Creating website content that is both high converting and compelling is a difficult task for every industry and niche. This is particularly true for the financial industry, where the topics covered are usually more complex than others.

To help you create the best content for your website, we’ve created a short guide to website content for financial planners. Here, we cover the key aspects to consider to ensure your content is engaging and high-converting.


1 – Know Your audience

All website content should be directed at your target audience. Think about their pain points and how you can solve them, as well as the language they might use. If you’re unsure of your target audience, or you haven’t updated it since starting your business a few years ago, it’s always worth taking a more in-depth look, so you can truly tailor your content.


2 – Follow the Inverted Pyramid Model

On average people take 2 seconds after landing on your website to decide if they should read on, or go back to the search engine results. As such you should structure your content with the most important messages at the top of your page, with more detailed information further on. Think of an upside-down pyramid.


3 – Keep it as Short and Simple

Finance is a complex industry. One of the main issues faced by financial planners is how to market these complicated aspects in a way that everyone can understand them. Think short and simple. Take some time to drill down into your content before you post it, so you can be sure you’re presenting it in a clear and concise way.


4 – But Don’t Remove All Technical Language

However, point 3 doesn’t mean you should remove all industry terms completely. Especially if you’re working to present yourself as an authority within the industry. Instead, take the time to explain complex and niche terms. This can be done in the text, or even with backlinks to dedicated articles you have created on the subject.


5 – Think about SEO (Search Engine Optimisation)

It is likely that you will want your page to be visible to people searching for your services. Before you make any content live be sure to check your keyword density. Taking particular care that your phrases are included in your headings and subheadings, as well as the alt text for any images or videos.


6 – Include Different Types of Media

Finally, the content on your website doesn’t have to just be written copy. Images, infographics, branded guides and even video can really help to elevate your website content, while also making it difficult to understand topics simple. Not only that but images break up your text, adding an easy design element to your site.


7 – Keep it Mobile Friendly

The vast majority of online searches are now carried out on mobile devices, rather than on desktop. When you’re placing content on your website it’s important to make sure it is compatible across all devices, so you can be sure that all of your audience can access all of the information you’ve created.


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