Editor's note: This blog article was originally published in 2017 and has been and updated for accuracy and comprehensiveness.
When you think about the most important elements of financial advisor websites, does your “About Us” page rank at or near the top for the number of visitors and time on page? If it doesn’t, it may be worth your time to make enhancements to this very important page. This is because when investors visit your website, they’re not only looking for information about your services and credentials, they also want to learn more about your firm and your philosophy for the treatment of your clients. After all, these visitors could be trusting you with their future financial well-being. This makes selecting a financial advisor one of the most important decisions they will ever make for their financial futures.
A poorly written “About Us” page or the absence of one can be a significant disadvantage when investors are comparing the information on multiple financial advisor websites. What they see or “hear” will impact who they contact for interviews that ultimately lead to their selections of financial advisors.
A Do and Don’t List
How can you make sure you’re including the right information in this section of your website? Here is a list of dos and don’ts for your “About Us” page:
Do: Include a brief bio about yourself. Key information includes education, certifications, experience, some personal information (family, hobbies, interests), and awards or other types of recognition. A description of why you started the firm can also help investors become more comfortable with who you are as a professional and person. For example: John Smith earned a degree in finance at ASU and is a Certified Financial Planner (CFP). When he’s not helping clients achieve their financial goals he is an active volunteer for Wounded Warriors and the Red Cross.
Also, when applicable, this is a good place to add your personal philosophy on how you interact with clients and what makes you passionate about your profession.
Don’t: Don’t provide too much information. A professional bio can include education and work experience, but it shouldn’t read like a resume by including your previous employers or companies. And, personal information should be kept deliberately general without a lot of detail. For example: John Smith graduated from ASU with a degree in finance in 1995 and a 3.5 GPA. In 1997 he earned the Certified Financial Planner (CFP) designation. When he’s not helping clients realize their financial goals, he enjoys spending time with his 2 children, Emily and Jacob, his wife, Lisa, and golfing at Jonesville Golf Club.
Do: Include information on key staff members. If you have other personnel in the office who will be interacting with your clients or data, be sure to introduce them and include their interests and general personal information on the bio page of your website. This shows a “team” mentality and professional depth. Investors always worry about who is managing their money if something happens to their primary advisor (illness, job change, accident). If you market yourself as a boutique operation, but clients see other faces when they visit your office for an appointment, it can be reassuring.
Don’t: Keep outdated information, for example former employees, on your website. If someone leaves the firm, be sure to remove them from the website immediately. Also, if someone’s appearance has changed drastically it is a good idea to update their photos. This minimizes any risk that investors cannot identify photos on your website with the professionals who work at your firm. Also, when taking photos, don’t just use headshots or full body shots. Heads and shoulders work the best. Photos of staff members who are participating in team building activities and/or local charity events show a sense of community and help soften your overall image.
Do: Use this part of your website to describe any awards, accolades, recognition, or possibly SEC approved client testimonials subject to your compliance department’s approval. Remember, this section is all about building trust and showing how you have helped others. It is a great soft-sell approach and it backs up your credibility as a trusted partner and not just a financial advisor in name only.
Don’t: Make the page all about you. While this may seem in conflict with the title “About Us” the point is to limit the information about yourself and provide more space describing how these firm and professional features benefit your clients. Investors buy benefits and not features.
Do: Consider this and every other part of your website a sales tool and an opportunity to generate high quality leads.
Don’t: Use the “About Us” section for a hard sell. While you can use it to establish authority on your area(s) of expertise, this isn’t the place to use aggressive sales tactics. Instead, use this as a platform to link visitors out to other pages of your website that go into more detail about ways you help your clients achieve their financial goals. You should always avoid linking to pages off of your website. If you do, be sure to have the link open in a new window so it is not taking visitors off your site entirely.
Do: Keep information current. While it may seem obvious to update relevant industry information on the other pages of your website and blog, remember to also keep the “About Us” page updated as well. Perhaps you have been given a new award, or you are now a volunteer with a local organization; these are important aspects of your personal and professional life that can help attract clients and help you stand out from competitors.
Don’t: Forget to include a call to action or contact form. Again, this page should be considered a soft sales tool, and leaving off a call to action could miss opportunities for potential clients to reach out to you. Be sure to either include your direct email address or create a contact form on the page that sends responses to you directly.
Keeping your “About Us” page of your financial advisor website current and relevant should be a key part of your overall web strategy, and the tips listed above are a great way to make those pages stand out and help bring in prospects and reassure current clients that they are relying on an ethical financial expert whose number one priority is the achievement of their goals.
