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Written by Samantha Russell
Copywriting is a crucial element of any successful financial advisor’s marketing strategy. Whether it’s copy for a social media post or an explanation of services offered on your website. Having quality writing that expresses your ideas or thoughts in a way that appeals to potential clients and site visitors is critical to your site’s success. For this reason, many advisors put a lot of thought into what they write to ensure that it meets their standards.
In this blog, we’ll be highlighting 7 examples of financial copywriting from real advisor websites to demonstrate how you can tailor your copy to attract and nurture first-time visitors
7 Examples of Financial Copywriting From Real Advisor Websites
1. Copywriting for The Homepage
For all websites, the homepage is the first thing a visitor sees and is integral to whether they will continue exploring your site or not. This makes it one of the most impactful pages on your entire website, which makes the copywriting associated with it just as important. In case you didn’t know, it only takes people around 50 milliseconds to form an opinion about your site, so you will want to make it count!
The Money Maven Financial website uses that concept to its advantage upon loading its homepage. The first copy you see is a large hero message reading, “Helping you become financially confident.” Which establishes the basis for their firm, helping people to gain the knowledge and confidence to be financially confident. Below that, Money Maven includes a paragraph of text that explains what this means to their brand. Words like “simple,” “actionable,” and “organized” in the supporting paragraph address the pain points of their ideal audience, helping readers visualize what it’s like to be a client by painting a picture of a comprehensive plan that’s accessible and easy to track. This messaging is then supported by a final call to action that asks visitors whether they’re ready to obtain these benefits.
2. Copywriting for The Fee/Price Page
Having an easy-to-read and informative fee page is a must for every advisor site. By including precise prices and the types of services that you offer, you can help visitors self-qualify, saving you, your team and your site visitors time.
One of the best examples of copywriting on a fee page is from United Success Wealth Management. We were impressed by United Success because they share the details. Not only do they include prices for their services but also what type of business would fit best into that package. For example, one of their packages is “The Starter,” which is made for small businesses ready to grow. This usually is indicated by a company of low-level complexity, with 0-3 employees, and could use simple coaching and guidance. Below that, they show what’s included in the package and then, finally, the monthly fee range.
Details like these are often beneficial to prospects, especially if they have never worked with a financial advisor before. And by providing them, you can help set expectations and clarify processes, which can help eliminate roadblocks that might cause a visitor to leave your site before scheduling a call.
3. Copywriting for The Team Page
Introducing your team to potential clients is another crucial aspect of good financial advisor copywriting. Advisors need to be able to highlight their team by introducing who they are, what they do and what makes them experts in their field. This can be done with good copywriting that not only shows off employees’ skill sets but also who they are as people.
For this example, we have BLVD. Private Wealth does a great job showing off how well they know their team. The “Our Team” starts off with a nice paragraph that explains who they are and why they do what they do while sprinkling in their overall business goal.
Below that is where it gets interesting. Each team member receives their own image that, when clicked on, expands to show a description of the person. Including things such as their role in the business, what they do for clients and what makes them good at what they do. The length is perfect, and the details are spot on, giving readers a sense of who the person is and what it’s like to work with them.
Like the homepage, the key to your team page is to include information that paints a picture for your readers by showing them what it’s like to work with you and your team. What that information is will be up to you, but we typically recommend including both professional and personal information in each team bio. This way, readers understand each team member’s role and have an additional opportunity to connect with your team through a shared interest. Just be sure that your messaging falls in line with your primary value proposition and branding, and you will be set.
4. Copywriting for The Blog
Next, we take a look at one of the most important parts of copywriting, and that is content creation because without copywriting, there’s no content. For financial advisors, one of the most impactful pieces of content is your blog, as it provides insights to prospects and clients and boosts site SEO. In fact, statistics show that 60% of businesses that blog tend to acquire more customers. Along with that, 69% of businesses say that their blogs are what gives them the most lead generation.
Now, let’s take a look at Ascend Wealth Consulting’s blog page. Here, they write and update articles that are of interest to their clients. For example, they tend to focus more on people looking to retire or preparing to retire, so many of their blogs follow suit. The blogs range from technology guides for seniors to how retirees can mitigate the sequence of return risk.
When creating copy for blogs, it’s important to focus on keywords to help your site rank in search results. To find keywords for your site, first, focus on any terms related to your products and services and start by Googling them. This will give you a context of the types of articles that rank under this keyword, which can help guide your content strategy. Then, as you write, be sure to make your articles skimmable by including headers to introduce new topics and adding breaks to avoid large paragraphs. And, though not strictly copywriting, images can help break up text and provide additional context.
5. Copywriting for The Technology Page
With the continual evolution of technology, it’s important for clients or potential clients to know that you are up to date. Whether it’s with technology that works to keep information safe or AI that’s able to take inputs and provide the best possible solutions on a client-to-client basis, it’s beneficial to inform clients that this technology is being used. Just making sure to balance readability with industry jargon so that your technology page feels knowledgeable and credible.
Let’s take, for example, Citadel Financial Planning. They have introduced an entire page on their website showcasing the different technologies they use. From financial planning tools to innovative creations that uncover financial strengths and much more, they let site visitors know what the tools are, how they work, and what they can do for them as a client.
6. Copywriting for Call-to-Actions (CTAs)
A call-to-action is the best way for an advisor to motivate site visitors to take action. Usually saying things like “Find Out More” or “Learn More Here,” CTAs are like a guiding light for potential clients. When writing CTAs, think from the customer’s point of view. Think of the pain points within your niche, use that to pique interest, and then offer a solution. People also love free things, so whenever you offer an opportunity for something free such as a newsletter, eBook, or whitepaper, be sure to use a CTA.
One of our favorite examples of CTAs comes from Simplified Wealth. They use a combination of clever wordplay and CTAs to get site visitors to “Uncover What We Offer.” It’s a CTA that both grabs the attention and proves a great point.
7. Blattel & Associates’ FAQ Page
Everyone has questions, whether they’re in the market for a new kitchen appliance, car or financial advisor. People like to ask questions because they’re innately curious, and who can blame them? That’s where the FAQ page comes into play, providing site visitors with 24/7 access to their most commonly asked questions. In fact, 51% of customers expect a business to be available 24/7. This is where copywriting comes into play. The most important part of creating an FAQ page is the questions you answer. Most importantly, don’t just answer generic questions. Rather, develop a list of questions specifically for your business/niche.
If you’re unsure of what questions to answer, try the following:
- Looking through customer service emails or phone call notes and see if there are questions that consistently come up.
- Using client calls to make a note of anything that prospects might be confused by.
- Running polls on social media or through emails to see what might not be clear about your services.
- Looking at competitors to see what types of questions they’re answering.
Below, we have an example from Blattel and Associates. While it might seem simple at first, they’ve done the research to see what questions their target audience is asking. Everything from learning about what a CFP is to understanding minimum account sizes. Also, take note of the frequency of payment or money-related questions. Many customers want to know what their potential cost might be, so being able to generally answer them in an FAQ is a huge plus.
Wrapping Things Up
Using effective copywriting to appeal to potential clients and site visitors is critical to your site’s success. Are there any pages you would like to update on your website? If so, we hope these tips helped demonstrate how financial advisors can tailor their site copy to attract and nurture first-time visitors.
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