How To Create A Website So Visitors Can Self Qualify As Leads


Nobody enjoys going through the process of meeting with a potential new client, excited to meet and discuss just to figure out that you are not the right fit for the client or vice versa.

In today's video, Samantha Russell, Chief Evangelist for Twenty Over Ten and FMG Suite shares how you can create a website so visitors can self qualify as leads.

Related: Do Lead Generation Services for Financial Advisors Work?


Good marketing shows that you're not a good fit for everyone but the right people who find your website, your messaging, your marketing materials will know whether or not they are the right person to work with your business. I'm Samantha Russell, the chief evangelist at FMG Suite and Twenty Over Ten. And today I'm going to give you the information you need to help people self qualify, whether or not they're a good fit for your business. . .

Okay, so this is actually a really simple concept, and I'm recording it today here in my car because I don't want to forget to talk about it. What we mean by someone should be able to self qualify is that it's really a waste of time for you and your financial advisory firm and your staff to have somebody call, book a meeting, take time on your calendar, only to discover in that meeting that they're not a good fit to work with you and you're not a good fit to serve them. They should be able to qualify themselves from your website.

So the first thing you want to do is make sure that the copy on your website is explicit in who you are, who you serve, and what services or solutions you provide. So who you are, what you do, who you do it for, right? The more specific you can be, the better. And I like to write this in what we call the problem solution method. What is the typical type of problems that your clients have, and what are the solutions ions that you provide to those problems? So it might be financial planning for Gen X and Gen Y tech professionals in Silicon Valley.

And then as they Scroll through your website, they get more information about how you can help them with equity compensation, with tax strategies, and you go more into the different solutions you provide. And maybe the image that's on your website has a picture of people working in an office building, but you can tell it the tech company, by the way that they're dressed and what they're working on. You get the idea, right.


You want to be as specific as possible so that if somebody lands on your website, who's maybe a person living in a small town who's looking for an adviser to help them as they're navigating going through a divorce, and they're looking for Quadro solutions and things like that. They know when they land on your website, you're actually not a good fit for them, or vice versa. Maybe you're somebody who helps people set up 4-1-K for their staff. You help small businesses with that. Somebody who's looking for a financial advisory firm who specializes in working with small businesses and providing 4-1-K solutions for their staff. They should be able to self qualify when they land on your website with that messaging. So these are all just some different examples. You get the idea.

The last thing I just want to point out that you absolutely want to be able to do to enable someone to self qualify is include what you charge and how you charge it. Right? So a fees page that explains exactly what your fee structure is. If you have multiple fee structures for different types of clients, include that. But people part of that self qualification process is knowing whether or not they are a good fit for either your AUM minimums, your subscription basis, whatever it is that you charge. So a well articulated fee structure page is essential. And if you're not sure how to do this in a way that works really well for marketing, we have a fantastic blog post with all kinds of examples across the board of fee structure pages and how you might be able to set them up.