Week 40

You Aren’t Imagining It. Closing Web Leads Is Harder

Many financial advisors covet website leads—those prospects who reach out because they found you on a Google search. It feels like they are the answer to easy marketing. But web leads aren’t always quality leads. Compared with leads from other marketing sources, such as referrals, web leads are generally less qualified, more likely to shop around for advisors, or less likely to commit to hiring an advisor. For these reasons, you can expect your sales close rate to be much lower than your average for other leads. While web leads may mean the marketing is easier, they also mean the sale is harder.