This month’s exclusive webinar is Website Copywriting for Financial Advisors with guest expert Gerry Black. One of the points Gerry makes during our webinar is the importance of the main headline on your homepage. Most advisors are making a critical mistake with this piece of prime real estate: talking about themselves!
Can you imagine if you went into a retail store and the sales associate started off by telling you about himself? You would lose interest right away. Yet, most advisors use the most important area of their website to list boring aspects about their firm.
One powerful but simple change you can make to your site is updating your headline to focus on your potential clients! What is the one urgent problem that you solve for a specific group?
Feature the benefits people get from working with you front and center on your site. This creates a much more memorable and powerful emotional response with your website visitors.
What Do Most Advisor’s Websites Say?
First, let’s take a look at what most advisors’ websites say. I can’t tell you how many sites I see every day that list comprehensive financial planning, fiduciary, or fee-only as their big differentiator. What’s meant to set you apart is actually making you look exactly like every other advisor in your town.
If I Google “Financial Advisor San Diego” and take the top three search results, here’s what I find (I’m not kidding):
- Experience the Pure Difference: Fee-only financial planning to set you on track for the journey that lies ahead.
- Dorn Financial. We are fee-only financial planners located in San Diego, California.
- Blue Water Capital Management, LLC: Financial Planning and Investment Management. Independent. Fee-Only. Fiduciary.
If you were looking for a financial advisor, which of those firms would you want to work with? It would be impossible to choose because all three sound exactly the same. We know nothing about what makes them different, who they serve, or how they help.
Revolutionizing Your Homepage Headline
Contrast that experience with a formula to help your website stand out from the crowd. Change your main homepage headline to explain the main benefit you offer to the unique group you serve. Here are a few real-life examples from advisors:
- Helping Business Owners Exit Their Firms and Retire With True Wealth
- Helping Qualcomm Employees Maximize Their Retirement & Benefits Package
- Creating a Plan for Your Divorce Settlement to Provide Income for Life
Featuring the core benefit you offer to your clients on your homepage captures interest, connects emotionally, and helps you stand out from the crowd. Give it a try and update your site today then keep track of how it performs over the next 30 days.
Want to learn more about the mistakes advisors make on their websites and how to improve your site’s copy? Sign up for this month’s webinar now! We’ll review simple changes you can make to your site to help prospects want to learn more about working with you.
Claire Akin runs Indigo Marketing Agency a marketing firm serving top independent financial advisors. Claire is a former Investment Advisor Representative who holds her MBA in Marketing from the Rady School of Management at UC San Diego as well as a BA in Economics from UC Davis. It’s her goal to help specialist advisors target their ideal prospects with content marketing.