On Thursday I was talking to an independent financial advisor client who was disappointed that he wasn’t getting any business from his website. He was getting plenty of hits, but no one was booking an appointment with him. He spoke to his web designer who told him “There’s nothing wrong with it”. And it’s certainly true that if you Google “Equity Release” in his area that he came up first, second and third.
It was also true that the design was beautiful. Light, bright and inviting images and a stylish logo made the business look not only professional but also engaging to the target audience.
However, after a bit of digging it was clear what the problem was. “What are you asking people to do?” I asked James, “I’d like them to book a consultation with me” he replied. Sometimes the obvious is staring you in the face. If he wanted people to book a free consultation with him then all he needed to do was ask! And yet there was no reference to this on the home page, and just a small one line of text on each subsequent page. It may not look beautiful, but if you want people to take action, ask them to do it and make it obvious. You’re much more likely to get a response.
What does your website ask people to do? How much success do you have with it? I’d love to hear from you!
