You need good copywriting to attract affluent investors to your financial advisor. This shouldn’t be surprising since it’s the messaging on your website that inspires people to contact your firm. By converting website traffic into prospects and clients, you will be able to convert more contacts into prospects and clients.

It is important to get the right balance between user engagement and website visitor retention. If you get it wrong, you might drive visitors away without even realizing it.

The biggest firms often back up their website copy with direct mail or telephone follow-up, but it is usually the most prominent players that invest in website copy.

Competition can be challenging if you are a small business.

Take advantage of your size
When it comes to servicing the wealthy, your size does not necessarily matter. In fact, high net worth individuals tend to look past expensive branding more easily than the average consumer. Since many wealthy people became wealthy through small businesses, it makes sense that small businesses typically provide better service.
The key is to capture their attention in a compliant manner.

There’s good news: Financial copywriting levels the playing field between big companies and small boutiques. You probably don’t have the brand power they have built over time. And you probably can’t match their budget either. Small firms must utilize tactics that are somewhat different from those employed by big corporations.

Our top five tips for capturing the attention of affluent potential clients, compiled over the past eight years, are based on our experience as financial copywriters.

1: Get your benefits across fast.

People who are busy and frequently approached by service providers are your ideal prospects. It is also likely that they work with a small number of advisors at the same time, so you must differentiate your firm quickly to get their attention. If you do not do that, you are unlikely to get their attention.People who are busy and frequently approached by service providers are your ideal prospects. It is also likely that they work with a small number of advisors at the same time, so you must differentiate your firm quickly to get their attention. If you do not do that, you are unlikely to get their attention.

Let’s start with the headlines your firm has on your website. Research by the Statistics Brain Research Institute shows you have about three seconds to capture a website visitor’s attention before they move on. Yes, that’s 3 seconds.

So your headlines are critical.

Here’s an example to illustrate why.

Let’s say you’re a busy surgeon who has a high income but also really high taxes. All the recent news about tax hikes has you worried. Along with that, you’re watching a colleague struggle with a lawsuit and all the attorney’s fees that go along with defending it. You’re searching on the internet late at night for wealth management help to see what you can do to avoid these issues.

2: Show Them Their Priorities Are Your Priorities.

It is essential that you speak the language of the wealthy in order to get their attention. That means talking about what they want to hear about, not what you prefer to hear.

It might seem easier to talk about your investment philosophy or some technical aspect that you do differently. But that would be putting the cart before the horse. Instead, focus on their priorities and what makes you different:

Are you able to help clients save on taxes by providing tax planning services?
How often do you meet with clients to make sure their finances are on track (like quarterly)?
Can you advise them about their real estate or business investments as well?
If you refinance mortgages and buy cars, do you provide complimentary help to help clients save time and avoid mistakes?
The services listed above are offered by many firms, but surprisingly, it isn’t always evident on their websites. Small companies without a brand name should emphasize these features.

You should write your copy around the things your clients will benefit from, such as achieving their goals, feeling more relaxed, or saving time. And write about them in a way that emphasizes the benefits they will enjoy. You need to show your clients how your priorities align with theirs, whether it’s tax minimization or a high-touch service where they hear from you often.

Even wealthy clients want value, so be specific when you include those services as part of your fee. Don’t just assume they know you include these services. Clearly state your fee, and make sure you emphasize that you will include them without charging extra.

3: Demonstrate your expertise.

A wealthy client is usually looking for an expert, not a generalist. Therefore, you need to showcase your expertise in your website copywriting and incorporate it into it. To build up your expertise in a public manner, you need to be speaking and writing regularly.

Getting authority is a much simpler process today. You can use your own blog or outsource it to a professional content firm to do it for you. Guest posts can also be submitted to well-known websites, eBooks can be developed, whitepapers can be produced, webinars can be held, podcasts can be created, and so on. Make sure that you get your name out there in a way that wealthy prospects can read or watch so they can assess your knowledge and incorporate it into your website copy.

4: Use Your Tone Carefully.

If you want to position yourself as an expert, you should keep in mind that the days of the “investment guru” are pretty much over, especially if you’re a regular on Bloomberg or CNBC. The approachable specialist seems to have a bigger impact on people. Therefore, try to write or speak in a way that avoids jargon, instead of using jargon. Keep things simple so busy people don’t have to think too much.

If you are talking to the wealthy, who want to be treated as peers, avoid any condescending behavior. You might not have the same expertise as them in their field, but you may not have their expertise in yours.

Put yourself in a medical journal if you ever forget what jargon feels like to listen to. When you can translate complex financial topics into more straightforward analogies and explanations, you offer the best service. Writing in a formal, technical manner is a disservice to clients. That saves everyone’s time and frustration.

Putting complex concepts into simple terms in your writing will make you more attractive to work with.

5: Be emotionally engaging… with care.

Despite our desire to believe we make our decisions rationally, research shows that’s not always the case. Emotions play a significant role in most decisions.

Hence, you should talk about your feelings when writing financial copy. Yes, you should speak about confidence, peace of mind, and that feeling of being organized.

Rich people often crave simplicity and ways to manage the stress of a complex world. Those who are busy often seek ways to simplify their lives.