Copywriting for Financial Advisors:

7 Clever Strategies

The financial advisory space is highly competitive, with numerous advisors vying for the attention of potential clients. Investing in copywriting for financial advisors to cut through the noise and effectively differentiate your services helps you connect with clients on a deeper level and compels them to take action (AKA, convert from leads to clients).

But how do you craft a strong message that resonates? Whether you’ve never written copy before or you have but your conversion rates are not where you want them to be, we’ll explain how to use financial copywriting to sell out your services with your persuasive words. Grab your favorite beverage and let’s jump straight in!

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What Is Financial Copywriting? 

Copywriting for financial advisors is a specialized form of copywriting to create persuasive and high-converting written content to turn lukewarm leads into loyal clients. Effective copywriting for financial advisors requires a deep understanding of the industry’s complexities and regulations, as well as the ability to communicate financial concepts in a clear and accessible manner.

The goal is to establish trust with your target audience, convey your expertise, and differentiate your financial advisor services in a crowded market, driving lead generation and client conversion.

Financial Advisor Copywriter
Financial Copywriting

Types of Copywriting for Financial Advisors

You’ll need different types of copywriting to market your business in the financial services industry. Here’s a breakdown:

  • Website Copy: You’ll need strong financial copy for your website, including the homepage, about page, services page, contact page, and any other relevant pages to showcase your brand, expertise, and key differentiators from competitors.

  • Landing Page/Sales Page Copy: Landing pages and sales pages are designed to drive conversions by persuading visitors to take a specific action, such as scheduling a consultation or signing up for a newsletter.

  • Social Media Copy: Social media platforms such as LinkedIn and Instagram offer you an opportunity to engage with your audience, share your knowledge, and build relationships with informative content.

  • Ad Copy: Whether running pay-per-click (PPC) ads on search engines or social media platforms, ad copy captures the attention of your potential clients and drives clicks to your website or sales page.

  • Email Copy: Email marketing is a powerful tool for nurturing prospective clients, promoting new services or content, and cultivating an engaged community.

  • SEO Blogging: Blogging is an effective way to showcase your expertise, establish brand authority, and improve your website’s search engine rankings so that more people can find your financial services.

What types of financial copywriting you need depends on the nature of your business and your goals. You can work with a financial advisor copywriter to come up with a personalized strategy for crafting a strong message for your marketing materials.

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The Advantage of Strong Copywriting for Financial Advisors

Effective copywriting for financial advisors can have a profound impact on your bottom line by attracting and converting clients and increasing brand visibility. According to HubSpot, businesses that prioritize blogging experience 13 times more ROI compared to those that don’t. Compelling website copy, engaging social media content, and persuasive email campaigns drive lead generation, help you sign new clients, and improve your conversion rates.

High-quality content and copy that resonate with your target audience differentiate you from competitors and position you as a trusted expert in your field. The truth is, the decision to buy something is first and foremost an emotional decision, and copywriting allows you to build an emotional connection with your ideal clients that makes them want to work with you.

How We Make Your Copywriting for Financial Advisors Stand Out

As financial copywriters with impressive results under our belts like helping a financial advisor go from 55,000 page views to 113,000 in less than 12 months and increasing total organic clicks by 77%, we have a few tricks up our sleeves when it comes to creating quality content. Here are seven strategies you can use to stand out in the financial industry.

1. Know Your Target Audience Inside Out

One of the most foundational principles of financial copywriting is that you need to have a deep understanding of your target audience and write engaging content that is relevant and specific to them. Your messaging needs to address your target audience’s specific needs, concerns, and aspirations so that when your ideal audience lands on your website or finds your social media profile, they feel like you’re speaking exactly to them and feel connected to your brand.

To know your target audience inside out, it’s not enough to focus on the demographics like your ideal client’s gender, location, and income. You also need to dive deep into psychographic profiling to better understand your ideal audience’s desires, fears, motivations, and financial goals.

There are several ways to do customer research to get a good understanding of your ideal clients. You can schedule interviews with past clients and ask them about your experience of working with you, send surveys to your email list or social media following, or browse social media websites that your target audience frequents.

For example, this Reddit thread can give you a good insight into the things that your clients are thinking about when they’re debating whether or not to work with a financial advisor.

Reddit as an example of how to do research when tackling copywriting for financial advisors.

By reading through this thread, you’ll be able to identify specific messages to use in your copy to enter into a conversation with your ideal audience. For example, you may mention that they are currently wondering how to wisely use their savings and maximize their net worth. Collecting pieces of research like this is going to give you great insight into the minds of your ideal clients.

2. Simplify Complex Subject Matter

With intricate concepts like investment strategies, retirement planning, and tax optimization, clients often struggle to grasp the details. Managing your finances can be a daunting topic for many people, so it’s essential to distill these complexities into clear, digestible language in your financial copywriting. This will make your audience feel more personally connected to you and more confident in their financial journey.

When writing copy, try to avoid financial jargon and focus on making your content relevant and engaging for your target audience. You’re an expert in the finance industry, so it’s important to remember that while some concepts may appear easy and simple to you, your clients most likely don’t have the same understanding or knowledge of financial planning as you do. Make sure that your financial content is easy for them to understand!

Example:

✅ Secure your future with our retirement planning services – we’ll help you make sure that your money grows over time for a comfortable retirement.

❌ Use our comprehensive suite of fiduciary-based retirement planning solutions, leveraging sophisticated asset allocation models and tax-efficient strategies to optimize your long-term financial trajectory and mitigate portfolio volatility.

3. Craft Compelling Headlines and Hooks

Research shows that 80% of readers never make it past the headline, which means that you need to pay a lot of attention to your headlines and hooks when it comes to financial copywriting. Your headlines need to pique curiosity, address pain points, or offer a solution to a problem concisely and enticingly to grab the attention of your social media or website visitors.

Quickbooks as an example of copywriting for financial advisors.

For example, this headline on Quickbooks’ home page establishes the most important benefits of the platform, emphasizing that it’s a “smart” yet “simple” online accounting software. It also identifies who the ideal client base is for the tool right away (“small businesses”), which makes website visitors who are small business owners feel immediately connected to the brand’s voice.

4. Leverage Storytelling to Connect Emotionally

When you use your financial copywriting and marketing materials to tell a story, your target audience feels more emotionally connected to your brand narrative, which makes them more likely to invest in your financial advisor services. When you present information as a statistic, your target audience retains only 5-10% of it. In contrast, when you use storytelling to share your message, your audience retains 65-70% of what you say.

Using storytelling in your financial copywriting helps you increase brand memorability and build stronger relationships with your audience. Weave personal anecdotes, case studies, and client success stories in your financial content to humanize your brand and make complex financial concepts more relatable and understandable.

5. Implement Best SEO Practices

Leveraging best SEO practices helps you improve your visibility and drive organic traffic to your financial advisor website. Your ideal audience can’t invest in your services if they can’t find you, so SEO is an extremely important digital marketing strategy if you want to find more clients as a financial advisor.

SEO stands for search engine optimization. It’s a practice of incorporating strategic keywords into your website and blog content to indicate to Google that it should show your web pages to people who are searching for relevant information. For example, your audience may search for “reasons to hire a financial advisor,” your blog post article on the benefits of working with a financial advisor may come up, and they’ll land on your website, discovering your brand and services.

Optimizing for SEO involves multiple steps. You need to optimize more technical elements of your website, such as title tags, meta descriptions, and image alt text. You also need to write content on financial topics and share it on your blog to improve your keyword ranking and bring more traffic to your website. Learn more about our SEO services to create a strong organic marketing strategy for your business!

6. Use Specific CTAs

Using specific and compelling calls to action (CTAs) is crucial for guiding your potential clients toward desired actions and driving conversions. A clear and actionable call to action gives direction to your target audience, prompting them to take the next step, whether it’s scheduling a consultation, signing up for a newsletter, or exploring your services.

Many financial advisors use too many CTAs on the same page, creating decision paralysis for their audience. When you present people with too many choices, they end up feeling overwhelmed and not choosing anything. Research shows that emails with a single CTA increase clicks by 371% and sales by 1617% compared to emails with multiple CTAs, so it’s better to identify ONE action you want your audience to take for a particular email, sales page, or social media post.

7. Create a Consistent Brand Voice

Establishing a consistent brand voice across your website and different marketing channels allows you to build trust, credibility, and recognition among clients and prospects. According to Semrush, 78% of high-scoring blog posts are consistent with their tone of voice. Maintaining a cohesive brand identity allows you to strengthen your brand presence, build stronger relationships with your community, and, as a result, drive higher conversions.

To create a consistent brand voice, start with defining your brand personality. Are you authoritative and professional, or friendly and approachable? Or maybe you’re bold and not afraid to crack a few jokes? Understanding your brand persona will guide your communication style across all marketing materials and channels.

Then, develop brand guidelines outlining your brand voice, including preferred language, tone, and messaging. Documenting these guidelines makes it easy for you (and your team) to stay consistent in all your communications!

Financial Copywriting Examples That Convert

FIRE Kickstart Program

FIRE Kickstart Program is a financial independence course that helps you take back control of your financial freedom so you have the power to decide where your time goes. It’s a part of the financial blog How to FIRE that we took from 0 to 75,000 monthly clicks.

Copy on the FIRE Kickstart Program sales page as an example of financial advisor copywriting.

This is one of the first sections on the sales page, and it speaks directly to the reader, their current struggles, and desires. It establishes right away that the person reading this page is “working towards financial independence and early retirement” and that they may have already tackled hurdles like “controlling your finances.”

Then, it agitates the problem that trying to achieve financial independence and early retirement without support is like “running into a wall” because even though you might be solid at managing your finances, you don’t know how to choose from the “million different directions” when it comes to making strategic, long-term decisions.

Finally, the copy addresses the reader’s deep desire to “prioritize what you value in this short life” and presents them with a solution: “a carefully crafted framework” (AKA, the FIRE Kickstart Program). It’s concise, punchy, and has a proven track record of high conversions!

Budgeting Bootcamp

Budgeting Bootcamp is a self-paced financial course that teaches you how to finally stop wondering where your money went and budget in a way that aligns with your values. It’s also a part of the How to FIRE financial blog.

Budgeting Bootcamp sales page as an example of financial advisor copywriting.

The copy in this opening section is incredibly specific. Most importantly, it makes budgeting – a daunting task for many – seem like an easy and fun activity that can align with your lifestyle instead of restricting it. You learn right away that you’ll only need “less than 20 minutes” to track your money and the mention of a “value-based budgeting system” makes you curious to know what it is and how it works.

Our Search Engine Optimization for Financial Services Framework

VISION

If you’re ready to increase organic traffic, generate quality leads, improve conversions and boost your revenue, then we’re here to help!

You probably don’t have the SEO expertise or the staffing to tackle creating an SEO strategy for your website, and you definitely don’t have room for one more thing on your to-do list… 

We’ll gladly take that task off your plate so you can get back to crunching numbers and analyzing spreadsheets.

STRATEGY

In addition to the instant relief you’ll experience by outsourcing, you’ll get the confidence of knowing that our SEO and content marketing strategies for financial services are tested and proven to work

Have you ever invested in pay-per-click ads only to feel like you were watching your hard-earned budget money disappear with nothing to show for it?

You don’t have to feel that way one more day! Instead, get the best SEO marketing for financial services to help you rise to the top of the crowded online space.

EXECUTION

No matter your needs, we offer multiple packages for financial services SEO services which all include:

  • Competitor Analysis
  • Optimization With Ahrefs and SurferSEO
  • Grammarly Premium Checked & Plagiarism Pass
  • Authoritative External Links and Relevant Internal Links
  • CTAs to Drive Leads, Traffic, and Revenue to Your Offerings
  • Monthly Analytics Report

Our content is strategic, researched, and optimized to improve your brand visibility and to connect with your ideal clients. . .and you don’t even have to lift a finger!

ANALYTICS

You use data to make informed decisions for your financial services business. It’s no different with marketing.

We regularly monitor Google Analytics and Google Search Console to see how your content is performing, and then we send the reports to you. And we’re proud to say that we take action based on numbers, data, and market research when we periodically update your SEO.

Get A Proposal

Turn leads into customers and get started today. We’ve partnered with finance brands around the globe with digital marketing campaigns, including SEO, content creation, lead generation, and beyond. Get results with the pros in your niche – we’re not a generic agency that works with everyone.

Still Curious?

Frequently asked questions

A: Working with a financial copywriter helps you clarify and enhance your brand messaging, engage your audience, and sell out your financial services. Financial copywriters can distill complex financial concepts into clear, accessible language, while also leveraging storytelling techniques and persuasive messaging to build trust and credibility. Financial advisors and other financial professionals can greatly benefit from financial copywriting services.

A: There are several signs that you should consider working with a financial advisor copywriter. First, you may feel that crafting compelling content feels time-consuming or overwhelming and takes your focus away from other important tasks in your business. If your existing content fails to resonate with your target audience or generate desired engagement and conversions, it’s also a sure sign that you should hire a financial copywriter. Last but not least, if your business is growing at a steady pace but you know that you could reach even bigger goals with stronger messaging, get in touch with a financial copywriter.

A: As a financial advisor, you should simplify difficult financial concepts into clear and accessible language to make your messaging resonate with your target audience. You should also incorporate storytelling techniques into your content to humanize your brand and make it more memorable and relatable. It’s also essential to create a consistent brand voice to use across your website and all marketing channels to make potential clients trust your brand more.

A: Financial advisor copywriting, content writing, and ghostwriting all include writing for marketing needs and purposes, but they’re quite different. Financial advisor copywriting focuses on creating compelling and enticing copy that inspires your potential clients to take action, whether it’s scheduling a consultation call with you or signing up for your email marketing list. Content creation is the art and science of creating educational and SEO-optimized content to improve your search engine rankings. Ghostwriting is when a writer creates digital marketing content on your behalf without receiving credit for their work.

A: When writing SEO-optimized copy or content, it’s essential to remember that you’re writing for human beings instead of search engines. While it’s important to incorporate strategic keywords and optimize technical elements of your website, such as title tags and meta descriptions, keep in mind that the true purpose of your content is to provide value and educate your audience on topics that matter to them. Make sure that you’re using SEO keywords organically and avoid keyword stuffing.

A: Your financial copywriter should have a deep understanding of the financial industry, including knowledge of relevant regulations, terminology, and best practices. They should also be a skilled storyteller and be able to effectively communicate complex financial concepts in a compelling and relatable manner to build an emotional connection with your audience. They also need to have a proven track record of delivering tangible results for their clients, such as increased engagement and conversions.

A: You can expect to stand out in the finance industry with a clear and engaging message that speaks directly to your target audience. You may also experience increased engagement across your marketing channels, such as higher website traffic, more social media interactions, and more opens and clicks on your email campaigns. Most importantly, your conversion rates will improve, allowing you to make more money and help more people.

Connect With a Financial Advisor Copywriter at SJ Digital Solutions

If you’re ready to start speaking directly to your ideal clients and convert them with your words without having to lift a finger, it’s time to get serious about working with a financial advisor copywriter. At SJ Digital Solutions, we write your website copy, email sequence, or social media captions in just one action-packed Conversion Copy Day. Get in touch to learn more about working with us!