Homepage headline examples for financial advisors
The headline is read in about a second, usually by someone who arrived from a search. It should confirm they are in the right place.
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.
Service plus place
Retirement planning in [your town]
Use this as the safe default. It says what and where, which is what people searched for.
The outcome
[The problem], sorted — usually within the week
Use this when the result is more compelling than the service name.
Answers the worry
We are fee-only, in writing
Use this when the whole market has a trust problem.
Speaks to the customer
For someone in their forties who has just done the arithmetic
Use this where naming who it is for filters better than naming what it is.
Credential-led
Financial advisors in [your town] — fee-only and fiduciary
Use this where the licence is the first thing people look for.
The question they typed
Need a financial advisor in [your town]?
Use this to mirror the search that brought them here.
The standard
Being paid the same whatever they recommend
Use this if your differentiator is strong enough to lead with.
Plain and unglamorous
Financial advisors who turn up and charge what they quoted
Use this when your market distrusts polish.
Specialist
Just retirement planning. Nothing else.
Use this if you have narrowed and want the right people only.
With the next step in it
Book an introduction — a first meeting to look at where you actually are
Use this where the headline sits right on top of the button.
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
Homepage headline for other trades
- Plumber
- Electrician
- HVAC Technician
- Roofer
- Carpenter
- Painter
- Landscaper
- Handyman
- Therapist
- Chiropractor
- Massage Therapist
- Personal Trainer