find you ). That will improve your rank in the search results . But most importantly , make the story interesting and authentically you .
Your team . Next , talk about the people who work at your firm . Without advisors , there would be no one running the business or helping clients . You want to be sure to have a whole section introducing your hardworking employees . Include their images and share what makes them qualified , what they do differently , what they do for fun and , most important , who they are as people . Website visitors like to put a face to a name .
3 . Services Page
Every financial advisor offers some type of service , whether it ’ s investment management , small business help or aid for retirees with their plans or transitions . It ’ s essential that you let website visitors know what services you offer so they know how you can assist them . When creating your services page , do these things :
Write in the problem-solution format . Too often , advisors write about themselves and what they do when listing their services . You should flip this idea on its head and format your copy differently : Write it from the client ’ s perspective , instead . Write down the challenges they are likely facing , then outline how you solve them . Nearly all advisors offer investment management and financial planning . But your clients are likely looking for dozens of other types of services as well , including tax-efficient investing ; assistance with trusts and wealth transfer strategies ; insurance and long-term-care help ; counsel on non-liquid assets ; and credit advice . The list goes on . So make sure you highlight the services you offer beyond financial planning and investments .
Include the way you charge . This is a highly debated topic , but research shows that one of the main reasons people don ’ t hire financial advisors is the perception of cost . There are more and more ways financial advisors charge , and you can use this opportunity to debunk the myth that only wealthy people can afford advice . You should at least generally include the way you are compensated , particularly if you charge a fee for planning or offer retainer services in addition to or instead of a fee on AUM . This is a differentiator for you , and transparency helps build trust .
4 . Blog Page
Blogs are the perfect place for advisors to share unique content and demonstrate their expertise . They are a critical part of any strategy to increase your search engine traffic and help establish you as a thought leader . Here are two things you can do to optimize your blog :
Blogging is a great way to inform readers about trending topics and updates . The key is writing about what your target audience is interested in .
Be consistent . Blogging is a great way to inform readers about trending topics and updates . They don ’ t always have to be financial in nature . We recently wrote a blog for advisors with technology tips for seniors , and it received incredibly positive feedback . The key is writing about what your target audience is interested in . In all likelihood , they are not as interested as you are in Monte Carlo theory or in investment alpha and beta . They are , however , interested in how tax law changes will affect them , the common mistakes they might make in estate plans , and general life topics such as how to prepare adult children to care for aging parents .
You don ’ t need to write hundreds of blogs a month , but you should have a set schedule for posting to maximize your search engine traffic . That way , your website shows up as active . Plus , the more content you cover , the more key- words you can use , which improves your search engine ranking and increases the chances you ’ ll get additional traffic .
Consider your content as a whole . If you ’ re consistently writing and publishing blogs , you ’ ll eventually accrue quite an extensive portfolio of written work . You can use this content in other channels , such as email and social media , or even repurpose it a few quarters later by simply refreshing it instead of writing it from scratch . Also , you can add a relevant call to action at the end of each blog .
5 . FAQ Page
Your “ frequently asked questions ” page allows users to find answers to common questions quickly . It ’ s like a blend of your services and blog pages , and it lets your site ’ s visitors see if you are right for them while answering common questions that can help you rank in search engines . Here are a few things you can do to get the most out of your FAQ page .
Answer client-specific questions . Simply put , a successful FAQ page aims to answer the most common questions a potential client may have . And the best way to find potential clients ’ questions is to start recording the queries of your current clients . If you receive a common question , consider writing it and answering it on your FAQ page .
Don ’ t forget you can improve your search engine results . Consider going to Google and searching for the keywords that align with your services to see what appears . In the “ People also ask ” section , you will find related queries to better understand what someone searching for that specific term or phrase might be looking for .
Wrapping Things Up
Your website is a critical part of your business . Take the time to assess it against these best practices . Incorporating some of these suggestions will help you build your brand and attract and convert more prospects . Don ’ t wait !
SUSAN THEDER is the chief marketing and experience officer at FMG Suite .
MARCH 2023 | FINANCIAL ADVISOR MAGAZINE | 21