Copywriting for Financial Services:

8 Conversion Secrets

When it comes to a competitive industry like financial services, compelling copywriting is essential for organizations to stand out from competitors and attract potential clients and investors.

Copywriting for financial services is more than just putting words on a page. From sales pages to email sequences, every piece of your content should speak directly to your audience’s pain points, build trust, and drive action.

To do that, there are certain techniques and conversion secrets that financial copywriters use to write copy that resonates, grows your revenue, and establishes your brand as an unmistakable leader in the financial industry.

So, here are 8 financial copywriting secrets that’ll help you turn heads with a strong message.

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What Is Copywriting for Financial Services?

Finance copywriting is the art and science of crafting persuasive and informative content that engages and converts potential clients or partners into enthusiastic buyers. It effectively communicates the value proposition of your financial services and products, driving your target audience to realize that they can’t go any longer without investing in what you have to offer.

Simply put, financial copywriting is a way to speak directly into your target audience’s minds and convince them to take action.

Financial services copywriting is both an art and a science because it combines elements of storytelling and creativity with in-depth market research and buyer psychology to create high-converting financial content. 

Financial Copywriting Examples
Financial Services Copywriter

Examples of Financial Copywriting​

There are different kinds of financial copywriting that your organization may need. Your financial content should extend across various platforms, with each piece serving a unique purpose in the conversion journey.

  • Sales Pages: A sales page is a dedicated landing page that persuades your target audience to take a specific action, such as booking a consultation call or making a purchase of financial products. It highlights the benefits and features of your financial service compellingly, using persuasive language and calls to action to drive conversions.

  • Website Copy: Website copy is the content you use on your website to establish your brand in the financial services industry and explain how clients can work with you. You’ll need clear and informative financial copywriting for your home page, services pages, and more.

  • Email Sequences: Email sequences are a series of automated emails sent to leads or clients over a predetermined period. In the financial industry, email sequences may include onboarding emails for new clients, educational content on financial topics, or promotional emails highlighting special offers or services.

  • Nurture Emails: Nurture emails help you build relationships and trust with leads over time. These emails provide valuable information, insights, and resources related to financial decisions and topics, helping to keep your organization top of mind and nurture your leads.

  • Social Media Captions: You need high-quality content for your social media channels, such as LinkedIn, Facebook, and Instagram, to attract and nurture your target audience.

  • SEO Blog Posts: SEO-optimized blog posts attract organic traffic to your website and help establish your organization as a trusted authority among financial institutions with educational financial content on topics relevant to your target audience.

  • Ad Copy: If you’re using paid advertising channels, such as Google Ads or social media ads, you need effective ad copy to capture attention, communicate key benefits of your financial service, and compel your audience to click through to learn more or take action.

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Why Is Financial Copywriting Important?

Effective financial copywriting communicates the value of your services, establishes trust with potential clients, and ultimately drives conversions. It helps differentiate your brand and foster meaningful connections with your audience. High-converting financial copy is one of the most important investments you can make in your business.

8 Conversion Strategies to Improve Your Copywriting for Financial Services ​

The financial sector is competitive, so your financial copywriting needs to stand out. To do that, you don’t need to use complex financial concepts or showcase your in-depth knowledge of difficult technical terms. Instead, you need to focus on saying what your audience wants to hear. Here are eight finance copywriting strategies you can use.

1. Speak Directly to Your Target Audience

When you speak directly to your target audience, you make them feel understood and connected to your brand. This builds trust and increases the likelihood of engagement and conversion. So, how do you do that?

Start with research. Identify what your target audience is struggling with or wants to achieve, what obstacles might be holding them back, and what kinds of solutions they’re searching for. Then, tailor your financial copy to speak directly to those needs and desires, as if you’re talking to someone you know. Don’t focus on what you want to say. Instead, write what your customer wants to hear.

2. Highlight the Benefits of Your Financial Service

In a complex industry like financial services, it can be easy to get caught up in your deep understanding of your finance niche, industry-specific language, and the features of your services instead of its benefits. This showcases your ability to operate with complex topics, but it also makes it harder for your audience to resonate with your financial copywriting. Why?

The truth is that your audience wants to invest in your financial service not because of its features, but because of the benefits that it’ll give them, whether it’s financial security, peace of mind, or wealth accumulation. Focusing on the benefits that resonate with your audience’s desires and aspirations makes your copy more persuasive.


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3. Focus on Clarity

Your financial copywriting needs to be easily understood by your target audience. Your potential clients are busy. If your landing page or website is too cluttered or complex, your audience is going to bounce and look for a more straightforward solution somewhere else.

To write high-converting financial content, avoid financial jargon and convoluted language, opting instead for clear and concise communication. Remember that while you have a detailed understanding of the finance industry, your audience may not have as much of an in-depth understanding of certain concepts as you do. When writing your copy, always ask yourself if your audience is going to have an easy time understanding what you’re saying.


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4. Write Compelling Headlines

When writing your financial content, it’s essential to identify the most important points you want to get across and position them as strong headlines. On average, 8 out of 10 people will read the headline copy, but only 2 out of 10 will read the rest. Use headlines to capture your audience’s interest and direct them to where you want them to go on your website or landing page.

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In this example, Bank of America uses clear headlines to navigate website visitors to the right services page, depending on if they want to work with a financial advisor, start investing, or navigate more complex financial goals like trust and estate planning.

5. Optimize for SEO

Your audience has a genuine need for your financial services, but they won’t be able to invest in them if they can’t find you. Optimizing your financial content for SEO enhances your online visibility and attracts qualified leads, which creates more conversion opportunities for your financial product or service. Less than 1% of people click on the second page of Google results, so it’s important to keep improving your rankings over time.

To optimize your financial copy for SEO, you need to strategically incorporate relevant keywords and phrases into your content. This way, when people search for a relevant term, your content will come up for them on Google (or their search engine of choice). Moreover, SEO-optimized copy not only drives more traffic to your website but also enhances the user experience by providing valuable, informative content that aligns with your audience’s search intent.

6. Nail Your Brand's Voice

Consistency in messaging across all channels cultivates brand recognition and fosters trust with your audience. Your audience wants to be able to relate to your brand and clearly understand what you stand for. To stand out in a competitive market, it’s essential to develop a distinct brand voice that reflects your company’s values, personality, and tone.

Is your brand empathetic and supportive? Then you may say something along the lines of: “We understand that managing your finances can be overwhelming. That’s why we’re here to offer guidance, support, and solutions to help you achieve your financial goals with confidence.”

Or maybe your brand personality is innovative and forward-thinking. Then your marketing materials may sound like this: “We’re pioneering new ways to revolutionize how you think about your finances. With our innovative tools and solutions, we empower our clients to cultivate true financial wellness.”

Whether you want to embrace a more professional or conversational tone, spend some time ironing out your vision for what you want your brand voice to sound like and create internal guidelines to use across all marketing materials.

7. Use Social Proof

You can produce quality content, but you need social proof to back up your claims and convince your potential clients that your financial service is worth investing in. When talking about copywriting for financial services, social proof can take many forms, including testimonials, case studies, and white papers.

If you’re looking for financial copywriting examples that effectively use social proof to build trust and improve conversions, Deloitte has an extensive collective of featured client stories that showcase the results that the firm has been able to deliver to its clients.

Deloitte's Client Stories page as an example of good copywriting for financial services.

8. Address Objections

As your potential clients are looking for the right financial service, they’re going to wonder if your service is truly the right fit for them.

It’s essential to anticipate and address common objections that come up during the decision-making process in your financial copywriting. By proactively providing reassurance and addressing concerns, you help your audience feel more confident and make them more likely to convert.


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Our Search Engine Optimization for Financial Services Framework


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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.

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Frequently asked questions

A: A financial copywriter writes persuasive and informative copy tailored to the financial industry. They may work with investment firms, financial advisors, accounting firms, credit unions, wealth management providers, and more. A finance copywriter distills complex financial concepts into clear, compelling messaging that resonates with your target audience. Their role extends beyond writing content. They also conduct research and analyze market trends to make sure that your copy drives conversions, builds brand credibility, and creates meaningful connections with clients.

A: Signs that you need a financial services copywriter include stagnant conversion rates, inconsistent messaging across different platforms, and difficulty effectively communicating complex financial concepts to your target audience. You should consider working with a financial copywriter if your current copy doesn’t resonate with your audience, lacks clarity, or fails to inspire action. That said, there’s always room for improvement in the financial services industry. If your current growth is not as fast as you want it to be, working with a financial copywriter can help you optimize existing messaging and scale.

A: A good financial copywriter always prioritizes writing copy that speaks directly to your audience, highlights the benefits of your service, and addresses potential objections. Your messaging should be clear and concise as well as optimized for SEO to drive organic traffic to your website or landing page. Your copywriting should demonstrate a good understanding of the financial markets while using simple language that makes sense for your target audience.

A: Content writing focuses on providing valuable information and engaging storytelling to educate or entertain your leads. SEO blogging and social media writing are examples of content writing. Ghostwriting means that a copywriter is writing on behalf of your organization without receiving credit for the work. In turn, financial copywriting is specifically geared toward persuading and converting readers to take a desired action, such as booking a consultation call or making a purchase.

A: To balance engaging finance copywriting with SEO, good financial copywriters integrate relevant keywords and phrases strategically within the content while maintaining clarity, relevance, and persuasiveness. You should organically incorporate keywords into headings, subheadings, and body text to optimize for search engine visibility without sacrificing readability or user experience.

A: Your personal finance copywriter should have a strong understanding of financial concepts and terminology to be able to accurately communicate complex ideas to your audience. They should also be creative and possess a deep understanding of buyer psychology to craft messaging that resonates and converts. Financial copywriting is both an art and a science, so your copywriter must be not only a good writer but also someone who understands how to build a strong conversion strategy.

A: After investing in financial copywriting services, you can expect to see an increase in lead generation and conversion rates. Well-crafted financial content can enhance your brand credibility and trustworthiness, fostering stronger relationships with clients and prospects. Working with a copywriter can also improve your visibility through SEO optimization and drive more organic traffic to your website. Read about the results that SJ Digital Solutions has been able to achieve for our clients.


Effective copywriting is the key to capturing the attention of your audience and driving conversions. At SJ Digital Solutions, we use tried and tested conversion copy strategies so you can confidently grow your revenue and impact.

The best part? We write your website copy, email sequence, or social captions in just one action-packed Conversion Copy Day. If you crave more clarity around your business messaging and are ready to scale, get in touch with us now!