There are only a handful of firms that offer website copywriting for financial advisors. That’s because it’s difficult to create a personal and powerful message that’s also search engine optimization (SEO) and compliance-friendly. But most financial advisors really need help writing their websites.
When was the last time you updated the copy on your homepage? The task may not be on the top of your to-do list, but everyone needs strong copy on their website to explain what they do, who they serve, and how they help. Here are our key tips on how to write a great website.
1. The First Words on Your Homepage Make or Break Your Marketing
A vast majority of advisors’ website visitors land on their homepage. This means it’s critical for advisors to capture attention and make an impact in this prime real estate. The only message you need to convey on your homepage is this: What one urgent problem do you solve for a specific group?
For example, at Indigo Marketing Agency, we allow independent financial advisors to embrace a specialty and outsource their marketing department. For a financial advisor, the key message could be “helping business owners minimize their taxes and catch up for retirement in a hurry.” What is the most important benefit you offer your clients? Feature it front and center on your site.
2. Make it Personal and Tell a Story
Beyond the homepage, a financial advisor’s “About” page typically gets the most views. Clients and prospects want to know who the advisor is and what makes him or her tick. An advisor’s “About” page should feature a healthy balance of personal story and details about their expertise and experience, balancing the head and the heart.
When writing your story, share more than your business experience and credentials. Dive into your passion for the industry and what you enjoy most about your job. If you were inspired to become a financial advisor by a specific person or incident, share your motivation.
Because this page is so personal and it’s tough to write about yourself, it often helps to have a professional writer tell your story. Below take a look at one advisor’s before and after “About” page that we recently created.
Example Before “About” Section:
First, as a registered representative of LPL Financial, and now, as an Investment Advisor Representative of LPL Financial, I provide professional investment advisory services to more than 150 individual clients who have more than $65,000,000 invested with me in securities through LPL Financial.
Example After “About” Section:
Thanks for visiting my website and learning more about why I became a financial advisor. I have lived in San Diego all of my life, growing up in a small house in Lemon Grove, with two brothers and working-class parents. My father served in the Navy for 40 years and my mother worked as a caterer and a baker while she raised me and my two younger brothers. Like many in the 1940’s and 1950’s, we experienced some difficult times and struggled to make ends meet.
I realized from a young age the sense of peace, security, and dignity that successful financial planning can provide. This inspired me to eventually enter the financial services industry and help people just like my parents feel confident in their financial situation and give security to their families.
Early in my career, I saw firsthand how I could help people by guiding them toward security and confidence in their future. I committed my career to working with positive individuals who want to plan and invest for the long-term and, over the past 36 years, this goal has transformed into my life’s passion.
Today, I remain committed to educating, engaging, and inspiring as many people as possible to take control of their finances. I enjoy building close, long-lasting relationships with my clients, many of which span decades and generations.
Over the years I have noticed that clients frequently call me to share their happy news, whether it’s a new job or the birth of a child. I am also honored to serve as a shoulder to lean on during difficult times in life, such as a layoff, divorce, or death. It’s my privilege to help clients on their personal journeys and to celebrate their successes with them. I look forward to meeting you to learn more about your goals and dreams.
This page is often either the easiest or the most difficult page for advisors to write. For some, sharing your story is simple and exciting and the words will flow onto the page. For others, determining how to tell your story or what to include can cause uncertainty. You may be asking yourself, “Am I oversharing? How much is too much? Will anyone really care?”
Clients and prospects can’t trust you until they understand why you do what you do. Sharing your personal story can help people relate to you and feel more comfortable sharing their story with you.
3. Embrace Your Specialty
Marketing is most effective when financial advisors embrace a specialty or niche. As they say, the riches are in the niches. It’s important to share your specialties through the copy on your website so visitors feel like you will understand their unique challenges.
For example, if you work with three specific niches, include all three on your homepage. This could mean mentioning professionals in the science and medical fields, women, and small business owners. Don’t be shy about explaining exactly who you serve best.
If you’re worried about alienating potential clients that do not fit into your specialty, be sure to list both a broad and narrow focus, like “helping families plan for retirement and Chevron employees maximize their benefits.” Embracing a specialization may be counterintuitive, but it’s the only way to stand out from the crowd.
How To Learn More
To learn more about website copywriting for financial advisors, register for our exclusive webinar below. Do you need help writing your website? Our website copywriting package includes up to 8 pages of your website, including compliance edits. View pricing here. Get in touch today to learn more by emailing [email protected]