Generating prospect interest is only part of the challenge when building lasting client relationships. Advisors also need to make it easy for interested prospects to take the next step and engage with their practice. In today’s FA Alpha Daily, we explore a simple way advisors can turn prospect interest into meaningful client engagement.
FA Alpha Daily:
Practice Management Insights
Powered by Valens Research
What if we told you there’s a simple trick that can instantly turn a cold lead into a loyal client?
No, it’s not just the perfect service description or a catchy headline.
It’s something even simpler and incredibly effective. Think of it as the secret technique that pushes people to act—whether by booking a discovery call, reading further about your services, subscribing, reading, or sharing your content.
The trick?
A perfectly placed call-to-action (CTA)!
Photo from Grammarly
What is a CTA?
A CTA is a direct prompt that tells your audience exactly what you want them to do next.
Whether it’s “Schedule a Consultation,” “Download Your Free Guide,” or “Learn More,” a good CTA provides direction and purpose.
CTAs are more than just a suggestion—they also guide your prospects (or clients) towards a specific action that provides them with value.
Where to use a CTA?
CTAs are versatile and can be used in your emails, website, and social media accounts.
Whether it’s your website, social media, or email campaigns, CTAs are essential for driving engagement with prospects and clients alike.
You’ll commonly find them in places like:
- Landing Pages: Encouraging visitors to schedule a free consultation or request more information about your services.
- Email Marketing: Guiding readers to explore a new service offering or take advantage of a limited-time planning review.
- Social Media Posts: Using “Swipe Up” or “Click the Link” buttons to follower engagement.
- Videos: Adding CTAs like “Subscribe Now” or “Watch Next” to keep viewers hooked with video content (i.e., shorts, long-form educational content).
- Blog Posts: Leading readers to related content or a product page for deeper engagement.
What are the different types of CTAs?
Not all CTAs are created for the same purpose. Different CTAs serve different functions, and knowing which one to use is key to getting the most out of them.
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Direct Action CTAs
These are the “go big or go home” CTAs. They don’t beat around the bush—they get straight to the point and push the audience to take action right away.
Examples:
“Book your meeting today”
“Get your free wealth management checklist”
“Contact me”
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Educational CTAs
Sometimes, clients and prospects need more information before making a decision. Educational or informational CTAs encourage the audience to explore the content further, helping them make an informed decision.
Examples:
“Find out more”
“Learn more”
“Read more information”
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Social Sharing CTAs
If you want your content to reach more people, encourage your audience to share it with a social sharing CTA. This type of CTA helps boost visibility for your practice.
Examples:
“Share this post”
“Tag a friend or family member”
“Share with someone planning for retirement”
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Feedback CTAs
Feedback CTAs invite users to share their thoughts or opinions. This type of CTA is often used in surveys or reviews to gather valuable insights.
Examples:
“Tell Us What You Think”
“Leave a Review”
“Rate Your Experience”
How to write a killer CTA?
A CTA that works is a CTA that is carefully crafted. If you want to know how to make a good CTA, follow these steps to create prompts that inspire action:
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Know Your Audience
Understanding your audience is key to writing a CTA that resonates with them. Ask yourself:
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What motivates this client or prospect?
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What financial concerns are they trying to solve?
The more you understand your audience, the more effective your CTA will be.
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Be Clear About Your Goal
What’s one thing you want your audience to do? Is it booking a call with you? Downloading a free guide? Sharing a post you wrote?
Have a clear goal in mind before writing your CTA.
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Use Action-Oriented Words
Strong action words like “Download,” “Schedule,” or “Claim” prompts immediate action.
Using action words helps communicate what you want your prospects or clients to do next.
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Create Urgency
Nothing moves people faster than the fear of missing out (“FOMO”). Phrases like “Limited Time Offer” can create a sense of urgency that encourages quick action.
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Show the Benefit
What’s in it for them? Whether it’s saving money, learning something new, or gaining clarity on their retirement playbook, make sure your CTA highlights the benefit of taking action.
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Use Questions to Inspire Action
Pose a question that resonates with your audience’s desires or challenges, such as, “Ready to feel financially confident about your retirement?” or “Want a clearer picture of your financial health?”
This approach invites readers to reflect and increases their likelihood of responding to your CTA.
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Keep It Short and Sweet
A CTA should be simple and straightforward. You don’t need a paragraph—just a few words that clearly communicate what you want your audience to do.
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Place It Where It Matters
Placement is important. Whether it’s a bright button on a landing page or a quick phrase at the end of an email, your CTA should be easy to find.
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Test for Success
A/B testing can help you see what works best. Try different variations of your CTA—change the wording, placement, or design to see what gets the most clicks.
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Keep It Consistent
Your CTA should feel like a natural extension of your content. Use the same tone, style, and messaging to keep things seamless and professional.
Turning Interest Into Action
A CTA might seem like a small piece of the puzzle, but it’s an important and powerful one.
It serves as the final push that turns interest into action. Without it, a prospect might never take that crucial next step toward becoming a client.
By crafting clear, compelling CTAs, you tell your audience exactly where you want them to go or what you want them to do next.
So, whether it’s “Sign Up,” “Schedule A Call,” or “Download This Free Wealth Management Playbook,” make sure your CTA stands out and drives amazing results.
After all, your next client might just be one click away.
Best regards,
Joel Litman & Rob Spivey
Chief Investment Officer &
Director of Research
at Valens Research
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