Advisors are notoriously wasting money on their websites. If your website is failing to generate leads for you, it is because the content is not jiving psychologically with prospects.
In this episode of the Sara Grillo podcast, listeners will learn:
- [Frame 3:02] The empirical evidence on what attracts prospects to advisors and what they are looking for versus what advisors believe
- [Frame 4:02] Why it is so hard to come across as competent and warm, friendly and relatable
- [Frame 5:28] What all this means for advisors’ websites – what the true goal of a website should be
- [Frame 6:05] How to visually set up your website – graphics, photos and imagery
- [Frame 11:20] The false perception that advisors have to project perfection and be all-knowing. This is at odds with how people really feel because we’re so imperfect. How do we visually present who we really are while at the same time showing credibility?
- [Frame 14:50] What your website should say. What should the message be?
- [Frame 15:22] How to create relatable content for your website
- [Frame 19:24] People are not interested in other people; they care about themselves. How do you get people to say “tell me more about that?” when they read their website.
- [Frame 30:50] How to get your content to stay with people after they leave your site.
- [Frame 36:50] How to create videos for your website that will engage the reader and come across as authentic
- [Frame 41:00] The value of humor and how to activate it on your website.
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About Dan Solin
Dan Solin is the New York Times bestselling author of the Smartest series of investing books and The Smartest Sales Book You’ll Ever Read. He blogs regularly for The Huffington Post and Advisor Perspectives.
Dan’s books have been enthusiastically endorsed by The New York Times, The Wall Street Journal, and Vanguard founder John Bogle. Kiplinger’s listed The Smartest Investment Book You’ll Ever Read on its top ten list of the best financial books ever written.
A former securities attorney, Dan graduated from Johns Hopkins University and the University of Pennsylvania Law School.
Dan is a sales coach to advisory firms throughout North America. He gives presentations to large groups, conducts workshops and engages in one-on-one coaching either in person or via teleconferencing platforms like Skype.