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There are clear-cut behaviors that will maximize your firm’s lead-generation capabilities. To uncover those behaviors, and how they differentiate advisory firms getting a few leads from those getting dozens a year, my firm conducted a comprehensive study of 215 financial advisors.

Our platform, Twenty Over Ten, is specifically designed to enhance digital presence and marketing, achieving stronger lead generation. And, according to 61% of financial advisors, generating leads is their biggest challenge.

Here are the key characteristics that distinguish highly successful digital-marketing practices:

1. A calendar link on every page

You should use a scheduling tool on every single page of your website. The logic is simple: To convert more leads into clients, you need to make it easy for them to connect with you. Nothing’s simpler than a few clicks on your website.

WolfBridge Wealth has a floating “schedule a call” button on every page. This button doesn’t have to be obtrusive; it should blend in seamlessly with your website. The important thing is that visitors always have the option to schedule time with you, regardless of the page they enter your website from.

Tools such as Calendly, Acuity and ScheduleOnce can be used to set up schedulers on your website.

2. An SEO-friendly website/blog

To generate leads, you need to drive more organic search traffic to your website and blog.

There’s no shortage of factors that contribute to a website with strong SEO, encompassing both your site structure and copy. You want a strong website structure that’s navigable, mobile-friendly and easy for Google to crawl. Moreover, your copy must include hyper-specific keywords catered to your target audience; see this example from C.L. Sheldon & Company. The wording is extremely specific to its target audience.

The latter also goes for SEO in your blog posts. In those, you can employ internal linking strategies and alternative text and keyword-packed headers (learn more about these blogging SEO strategies here).

3. New content added to your website at least twice a month

Keep your website fresh and updated. Regularly producing original content pertinent to your audience is integral to lead generation as this data from our survey shows:

Of the advisors surveyed, those who never posted content to their website had the least leads, the least qualified leads and the least conversions.

To make your website as productive as possible, share new content at least twice a month, ideally once a week. Original content can come in the form of a blog, quick video, or podcast – almost anything. Make sure your content is engaging to your target audience, answering the specific questions they would have.