Web sites aren’t just nice places to put your picture and a short biography. They can be lead generators if used correctly. Mark Willaman, president of HRMarketer.com, says a Web site can be a lead-acquisition machine if it is easy to find and use, if it has content applicable to a senior audience and if it is used as part of an ongoing marketing campaign.

The content has to speak to seniors hopes, dreams and concerns–mostly their concerns and how they can be addressed. Short articles or white papers about topics like not outliving one’s money, how to leave a legacy, how to guarantee income in retirement and other senior-centered matters will entice seniors to read what you have to say. Entice them to leave their contact information in exchange for the information and a Web site drives leads.

One point Willaman makes clear is to make sure the material isn’t self-promotional. Make it informational, useful to their lives, and they’ll seek you out when it’s time to do some planning.