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How Financial Advisors Can Write a Strong Bio for Their Website

How to Write a Strong Bio for Your Website: It’s One of the Top Pages Read on Advisors’ Sites After All!

First impressions are everything, as it generally only takes 7 seconds for your business to make a good impression. So, when someone comes to you trying to find someone who can help them out, it’s pertinent that you catch their eye quickly. One way to do this is by having a strong bio. Typically, a prospective client seeks out a financial advisor with the hope of finding a professional who:

  • Can help them with their finances, investments and taxes.
  • Is within their desired budget.
  • They can get along with, trust and develop a relationship with over time.

As one of many financial advisors marketing your services online, how can you connect with prospective clients in an authentic way?

First, let’s take a step back and discuss why your online presence is so important. The projected growth of financial advisors in the US is 30% from 2014 – 2024. That means in the very near future clients will have even more options about with whom they entrust their financial future. How do you stand out online? We have a wild suggestion: be yourself! 

Be Authentic

As a financial advisor, it is most likely your goal to build life-long relationships with your clients. That takes two important things: Trust and value (in that order). How can you effectively communicate and establish this to clients online?

[Spoiler alert] the second most read page on your website is usually your bio (or about us page). Typically this page is used to communicate why you’re in the industry, why you’re passionate about finance, and the experiences you’ve had that make you unique. It goes without saying that your bio page should be honest and authentic and let people get to know you on a more personal level. Perhaps you work with divorced women and you yourself have gone through a divorce, or perhaps you accumulated debt early in life and want to help others find financial independence as you have.

It’s okay to be vulnerable. In fact, the most successful advisors share personal stories and information right on their website or blog, inviting visitors to get to know them better.

JGP our team

We love these hover photos from Twenty Over ten client, JGP Wealth Management as they show a fun side and visitors get a look at what they enjoy outside of the office. As you can see, when you hover over their images, it shows what their hobbies and passions are outside of the office. It lets prospects and clients get to know them a bit better before they even meet them!

First Impressions Matter

It is critical that all advisors understand the limited amount of time they have to make a first impression. If you’re looking to attract clients online, as we mentioned above, you only have a few seconds to leave a great first impression!

As mentioned previously, most prospective clients seeking a financial advisor are looking for someone that they are compatible with, someone they can get along with, and someone they can trust and grow with. Leaving a strong first impression through your bio is the first step in achieving this sense of trust.

SHelton Financial Group

In the above image from Twenty Over Ten client, Shelton Financial Group, they have three different sections where visitors can find Advisors, Relationship Managers and the Executive & Service Team members. This shows that they are very organized right off the bat and their headshots also show that. Just by looking at their bio section, you can tell that you will be in good hands.

Informality Can Go a Long Way

Though so many advisors are different, they often offer similar services. Visit a handful of advisor websites and you’ll soon find that many advisors sound the same. When writing your own website content and bio, try to keep in mind that most clients will choose to work with someone they actually like and most importantly, feel they can trust.

Behind the financial descriptions of your services and process, don’t be afraid to step outside of the box and get creative with your bio. Include first person language such as “I” and “we” to build rapport, share a glimpse into your life with personal stories, or even share an unexpected canine partner.

Twenty Over Ten client, Capital Point Financial Group has a really unique bio page, where if you hover over their emojis, cartoon drawings of them come up. This is a great example of getting creative and “stepping outside the box” to show clients a different more fun side of your team.

Share Your Story

Why did you get into your field of interest? How did you choose your career path? What makes you well equipped to work with a specific group of clients? These are just some of the many questions that your prospective client is eager to know. Your client wants to hear your story and know your purpose. Consider sharing a glimpse into your life to build rapport and trust with prospective clients.

In the image above from Twenty Over Ten client, Portrait Wealth, they do a great job of including a formal headshot of Michael Strauss, CFP ® followed by pictures of his family below. It’s comforting to see the “human” side of who will be helping you navigate your finances in your journey towards financial independence and freedom.

By sharing your story, you have a chance of connecting with a potential client on a more meaningful level. Think about your own first impressions of others – we are much more likely to want to reach out and connect with someone we feel we understand a bit about, especially if we feel their story will help them understand us as well.

Personalize, Personalize, Personalize

Your bio is all about YOU! So stop trying to write it however you think you are supposed to make yourself sound, or what you think the bio of a financial professional should sound like.

Along with your professional experiences and educational degrees, don’t be afraid to share a glimpse into the advisor behind the screen- share who you are, share your personal interests, your aspirations, your hobbies. These little yet meaningful descriptions and blurbs can truly establish a sense of trust and rapport between you and your prospective client. The viewer of your site may immediately grasp interest in you without even meeting you yet because you both share a personal hobby or trait!

Needless to say, you can take many approaches with your website bio. You can step outside of the box and share your pet partner in the firm. You can take an informal approach and share a story or glimpse into your life growing up. Or you can share both a professional and personal bio to give more information on the person “behind the suit” and further establish trust and rapport.

That’s a Wrap

No matter your approach, after writing your bio, take time to review and ask the following important question: Is this someone I would want to work with? It’s important to be professional and trustworthy, but showing the lighter side can be a great idea too. Let your future clients get to know you a bit more so when it comes time to meet them, they feel comfortable as if they have already gotten to know them.

Related: 23 Questions Investors Are Asking Prospective Financial Advisors