Your website is one of your most powerful business tools. This guide will help you write more compelling messaging, whether you’re starting fresh or refining existing copy.
Key principles
- Write for your ideal client: Every section of your website should address your ideal client’s needs, challenges, and goals.
- Be clear and concise: Simple, direct language is more engaging and easier to understand than long-winded paragraphs or industry jargon.
- Make every word count: Each piece of text should serve a purpose, whether it’s informing, reassuring, or prompting action.
- Reinforce messaging: Use the same phrases, taglines, or analogies you rely on in client meetings. This builds familiarity and trust, reinforcing your expertise across every touchpoint.
- Use active voice: Active voice makes sentences clearer and more direct by placing the subject before the action. For example, instead of “A plan is created by our team,“ say “Our team creates a tailored plan…“
- Highlight benefits, not just features: Instead of simply listing services, explain how they positively impact your client’s financial future. The example below shifts the focus from what you do to how it improves the client’s life.
- Generic: “We provide retirement planning, investment management, and insurance solutions.“
- Client-centric: “Enjoy retirement on your terms. Our tailored investment and retirement strategies help you secure financial freedom, giving you confidence for the future.“
Avoid common mistakes
- Focusing on yourself: Focus less on your firm’s history and more on how your expertise benefits clients today.
- Using vague or generic statements: Be specific about what makes your service special with a focus on values, expertise, and what sets you apart.
- Generic: “We offer customised financial solutions.”
- Client-centric: “We help busy professionals secure financial independence through strategic investment and tax planning.”
- Overloading with industry jargon: Clients want clear, relatable language, not technical terms they may not understand.
- Ignoring SEO best practices: Think about what your ideal client would type into Google if they were searching for your services, and naturally work those phrases into your content.
- “Retirement planning strategies for self-employed professionals”
- “Financial advice for families with young children”
- “Superannuation advice for small business owners in Geelong”
- “Best ways to save for early retirement in your 30s”
Finding the right tone
Many advisers struggle to strike the right balance between professional and engaging. Consider the following approaches:
- Friendly but professional: “We explain complex financial topics in a way that makes sense to you.”
- Authoritative but approachable: “With 20+ years of experience, we help you make confident financial decisions.”
- Empathetic and reassuring: “Your financial future matters. We guide you with clarity and care.”
- Not sure which tone fits your firm? Try these tests.
- Describe your services in one sentence to a friend. The words you naturally use are a great starting point for your website copy.
- Read your website aloud. If it sounds too robotic or stiff, rewrite it so it feels more like how you speak to clients.
Recommended reading
For further insights, we recommend reading these blog posts:
- Attracting ideal clients – Learn how to tailor your website to appeal to the right audience.
- Client niche strategy – Understand the importance of defining your niche and speaking directly to them.
- Crafting effective team profiles – Make sure your team page builds credibility and connection.
- Strengthening local SEO – Discover how to improve your website’s visibility on search engines.
Structuring your website
- Home page: Your homepage should quickly answer three key questions:
- What do you do? A simple, clear statement of your services.
- Who do you help? Speak directly to your ideal client.
- What makes you different? Highlight why visitors should choose you.
- About page: Rather than listing a long company history, focus on why you do what you do – your values, approach, and experience. Your story is important, but focus on what makes your approach unique and how that benefits clients.
- Services pages: Explain your services in a way that emphasises their benefits. Instead of just listing what you do, describe how it improves your clients’ financial outcomes.
- Team page: Introduce your team and encourage a personal connection to build trust. Include approachable bios that highlight experience and client-focused qualities.
Copywriting checklist
Before finalising your website copy, run through this checklist.
- Client-focused messaging: Does my website say “you” more than “we”? If not, rewrite it with my client in mind.
- Clarity: Does my homepage clearly state who I help and how?
- Service descriptions: Am I showing benefits, not just listing features?
- Tone alignment: Does my writing sound natural and match how I talk to clients?
- Readability: Is my content scannable with clear headings and short paragraphs?
- Common questions: Does my site answer my clients’ most frequently asked questions?
- Plain language: Am I using natural, client-friendly wording instead of industry jargon?
- Trust-building: Have I included client testimonials or success stories to reinforce credibility?
- Professional yet approachable: Does my copy showcase expertise without feeling too formal or distant?
Your website is one of the most powerful tools in your business. By refining your messaging, making it client-focused, and ensuring it’s easy to read, you’re giving prospective clients a reason to choose you.
By following these guidelines, you’ll be better positioned to create website copy that engages visitors, builds trust, and drives action.