Your RIA Website’s Real Job: How to Turn Visitors Into Inquiries
Your Website Has One Job
If your website isn’t consistently generating inquiries, it's broken. It doesn’t matter how sleek it looks or how much time you spent perfecting the color scheme — if it isn’t converting visitors into leads, it’s not doing its job.
The real job of your website? To turn strangers into inquiries — people who raise their hand and say, “I’m interested. Let’s talk.”
Here’s how you make that happen, step-by-step, starting with the most important real estate you own online: your homepage.
1. Start with a Clear and Compelling Offer
The second someone lands on your homepage, they should know:
What you do
Who you help
Why they should care
Think of your header as a billboard.
Avoid this:
“Welcome to XYZ Solutions. We offer personalized services to meet your needs.”
Try this instead:
“We help small business owners keep more of what they earn through smart tax planning.”
Bonus tip: Add a subheader that reinforces your offer and addresses pain or outcome:
“No more surprises come tax season. We handle the details so you can focus on growing your business.”
Clarity beats cleverness every time.
2. Add One Clear Call-to-Action (CTA)
What’s the next step you want visitors to take? Tell them clearly — and make it easy.
Example CTA buttons:
“Schedule Your Free Strategy Call”
“Get My Free Guide”
“Start Your Financial Plan”
Place your primary CTA above the fold (before people scroll) and again midway down the page and at the bottom. Repetition matters — not everyone acts the first time they see it.
Pro tip: Link your CTA to a simple scheduling tool like Calendly or SavvyCal. Eliminate friction.
3. Use Trust Signals to Build Credibility
People don’t buy from websites — they buy from people they trust. And trust is built through signals like:
Testimonials from real clients
Logos of companies or publications you’ve worked with or been featured in
Certifications or credentials
Case studies or results ("Helped 137 business owners lower their tax bill")
Position trust signals just below your offer or sprinkled throughout the page. Bonus if you include a short video testimonial — it adds warmth and authenticity.
4. Lead Magnet: Capture Emails for Future Follow-Up
Not everyone is ready to book a call — but that doesn’t mean they’re lost forever.
Give them a reason to stay in your orbit by offering a valuable free resource in exchange for their email.
Examples:
“The Ultimate Small Business Tax Checklist”
“3 Mistakes Costing You Thousands in Retirement”
“How to Grow Your Business Without Burning Out – Free PDF”
Place this offer mid-way through your homepage or in a pop-up/slide-in. Once they download it, you can nurture them via email until they’re ready to take the next step.
Use an email service like ConvertKit, MailerLite, or ActiveCampaign to automate follow-ups and deliver the guide instantly.
5. Bonus: Nail the Visual Flow
Good design supports your messaging. Here’s how to make sure your layout works:
Whitespace: Don’t crowd your copy — let it breathe.
Short paragraphs + bullet points: Easier to skim.
Consistent button color: So people always recognize your CTA.
Mobile optimization: More than 60% of your traffic is probably on mobile.
6. Checklist: What Your Homepage Needs
✅ Clear headline that explains who you help and how
✅ Subheadline that adds value or addresses pain
✅ Strong, repeated CTA (“Book a Call”)
✅ Scheduling link integrated (Calendly, etc.)
✅ Testimonials or client success stories
✅ Lead magnet with email capture
✅ Clean, mobile-friendly design
✅ Visual flow that guides the eye
Conclusion: Don’t Just “Have” a Website — Make It Work
Your website shouldn’t be passive. It should be actively working to bring you business — day and night.
If someone lands on your homepage today, can they quickly understand what you do, feel like they can trust you, and take an easy next step?
If not — you don’t need a full redesign. You just need clarity, trust, and a simple path forward.
Want Help?
Need help refining your homepage or creating a lead magnet that converts? Let me know for a free audit.
