Online Traffic and Leads in Direct Lending · o Most companies rank for individual names. That is...
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Online Traffic and Leads in Direct Lending
Transcript of Online Traffic and Leads in Direct Lending · o Most companies rank for individual names. That is...
Online Traffic and Leads in Direct
Lending
What Drives
Online Traffic and Leads in Direct LendingWe're going to walk through an informal case study of a Direct Lender to reveal the truths around what drives traffic to
their website. At DiamondLinks, we commonly find that providers aren't fully aware of why potential clients are finding
them online, or more commonly, why they are not. This case study will serve as a representative sample of the
opportunity that lies in influencing how potential clients can be funneled to your site and converted into leads.
Direct Lending search terms
need to be understood to
drive traffic
How do you better understand
what potential clients are
searching for online
Organic Search equates
to 94% of web traffic
Westerman Family Office, website, but no content,
just a login – Doesn’t rank for a simple name, Avril Westerman,
Director of Investments
Must Have
a Website
Key Areas
Bioso Why are bios important? In finance related products and services, individual names
dominate traffic.
• Page dedicated to each key person who may be searched, not every bio on one big page,
better for contextual search results.
o Direct referral, name passed along, Due diligence of that person. (experience, history,
accomplishments, picture)
o Bios are where most traffic lands for small to medium financial websites.
Newso Establish credibility
o Share success
Website Purpose
1. Establish credibility and trustworthiness.
2. Provide Information
3. Generate Leads
4. Nurture Sales
Purposeful
Content Strategy Generate
Leads
o What would people search that would be
valuable to you?
o Plante Moran > IRS Section 645
o 1000 Words
o Ranks for 239 different keywords
o Brings in 800+ visitors per month
Search Intent Identify Effective Keywords
o Buying/commercial intent keywords, not informational intent
o Search journey: Information > Clarification > Transaction
o Examples:
o How to get more website leads > Best SEO company > DiamondLinks (or Brandon Hopkins)
o Family Office > Family Office in Denver > Cherry Creek Family Office (or Tim Ulfig)
o Broad to narrow, you want to be found in the narrow search phrases, we call those “long tail keywords”. In
this case, the long tail should wag the dog.
o Most companies rank for individual names. That is what searchers are looking for, direct referral to an
individual > Due diligence of that individual. Examples on next slide.
KEYWORD
Warnings
and ConcernsCompetent and Trusted Partner
Fortis Wealth > Hacked
Lost
RankingsLost traffic, leads, search rankings
No recovery in last 9+ months
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SummaryYour website needs direction and purpose.
A directionless website is ineffective.
Your website should meet four key criteria:
1. Establish credibility and trustworthiness.
2. Provide Information
3. Generate Leads
4. Nurture Sales
Find a partner that values your online success, one that you can trust with a
valuable asset, your website lead generation.
