The Importance of the ‘Book an Appointment’ Button in the Financial Advisory Industry
In the digital world, every click, every button, and every action taken by a user holds significant value in terms of lead conversion and customer interaction. One such element that has pivotal importance in the financial advisory industry is the ‘Book an Appointment’ button. This seemingly innocuous feature can often be a make-or-break point in a customer’s journey, marking a significant turning point in their decision-making process.
Nate Hoskin, co-founder of SageContent, an advisor video marketing firm, likens this button to an e-commerce payment tab. It requires a form of commitment from the prospective customer, much like entering credit card information to finalize a purchase. “This is the pivot point, this is the moment of highest risk. Think about it that way,” says Hoskin, emphasizing the critical role that this button plays in the customer conversion funnel.
Pressing the Right Button: The Role of the Booking Button
The ‘Book an Appointment’ button does not require any immediate financial investment from the user. However, it does require a time commitment and represents a potential future advisory fee. This is why marketing experts consider this button a crucial component of the online conversion funnel.
Wealth management growth marketing firm Ficomm Partners builds these booking buttons for its clients, referring to them as “meeting one offers.” Megan Carpenter, founder and CEO of Ficomm, emphasizes the importance of informing prospects about what the meeting will entail, the topics of discussion, and the expected outcomes. The aim is to create a tailored experience specific to each firm and the types of clients they serve.
Despite the potential for lower conversion rates, the booking button proves its value by offering a direct next step to potential clients. CEO and owner of advisory public relations and marketing firm Gregory, Joe Anthony, highlights the importance of having a mechanism that allows advisors to take the next step built into their online presence.
A Call to Action: Strategy and Implementation
Tracking the flow of online visitors and whether they follow through to set up a meeting is a critical aspect of online marketing. To facilitate this, Hoskin advises firms to place the booking button on their websites rather than including a direct link in social media posts or online videos.
For advisors seeking to optimize their use of the booking tab, Hoskin suggests looking at the example set by Carvana, an online used-car retailer. Carvana informs customers of the exact day their vehicle will be delivered on the purchase page. Just as Carvana promises a specific delivery date, advisors can offer a “free coaching call” with a financial expert and assure prospects that they will learn something new about their finances during the call.
The key is to continue the narrative into the booking link and clearly articulate what the prospect can expect from the call. “Those are the things that other industries will do to push people over that edge and make that decision,” Hoskin explains, highlighting the need for transparency and value proposition in the booking process.
By understanding the importance of the ‘Book an Appointment’ button and implementing strategies to optimize its use, financial advisors can significantly enhance their online client conversion rates and improve the overall user experience.
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