Services page examples for financial advisors

A services section has two jobs: help the right person recognise their problem, and stop the wrong enquiry before it reaches you.

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.

Straight list with a lead-in

## What we do We are financial advisors working across [your area]. **Retirement planning** — [one line on what this involves for you] **Investment management** — [one line on what this involves for you] **Education savings** — [one line on what this involves for you] **Estate and legacy planning** — [one line on what this involves for you] **Financial reviews** — [one line on what this involves for you] Not sure which you need? We start with a first meeting to look at where you actually are.

Use this as the default. It is clear and it ranks.

Organised by the problem

## What we can help with **[The problem, in their words]** → Retirement planning **[The problem, in their words]** → Investment management **[The problem, in their words]** → Education savings **[The problem, in their words]** → Estate and legacy planning **[The problem, in their words]** → Financial reviews If what is wrong is not on this list, call anyway. We will tell you honestly whether it is ours to fix.

Use this when people describe a symptom, not a service name.

With prices

## Services and prices **Retirement planning** — from [$X] **Investment management** — from [$X] **Education savings** — from [$X] **Estate and legacy planning** — from [$X] Prices are starting points, confirmed in writing before any work begins. We are fee-only, in writing.

Use this if you will publish prices. It filters out the wrong enquiries before they reach you.

One flagship, then the rest

## Retirement planning This is most of what we do, and it is what we are best at. Being paid the same whatever they recommend is the difference between doing it and doing it properly. **We also do:** investment management, education savings, estate and legacy planning and financial reviews. We start with a first meeting to look at where you actually are.

Use this when most of your revenue comes from one service.

What is included

## What is included Every engagement includes: - We are fee-only, in writing - We take no commissions and sell no proprietary products - You keep the plan whether or not you stay - [one more thing you always include] **Services:** retirement planning, investment management, education savings, estate and legacy planning and financial reviews. If something is not included, we say so in the quote rather than on the invoice.

Use this where customers have been stung by things that turned out to be extra.

For each customer type

## Who we work with **[Customer type one]** — retirement planning and investment management. **[Customer type two]** — education savings, estate and legacy planning and financial reviews. We are fee-only fiduciaries. We start with a first meeting to look at where you actually are.

Use this if you serve two clearly different groups.

Process-led

## How it works **1. Get in touch.** We start with a first meeting to look at where you actually are. **2. We agree it in writing.** Scope and price, before anything starts. **3. We do the work.** Retirement planning, investment management and education savings — whatever the engagement needs. **4. We finish.** You keep the plan whether or not you stay.

Use this when the how matters as much as the what.

Short

**Retirement planning** · **Investment management** · **Education savings** Fee-only fiduciaries. We are fee-only, in writing. Book an introduction.

For a homepage strip — Use this where services sit as three cards on the homepage, not a page of their own.

With the limits stated

## What we do — and what we do not **We do:** retirement planning, investment management, education savings, estate and legacy planning and financial reviews. **We do not:** [the things you turn down — be specific]. If that is what you need, [name someone who does it well] is who we would call. Saying so up front saves us both a phone call.

Use this to stop wasting time on enquiries you will only turn down.

Emergency and scheduled split

## Emergency [Response time], [hours]. Retirement planning and anything that cannot wait until Monday. ## Planned work investment management, education savings, estate and legacy planning and financial reviews. Booked in, quoted in writing, done on the date we agreed. We are fee-only fiduciaries for both.

Use this when urgent work and planned work are genuinely different offers.

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

Services page for other trades

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