After you have gotten through the content creation step of your inbound marketing strategy, you’ve got to optimize your financial website content. Without optimizing it for clicks and search engines, the exchange of a lead’s information for content can’t occur, and conversion opportunities disappear.
The last thing you want is for all of your created content to be for naught.
1. Add calls to action
Calls-to-action, or CTAs, are exactly what the name implies: a button, an image, a link, or text that directs your audience to take an action that you’ve called for.
Some of the most popular CTAs include “Schedule a Meeting” or “Subscribe to My Newsletter,” but when it comes right down to it, you can ask your website visitors to do anything.
CTAs can go anywhere — throughout your blog posts or at the bottom of them, within the body your emails, or as a tweet. And even though it took a call-to-action for a prospect to get your eBook, you can add them in there, too.
The bottom line is that you want to make it really, really easy for your web visitors to do whatever it is you want them to do. So the bigger and more obvious your call-to-action, the better.
2. Tackle Search Engine Optimization (SEO)
While many advisors consider Search Engine Optimization (SEO) to be a low priority, the fact remains that a higher ranking on a search engine results page means greater visibility. That means more web traffic and therefore more conversion opportunities. Ultimately, going to the trouble to create your web content is a fruitless endeavor if no one’s ever going to see it.
Here are a few ways to optimize your content for search engines.
Adding new material to your website on a regular basis is important for keeping it in a search engine’s spotlight.
Articles centered on keywords or phrases are preferred over unfocused financial content.
Lots of keywords:
Give search engines plenty to look at by also including keywords in the title tags, descriptive text, headers, sub-headers and links. A good meta description will help convince searchers that your page is worth navigating to.