Hey, it’s Brooks. Welcome to Mondays with Money Marketers, where Wall Street meets Madison Avenue.

As a quick reminder, we provide flexible, compliance-approved content solutions for financial service firms to help retain clients and generate leads.

Every Monday we share tips and tricks we’ve learned that you can implement yourself.

Before we dive in here's a link to my calendar if you'd like to discuss how we can help you generate more business.

In today’s edition:

• How to Build a Landing Page That Actually Converts

• Trends 2025 in email marketing automation

• 25 fun and practical goals to reach for in 2025

First time reading? Sign up here

LINKS WORTH A LOOK

🗣️ Marketing News & Insights

• Trends 2025 in email marketing automation (Marketing4Commerce)

• TurboTax showcases how AI streamlines tax preparation in new campaign (MarketingDive)

• Marketers Must Move Beyond Google Traffic as Zero-Click Becomes the Norm in 2025 (AdWeek)

💼 Industry News & Insights

• Client Acquisition Tops List Of Advisor Concerns (Financial Advisor)

• SEC Rule Predictions: What's In, What's Out in 2025 (Think Advisor)

• 6 RIA Valuation Drivers in 2025 and Beyond (Think Advisor)

🤔 Honorable Mentions

• The Slacker’s Guide to New Year’s Resolutions That Stick (Jake Knapp)

• New Year's resolution ideas: 25 fun and practical goals to reach for in 2025 (NPR)

• Resolve to Set Goals Differently This Year (Advisor Perspectives)

DEEP DIVE

How to Build a Landing Page That Actually Converts

If you’re a financial advisor or asset manager, one of your goals for 2025 is (most likely) to find more clients over the next 12 months. If you’re working on an app, your goal is to find more users. If you’re a fund, you want more investors.

In summary, you all want more leads.

So how do we generate leads? In real life (IRL) connections always work the best. Referrals and word of mouth are fantastic. But these aren’t as scalable. So this is why we rely on generating cold traffic. Typically we do this in the following ways:

• Cold Calls

• Content Marketing (Trust building newsletters, YouTube, blogs, podcasts, etc)

• Paid Marketing (Social media marketing, search engine marketing, PR, etc).

But before you can get started on any of the above, you need to think about where you’re going to direct this traffic. As in, if/when you pique someone’s interest, with a Meta ad for example, where are you directing them?

Typically you’re directing them to a landing page.

So in today’s edition, I want to highlight one of my favorite Tweets I’ve come across and explain each item so that you can build the perfect landing page that actually converts the cold traffic you’re generating and/or buying.

For starters, here’s the format your landing page should follow courtesy of @mike_skully_

Here's an explanation of each section. It’s important to take your time and think about each piece of the puzzle, especially if you’re spending money on driving cold traffic to this landing page.

The difference between a 1% conversion rate and a 5% conversion rate can be the difference in whether or not your marketing is driving positive ROAS or not.

1. Headline

• Purpose: Grab attention immediately and communicate the value of your offer.

• Tips:

  • Make it benefit-driven (show how the offer improves their life or solves a problem).

  • Keep it clear and concise (7-10 words is ideal).

• Example: “Secure Your Financial Future in 15 Minutes or Less.”

2. Subheading

• Purpose: Support the headline with additional context or detail.

• Tips:

  • Elaborate on the headline to further entice the reader.

  • Introduce scarcity or urgency if applicable.

• Example: “Download our free guide and get expert insights before tax season.”

3. Video Sales Letter (VSL)

• Purpose: Provide a short, engaging video that explains your service or offer in simple terms.

• Tips:

  • Keep the video between 1-2 minutes.

  • Focus on key pain points, benefits, and how your solution works.

  • Include captions for those watching without sound.

• Example: A walkthrough of how your financial service works, featuring a case study or animation.

4. Call to Action (CTA)

• Purpose: Prompt the user to take action, such as submitting their contact info.

• Tips:

  • Use action-oriented language (e.g., “Get Started,” “Book Your Free Call”).

  • Place the CTA button above the fold and repeat it throughout the page.

• Example: A button that says: “Download Your Free Financial Checklist.”

5. Social Proof

• Purpose: Build trust and credibility by showcasing feedback from satisfied clients.

• Tips:

  • Include client testimonials, reviews, and success stories.

  • Use logos of any reputable companies you've worked with.

  • Example: “John D., a client, says: ‘Their financial plan helped me save for retirement faster than I expected.’”

6. Benefits Section

• Purpose: Highlight the key advantages of your offer.

• Tips:

  • Use bullet points or icons for readability.

  • Focus on benefits rather than features.

  • Example: “Achieve faster savings,” “Simplify your investments,” or “Avoid common financial mistakes.”

7. The Process

• Purpose: Explain how your service works step-by-step.

• Tips:

  • Use a numbered list or visual timeline to make the process simple to follow.

  • Example: “Step 1: Sign up. Step 2: Fill out a quick form. Step 3: Receive your custom strategy.”

8. What’s Included

• Purpose: Provide a detailed breakdown of what the client will receive.

• Tips:

  • Highlight any extras or bonuses.

  • Example: “You’ll receive a 30-minute strategy session, a personalized action plan, and a follow-up email with additional resources.”

9. About Us

• Purpose: Build credibility by sharing your company’s background and expertise.

• Tips:

  • Share your unique story, mission, and team credentials.

  • Include a professional team photo or office image.

  • Example: “With over 10 years of experience in financial planning, we’ve helped 1,000+ clients achieve peace of mind.”

10. FAQ Section

• Purpose: Address common objections and concerns.

• Tips:

  • Anticipate questions your audience might have (e.g., pricing, privacy, time commitment).

  • Provide concise and reassuring answers.

  • Example: “Q: Is this really free? A: Yes, our initial consultation is 100% free.”

11. Final CTA

• Purpose: Reinforce the main action you want the user to take.

• Tips:

  • Reiterate the value proposition.

  • Use urgency if applicable (e.g., “Limited spots available”).

• Example: “Don’t miss out! Schedule your free call today.”

By structuring your landing page with these key components, you can create a high-converting page that builds trust and guides users seamlessly toward becoming leads.

You can do this in less than a day.

We get it though, you’re busy. If you want us to help you build your landing page and then start running cold traffic against it to generate leads, click the button below. We’re only accepting 2 more clients in January.

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