How to Get Consistent Site Traffic from Current Clients

More site traffic leads to better search engine rankings. While it takes a great deal of effort to get that traffic from new introductions, your current client base is an excellent and much more accessible source of web views.

Because clicks are clicks, and if you can get more traffic from people who already know you, it’ll put you in a better position to be seen by those who don’t. Here are three ways to do it.

Content Management

If you produce a weekly email, quarterly newsletter or timely commentary, you probably share it via email. By linking these emails to a content hub on your website, you can direct clients there instead, which also gives them the opportunity to explore your archives.

While recurring content is an excellent driver of traffic, evergreen videos and digital brochures should also be hosted on your site. Link them in your email signature, promotional emails and prospect communications to direct traffic from new leads and referrals.

Client Login Center

Most IAs provide clients with logins for account information or financial dashboards. Group these links together on your website so that clients have the option to use your site as a starting point each time they want to check in on their investments and financials.

If you have a gated content section, you can post other important information that prompts your clients to navigate to your site. Leading IAs build up resource centers that continually pull clients back to their home on the web.

Client Experience Items

Many IAs are introducing more interactive tools to their client experience. Instead of long forms and written questionnaires, clients can complete discovery- and review-related pieces online.

This means you can send new clients to your site as part of the onboarding process and existing clients as part of your review process, so that they can engage with experience items housed in a dedicated section. This could include inquiry forms, intake forms, discovery exercises, values questionnaires and review meeting prep.

Reach out to us if you’re looking for ideas to help drive more client-based site traffic.