Copywriting for Financial Advisors: 8 Tips To Boost Traffic & Convert Prospects

As the digital age evolves and expands, optimizing your website’s SEO content becomes even more critical to retaining a top spot in Google’s search results. With more online competition comes a greater need for strategic copywriting — writing that is not only well-written but also targeted according to your audience’s most searched keywords and phrases.

While you may be overwhelmed at the thought of optimizing your content, there are some key foundational SEO best practices that can provide your website with the optimization it needs to rank above its competitors. In addition to having quality website content, you want to make sure you’re writing with search engine behavior in mind to more effectively tailor your copy towards the groups of people you want to attract.

If you’re looking to improve your website’s SEO ranking, there are eight ways you can enhance your copywriting so your company gets the attention it deserves.

Tip #1: Write Content You Would Want to Read

This tip may seem like a no-brainer, but you’d be surprised how many people forget who they’re writing their copy for — their clients and their prospects. By keeping your audience in mind, you naturally write copy that is catered to their unique needs and interests, in turn improving your chances of them locating your article and thoroughly reading it.

Tip #2: Focus on Improving Readability

Instead of having paragraph after paragraph, consider adding bullet points and headers to make your content easier to skim and digest. Including popular keywords in your headers can also help improve your SEO as Google ranks them higher than body copy. With these two tools, you not only enhance readability, but you also convert long-form content into an easy-to-understand format, thus increasing its value.

In the example below, Twenty Over Ten client, Horizon Advisers uses headers, icons and bullet points with overlay boxes on their our process page to not only create visual cues of where your eyes should go but to make the content easy to digest and understand what will happen during the first and second meetings when working with their team.

Tip #3: Add Visuals to Strengthen Your Content

From infographics to videos, there’s no shortage of media available to you when writing your website copy. Even if it’s just a simple graphic, adding visuals to complement your content will entice users to continue reading, in turn letting Google know your site is worth promoting. In many ways, your website is like an online classroom. Therefore, you want to make sure you’re providing your students with beneficial tools to help them better understand the lesson.

In the example below, Twenty Over Ten Client, Investment Advisory Group includes a video on their services page to help their visitors better understand the services that they provide in an engaging and fun way that supplements the written content.

Tip #4: Write Conversationally

One of the hardest parts about copywriting is writing in a way that you would speak to someone in-person. No one wants to read a website filled with technical jargon and complex words used in only very specific industries. Therefore, as your website’s copywriter, you must do your part to simplify each topic so anyone can quickly understand your message. When in doubt, read your content as if you were explaining it to a friend. If you find yourself adding further explanation, it’s probably time to rethink your strategy.

Tip #5: Use Keywords Strategically

Many people assume that the more keywords they incorporate within their website content, the better. However, this is no longer true since Google began penalizing sites that “keyword stuff,” as in, use as many keywords as possible without considering the impact on the quality of the content. Before writing your content, research keywords while also keeping in mind that you don’t want to have every other word be one. The key is to incorporate them strategically while ensuring your website’s integrity and credibility remains intact.

Tip #6: Edit, Revise, Proofread, Repeat

It can be tempting to write your content, publish it, and forget about it. However, having content on your website that’s riddled with grammar and punctuation errors will hurt your site’s SEO. So, if you’re the type of person who hates to review and edit your own work, consider hiring a contractor to do a thorough review of your copy before anything goes live. The investment will pay for itself in no time after Google recognizes you have quality, well-written content on your site.

Tip #7: Enhance Your Content with References

Incorporating links to reputable data will not only enhance your credibility, but it also signals to Google that you have good quality content. During your research phase, look for any data, statistics, charts or graphs you can incorporate within your copy to show users you’re dedicated to providing them with well-thought-out information that adds value to their website browsing experience.

Tip #8: Incorporate a Call-To-Action

From scheduling a meeting to requesting more information, a call-to-action, in many ways, can be your most beneficial piece of content as it gives users a next step. Everything you write should have an objective behind it, and adding a call-to-action can help make your content work for you so you receive more value out of the time you have invested in writing it.

Website Copywriting Services for Financial Advisors

At Twenty Over Ten, our copywriting services are designed to deliver tailored, quality content written by highly qualified writers in the financial services industry. Whether you’re just getting started or a larger firm, you’re in good company.

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