How to Blend Your Voice With the Needs of Your Clients

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You might already be familiar with the golden rule of web site copy: If you want to attract new clients, focus on writing that keeps their goals and pain points in mind.

But at some point, it’s easy to feel a little confused. You know that people often choose (and stick with) their advisor based on how connected they feel and the level of trust they have. So how can you share what you’re all about if you’re only speaking about their financial concerns?

You can and should express who you and your firm are, but it always has to connect back to your target client.

Let’s walk through why centering your web site around your prospect matters, and how you can achieve that without watering down what makes you stand out.

Put Your Web Site Visitor First

If you’re trying to grow your firm, your web site should do more than serve as a digital business card. People should feel compelled to reach out to you. But how?

Say you’re searching online for a red water bottle. What makes you hit “add to cart”? I’m guessing it’s when you find the water bottle that’s the right color and size you want, not when you read a story about how the company was founded. That might be a beautiful story, but if there’s no red water bottle for sale, you’re going to keep looking.

It’s the same with your web site. A prospect is scanning for signs that you clearly provide what they’re looking for. An inspiring backstory or compelling approach might help convince a pre-retiree to reach out to one firm over another, but only if both firms have made it clear they offer retirement planning.

Share what makes your firm unique. That’s nonnegotiable when you’re competing with firms offering similar services. With that in mind, your prospects’ needs and goals must still be clearly addressed, or they’ll likely move on.

Create a Value Proposition

It’s easier to signal to a web site visitor that you’re the answer to their problems when you’re crystal clear on what those problems are and how you’ll solve them. This is where creating a value proposition can be immensely helpful.

A value proposition is a succinct, strategic message that tells a visitor who you help, how you help, and the benefit they’ll receive. Here’s an example: “Tax-efficient wealth planning for entrepreneurs building long-term legacies.” See how the advisor’s unique abilities (tax-savvy financial planning) are paired with their target client’s goals of establishing a legacy?

A powerful value proposition connects your firm’s strengths with your prospect’s needs, helping them see themselves in your message and view you as the solution. When you’ve defined your value proposition, you have a north star to guide your web site content. Every page should reinforce the concepts outlined in your value proposition.

Address Your Prospect’s Pain Points

When someone is seeking a financial advisor, you know that, more often than not, it’s because they’re experiencing a particular problem or challenge. Whether they’re going through a divorce or preparing for retirement, their decision-making process is wrapped in a range of emotions.

In addition to making it clear what you offer and who you serve, acknowledge your audience’s emotions (fear, excitement, confusion, etc.) and most pressing pain points (like minimizing taxes or not outliving their money).

Your prospect should clearly understand if you offer what they’re looking for within a few seconds of visiting your web site.

The more vivid an image you’re able to paint for them, the more likely they are to emotionally connect with your messaging. Showing a prospect what success will look like moves the needle from “I’ll bookmark and maybe reach out another day” to “I want to talk to them right now.” Become the solution they’ve been longing for.

I recommend using empathetic language where you can, just be sure you’re not muddying the message.

Showcase Your Personality

Use your web site to showcase what working with you is really like, from the planning conversations you’ll have to the welcoming environment you’ve created.

Don’t shy away from using language on your web site that matches your personality. If your warmth is a big part of who you are, your copy should reflect that. Even changing out more formal verbiage like “Contact Now” with “Let’s Chat” can make a difference.

Invest in Your Visuals

Custom photography or videography isn’t cheap, but it can go a long way in representing your unique voice. Stock photos simply can’t build trust the same way real images of your team and office can.

One of your best opportunities for sharing your personality is on your team page. Team photos that reflect how you dress and show up to work, and bios that share not just your experience but what you love and what matters to you, all help build a connection with your prospects.

At the end of the day, your prospects are choosing someone to help them with one of the most intimate parts of their lives. Creating comfort and trust is important, and it starts by letting them get to know you through photos, videos, and the copy on your web site.

Don’t Be Afraid to Be You

Focusing on your prospects' needs is essential for gaining new clients through your web site, but it should always be done in a way that honestly reflects you.

You can speak directly to your prospect’s feelings and needs without compromising your true approach and personality. Whether you’re a more analytical person or thrive in creating deep, human connections, your ideal clients are out there — don’t be afraid to show them who you are.

I encourage you not just to make your prospects feel understood, but to lean into what makes you unique. Ultimately, this blended approach will attract the clients who are right for you.

Mikel Bruce is the CEO of TinyFrog Technologies, a San Diego web design agency specializing in WordPress web design & development and secured hosting & maintenance. TinyFrog provides a conversion-based approach to web design, with a focus on creating websites that are relevant to the people exploring and navigating it. TinyFrog has built over 1,500 websites over the last 22 years, and has extensive experience designing and building websites for financial advisors.

A message from Advisor Perspectives and VettaFi: To learn more about this and other topics, check out some of our webcasts.