Copy Examples

Tagline ideas for financial advisors

A tagline earns its place by saying the one thing you want remembered. Ten angles here, not ten rewordings of one.

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.

The service, plainly

Retirement planning in [your town].

Use this when people search for the service by name and you just need to confirm they are in the right place.

The promise

We are paid by you and nobody else.

Use this when the commercial promise is the thing that wins the job.

Reliability

The financial advisor who is paid the same whatever they recommend.

Use this if doing the basic thing consistently is genuinely rare in your trade.

Credential

Fee-only fiduciaries. [Your town].

Use this where the licence or registration does the persuading.

Local

The financial advisor [your town] keeps recommending.

Use this when you serve one area and intend to keep serving it.

The worry, named

We are fee-only, in writing — every time.

Use this when your whole market has the same fear and nobody says it out loud.

The differentiator

Being paid the same whatever they recommend.

Use this when you can name the standard you hold in a few words.

Specialist

Retirement planning. That is the whole list.

Use this if you have narrowed deliberately. It reads as confidence.

For the customer

For someone in their forties who has just done the arithmetic.

Use this when naming who it is for does more work than naming what it is.

The invitation

A first meeting to look at where you actually are.

Use this where the tagline sits directly above a 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

Tagline for other trades

All 49 trades →