The Biggest Mistake Financial Advisors Make on Their Homepage

Originally published on

What does the main headline text on your homepage say? If you’re like most financial advisors, you might not even remember. Your homepage is the most important piece of marketing real estate you own, but most advisors let it go to waste.

What’s worse is that many advisors are making a critical mistake with this piece of prime real estate: talking about themselves! Can you imagine if you went into a retail store and the sales associate started off by telling you about himself? You would lose interest right away. Yet, most advisors use the most important area of their website to list boring aspects about their firm.

One powerful but simple change you can make to your site is updating your headline to focus on your potential clients! What is the one urgent problem that you solve for a specific group? Feature the benefits people get from working with you front and center on your site. This creates a much more memorable and powerful emotional response with your website visitors.

What Do Most Advisor’s Websites Say?

First, let’s take a look at what most advisors’ websites say. There are countless sites that list comprehensive financial planning, fiduciary, or fee-only as their big differentiator. What’s meant to set you apart is actually making you look exactly like every other advisor in your town.

If we Google “Financial Advisor San Diego” and take the top three search results, here’s what is listed:

  • Experience the Pure Difference: Fee-only financial planning to set you on track for the journey that lies ahead.

  • Dorn Financial. We are the fee-only financial planners located in San Diego, California.

  • Blue Water Capital Management, LLC: Financial Planning and Investment Management. Independent. Fee-Only. Fiduciary.

If you were looking for a financial advisor, which of those firms would you want to work with? It would be impossible to choose because all three sound exactly the same. We know nothing about what makes them different, who they serve, or how they help.

Revolutionizing Your Homepage Headline

Contrast that experience with a formula to help your website stand out from the crowd. Change your main homepage headline to explain the main benefit you offer to the unique group you serve. Here are a few real-life examples from advisors:

  • Helping Business Owners Exit Their Firms and Retire With True Wealth

  • Helping Qualcomm Employees Maximize Their Retirement & Benefits Package

  • Creating a Plan for Your Divorce Settlement to Provide Income for Life

Featuring the core benefit you offer to your clients on your homepage captures interest, connects emotionally, and helps you stand out from the crowd. Give it a try and update your site today then keep track of how it performs over the next 30 days.

Focus on Your Visitors

Whenever possible, replace the words “we” and “our” with “you” and “your.” By focusing on the visitor, instead of your firm, you’ll create more of an emotional engagement. The goal is to help your website visitor understand the emotional benefit they’ll get from working with your firm.

Paint a Picture of Working Together

The biggest fear prospects have when choosing a financial advisor to work with is that they won’t know if they’ve made a mistake until it’s too late. Unlike a car they can test drive, sharing their financial life with a stranger is a daunting proposal and if things don’t work out, they will have wasted a lot of time and effort.

Take the time to paint a picture of how you work with your clients to lower the emotional stakes of working with you. Explain how you meet, the information they need to bring to get started, and what they’ll walk away with. This can help them feel more comfortable taking the next step.

Answer Their Big Question

The one question visitors are asking when they come to your site is “Why, with all of the options available to me (including doing nothing) should I work with you?” Use these steps to answer that question and get prospects to take the big step to begin engaging with your firm.

Claire Akin