A third of adviser’s online efforts are being wasted; are you one of them?


How many visitors did your website get last month?

Those that know the answer to this question will likely be using Google Analytics to track the number of visitors flocking through the metaphorical gates of their website. It’s an invaluable tool for measuring the performance of your website. Although it can get a tad addictive when you are watching it happen in real-time!

Who are those visitors? Are they prospective clients?

Based on our research, around two thirds could be.

The other third? That’s another story, and one that I want to investigate today.

Build it, and they will come.

Whilst it is easy to look no further than the total number of visitors on your website, look harder and you will likely be surprised at how many of them aren’t from the UK.

Now, visitors from overseas are welcome in many industries. But what about if you’re a financial planner who works exclusively within a 10-mile radius of Nottingham? Anybody accessing your site from, say, the frosty suburbs of Siberia (which happens more often than you think) will only lull you into a false sense of security.

So, why are these overseas visitors accessing your site? And what does it mean?

One in three

Recent research, carried out by us, suggests that the average adviser website will see 29% of its traffic come from outside the UK. This means that nearly a third of your efforts to drive traffic to your website are wasted.

The two worst offenders in our study saw only 36.31% and 38.28% of their traffic come from the UK. The rest came from a wide range of countries, all with one unfortunate thing in common; they weren’t prospective clients.

So, who were they? It’s likely that most were bots and spiders, crawling countless websites to find security weaknesses or contact details to obtain. The rest could be people in other countries that are looking for financial advice, and have stumbled across a website with poor search engine optimisation (SEO) that doesn’t make it clear where the adviser is based.

If this is the case with your website, a tell-tale sign will be a low percentage of UK visitors.

It doesn’t stop there…

Attracting the wrong demographic to your website can be as bad as getting overseas visitors. For example, if you work primarily with divorced women, you won’t want your audience to consist primarily of unmarried men.

Google Analytics is a powerful (and scarily detailed) tool. It will be able to give each visitor an accurate profile, including their age, gender and location, based on their online behaviour. This can be used hugely to your advantage in evaluating the performance of your website.

If you are aiming to appeal to women, and see a higher bounce rate for female visitors than male, you can safely say that something needs to change. Google Analytics tells you the what, it’s up to you to work out the why.

What do your analytics tell you?

If you don’t have a Google Analytics accounts, you’re missing out.

It works by inserting a piece of tracking code into your website that then monitors the usage, displaying it in all manners of charts, graphs and tables. And how much does this tool cost?

Nada. Zilch. Diddly squat. It’s free.

Advisers who want to increase their web traffic will need to know what it currently is. But don’t just look at the big number. Dig a little deeper and you’ll no doubt uncover something that you can improve on, meaning a better website for your audience, and hopefully less visitors from places you’ve never heard of, let alone practised in!

We can help

Wrangling lines of tracking code and fending off bots and spiders may sound a little like the plot of a sci-fi blockbuster at first. But, as with most things, getting started is the hardest part.

For those that do need some assistance, taking an in-depth look at analytics is often our first step in any project, be that a brand-new website or a small content update. Give us a call on 0115 818 7770 or drop me a line to phil@theyardstickagency.co.uk

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