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How to Write Financial Advisor Website Copy that Works

In today’s digital age, websites are more than just a marketing tool.  Websites have become the primary representation of your company.  Like it or not, prospects are likely to judge your firm based on the appeal and credibility communicated by your website.  

Why care, if you’re not doing much internet-based marketing?  Well, new research says you may be losing referral business because of it.  And possibly, a lot of it.  Spenser Segal, CEO of ActiFi, Inc., did a large scale study of client survey data.  He found something very interesting about client referrals and advisory firm websites. 

Based on his firm’s research, he estimates that 90% of client referrals are lost when referrals go to the firm’s website and decide there’s no convincing reason to make contact. 

For an industry that largely depends upon referral business, this should be a wakeup call. 

So, improving your digital presence should be every financial advisory firm’s concern.

A big part of that digital presence is your website copy.  Financial advisor web copy needs to be engaging and convey trust and credibility at the same time.  This can be a challenge.  Not surprisingly, a very common weakness in our industry is website copywriting.  Many advisor websites have dry, lifeless copy that sounds like it’s pulled straight off the back of an old brochure.  Instead of drawing a visitor in, nothing captures their interest so they move on to a competitor’s website.  

With referrals, they will likely spend more than a few seconds on the website, which is good.  But if your copy doesn’t engage them, you’re not likely to ever hear from them. 

Thinking about redesigning your Website? Get our tips! Download our Free eBook - Is Your Advisor Website Producing Leads?

In my previous article on web copy, I provided tips on what to avoid.  Now let’s look at concrete steps you can take to make your financial advisor website copy more likely to engage these critical visitors.

  1. Make it conversational. Today’s consumer doesn’t want to hear a sales pitch.  Like it or not, they want to feel like they are talking with a person without having to actually talk to that person.  So how does this relate to the copy on your website?  Write it like you would speak to someone, and keep it in a friendly tone.

Here’s a simple example: 

Instead of writing:

Since 1971, XYZ Firm has been a provider of financial planning and investment management services in the Kalamazoo area.

Try this instead:

We provide financial planning and investment management help to our neighbors in the greater Kalamazoo area…and we’ve been doing it since 1971.

Here’s an easy test:  read it aloud. If it sounds stiff or unnatural, keep revising. 

  1. Talk about benefits, not features. Features describe specific aspects of your products and services.  These can get technical and boring, especially for buyers who know what they want to get from the end result, but don’t know the technical aspects.    Benefits simply describe what they will get out of it.  It answers the ultimate question all consumers ask:  What’s in it for me? 


Our services include comprehensive financial planning, quarterly client checkups to review progress and unlimited phone and email support.

Instead, try this:

First, we’ll work with you to prepare a comprehensive financial plan, so you’ll have a roadmap of where you’re going and how you’ll get there.  Then we’ll check in with you quarterly to monitor progress, address any obstacles and continue improving the process.  Finally, we’re always a text, email or phone call away for day-to-day concerns.

  1. Avoid technical jargon. Jargon happens when financial people write for other financial people.  Problem is, most of your clients prefer to pay you so they don’t have to hear any of it.

So to avoid turning off website visitors, keep it out of your website.  Use plain language instead.


We believe that broad diversification across asset classes is of paramount importance in reducing the volatility in our client portfolios.

Instead, try this:

The old adage “don’t keep all your eggs in one basket” applies in the world of money.  So we work with you to spread your money across many different types of investments to help lower the wild swings you’ll experience, up or down.  This can help you stay on the road to achieving your goals while sleeping more soundly at night. 

  1. Make sure the font size is readable. It sounds simple, but people have to be able to easily read the copy on the page.  If they can’t they’ll leave.  If you look at the redesigned website for CNN, you’ll notice they use very large font sizes.  Readers can easily read what’s there and that’s important.   
  1. Carefully spell and grammar check. This is another easy one, but sometimes this stuff can slip by us if we look at the text too long.  Best to have two sets of fresh eyes carefully proofread.  An unfortunate typo or misplaced word can turn off a website visitor fast, especially when we’re selling something as exacting as professional services.  
  1. Do some user testing. Writing is a funny thing.  If we pass it around among our colleagues we may all agree on the meaning of something, but anonymous website visitors may perceive what is said very differently.  For informal testing, grab a friend or family member who is not a financial person and ask for their specific feedback.  Formal user testing is always recommended at some point as well. 

Implement these steps, either internally if you have copywriting talent in house, or with the help of a financial advisor writing service, and get some user feedback.  You’ll be on your way to a more engaging website that better represents your firm in the crowded digital marketplace.

Jeanne Klimowski is the Founder of  Wavelength Financial Content Inc.   Wavelength is a Paladin Digital Marketing Partner. 

Is Your Advisor Website Producing Leads


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