Lead generation for advisers: how to grow a prospect list and increase website ROI

Lead generation means rolling out the welcome mat for website visitors

Mention lead generation at a financial adviser conference, and you’ll likely be greeted with blank stares.

Since the inception of the financial planning profession, adviser growth has been dominated by referral-based practices.

The problem is that today more and more consumers (and future clients) are visiting websites and social media sites first to learn what they can about financial advisers.

These website visitors may or may not receive specific referrals from friends and colleagues, but they’re still going online to learn as much as possible about advisers and services before they reach out to schedule an initial appointment.

Lead Generation 101

Advisers can spend considerable time and money building an attractive and informative site, but if visitors only read information and never return, the investment fails to pay off.

Lead generation is the mechanism advisers can implement to cultivate a stronger relationship with website visitors by capturing names and email addresses to use for future correspondence.

This month’s column for Morningstar Advisor discusses lead generation techniques financial advisers can follow to realize a higher ROI on their website development.

Follow this link to read Increase Your Website ROI at Morningstar.com.