Tell Prospects What's in it for Them
It sounds harsh, but the truth is they are looking at your website because they want to know what's in it for THEM. So tell them! ---Caroline Melberg
Things like investment newsletters, free general tax and investment advice [on your website] can prove vital to forming valuable client relationships. “Keep in mind that your prospects don't care about YOU,” Melberg adds. “It sounds harsh, but the truth is they are looking at your website because they want to know what's in it for THEM. So tell them! Tell them the benefits they can expect when they work with you. What problems will you help them solve? What sets you apart from every other financial advisor out there? Having a clear statement on your home page that tells what you are all about, combined with a site that is easy to navigate, contact information that is easy to find, and clearly articulated benefit statements will encourage them to check out your services further.”
-Caroline Melberg, president and CEO of Melberg Marketing, based in Wayzata, Minn, in Converting Web Traffic into Business
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