Dave Grant isn’t your average CFP® professional.
He’s also exceptional at marketing his business.
For starters, Dave focuses his business on serving a hyper-specific niche. As we’ve mentioned time and time again, this is key to standing out from the crowd. Beyond that, Dave has committed to content marketing, writing on his own blog as well as submitting guest posts to other publications, even here on The Blueleaf Blog!
Recently, though, Dave did something that most advisors fear and avoid. He launched a newly revamped website.
Here is his old homepage:
And here is his new homepage:
Dave’s new site is stand-out-worthy. It advocates his niche business concept so that his clients can really get to know him.
Now, you may be wondering what was ‘wrong’ with Dave’s previous site. Not much – we even featured him in our list of ‘9 Advisor Websites that Work and Why’. But Dave knew it was time for a revamp when he began to receive signals that it wasn’t delivering the value it could.
When he did, things become more manageable, and the revamp didn’t take much of his attention away from his clients. He was able to accomplish it without taking time away from his business or spending too much of his money. After the launch of the new revamped site, Dave’s total view count increased about by ~500 in just one month.
Curious about what he did, and why?
So was I. To get the story, I called Dave last week. Here’s what he said.
Problem 1: Visitors were struggling to find the information they really cared about.
Dave was asked the same questions by clients and prospects all the time. This was confusing for him – he knew that this information could all have been answered if his clients had been going to his website.
But when Dave tried to navigate to find these answers, he realized they were much more difficult to find than he assumed.
He fixed this by adding more visual and less text to some of his call to action buttons. This helped clients to navigate the site with less of a headache. (How did he create these visuals? We’ll get to that in a minute…)
Dave also added new pages to his site, so the information wasn’t overwhelming in a single place. One of these new pages is the ‘case studies’ page. Here, he shows examples of things that he has done with previous clients. It helps people know what he does, and lets them understand the services he offers. He changed the name of the clients so that he does not violate any rules of compliancy.
With these new tabs, clients can answer most of their questions on their own, with the added bonus that he no longer has to answer the same questions time after time again.
Problem 2: Prospects wanted to learn more about Dave’s service before reaching out to him.
Knowing that his prospects wanted to know more about his business in general, Dave had made the decision to write a free e-book, available for download on the site. This would be the place to go to get all the information in one place.
The e-book was a 20-page, 7 step guide – addressing goals, budgeting, and the whole concept of financial planning.
The content had actually already been written in blog form on his website. All Dave had to do to publish this e-book was take the content from his blog, take the fluff out, and organize it a little. These well-written blog posts became a chapter or two in the book.
Then, he sent it off to a designer who filled the e-book with images and made the e-book exactly how Dave wanted it. This designer did all the hard work that would have taken Dave hours. All Dave did was submit the material to this designer, and it was done by morning. In just the first few weeks, Dave had over a dozen opt-ins on the book, including quite a few prospects.
How did he do this? (And the visuals we mentioned before?) Dave discovered a site known as Fiverr.com, a site for freelance designers who work for cheap. His most recent e-book he was able to have designed for around $100.00 – completely custom. This even included receiving the source files should it need edits in the future. Simple things like the small visuals on his site only cost $5. Five dollars? That’s a cup of coffee. If it doesn’t work for the site, he can move on and try a different designer.
Problem 3: His intro video was growing a bit stale.
The original video on Dave’s site cost about $500 for the production. He liked it because it was personal, featuring him and his son. But people weren’t watching it as much as he would have liked, especially when it answered so many questions about his business.
So, Dave turned to the freelance designers at Fiverr. He sent a script, the script went to a voiceover professional, and the designer made a new animated video. It came in about 3 days and only cost Dave $5…and it was half as long as the original video.