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How to Pick the Right Copywriter for Your Financial Website

A great website requires more than just excellent design. You’ll also need professionally written web copy to fill in all the pages. 

Your website is really just a place for your content. If you don’t have great copy and content that visitors will find valuable, your website isn’t going to generate any organic traffic and leads that successfully convert into clients. 

Well-written web copy should resonate with your target audience and compel them to take action. It should pique their interests, answer questions they haven’t thought of yet, and give your brand more credibility. 

Finding a good copywriter is not as easy as it sounds. Your writer needs to have the experience, professionalism, and writing skills that match well with your brand identity. 

To get you started in the right direction, let’s check out a couple of tips that can help you pick the right copywriter for your financial advisory website.

  • Check Their Portfolio

Not all writers are the same. The first thing you should do when looking for or interviewing a web or SEO copywriter is to check the work they have done for their past clients. Make sure you like their work before even considering someone for the role. 

A web copywriter doesn’t necessarily need to have decades of experience. Even someone who’s only been copywriting for a couple of months should at least have a handful of past projects that they can showcase. 

  • Look for Specialists in Your Niche

Not all writers are the same. A blogger or an academic writer doesn’t necessarily have the skills to make good copy. You need to verify whether your copywriter knows how to develop and create awesome copy for the web.

Your best bet would be someone who specializes in copywriting for financial advisory and wealth management firms. If the choices are too limited or you don’t particularly like their work, you can also look for generalist copywriters whose writing style matches well with your own tastes and brand.

  • Make Sure They Know Your Market

Even if you find a good copywriter who ticks all the right boxes, it’s still important to verify whether he or she is familiar with your target market. 

You might end up choosing a copywriter who’s from a different country or even someone who’s halfway across the world. This will likely mean that they’re not very familiar with the financial regulations and jargon used in your target market. This could lead to copy that doesn’t hit the mark with the type of clients that you’re aiming for. 

This doesn’t necessarily mean you should limit your choices to writers who are local. A versatile copywriter can quickly adapt to your specific requirements and develop outstanding copy that will resonate with your audience even if they’ve never been to or even heard of your city. 

  • Widen Your Search 

As mentioned earlier, you shouldn’t just limit yourself to local copywriters or referrals from your personal business network. It’s always a good idea to cast a wide net and look for copywriters using different channels. 

You might end up with a gem of a copywriter just by running a quick Google search. In most cases though, you’ll end up with more viable candidates by checking out freelancing sites,  copywriting agencies, or even by posting local job ads. 


Before hiring your next copywriter, don’t use pricing as the only deciding factor. It’s possible to find a quality writer who’ll undercut the competition and charge much lower just to get their career started. But it will take a lot of luck and due diligence to find that diamond in the rough. 

It’s ok to ask the copywriter lots of questions. You need to verify whether he or she can actually deliver what you’re looking for. Otherwise, you might just be throwing away money and wasting valuable time to get your website off the ground. 

Whether you’re dealing with an agency or an individual freelancer, you still need to find out whether it’s actually them who’ll be doing the work. Many copywriting service providers have a stellar portfolio to impress clients but subcontract other people to work on your project. This is still acceptable though as long as your provider is directly involved with the development, editing, and curation of the copy. Some unscrupulous copywriters may just take your money and farm the work off to someone with little or no experience in the financial advisory industry.

Good copywriting takes a lot of talent and hard work. It’s the key to making an effective website that helps you land big clients, so it shouldn’t be taken lightly. Take some time to do your due diligence beforehand. Make sure you and your copywriter are on the same page. The payback will be tremendous if you get it right from the very beginning. 

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