Let’s be honest…
You will NEVER get a steady flow of million dollar clients (or any level of clients) from the internet, despite the claims like this from companies that make advisor websites… “Financial professionals turning their online presence into a compliant lead generating machine.”
Hahahhahahahhahaha.
A lead generating machine.
Here’s why that’s a lie:
In 1998, Google indexed around 26 million web pages.
In 2000, that number soared to 1 billion.
By 2008, Google announced it had seen 1 trillion unique URLs on the web.
Today? Google’s own VP of Search testified under oath that the index holds roughly 400 billion documents.
I lose perspective on numbers that big. This may help. You know how long a second is, right? It’s the time it took me to ask you that. Well…
1 thousand seconds = 17 minutes
1 million seconds = 12 days
1 billion seconds = 32 years
400 billion seconds = 12,700 years
Twelve thousand seven hundred years ago, the Ice Age was ending. The pyramids wouldn’t be built for another 8,000 years.
Your website is to the internet like 1 second is to 12,700 years.
That’s why you can’t expect to get a steady flow of new clients (million dollar or not) from your website.
Here’s why…
As you may know, Beth and I have taken up playing pickle ball. It’s a goofy name, but a fun game that gives a great workout. We play with a regular group.
One day, while I was waiting to play, one of the other players approached me and said (and this has happened more than once), “Wow. I didn’t know you were somebody!”
Three lessons.
One: “I checked you out” means they typed “Scott Keffer” into Google. Not my company name. My name.
Try it. Type in “Scott Keffer” and see what comes up.
Prospects will search for you by name, once they know your name — which happens only when you proactively market to them, like an invitation campaign to a seminar or webinar. They don’t search for your company name.
Prospects will type your name into Google to see “who” you are.
Two: “I didn’t know you were somebody” means they saw my credibility.
Remember: the advisor with the most credibility WINS.
First, search for your name and see what comes up. Next, buy the domains of your name, host them, and point them to your main site. Ultimately, you’ll want a credibility site for your name (I’ll share more about that in future issues).
Three: go back and see if any of your EXISTING E.L.K. clients came from an internet search.
You may have a rare client who did, but we’re not talking about exceptions.
And here’s the part that should settle it for good.
That 400 billion figure is from 2020 — the most recent number Google has been forced to put on the record. Since then, AI Overviews and ChatGPT have started answering people’s questions without sending them to anybody’s website at all.
So the haystack got bigger. And fewer people are digging through it.
E.L.K. clients do NOT go to the internet and search for a financial advisor, so drop the notion that you can get a steady flow of clients from the internet.
You must have Prospect Attractors that you control and that allow you to proactively, predictably, and profitably attract million-dollar prospects on demand.
Only then can you make your business predictable!