Your website is your digital storefront, where first impressions are formed and relationships begin. Our research shows that 95% of your potential clients and COIs view it, giving them a sense of who you are and what differentiates you from others.
Why then does website copy tend to be an afterthought?
Some advisors use the same old text for years if not decades. It might be functional, but it’s too vanilla, too wordy, and doesn’t tell their story very well. Modern websites don’t need more text. They need smarter text.
Here are three principles we adhere to when drafting website copy that stands out:
- Smart Brevity – The goal is to convey your message with the fewest possible words without sacrificing clarity. People aren’t spending minutes on your site, much less hours. Every round of edits offers a chance to be more concise.
- Target Market Specific – Tailor your message to your ideal client profile. Reference specific financial solutions you offer them. Use words and phrases that only an insider would know. Make it known you “get them.”
- Clear Differentiators – This might be your proprietary process, your client service, or the team you’ve built. Be explicit about how this benefits your clients and how it contrasts with your competitors.
Those principles serve us well in general, but let’s get page-specific. Each page should have a similar tone, but each has unique copy writing considerations:
1. Homepage
Focus on your headline, the one-liner shown at the top of the page. It can speak to your unique approach or the impact you have on clients. These don’t have to be wordy – you’ll explain them further elsewhere on the site. Some examples include “Empowering financial independence” or “Plan for a life well-lived.”
2. Bio Pages
Go beyond credentials, certifications, and awards. Share what makes you…you. Whether it’s your involvement in youth sports or your passion for hiking, prospective clients want to know the person behind the advice.
3. Process Page
Use specific language to detail each step of your process, from initial consultations to ongoing reviews. Give evidence that your process is not just unique, but better.
4. Services Page
A common pitfall here is focusing solely on features rather than benefits, leaving potential clients wondering “What’s in it for me?” Ensure that each service description addresses how it enhances their financial well-being.
5. Articles and Videos
Focus on creating content that features insights from you and your team. Even if that’s modifying content that’s been ghostwritten for you, make sure it feels like you’ve had a hand in its creation.
Your website should evolve alongside your practice. This means reworking pages from time to time, adding fresh content, and giving it more than a once-a-decade refresh. Shameless plug…with Oechsli websites, we write custom copy for you. If you’re in the market for a new site, we’d love to chat with you.