6 Copywriting for Financial Planners Tips

to Enhance Your Messaging Strategy​

The continuously increasing number of other financial advisors and planners has created new opportunities and a competitive environment in the finance sector. Whether you are a financial advisor or an agency servicing a varied clientele, having a financial planner (CFP) and great copywriting skills is critical if you want to differentiate yourself from the competition and draw in new business.

Financial copywriting is more than just writing about money management, savings accounts and financial wellness. It all comes down to crafting a story that will motivate both current and potential customers to take action toward their financial goals. The stories told by conventional financial planners may be transformed into engaging narratives and compelling copy, that appeal to your target audience and persuade them to contact you or purchase your own goods or services.

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What Is Financial Planner Copywriting?

The art of crafting compelling written material for financial services, retirement planning, savings accounts, investment strategies, financial advisors, industry news, or banking services is known as financial copywriting. It includes developing visually appealing financial material that persuades prospective customers or clients of the special qualities and advantages of your financial planning solutions.

Well-written financial content for the media not only informs readers but also encourages them to take desired actions, such as setting up a consultation with a financial planner. Remember that 55% of buyers are more inclined to purchase a product if they find the brand’s narrative compelling. Copywriting is, therefore, essential for financial planner marketing.

Types of Copywriting for Financial Planners

Financial copywriting comes in a variety of forms, and each has a unique function when it comes to connecting and interacting with ideal clients and businesses. Below is a summary of the several categories of financial copywriting:

Financial Planner Copywriters
  • Website text: The information on your website should be visually appealing and simple to read, showcasing your expertise and introducing website visitors to your services.
  • Social Media Posts: Maintaining a steady and interesting online presence on sites like Facebook, LinkedIn, and Instagram puts you in front of potential clients and increases brand recognition.
  • Email newsletters: Sending newsletters regularly is a great method of updating clients on industry news, best practices, and market trends.
  • Sales Pages: Depending on your target market, financial planners may design sales pages for particular products or services.
  • Blog Posts and Articles: Articles and blogs can discuss a variety of financial topics. They increase the legitimacy of your financial content and increase the number of links that come to your website.
  • Financial Coach Advertisements: These are advertisements designed to generate interest in the services offered by your financial planning business.

This is not an exhaustive list of topics related to financial planning. Depending on your financial specialty and the goals of ideal client for your financial business, you might use a variety of financial copywriting techniques to entice and convince your target audience.

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The Benefits of Copywriting for Financial Planners

For many financial advisors and other examples of financial, institutions, advisers, the media, and companies, financial copywriting offers important benefits. It enhances brand perception, conversions, and engagement. Data suggests that 42% higher conversion rates may be achieved with personalized content, highlighting the significance of customized messaging in the financial services sector. Additionally, companies who maintain an active blog get 97% more links pointing to their websites, increasing their internet presence and drawing in more prospective customers.

Email marketing generates an amazing $36 return on investment for every $1 invested, while content marketing generates three times as many leads at a cost 62% less than traditional outbound techniques. In other words, producing strong financial content makes you stand out in a competitive market and improves your performance in the financial markets.

6 Tips to Improve Your Financial Planner Copywriting and Convert More Leads

1. Research Your Target Audience

You need to know your target audience’s motivations in order to provide financial content that will influence them. A thorough understanding of their financial objectives, pain points, and hesitations may assist you in creating quality content that appeals directly to their motivations and concerns. Additionally, try to be clear. You’ll have a lot more success influencing an audience when you can emotionally connect with them.

The services you provide may determine which target audiences are best for you. You must conduct in-depth research on each of them if you wish to customize your messaging to fit their goals, objectives, and preferences. Customers can be surveyed, talked to, and gathered through social media analytics and by visiting sites like Reddit, where members of your target audience are openly discussing their thoughts.

2. Focus on Benefits, Not Features

You may write service descriptions and other financial information that emotionally engages your target audience and tells a compelling tale by emphasizing advantages over features.

Buyers’ decisions can be influenced by emphasizing the advantages of financial products and goods and by appealing to their feelings of security, happiness, and comfort. By using this strategy, you can craft a more captivating story about financial products that draws in prospective customers and entices them to collaborate with you.

This is not to argue that you should completely avoid discussing any terms in your financial material. In your financial planner marketing plan, use feature-driven language to provide prospective customers with useful information. To better attract the attention of your target audience and inspire them to take action, remember to balance it with material that is benefits-driven.

3. Use Relatable Language

It will help you establish an emotional connection with your readers and make your financial writing seem more relatable. By using relatable language, you may help prospective clients become more receptive to your message by putting them at ease. Keep in mind that you are writing for actual people, not simply machines, whilst you are creating engaging material.

This informal language strategy helps in the development of a close bond between prospective customers and those who see themselves using your financial services again. On the other hand, information lacking a conversational tone and easily understood language—like instances of financial jargon and intricate financial subjects—may come off as detached or impersonal, which makes it harder for readers to identify with the financial planning services.

4. Don’t Underestimate the Power of Email Marketing

Email marketing is among the best methods for building relationships and producing leads.

Contact details from prospective clients, eventgoers, and lead-generating efforts can be gathered to create an email list. Once you have a list, you can send out newsletters including news and insights on the financial services industry, invites to events, testimonials and success stories from your client base, and more. You may also use customized notifications in your emails based on what your clients want.

By consistently providing your email subscribers with high-quality, relevant material, you will establish credibility, encourage trust and loyal clients, and eventually accelerate your business’s growth.

5. Craft Compelling Headlines

In a crowded field, your headlines must grab the reader’s attention. In financial marketing material, you only have a few seconds to encourage readers to click on a certain description; if your title isn’t attention-grabbing enough, they may quickly scroll past. If you want to draw in more quality leads, make your headlines engaging, informative, and succinct. The headlines for your financial advisers and planners should highlight the features that make them stand out from the competition and draw in new business.

6. Optimize for Search Engine Optimization

It is impossible to exaggerate the significance of SEO for financial copywriting, given that search engines account for more than 90% of online interactions at first contact. It is essential that you write informative content for your website on a regular basis and include appropriate keywords in it. By doing this, you’ll increase your website’s organic traffic and visibility in search engine rankings.

When you optimize content for search engines, keep in mind that you are still writing content for readers, not computers. Silencing yourself in favor of keywords is not necessary. Intentional keywords should naturally be incorporated into your plan to assist your target audience in finding the online material they’re seeking for.

Organic search leads have a 14.6% close rate, compared to only 1.7% for outbound leads.

Learn more about SJ Digital Solutions SEO services to start ranking on the first page of Google. In the past, we helped a real estate crowdfunding app triple its ranking keywords in less than three months with a custom, keyword research and content creation strategy. As a result, the app’s website traffic soared from zero to over 2,400 organic clicks per month. Read the full case study!

Your Finance Copywriter, Samantha Hawrylack


Your planning website and marketing materials will perform better if you work with a top financial advisor or copywriter.

An expert financial writer can create service descriptions, blog entries, and marketing materials that appeal to your target market, increasing interaction and producing leads. Financial copywriters who are skilled at reading your target audience will use language that shows their in-depth knowledge of the stock market and current trends.

Additional Content Marketing Services We Offer For CREDIT UNIONS

Our Framework for CREDIT UNIONS Content Marketing


When you’re ready to have your financial brand grow through your content, we’re here to help you become more visible as an authority in your niche by creating your content backed by our three pillars below.

Our goals when implementing content marketing strategies for asset managers are to increase traffic, leads, and conversions for your organization. Allow us to operate in our areas of expertise by creating content that converts and optimizes your content with SEO. 

When you take these two things off your plate, you can focus your time, energy, and resources on YOUR areas of expertise. It’s time to stop stressing and overburdening your internal team. Outsource this area of your business to us and get it right the first time. Because not only are we experts at content and SEO, we’re experts in the finance niche. 


You deserve to experience what it’s like to work with us because we understand the big picture. A piece of asset management content marketing is never one and done. 

We create content that connects to your audience, your other content, and your overall sales and marketing goals.


Allow us to implement your strategy by taking massive action with one or multiple of our packages.

It’s time for you to save hours spent researching, crafting, ideating, and guessing because when it comes to your content ranking, it’s not just about your great ideas. It’s about how you execute your ideas.


We constantly keep a pulse on what’s going on data-wise in the asset management industry and keep you informed too.

We do this by regularly monitoring analytics through Google Analytics and Google Search Console, sending reports to our clients, taking action based on the data, and keeping content fresh and updated over time.

We’d never claim to be experts, but we are aware of the strict compliance standards within the financial industry. Moreover, refreshing content is crucial since numbers, regulations, etc., change in the financial services industry sometimes yearly.

Get A Proposal

Turn leads into customers and get started today. We’ve partnered with finance and real estate 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: Financial copywriters assist you in attracting customers and increasing revenue by skillfully conveying your company’s special qualities, advantages, and selling points through engaging content and writing. Financial planning copywriters follow financial industry trends, conduct market research, optimize content for search engines to increase visibility and reach, and use buyer psychology and storytelling to emotionally connect with new clients and motivate call to action.

A: If your financial writing and content aren’t attracting the attention you want and your conversion rates aren’t rising in spite of your persistent marketing efforts, think about hiring a financial copywriter. Another possibility is that you’re finding it difficult to explain to other people the special characteristics, advantages, and value proposition of what you’re offering. It’s also likely that when your business expands, and you take on more impactful activities, you won’t have enough time to develop the brand’s voice and financial content relevant to subjects.

A: While ghostwriting, financial copywriting, and content writing share many traits, they also differ substantially from one another. The art and science of crafting a compelling message that inspires your target audience to take action—such as calling you for a consultation, making a call to action, staying current, or posing inquiries about a posting—is known as copywriting for financial planners. The main goal of content production is to provide interesting and educational material since it raises your website’s search engine rankings, builds your authority, and increases website traffic. Ghostwriting is the practice of copywriters or financial planners creating high-quality material or content for your company without taking credit for their efforts.

A: Providing insightful information and captivating stories to instruct or amuse your leads is the main goal of content and writing skills. Examples of content authoring are social media and SEO blogging. Ghostwriting is the practice of a copywriter writing for your company without taking credit for the job. Financial copywriting, on the other hand, is specially designed to influence and convert readers to perform a desired action, such as scheduling a consultation call or completing a purchase.

A: It’s crucial to keep in mind that the main audience for your financial writing should be readers rather than search engines. While it’s crucial to carefully select the keywords for your website and blog articles, you should eventually offer material on landing pages that is actually beneficial to those who are searching for it. Check to see whether you can easily uncover the information your target audience is looking for and find yourself drawn in when you read your blog post or website text from their perspective.

A: A financial planner copywriter should be able to create engaging narratives that connect with your target audience and have a solid understanding of intricate financial topics like SEO and market research. Your financial copywriter should be able to skillfully tell the story of how your services add value. They have to be well-versed in the financial sector and possess a sizable portfolio of prior work.

Get Converting Financial Copywriting Services From SJ Digital Solutions

At SJ Digital Solutions, we help you confidently scale your brand voice knowing that the words behind your business are working for you.

As a certified financial planner, you’re busy. This is why we write your website copy, email sequence, or social captions in just one action-packed Conversion Copy Day. We’ll dedicate an entire day to writing your copy and take it through a round of revisions to ensure that you love every single word.

If you’ve created okay financial copy so far but know it does not speak directly to your people and crave more clarity in your coaching messaging, we’ll use tried-and-tested conversion copy strategies to write words that attract potential clients, differentiate you from competitors, and sell for you while you focus on CEO tasks. Get in touch with us to take your business to the next level!