Latest / The Efficient Advisor: Tactical Business Advice for Financial Planners / 214: Ideas to Implement -- How to Make Your Website (and Everything You Write) Way Better W/ Guest Jo Faith

Transcript

214: Ideas to Implement -- How to Make Your Website (and Everything You Write) Way Better W/ Guest Jo Faith · The Efficient Advisor: Tactical Business Advice for Financial Planners

• 0:00
  Speaker 1: Hey there, efficient Advisors.
• 0:01
  Speaker 1: I'm so glad you're back.
• 0:02
  Speaker 1: Each week, I want to create a follow-up episode that is short, sweet and all about the action steps from the longer podcast that comes out on Tuesday.
• 0:12
  Speaker 1: So my goal is really, every week, just to distill the episode down into a couple of bullet points for you and do these ideas to implement episodes so that you can immediately act on the core to-do items that make a big impact in your business.
• 0:27
  Speaker 1: Right?
• 0:27
  Speaker 1: I want to actually take what we learned in the longer episode and go do the thing.
• 0:34
  Speaker 1: I am your host of the Efficient Advisor, libby Grywe.
• 0:36
  Speaker 1: I built from scratch a 100% referral-only planning practice that I grew to seven figures as a solo advisor and sold at age 37, all while working just three days a week and taking off 14 weeks a year.
• 0:48
  Speaker 1: And I'm here just to walk alongside you and to show you how to do exactly the same thing.
• 0:53
  Speaker 1: And before you come at me with the hey, I don't want to work part-time thing.
• 0:56
  Speaker 1: Look, I get it.
• 0:57
  Speaker 1: You do you boo-boo, no big deal.
• 0:58
  Speaker 1: But I want you to look at efficiency through the lens of hey.
• 1:03
  Speaker 1: If I'm going to be here in the office working 40 hours, I want you to be building your business by design and not by default.
• 1:10
  Speaker 1: I want you to be working the hours that you're choosing to work, versus trying to play catch up on nights and weekends and giving up precious time doing other things when you didn't want to be doing that.
• 1:23
  Speaker 1: Right, and if you're going to work 40 hours a week, well, you might as well be doubling or tripling your revenue using efficiencies.
• 1:29
  Speaker 1: So that's really my goal is just to help you transform your practice, and it's really just about taking that one right next step for your business to build both a business and a life that you love.
• 1:44
  Speaker 1: So this week's episode was with copywriter Joe Faith, and for me, the couple of takeaways that I really wanted to highlight here were that this idea of being above the fold right, we want to be really, really intentional about the fact that we have, like legitimately, like a half a second to grab our readers attention or our listeners attention or our viewers attention.
• 2:10
  Speaker 1: Whether it's your website, social media, if you have a podcast, a blog article, whatever it is that you're doing, you have a very, very short period of time for your ideal client avatar to look at your stuff and say, oh yes, this is interesting enough.
• 2:27
  Speaker 1: This is for me.
• 2:28
  Speaker 1: I want to keep going.
• 2:29
  Speaker 1: I want to be super duper clear on what it is that they're offering to me so that I know if I want to move forward Right.
• 2:38
  Speaker 1: So your words matter and how you say something can really make or break your chances.
• 2:43
  Speaker 1: So the you know.
• 2:46
  Speaker 1: First of all, I love Joe's accent Like I could literally listen to anybody with an accent like all day long.
• 2:53
  Speaker 1: So I loved a lot of the things she said just because of the way she said them.
• 2:56
  Speaker 1: But some of the things that really stood out to me from our discussion were really this idea of being conscious, conscientious of about what's above the fold, meaning what is the first thing that people see, and not burying your value proposition, not burying what it is that you do, not making it hard for people to see.
• 3:17
  Speaker 1: I did an episode with Casey.
• 3:19
  Speaker 1: First, she is from tic-tac-toe marketing, she does a story, brand marketing, and I remember her telling me one of the things is like every message you give is like a bowling ball and if you imagine like handing someone like three or four bowling balls, right, they're going to start dropping them because it's just too much.
• 3:40
  Speaker 1: So we want to be really intentional about maybe only giving them one or two bowling balls that they can handle at once without them dropping so kind of the same thing like thoughts.
• 3:49
  Speaker 1: We can only handle so many thoughts at once before they start falling out of our brain and moving on to the next thing.
• 3:54
  Speaker 1: So one of the things that she mentioned that I thought was really interesting was this idea of moving the focus from we advisor to you client.
• 4:02
  Speaker 1: So her first simple tip of switching any sentence or anything that on the website that starts with you or is like hey, or I'm sorry, that starts with a we, like we do this or we do that, and switching it to here's what you get and here's you know here, like making it all about the client you need this, you are interested in this, this is for you versus you know.
• 4:29
  Speaker 1: It being like a biography about all of the things that we do.
• 4:32
  Speaker 1: I also loved her tip about having an FAQ section.
• 4:36
  Speaker 1: So we recorded this months and months ago.
• 4:38
  Speaker 1: So this might come as a huge surprise to you, but we have a process for podcasting and we mega batch episodes, so we record a lot at once and then do all of the work.
• 4:51
  Speaker 1: Uh, so that we're batching tasks right, we're doing all of the recording, all of the editing, all of the show notes, all of the emails, all of the social media.
• 5:00
  Speaker 1: My team is doing all of that at once for anywhere from four to six episodes.
• 5:05
  Speaker 1: So we do that so that it's just easier and so the podcast like isn't eating us alive.
• 5:11
  Speaker 1: So, anyway, we recorded this a while ago and I added an FAQ section to my group coaching program page based on this conversation with Joe, and the feedback was awesome.
• 5:24
  Speaker 1: Like I do discovery calls with advisors and to help them answer questions, because it doesn't matter how much I talk about it or how much I put on the website, you're always going to have more questions, right?
• 5:33
  Speaker 1: Or does this pertain to you?
• 5:34
  Speaker 1: And I've just been gathering questions that advisors have been asking me for the last several years that we've been doing this group coaching program and finally just created an FAQ section, and I can't tell you how many people are like, oh my gosh, I saw this in the FAQ, or thanks so much.
• 5:49
  Speaker 1: I'm so glad I saw that in the FAQ, right, and it's awesome.
• 5:52
  Speaker 1: So having an FAQ section shows that you have been paying attention to what your clients have been saying, what your clients have been doing what your clients need and you wanna be proactively answering those questions.
• 6:07
  Speaker 1: That will do a couple of things for you One, that'll attract the right clients and number two, it'll deter the wrong clients.
• 6:15
  Speaker 1: So I love that idea of having an FAQ.
• 6:18
  Speaker 1: I think it's one of those things that feels kind of daunting.
• 6:21
  Speaker 1: But just start with one, right?
• 6:22
  Speaker 1: You don't have to have 14 questions on there just yet.
• 6:26
  Speaker 1: You can literally start with a couple and start building it out from there.
• 6:31
  Speaker 1: I also appreciated her idea of really just understanding that all clients are at different stages of awareness and that you have to speak to each of those clients in different stages and have different calls to action.
• 6:44
  Speaker 1: So this might be, for some clients, the very first time they ever came across your stuff.
• 6:49
  Speaker 1: Maybe they were referred to you by a friend and they Google, stalked you and this is the first time they're seeing you, your team and any of your content.
• 6:56
  Speaker 1: Or this might be an advisor who's aware of you.
• 7:00
  Speaker 1: Maybe they listen to your podcast, or maybe they follow you on social or they watch YouTube videos and they've maybe seen one or two things about you and are and are intrigued.
• 7:10
  Speaker 1: Or maybe you offered some sort of freemium or, you know, like a free download or something that they could grab and they've been listening, they've been watching and now they've come out to your website to grab that.
• 7:22
  Speaker 1: Right, we want to have something, some sort of call to action for everybody at every stage.
• 7:29
  Speaker 1: So, some people, it's just bringing them into your ecosphere, like adding them to your email list.
• 7:34
  Speaker 1: For some people, it's giving them something related to a topic, so giving them a download.
• 7:40
  Speaker 1: For some people, it's the opportunity to book an appointment with you.
• 7:44
  Speaker 1: Right, they might be further down the line and ready to go.
• 7:47
  Speaker 1: So making sure you've got options available for all of them.
• 7:50
  Speaker 1: So I'll give you an example on my website, we've got, um, an area to opt into the Efficient Advisor community on Facebook, right, a free group.
• 7:59
  Speaker 1: There's zero strings attached.
• 8:01
  Speaker 1: You can join as long as you're an advisor or an operations person in an advisory practice, right?
• 8:06
  Speaker 1: We also have a lot of downloads, free templates, free resources.
• 8:11
  Speaker 1: So, for advisors that are already aware, right, and now they're willing to give their email and, you know, ask for something and read it and do something with it, right, they're a little bit further along in the process.
• 8:23
  Speaker 1: And then, of course, we have our coaching page or our speaking page.
• 8:27
  Speaker 1: So if someone's ready to uh inquire about having me speak at a company event or a conference which, by the way, I'm booking for 2025.
• 8:35
  Speaker 1: And I'd love for you to throw my name in the hat for your broker dealer or your RIA or your IMO or anywhere that that you go to conferences, I'd love to speak at that.
• 8:45
  Speaker 1: Um, so there's a speaking inquiry, so maybe they're ready to book an appointment to talk about speaking.
• 8:51
  Speaker 1: Or there's also a coaching page, right?
• 8:53
  Speaker 1: So maybe they're ready to do one-on-one coaching or they're wanting to get in the wait list for the group coaching program, something like that.
• 9:01
  Speaker 1: So those are some examples of how you can have calls to action for clients at different stages, right?
• 9:09
  Speaker 1: And then the last thing I think was important to highlight, because I'm trying to keep these ideas to implement episodes pretty short, but actually tracking it.
• 9:16
  Speaker 1: So having mechanisms in place so that you can see how many clicks is that call to action getting?
• 9:21
  Speaker 1: How many views are we getting on those social media videos?
• 9:28
  Speaker 1: How many new people are coming to our website?
• 9:30
  Speaker 1: How are we doing on SEO, right?
• 9:31
  Speaker 1: How are we doing conversion wise of people coming to the website or people clicking on calls to action, how many of them are actually booking appointments with us and really then stepping back and taking the time to understand what your funnel is and how you move clients through that funnel right and then being aware of, is it the messaging Like where are, where are we missing the conversion and how do we maximize those opportunities?
• 9:55
  Speaker 1: Is it being more clear with what it is that we offer?
• 9:59
  Speaker 1: Is it offering more transparency?
• 10:02
  Speaker 1: Is it giving them more free resources that move them down the line and move them a little bit closer to wanting to be our client?
• 10:12
  Speaker 1: So go back and listen to this week's long episode.
• 10:14
  Speaker 1: I know you'll love it and if you want to chat more about it, please join us in the Efficient Advisor community.
• 10:20
  Speaker 1: We're about 2,200 advisors strong out there.
• 10:22
  Speaker 1: Great place to post questions and get feedback, share tools, resources, templates, et cetera.
• 10:29
  Speaker 1: And, of course, you can always find me on LinkedIn.
• 10:33
  Speaker 1: I love connecting with you guys, so please, please, please, please, follow, connect and send me DMs.
• 10:39
  Speaker 1: Of course, I always want podcast episode ideas.
• 10:42
  Speaker 1: I don't do this for for me, right, like?
• 10:44
  Speaker 1: I want every episode to be helpful or impactful and have some sort of tactical takeaway for you every week, so I'm always open to hearing whatever it is that you guys need to move the needle in your business.
• 10:56
  Speaker 1: Thank you so much and I hope you have an amazing rest of your week.
• 11:00
  Speaker 1: Oh and before I sign off, if you are not coming live to the Retirement Tax Services Summit in Tempe, arizona, this September 26th and 27th, they are offering a virtual option so you can sit at home in your pajamas with your messy bun and your giant Yeti full of coffee.
• 11:20
  Speaker 1: With your messy bun and your giant Yeti full of coffee, you can just sit there and hang out and get all of the conference goodness there in your PJs in your own home.
• 11:28
  Speaker 1: And I do believe it's going to be recorded as well, so you can grab the details for that.
• 11:35
  Speaker 1: Yours truly will be speaking alongside my buddy, brendan Frazier, matt Jarvis, stephen Jarvis.
• 11:41
  Speaker 1: There's a whole bunch of amazing speakers.
• 11:43
  Speaker 1: I will make sure to drop the link for the virtual summit in the show notes below.
• 11:48
  Speaker 1: Thanks so much and hope you guys have an amazing rest of your week.