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  • Writer's pictureRebecca Hourihan

How to Increase Your Website Traffic to Increase Your 401(k) Plan Business

7 seconds. That’s how long you have to impress or fail a first time site visitor. They either like what they see and continue to scroll down – or they X out their browser.

Here’s the question, is your website a billboard or conversation?


A billboard website discusses what you do, who you are, and is generally static content. There are few Call to Action items. From our experience, Billboard style websites haven’t been updated or revisited in a few years. They are simply static internet signs and just like physical billboards what do most people do? We drive right by them.

Then there are digital conversation websites.

Digital Conversations

Your website is the first place curious prospects are going to visit when they are researching you. They want to learn about your retirement plan experience. They want to read your thought-leadership blog articles. They want to know how you can help them improve their company’s retirement plan. So, why not dazzle them?

To increase your company’s website traffic, here are some ideas.

  1. Register your business with search engines. This is important to become found on the internet. Most search engines have a geo-targeting component, so if a CFO is looking for a ‘retirement plan advisor’ or a ‘401k fiduciary advisor’ in their area, then the search engine will return your firm, contact information, and of course, that makes it easier for the CFO to find you.

  2. Email campaigns. Sending out regular emails. Then in your emails include Calls to Action that point back to your website to download the cool content (white paper, infographic, video). Ask the site visitor to complete a contact form (first name, last name, and email address). That’s a double win for you. You just increased your site traffic and learned which contacts are consuming your retirement plan content.

  3. Publish a blog or vlog. Regularly contributing to a blog or vlog helps to drive more contacts to your website too. For example, if the CFO is searching “What is a Fiduciary File?” and you have a post about that then your website, your site will organically rise to the top of the search engine. That could lead the CFO to read your blog article – or watch your video log (vlog) to learn more. If your website has strong Call to Action language, the CFO might contact your firm to learn more about how they could hire you to organize their 401(k)’s fiduciary file and help them with their plan.

  4. Promote your firm through social media. Each time your firm creates content (e.g. blog, vlog, infographic, webinar, and/or seminar) post about it on social media. Then ask the reader to visit your website with a call to action “ to learn more, click here.” Each time the reader experiences your content, you provide steps that draws the person back to your website. This will help to increase website traffic.

  5. Setup a Retargeting Campaign. See article: <insert hyperlink>

  6. Host a webinar presentation. Find a presentation that you like and then host a webinar. Email your contact list the invitation. Share why your contacts should sign up. Then include an easy sign-up button for them to register. This affirms your local reputation as a 401(k) thought leader who is providing expert education to the plan sponsor community. As well as, encouraging more site visits to your website to learn more about your firm. This helps to increase your firm’s authority reputation and increase your influence. The more times you share content that has to do with the 401(k) the easier it is for your contacts to connect you – the professional retirement plan advisor – with hiring you to advise their company’s 401(k) plan.

What is the purpose of your website?

Is it a billboard or a conversation? To develop your website into a conversation, you will need to regularly update your website with current, timely, and relevant plan sponsor content. Yes, it takes work. However, it has a lasting benefit.

For clients, when they visit your website, they see information about your retirement plan advisory services and they continue to feel confident that they are with the right advisor.

For curious prospects, if they visit your site and read great articles about What is a Fiduciary Folder? and see compelling Call to Actions, they might contact you and ask to learn more about your firm, so they can evaluate to hire you for their plan.

For your Centers of Influence, they feel more confident to refer business to you. They might feel comfortable that you are staying current with the times. They like that you look good – therefore the COI looks good.

In order to get new and re-occurring traffic to your website, it needs to be fresh. Your content should be a conversation that engages, entertains, and educates your visitors. Then, your marketing efforts start to multiply so more and more plan sponsors learn about your retirement plan experience. They start to digitally seek you out and then they begin the digital conversation with your website.

All for all, a quality website is an investment in your business that can lead to increasing your regional advisor authority as the retirement plan expert and new retirement plan clients.

Thanks for reading and Happy Marketing!

About 401(k) Marketing

We believe the retirement plan industry can do better. Our clients are the best professional retirement plan advisors and TPAs in the business. They care deeply about saving America’s retirement future. We are proud to share their voices through industry writings, professionally-designed marketing materials (including websites), and expert content collateral. We lend support by promoting businesses through ongoing awareness campaigns.

About Retirement Plan Marketing

Retirement Plan Marketing is a product of 401(k) Marketing and is an ongoing turnkey marketing solution for retirement plan advisors. It is an easy-to-follow, consistent marketing program designed to get you noticed in your community and generate new retirement plan sales. When you deliver relevant plan sponsor content, you add value to your conversations and can work your way up to become known as the “go-to” retirement plan advisory office.

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