At Clients+, we specialise in website content writing services. As a result, we know exactly what works and what doesn’t in terms of creating interesting financial planning content. Here are our top five inclusions for financial planning articles.

Financial advice articles and blogs will form a crucial part of any effective content marketing strategy that your company could adopt. As such, getting them right and making them truly engaging is extremely important. 

If creating finance-focused articles was like baking a cake, these five ingredients would top your to-buy list…


Succinct, Clear and Well-Edited Writing

Sentences that are effectively constructed, well-expressed and succinct are a must. They convey the level of professionalism that your firm provides, and they increase your brand’s credibility and trustworthiness if written correctly.

Our best advice for producing consistently well-written financial advice would be:

  • Use technical terms and jargon sparingly 
  • Maintain brevity, keep sentences and paragraphs short and snappy (but be sure to vary sentence length for variety, too)
  • Write in an active, engaging voice rather than a passive, fact-reporting voice
  • If you’re doing both, leave time between the initial draft and the edit, as you’ll be more likely to spot errors this way


Keywords Aplenty (But Not Too Many)

It’s in the name, isn’t it? Keywords are key to the creation of effective digital marketing content for financial services businesses, and businesses of every other kind.

When you include the right number of keywords in your articles and blogs (a maximum of 15 per individual page according to expert SEO company Moz), you optimize your content for search engines.

if you’ve targeted the correct keywords, you’ll find they rise up the Google results pages, in time potentially even reaching the front page. Choose your keywords carefully by:

  • Thinking like a customer
  • Using SEO tools (such as those offered by companies like Moz)
  • Researching your competitors and the keywords they’re targeting
  • Targeting variations on the keywords you’ve found to work well


Well-Researched, Industry-Leading Info

A blog or article shared on your financial planning firm’s website is the perfect time to share expertise more accessibly.

You’ve got so much knowledge to share, and if you can convey just a fraction of that to your customers and could-be customers, you’ll build your brand’s credibility and gain more customer loyalty in no time. 

Always remember to think carefully about the audience you’re seeking to target, as different audiences will come with different levels of financial literacy to which you should match your advice.


Honesty and Advice from an Experienced, Professional Perspective

As you’re sharing information, don’t forget to add your own insights into the mix. Consider what you could say/what you could offer that a competitor might not be able to, or that a competitor might not think to.

Honest advice delivered effectively is one of the best possible ways of building customer loyalty.

Yes, thought leadership and opinion-based statements can feel a little riskier to put out there than stats and sources. But it’s a balance of both that makes this type of financial planning content feel interesting and engaging.


A Strong Call to Action (CTA)

A financial planning article that doesn’t include a CTA at the end (or even a few throughout!) is like a cake with no sugar: Fairly pointless.

CTAs motivate your sales funnel and boost the success of your digital marketing, generating new leads.

Make sure that you end your blogs and articles by directing your readers to another article, or another page relevant to your services. This way, your conversion rate will remain high  and you’ll encourage customers to stick around.

For help with financial planning articles, from CTAs to consistent, quality writing, turn to Clients+. Get in touch today to speak with a member of our talented team about your options or find out more about our regularly updated client content portal.