How to Use Directory Listings as Part of a Lead Nurture Funnel
Most advisors think of directory listings as a one-and-done task—claim your Google profile, write a description, and move on. But smart advisors see listings as the first step in a lead nurture funnel. If someone finds your business online, how are you continuing the conversation after that first click?
Why Directory Listings Are Ideal for Top-of-Funnel Traffic
Directory visitors are usually in the early research stage. They’re not always ready to commit, but they are curious and seeking credible options. This makes them ideal candidates for your email list, free resources, and longer-term content.
Rather than expecting someone to call you right away, you can guide them into a nurture journey that builds trust over time.
Step 1: Use a Call-to-Action That Offers Value
Many listings allow for a short description, headline, or link. Don’t just tell people you offer retirement or tax planning—give them something to take with them.
Examples:
'Download our free Retirement Readiness Checklist.'
'Get our guide to Financial Planning for Business Owners.'
'Join our newsletter for monthly tax-saving tips.'
Step 2: Connect to a Landing Page with a Lead Capture
Instead of linking to your homepage, send visitors to a simple landing page where they can:
Get a resource in exchange for their email
Schedule a discovery call
Join a newsletter or watch a short video
This landing page should be clear, action-oriented, and tailored to their likely interest.
Step 3: Follow Up With Value
Once someone enters your email list or downloads a resource, send them a short email nurture sequence.
Over 1–2 weeks, share:
A personal welcome or story from your practice
A success story or client scenario
A breakdown of your planning process or values
A gentle nudge to schedule a call or consultation
These emails should reflect your tone and style while showing your approach to financial guidance.
Step 4: Track the Results
Use your website analytics, email platform, and directory tools to see which listings are generating leads. Track:
Which directories send the most traffic
Which landing pages convert best
How many people schedule calls or book meetings from those sources
This helps you prioritize the platforms and strategies that yield real results.
Step 5: Rinse and Repeat
Your nurture funnel is not set-it-and-forget-it. Test different offers, headlines, landing pages, and email follow-ups. Continue refining based on performance and feedback.
Directory listings give you visibility, but your funnel turns that visibility into relationships—and ultimately, new clients.
Need Help Building a Lead Nurture Strategy?
At Shared Vision Studios, we help financial advisors design lead generation and nurture strategies that align with your style and services. We’ll help you:
Build high-performing landing pages
Create free downloadable resources
Set up automated nurture emails tied to your listings