Creating web copy and content for any business website should not be taken lightly. Designing a great looking website is just the first step. In order to generate more traffic and convert more visitors into leads, you’ll need awesome copywriting and highly informative content to convince people that you have the expertise and credibility they’re looking for in a financial advisor.
A good-looking website can only do so much when it comes to creating a great first impression. After the first few seconds of loading up your website, your visitors will start focusing more on your content. If it’s riddled with poorly written web copy that’s bland, boring and filled with grammatical errors, your visitors will think twice about contacting you or clicking on your call-to-action buttons.
To make sure your website content is up to par, here are a few basic questions you should ask yourself when you start tackling your content strategy.
Is it Relevant?
When thinking of new topics to write about, you have to make sure it’s relevant to your target audience. If your target demographic consists of young professionals, they’ll want to hear your thoughts on paying off student loan debts, saving up for a house downpayment, building up an emergency fund, contributing to their 401k, and starting up their investment portfolio. They’re not going to be interested in topics that concern multi-million dollar investments, managing generational wealth, or anything else that doesn’t directly affect their current lifestyles.
Start by coming up with at least a dozen different topics that your target audience will want to learn about. If you’re just starting to build up your content, you should cover the basics first before moving on to more advanced topics.
Is it Interesting?
Another important factor to consider when creating blog posts and articles for your website is how interesting it will look like when it shows up in the search results. List down the most important keywords you want to target and come up with different ideas and angles for each one. Pick out the most interesting and unique ideas first and start developing content around those.
You want to make sure that your titles are attention-grabbing and will make people want to click on your links if you want to improve your site’s organic traffic. Consider if it’s share-worthy if you were to post it on your social media pages. You also want to accompany your posts with quality images (and videos if possible) to make it more dynamic and engaging, so that people will spend more time on your page.
Is it Accurate and Informative?
When it comes to financial websites, the most important thing you need to take note of is the accuracy of the information you publish. It helps build up your firm’s credibility and trustworthiness, not only to your audience, but also to search engines.
Financial websites are put under much tighter scrutiny by search engines like Google because they fall under the YMYL or Your Money Your Life category. Since your site deals with financial topics that directly affect people’s financial future and security, you have to be careful about publishing misleading information. When Google sees that your site is just filled with poorly written content that’s not trustworthy, your site’s search ranking will take a nosedive.
Is it Compliant?
As a financial advisor, you need to make sure that everything you publish gets reviewed by your compliance officer or compliance department. It’s one thing to be penalized by Google for putting out misleading information, but if the regulatory bodies catch wind of any marketing or advertising that violates their rules, your business will suffer from hefty fines.