Don’t Assume The Right People Mean Leads

You Are Going To Be Compared

Whether you like it or not your website is going to be compared with others.

Our surveys and research suggest that most people open at least four or five websites each time they search for financial advice.

Find out what that means for you, watch the video intro and listen to the podcast episode all about it.

Hey, welcome back to the Advisers Assemble podcast, it’s Alex Curtis sorted and when you say my full name, but I’m here on my own, doing a little in between, he said I went through a kind of a bit of a Phase three lockdown of doing some inbetweenysodes, and just kind of catching up with myself, really, after a bit of a manic period, taking a little bit of time off and then sort of getting back into the swing of things now, sense of normality, although working from home rather than the office.

And I wanted to get back in the habit of doing some in between sets and just adding a little bit extra, if you may or may not have known.

I was planning to release my book early last year and I got caught up with kind of the whole Amazon self publishing thing. And I sort of went through and I just basically wrote the book and I finished it. I was really happy with it. I was going to get it published and done. And in a way, I’m glad that didn’t happen. And then obviously covid in the way because I’ve sort of revisited it now. And I wanted to add some data because the book was all my opinions on everything.

And what I’ve learned is very anecdotal about my experiences and actually wanted to back up a lot of the principles with some evidence, with data. So I’ve been doing a lot of surveys at different experiments and things like that just to prove some of the concepts for the book. And one of the kind of interesting things that I’ve learned, actually, because we’re getting people’s feedback. So it’s not just polls and things like that. We’re getting people to send their kind of thoughts and comments on certain things.

This particular one is a lot of people. I think there’s a bit of an issue and a bit of a disconnect between people thinking, right, I’ll get my website done and then I’ll start marketing it. But your website is marketing and what people think is of I’ve been not getting the right people to my website. That’s why I’m not getting leads. But I think you can get send the right people to your website, but they don’t get in touch with you because of the website, if that makes sense.

So this in between so is called sending the right people to your website doesn’t mean you’ll get leads because most people compare multiple websites. I think it’s really important to understand how people search for an advisor. So from those kind of surveys and research that we’ve done, most people are opening at least four websites when they’re searching for financial advice or the mortgage brokers, EFAs equity release, whatever it is. People are looking at about four different sites when they search and they search in their hundreds of thousands.

I mean, you’ve heard the episode hopefully about the size of the market. And also I think it’ll be really interesting to see what you guys in the Facebook group thought about comparing sites. So I put a post out saying I realized the other day, if I’m searching for something new and I’m going to invest in it, open at least five tabs and look at all the websites rather than just position one on Google, just me or do you do the same?

I also asked about clicking the ads, so I’ll be probably I’ll probably just separate between you said on that, but not people saying skip the ads. But we’ve got Simon here. So he looks at three to five websites until he’s happy with the provider. Jordan saying always look at at least five, usually far more, tend to look at the top page and compare those with the organic ones underneath and saying, look at the top two or three natural ones.

Stuart’s saying bypasses the ads, but looks at the first four or five organic listings on Google that we’ve got Sam saying you open around five.

Adjaye saying he will always compare with. So he looks at the ads, but he doesn’t click on them as he doesn’t want them charged. But he compares and he’s comparing about four different websites. So you guys are doing it yourself. So all of those people that are the mortgage brokers. Yes, all of these are mortgage advisors, mortgage brokers. So you guys are doing it yourself. So you must expect that your potential clients are doing that as well.

So we’ll all forget for the moment about who clicks on the ads and who doesn’t and just kind of think about. Right. So people are clicking. If I am on page one, the people are clicking on mine, but also clicking on others as well. And they’re comparing one to the other. And I think people expect great service. They expect to be professional and they expect that you’ve got access to the best deals. I think that’s like a given.

It’s a given. That’s your actual job. I think we as a consumer, we expect all those. But I think a lot of people lead with that. So there’s nothing to differentiate you with everyone else. And this is where there’s a quote. I’ve mentioned it on the podcast before. I think I mentioned it with Ash. And it’s my favorite quote to kind of understand how people pay for services. And if we get a sense that a seller understands and appreciates us and they seem to have our best interests at heart, then we allow that intelligence and dependability to be of service to us.

So basically, we feel more comfortable if the seller.

So you as a seller, as the broker advisor, we feel comfortable. We’re going to your website and we get a sense that you understand us, you appreciate us, and you’ve got our passenger. So this is where I think content really helps, and this is why I think a lot of people bang on about, you know, you must do video people buy from people, all these things because of that reason. So if let’s say you are a mortgage broker in Peterborough here, my local town city, someone such a mortgage broker compete for your position.

Three, you’re going to get some clicks there, but they’re going to be comparing you with the others if they go to yours. And let’s say they’re remortgaging. You’ve got remortgage page and in there you’ve got a video explaining the process. You’re kind of showing that you care about them. That video is all about them. It’s not about you. It’s about them. And a lot of the time, it’s not like what we say. It’s how we say it and why we’re saying if we’re doing it, we genuinely want to help people that will come across and someone will be way more comfortable to pick up the phone and speak to you.

And then you’ve generated a lead like that for me is the most powerful thing that you can do. And that is why if you’re thinking about why should I create video or audio or whatever it is or content, for me that is the reason why that is all I wanted to share this time around is that you are going to be compared with everyone else. Don’t copy your competitors. If you see someone who’s like a local broker and you’re annoyed that they’re on Google Maps when you search or whatever you want to copy them, don’t do something different.

Different is better than better. But also I just think that is why I do content. That’s why I would show my face so people can be like, oh, that’s how I’m going to speak to. And that’s why I want to sort of help people so they feel comfortable enough to give me a call. And I think the same works for my business and should work for your business as well. So they have it. They are. So sending the right people doesn’t guarantee you’re going to get leads is what they see and experience when they get on your website.

Try and think of your website as part of the whole marketing process. Don’t just go through a website together, throw some ads at it and expect to get leads. You’ve got to really, really think about this and there’s probably nothing more important than that. So there you go. Thanks very much for listening. That was my little in between Soad and Isles, which is in.

Gathering evidence for my book

I was planning to release my book early last year and I got caught up with the whole Amazon self publishing thing. I basically wrote the book and I finished it. I was really happy with it. I was going to get it published and done. I’m glad that didn’t happen. Covid got in the way and so I have revisited it now. I wanted to add some data because the book was all my opinions on everything.

What I’ve learned is very anecdotal about my experiences and actually wanted to back up a lot of the principles with some evidence, with data. So I’ve been doing a lot of surveys, different experiments to prove some of the concepts for the book. One of a kind and interesting things that I’ve learned. We’re getting people’s feedback. So it’s not just polls, I’m getting people to send their thoughts and comments on certain topics.

Getting the right people to your website

This particular issue has a bit of a disconnect between people thinking, “right, I’ll get my website done and then I’ll start marketing it.” But your website is marketing. What people think is “I’ve not been getting the right people to my website. That’s why I’m not getting leads.” But I think you can send the right people to your website, but they don’t get in touch with you because of the website.

So this inbetweenysode is called “Sending the right people to your website doesn’t mean you’ll get leads.” And it’s because most people compare multiple websites. I think it’s really important to understand how people search for an advisor.

How people search for your services

So from surveys and research that we’ve done, most people are opening at least four websites when they’re searching for financial advice or mortgage brokers, IFAs, equity release, whatever it is. People are looking at about four different sites when they search and they search in their hundreds of thousands. Hopefully, you have heard the episode about the size of the market.

I thought it would be really interesting to see what people in the Facebook group thought about comparing sites. So I put a post out saying, “ I realised the other day, if I’m searching for something new and I’m going to invest in it, I open at least five tabs and look at all the websites rather than just position one on Google, just me or do you do the same?”
(I also asked about clicking on the ads, so I’ll probably do a separate inbetweenysode on that.)

So Simon said, he looks at three to five websites until he’s happy with the provider. Jordan always looks at least five, usually far more, “ I tend to look at the top paid and compare those with the organic ones underneath. I look at the top two or three natural ones.”
Stuart says he bypasses the ads, but looks at the first four or five organic listings on Google and Sam says he opens around five. Ajay said he will look at the ads, but he doesn’t click on them as he doesn’t want them charged, but he compares about four different websites. So you guys are doing it yourselves. So you must expect that your potential clients are doing that as well.

How do potential clients compare websites?

Right. So people are clicking. If I am on page one, the people are clicking on mine, but also clicking on others as well. And they’re comparing one to the other. I think people expect great service. They expect you to be professional and they expect that you’ve got access to the best deals. I think that’s a given – That’s your actual job. I think we as a consumer, we expect all those. However, I think a lot of people lead with that. So there’s nothing to differentiate you with everyone else.

I’ve mentioned this quote on a podcast before. It’s my favourite quote to understand how people pay for services, “If we get a sense that a seller understands and appreciates us and they seem to have our best interests at heart, then we allow that intelligence and dependability to be of service to us.”

So we feel comfortable. We’re going to your website and we get a sense that you understand us, you appreciate us, and you’ve got our best interests at heart. This is where content really helps. This is why people talk about the importance of video, people buy from people, it’s for a reason.

So what can I do to convert a visit to my website to a lead?

So let’s say you are a mortgage broker in Peterborough (my local city). Someone searches for a ‘mortgage broker’ and you are in position three, you are going to get some clicks, but they’re going to be comparing you with the others. Let’s say the potential client is remortgaging. You’ve got a remortgage page and in there you have got a video explaining the process. You’re showing that you care about them. That video is all about them. It’s not about you. A lot of the time, it’s not what we say. It’s how we say it and why we’re saying it. If we are doing it because we genuinely want to help people that will come across in the video and someone will be way more comfortable to pick up the phone and speak to you.

Then you have generated a lead, that is the most powerful thing that you can do. It is why if you’re thinking about, “Why should I create video or audio?”, it is for content. That is what I wanted to share this time around. You are going to be compared with everyone else. Don’t copy your competitors. If you see someone who is a local broker and you are annoyed that they are on Google Maps when you search and you want to copy them, don’t! Do something different.

Different is better than better. It is why I do content. That’s why I would show my face so people can see, that is who I am going to speak to. That is why I want to help people so they feel comfortable enough to give me a call. The same works for my business and should work for your business as well.

There you have it. Sending the right people to your website doesn’t guarantee you’re going to get leads. It is what they see and experience when they get on your website.

Try and think of your website as part of the whole marketing process. Don’t just throw a website together, throw some ads at it and expect to get leads. You’ve got to really, really think about your website and there’s probably nothing more important than that.

Case Study - Quadruple The Visitors

Before launching their new mortgage website it was actually getting quite a lot of traffic 2222 visitors per month but only converting 2.11% into a lead.

In 6 months our team has quadrupled the visitors from Google (No paid traffic) and nearly doubled the rate at which people enquire for help.

Going from 47 leads per month to 175.

See how we did it.

Don't Assume The Right People Mean Leads
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