling out your form? Why should they choose you over other financial advisors? Make sure your form answers these questions implicitly or explicitly.
Provide a compelling reason to complete the form. This could be a free consultation, a downloadable guide on financial planning, or a subscription to your informative newsletter. By offering something of value, you’re giving users an incentive to share their contact details.
Ultimately, improving your website form involves a balance of user-friendly design, persuasive language, and clear value propositions. By implementing these strategies, you’re more likely to convert website visitors into leads, helping you grow your client base and boost your bottom line.