FYG Planners Conference, Hobart
Our Managing Director Karl Morris has been invited to speak at the FYG Planners Conference in Hobart, to inform financial planners and advisors from around the country about having an effective online presence. In March, Karl will be completing a presentation about web development in Tasmania, which will include information about having a website that works and then measuring the success of your online presence and tracking conversions.
Karl will be talking about intent and content-based marketing and how a well-structured, well-designed website with SEO will help your business appear prominently in Google’s search results. Everyone in attendance will receive a customised review of their current website which will show how visible, or not, their website is in Google.
You might be wondering why we focus on making websites highly visible in Google. We aim to make small business websites prominent in Google because:
- Google is the world’s largest search engine.
- We know people search with intent.
If someone is searching for a financial planner in Hobart, chances are they need to use one. Therefore, they have intent to pay a financial planner to assist them, they’re just not sure which one yet. Whether the user chooses your business or another is dependent on a number of factors, but getting your website “up there” in Google’s list of search results is step one. Step two is compelling the user to take the desired action, which first and foremost is to pick you!
Once your website is prominent in Google, the next step is tracking leads and conversions from your website. We provide you with full access to Google Analytics – a tool which allows you to track how many users are visiting your website in any given time period, how many new versus returning users are visiting your website, where your traffic is coming from, what devices they are using to view your website, which pages they are landing on first, and much more. Your website is a key tool in lead generation and Google Analytics data will show you how well your website is performing in terms of generating leads. This data can then be used to close gaps in your lead generation and boost specific areas of your business, as represented on your website.
In terms of tracking conversions, you need to do this using your Customer Relations Management (CRM) system. You need to have a process in place where you ask new clients how they found your business and ensure this information is entered with their account in your CRM. At the end of any given period, you should be able to see how many conversions have been a result of your website. It’s accountable and it works.
The day after the presentation, Karl will be available for appointments with financial planners who attended the presentation the day before, for one-on-one discussions about how our web development company can service businesses in Tasmania and anywhere else in Australia.
The FYG Planners is an association which was created by financial planners, for financial planners. We are looking forward to informing the attendees about websites, leads and conversions, and how to capitalise on your online presence.