Copy Examples

Call to action examples for financial advisors

Most calls to action fail because they ask for more commitment than the visitor is ready to give. These vary the ask, not just the verb.

Ten of them follow, written for financial advisors rather than filled in from a template. Your customer is someone in their forties who has just done the arithmetic, and what they are weighing up before they get in touch is being sold a product that pays the advisor rather than serves them.

Plain button

**Book an introduction**

Use this as the default. Say the action, not "submit".

Button with the objection handled

**Book an introduction** We start with a first meeting to look at where you actually are. No obligation, and no one will chase you.

Use this where people hover but do not click.

For the urgent visitor

**Call [phone number]** — we answer between [hours]

Use this for the person who has already decided.

For the one still deciding

Not ready to book? We start with a first meeting to look at where you actually are — ask anything you like, and if we are not the right fit we will say so.

Use this as a second, softer CTA further down the page.

With the price anxiety answered

**Book an introduction** We are fee-only, in writing. You will know the number before you commit to anything.

Use this where cost is the thing stopping the click.

With proof next to it

Fee-only fiduciaries. We take no commissions and sell no proprietary products. **Book an introduction**

Use this at the bottom of a long page, where the reader needs one last reason.

Scarcity, honestly

We take [number] clients at a time so the standard holds. **Book an introduction**

Use this only if it is true. If you invent it, it reads as a trick.

Form intro line

Tell us what you need and we will come back to you [within X hours]. We start with a first meeting to look at where you actually are.

Use this as the sentence directly above a contact form.

After the services list

Not sure which of those you need? That is normal. We start with a first meeting to look at where you actually are. **Book an introduction**

Use this where the CTA follows a list and should not repeat it.

The quiet one

When you are ready, we start with a first meeting to look at where you actually are. There is no rush, and there is no pressure from us.

Use this where a hard sell would be wrong — sensitive or considered purchases.

Writing for financial advisors: what actually matters

What should a financial advisor’s website say that a generic one does not?

Three things, in this order. That you are fee-only and fiduciary. That you understand the thing people are actually worried about, which for financial advisors is being sold a product that pays the advisor rather than serves them. And what happens next: a first meeting to look at where you actually are. Everything else on the page is decoration by comparison.

What does someone in their forties who has just done the arithmetic check first?

The credential, then the proof. For financial advisors it sounds like this. We are fee-only, in writing. We take no commissions and sell no proprietary products. You keep the plan whether or not you stay. Put at least one of those above the fold rather than on a separate page nobody opens.

What is the most common mistake on a financial advisor’s website?

Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "We start with a first meeting to look at where you actually are" answers the one they are actually holding. If you only fix one thing, fix that.

How long should the copy be?

Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining being sold a product that pays the advisor rather than serves them — there, specifics earn their length.

Everything else for financial advisors

Call to action for other trades

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