As a financial advisor, your website is the most basic tool you can use to connect with the world. Whether a potential client lands on your website after browsing the internet or is referred by an existing client, this person will develop a first impression of your business based on your website.
Your website is not only an important portal into your financial advising business; it is the online public face of your business. There are benefits in knowing how people find your site, navigating through it and engaging with it. If you’re not using Google Analytics to track this information, you should consider doing so.
At first glance, Google Analytics can be a little intimidating. If you’re not afraid to spend time familiarizing yourself with the terms and features of this versatile tracking system, you’ll find a number of useful tools that will enable you to track the behavior of your website’s visitors. You can, then, use this information to create a better product to attract more clients.
Of course, this assumes you have a website – even if it only has a landing page. Your site doesn’t need to be complicated – search engines just need to pick up on it. You can put a Google tracking code on any website you manage, even Blogger and WordPress. By signing up for Google Analytics and installing a small snippet of code on your web pages, you can track a number of different behaviors and acquisition information. You can view demographics of visitors and see what browsers they use to access your site. You can also see if they’re using either cell phones or desktops to do so. You can see how much time visitors (Google now calls them “users”) spend on your site, before they leave it. Known as “bounce rate”, this stat gives insight into how engaging your website is. If your site has a bounce rate of 90 percent or higher, that means it’s time to devise better ways of engaging potential clients.
Google Analytics also shows you where your site’s traffic is coming from, who is linking to you, and how much of your traffic is being generated by organic or paid searches. If you advertise using Google AdWords, you can link accounts and see how effective those ads are in driving traffic to your site. You can even set up goals in the system to see the conversion rates of your ads.
For many financial advisors, referrals are the lifeblood of their business. These potential clients are likely to check out your website first, so it needs to look good, it needs to flow, and it needs to be engaging and user friendly. Google Analytics is a great way to gauge these criteria. As a financial advisor, you aren’t intimidated by numbers, in fact, you live by them. So, you should take advantage of the data provided by Google Analytics and use it to expand your reach and grow your business. It’s a great tool, but only if you use it.
Summit Brokerage Services is a member of Cetera Financial Group, RCS Capital Corporation’s (NYSE: RCAP) retail investment advice platform.
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