Writing your Bio/Profile for the Web

Bart Wisniowski • Posted on Oct 5, 2009

Approximately 80% of all internet users will do on-line research before buying a product and a service. Often times they will visit your website as part of this research and one thing that you can do to tip the scales in your favor is to put together a professional Biography & About section so that they can read up about you. As a professional financial advisor, you should have a well written and concise profile listed on your website that requires your input.

Financial Advisor Biography

A good biography can include items such as:

  • Your educational background
  • Your previous work experience and specialties in the business
  • Non-profit work & community involvement
  • Professional photograph of yourself
  • List and biographies of your team members (admin, management, product specialists, partners etc.)
  • Certain personal information.

Remember; only include the information you feel comfortable sharing on the world wide web.

Financial Advisor Biography Golf

Hints for Web Authoring:

1. Writing for the Web is very different from writing for print:

  • 79% of users scan the page instead of reading word-for-word, only 16% read word-by-word
  • Reading from computer screens is 25% slower than from paper
  • Web content should have 50% of the word count of its paper equivalent

2. Each paragraph should contain one main idea. Use a second paragraph for a second idea, since users tend to skip any second point as they scan over the paragraph. Design your web document to be scannable.

3. Use Inverted Pyramid Style of Writing. Start the page with the conclusion as well as a short summary of the remaining contents.

4. Use half the word count. Make the word count for the online version of a given topic about half the word count used when writing for print: Users find it painful to read too much text on screens, and they read about 25 percent more slowly from screens than from paper. Users don't like to scroll through masses of text, so put the most important information at the top. Start the page with the conclusion as well as a short summary of the remaining contents ("inverted pyramid" style).

5. Use simple sentence structures. Convoluted writing and complex words are even harder to understand online.

6. Use bulleted and numbered lists. Bulleted and numbered lists slow down the scanning eye and can draw attention to important points.

7. Limit the use of metaphors, particularly in headings. Users might take you literally.

8. Avoid clever headings. Do not use clever or cute headings since users rely on scanning to pick up the meaning of the text.

9. Avoid Overly Boastful Language. You have to work to earn the user's trust, which is rapidly lost if you use exaggerated claims or overly boastful language; avoid "marketese" in favour of a more objective style.


If you are a financial advisor that needs a website, book a product demo with us today. 



About Advisor Websites

Founded in 2012, Advisor Websites specializes in helping financial advisors stand out and grow their business online with conversion-friendly, personalized websites and targeted digital marketing solutions, all which follow FINRA and SEC guidelines.

Disclaimer: The content of this article is for informational purposes only. If you are planning to implement a new marketing practice and are unsure what the regulations are, always contact your compliance department first.

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