Web sites aren't just nice places to put your picture and a short biography. They can be lead generators if used correctly. Mark Willaman, president of HRMarketer.com, says a Web site can be a lead-acquisition machine if it is easy to find and use, if it has content applicable to a senior audience and if it is used as part of an ongoing marketing campaign.
The content has to speak to seniors hopes, dreams and concerns--mostly their concerns and how they can be addressed. Short articles or white papers about topics like not outliving one's money, how to leave a legacy, how to guarantee income in retirement and other senior-centered matters will entice seniors to read what you have to say. Entice them to leave their contact information in exchange for the information and a Web site drives leads.
One point Willaman makes clear is to make sure the material isn't self-promotional. Make it informational, useful to their lives, and they'll seek you out when it's time to do some planning.
