Website Content that Converts Financial Planning Leads

Your website is often the first impression you make on a potential client - I call it your "digital handshake." According to FastSpring, "It takes 50 milliseconds for users to form an opinion of your site. That’s 0.05 seconds. The blink of an eye, a snap of the fingers."

Bottom line: if your financial planning website is just "eh" you're probably not getting the leads you want.

I've been in the business long enough to know that some financial planners have a lot of freedom when it comes to web design, especially if they're able to use platforms like WordPress or Wix. But some of you have to use compliance-approved platforms like FMG or Broadridge which means your design options might be limited.

That means the content on your website needs to be AMAZING.

Let's talk about how to create website content that converts financial planning leads.

Address Your Audience’s Pain Points

Your potential clients—especially busy professionals and families—visit your website because they’re searching for solutions to their financial problems. Whether they need help planning for retirement, managing an inheritance, or navigating financial challenges that arise with aging parents, your website content needs to speak directly to those needs.

By focusing on your audience’s pain points in blog posts, service pages, and landing pages, you’ll create an instant connection. Content that empathizes with their struggles, followed by actionable solutions, positions you as a trusted expert who can help.

Establish Your Expertise with Valuable Blog Posts

Blogging is one of the most powerful tools for building trust with potential clients. Regularly publishing blog content that answers common financial questions or addresses specific financial challenges helps establish you as an expert in the field. Plus, it helps with SEO, making it easier for people to find your site.

Your blog posts should be well-researched, educational, and offer actionable insights. Each post is an opportunity to demonstrate the value you can provide, so make sure to end each one with a strong CTA—whether it’s subscribing to your newsletter, downloading a free guide, or scheduling a consultation.

Optimize Landing Pages for Conversion

A landing page is where potential leads go to take action—whether that’s signing up for a webinar, downloading an eBook, or scheduling a consultation. Well-written landing pages that focus on the benefits of your services, rather than just the features, are key to converting visitors into leads.

Start with a compelling headline that draws them in, followed by clear, benefit-focused copy. Make sure you address objections or concerns (like cost or time commitment) and always have a strong CTA that’s easy to follow.

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Use Case Studies and Testimonials to Build Trust

Financial planning is a personal service, and trust is paramount. People want to know that they’re in good hands before committing to a relationship. Featuring well-written case studies and client testimonials on your website can provide social proof, showcasing how you’ve successfully helped others in similar situations.

Now, we know that using testimonials in the financial planning space isn't always easy, but it is almost always possible. Check with your compliance manager to find out their requirements for obtaining and publishing testimonials. These success stories can be strategically placed throughout your website, from service pages to blog posts, to reinforce your credibility and demonstrate real-world impact.

Craft a Clear and Compelling “About” Page

Your “About” page is one of the most important parts of your website, especially for financial planners. Potential clients will visit this page to see if they can trust you with their financial future. Use this opportunity to connect on a personal level while also emphasizing your expertise.

Your biography should highlight your qualifications, experience, and the values that drive your financial planning philosophy. Personal touches, like why you became a financial planner or your passion for helping families achieve financial security, help humanize your brand and build rapport.

Effective Calls to Action (CTAs) on Every Page

Every page on your website should have a clear call to action. Whether it’s encouraging visitors to book a free consultation, subscribe to your email list, or download a free resource, your CTA should stand out and be easy to follow. This is especially true on blog posts, landing pages, and service pages, where the goal is to move visitors closer to becoming clients.

The most effective CTAs highlight the benefit to the client. Instead of a generic “Contact Us” button, try something more specific and enticing, like “Schedule Your Free 30-Minute Financial Consultation.”

Actually, EVERYTHING on your website should benefit the client. Gone are the days of hammering home all your qualifications - it's all about the client.

With almost all of the content you create, be aware of the use of "I" and change that around to be more "you." The only space that should use more "I" language is your About page or bio.

Need help with your website content? Click here to schedule a consultation.

See how I did that?