Written by: Blair Kelly
You might think that if you have a niche demographic then you are limiting yourself to one particular client, which might not seem like such a good idea. The fact of the matter is that it is actually better for your financial firm as you are creating more value for your company and creating more leads.
Regardless if your firm is just starting out or you just want a website refresh, we all know how important it is to develop a niche market. There comes a time though, when you may start to wonder if you should create a second website for your niche audience.
When Using Just One Website:
There is a time and place for when you should create a second advisor website. There are other times when it is okay to continue with your one main website. While having one website does cost less, and it is easier to maintain, due to less of a time commitment, sometimes it just makes sense when your company caters to a particular group of clients. When keeping just one website, there are things to keep in mind in order to continue to drive SEO to your page efficiently.
When you have a niche audience, as we mentioned, you can really cater to that audience and create content that is just for them. It can, however, get confusing and appear cluttered when there is too much on one website, so how do you ensure that you can cater to a niche audience with just one website?
Ideally, you would like for each website to have a unique landing page. When you create your separate landing pages for your different niche, then we sure to include the following information:
1. INCLUDE A CALL-T0-ACTION IN THE LANDING PAGE CONTENT
A call-to-action (CTA) is simply a line or text that prompts visitors to take action. These are so important because when a visitor clicks your CTA button, then they will be directed to a landing page. These pages are made up of 3️⃣ primary items:
- An enticing graphic to provide a visual aid
- A short explanation to provide the visitor with more information
- A form to fill out in order to help with information collection
2. INCLUDE SPECIFIC INFORMATION
Landing pages are made for niche marketing, with the ability to tailor pages to specific niches you target.
Once a visitor has gone to a landing page, this is the perfect time to offer specific content, such as an ebook, webinar recording or any type of information that may be of assistance to the reader. This is all great, but how can you prove to your visitors that the information is worthwhile for them to read.
3. REMEMBER THE IMPORTANCE OF TRIAL AND ERROR
When it comes to leveraging your landing pages in the most efficient way, it has to be done through trial and error and see which types work best. You can use free 🛠 like Google Analytics, where you can find so much information about how content on your page is performing, such as blogs or landing pages.
There are other tools, such as Google Search Console, where you can discover the terms that are driving traffic to your website. By doing this, you can make guesses on the type of content that performs best on your site.
4. PROVE YOU CAN BE TRUSTED
When you are trying to turn visitors into clients, then you have to establish yourself as a trusted source. Are you using images and photos of your company that will entice people? Does your website tell a story? Do you have a resources section with updated blogs proving that you are a thought leader in the industry? Include appropriate landing pages in order to capture visitor information, get them to take action and drive them to become clients. Most successful digital marketing campaigns are a mixture of strategies and channels and not just one singular method. Knowledge and trust will result in conversions.
What to Consider When Creating a Second Website:
As we have discussed at the start of this blog and many other ones in the past, there is an importance to having a niche environment. You cater to a specific audience and are able to narrow down your services to better serve particular people with needs at a certain time in their life.
Some financial advisor companies work with people that need basic financial help, investment questions, etc. but they also cater to a particular niche. At this point, it would probably be a good idea to create a second website for your firm. We like to keep our websites clean and clutter-free and when there is too much going on, then this becomes harder and harder. Below are some things to remember and consider when creating a second website for your niche audience.
1. SPOTLIGHT EACH OF YOUR BRANDS AND SERVICES SEPARATELY
Advisors firms that cater to a specific niche audience will want to create a second website in many cases. When your firm provides two different types of services then it is easy to use focused domain names and keywords to promote the site.
Advisor sites that focus on one service keep potential customers from becoming too confused when reading a website that seems to offer too many different services and target audience. Sites that cater to a single audience make it quicker and easier for your customers to the services that is right for them.
Twenty Over Ten clients’, Divorce Financial Solutions and CopperTree are run by the same company, however, they cater to two completely different audiences. Because of this, they both have a separate website with different offerings, resources, contact information, etc.
2. CREATE A GEOGRAPHY-SPECIFIC WEBSITE
Businesses that provide financial services in multiple locations are a great candidate for having a second website.
When creating a website for a second office location, you would like for each site to have its own unique, well-optimized landing page. When creating your separate location landing pages be sure to include the following:
- All the necessary information to contact your business
- Driving directions to get to the location.
- Hours of operation.
- Any specific local information, such as staff information, testimonials or big news.
- An embedded Google Map.
- The team members that serve that location.
- Location-specific title tags and meta descriptions.
The more information and value that you provide to your visitors on your second website, the better! Cater to the niche audience that you are trying to serve and ensure that they are reaching out to the correct location.
Oasis Wealth Planning has a completely separate website, Oasis Wealth Florida. In their contact section, they make navigation to that website incredibly simple, with just the click of a button that says, “Go To Florida Site For More!”
3. INCLUDE THE APPROPRIATE AMOUNT OF INFORMATION
Just because you are creating a second website, doesn’t mean that you should skimp on the information. Think of this as a separate business with a specific market in mind. You will need to still show team members, the services that are offered, include blogs for thought leadership, CTA’s, landing pages, contact information, etc. Even though your firm may already be established, this will be a whole separate audience, so it’s important to treat it as such.
4. AVOID A SINGLE POINT OF FAILURE
While you don’t want to think about failure, this is another positive part of having multiple websites. Developing a second website can protect your company if something happens to one of the sites. If you are experiencing technical difficulties or something is going on with one of your sites, then there is still the second on to generate business until the problem is fixed.
Having a second website also allows for you to add and eliminate services without having to update a lot of content and change links since each site is pretty much its own entity.
A key takeaway here is that every financial advisory firm is different, so the decision to have one or two websites for a niche market is based on the needs of the company. Fully understanding the advantages and disadvantages is very important for the success of the websites. If you think a second website makes sense for your business and generating leads, then go for it!
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