Most advisory firms have a "book an appointment" button on their website. Few have thought deeply about the journey that leads a prospect to click it, or what happens when they don't. Gregory President Joe Anthony says that gap is costing firms clients they don't even know they're losing.
A new Financial Planning feature examines how the appointment tab has become a defining metric in advisor online client acquisition. Anthony frames it as a presence problem: advisors need "a mechanism where they take the next step built into your presence" across their website and social profiles, and tracking who actually reaches that step reveals whether the firm's digital strategy is working.