Writing your website's content is not an easy challenge. As a Financial Advisor, you know how hard it is to get a client, and although most of them might be coming from referrals, you still want to give the best impression and prove your firm is the best to start a long lasting relationship with.
Pu Yi, 15: Why are words important?
Reginal Fleming Johnston: If you cannot say what you mean, your majesty, you will never mean what you say and a gentleman should always mean what he says.
Just like Sir Johnston in Bernardo Bertolucci’s Last Emperor, let’s be gentlemen and focus on the key points of how to write proper website content.
Start with the right questions
Before you got into any marketing tasks, make sure you've answered some basic questions:
- Who is your audience? What is important to them? What keyword do they use to answer their questions?
- Who are you? What are your brand and added value? What makes you better than your competitor?
- What is the purpose of writing new content for your website? What do you want your audience to know and do for your firm?
The simplest questions are always the hardest to answer, but they will help you direct your efforts to your objectives.
From the big idea to small pieces
Considering the significant amount of time and energy needed to write proper content, don’t beat yourself up!
- Start with the “big idea” or the main message you want to communicate to your audience. Just like an advertising catchphrase, it is the very core soul of your firm and what makes you unforgettable among all your competitors.
- Break it down in smaller pieces. With your big idea in mind, cut it into a manageable size for each and every page of your website.
- Describe each page's purpose. Despite the obvious function of the page (contact, price and so forth), keep in mind you can give countless information about your firm in all circumstances. Loyalty, ethics, performance, social responsibility…these concepts are not meant to be stuck into the “About us” page but can be displayed even on the contact form!
Your website is an amazing platform where creativity is king, make sure you take advantage of it!
Focus on Quality, not Quantity
Bad sales people talk all the time. Good sales people listen and know the value of words.
No, it is not another quote from a sales guru, but just feedback from my own experience. Nothing is more annoying than talking for nothing, especially in business. Spare your visitors the pain of getting lost on your website and make sure you get straight to the point! It's not an easy exercise since most of us are drawn into endless justification of our own qualifications. But keep in mind your visitor is here for a reason: he wants to know, indeed, whether you're fit for the job… so help him know you are!
This post was authored by Samuel Mignot on the Finance Marketing Blog.