Tag Archive for: financial advisor websites

Financial website writers, match headlines to content or lose readers

Your web pages should deliver on the promise made by your headlines. That doesn’t happen in the economic commentary example shown below (with company name blacked out). 

Economic commentary example

Let’s look at what went wrong, so you can avoid these mistakes.

1. Most of the paragraph is unrelated to the headline

A Wall Street Journal report about bank surcharges has nothing to do with the headline topic of “Emerging Markets Continue Impressive Growth While Developed Markets Continue Recovery.” Emerging markets don’t enter the picture until the last two sentences of the paragraph.

2. Too-long paragraph lacks WIIFM and topic sentence

The paragraph is so long and dense that it’s likely to scare away all but the most motivated readers. Writing for the web demands that short chunks replace massive blocks of information. The content doesn’t explain its WIIFM—what’s in it for me. To catch busy readers’ attention, you need to make it clear why they’ll benefit from your content. For example, will you help them to understand why emerging markets’ growth will outpace that of developed markets, making them an important component of a diversified portfolio? The example in the image above fails the WIIFM test.

The paragraph also lacks a strong topic sentence that introduces its overall topic. To me, it reads as if a person saw an interesting article in The Wall Street Journal and spouted reactions off the top of his or her head, and then moved on to a Financial Times article and, finally, a thought about the emerging markets.

3. The graph isn’t supported by the text

The “World Economy — Gross Domestic Product (GDP)” graph in the web page’s image doesn’t relate to the accompanying text. A good writer would have related the headline and the graph in his or her text, instead of rambling about banking.

How to fix this page?

Fixing this page would require one of two approaches. First, throw out all of the text, except possibly a revised version of the last two sentences, and create new content focused on the growth of emerging vs. developed markets, as shown by the graph, other data in the clickable link, and other evidence.

The second approach would require throwing out the current headline and graph to focus on the implications of the Fed’s capital surcharge. The banking text would need a drastic rewrite to become more focused and less flabby.

Blogging Q&A with advisor Lazetta Rainey Braxton

Lazetta Rainey Braxton’s plainspoken style makes her writing very appealing. She notes that writing about basic financial planning topics has “attracted DIY clients who are ready to deepen their financial planning efforts.” Her blogging experience also shows the value of sharing your content in different places, including distribution through the CNBC Digital Financial Advisor Council and an e-newsletter. Lazetta is the founder and CEO of Financial Fountains in Baltimore, Maryland. I’m delighted to share her insights in this Q&A, the latest in a series on this blog that started with Michael Kitces.

Q. When did you start your blog?

A. Your Financial Haven was launched December 2010 to encourage individuals to build their own financial haven in the midst of changing economic conditions. The blog’s mission is to offer a safe space for individuals to read, reflect, and respond in their own way to financial issues affecting their lives. The content focuses on enhancing knowledge and providing reassurance as individuals strengthen their financial position and move closer to reaching their goals.

Q. How long have you been publishing with CNBC as part of their Digital FA Council? I saw one of your posts on NBR.com. Does everything from CNBC.com get republished on NBR.com?

A. The CNBC Digital Financial Advisor Council is the brainchild of CNBC Digital’s senior editor at large Jim Pavia (former editorial director at Investment News). In October 2013, Jim invited 20 financial advisors to assist with providing CNBC Digital content related to long-term financial planning. Blogs written by Council members are posted on CNBC.com’s Financial Advisor Hub. CNBC Digital recently launched a digital newsletter, Your Wealth, that will also feature the Council’s blogs. As a member of the Council, I have been granted permission to share my CNBC postings in our firm’s newsletters, noting permission granted by CNBC Digital.

CNBC’s cross-platform initiative encourages content sharing among CNBC’s media partners. NBR.com elected to post my blog “Financial Planning: Not just for Uber-Rich” on its website. On a related note, Andrew Osterland’s CNBC Digital interview with me, which discussed budgeting, was republished by USAToday.com. Postings in various media outlets are certainly a great bonus!

Q. How has your blog brought you new business or improved your existing client relationships?

A. I started using MailChimp in November 2013 to increase the readership of my firm’s blog among prospective and current clients. The CNBC.com budgeting article was published in my firm’s January 2014 Your Financial Haven newsletter. This newsletter generated great excitement among my clients and friends. The partnership with CNBC Digital enhanced my credibility as a financial planner and gave my clients and friends bragging rights in a new way. I did experience new referrals from clients and friends since my first CNBC.com newsletter posting.

NBR.com shows the number of times an article is shared via social media channels. At this time, CNBC.com does not have this feature. The Council does not receive data regarding how many readers viewed the site.

Given CNBC Digital’s viewership, this opportunity rekindled my commitment to blog more frequently. Prior to this invitation, my blog postings were quite sporadic. Now, my goal is to write a monthly post to garner new and nourish the existing interest and referral momentum of readers.

Q. What blogging techniques or topics have most helped your business?

A. Writing about topics that are on the minds of my target clients has been a good strategy. I often direct prospective and new clients to blog postings to support the framework for their financial planning concerns. Core financial planning topics such as budgeting and saving, combining household finances, preparing for college expenses, retirement planning, small business planning, and working with a financial planner have attracted DIY clients who are ready to deepen their financial planning efforts. On several occasions, my firm represents a client’s first experience with working with a financial planner.

Q. What are three of your favorite—or most effective—blog posts? Provide the titles, URLs and a comment about why you included them.

I have a great appreciation for blogs with technical content written in layman’s terms. I am most excited about financial planning blogs which combine the heart and mind from a practical perspective.

Financial Advisors: Differentiate Yourself By Being Yourself: This is a post by Tim Maurer. His overall approach to financial planning is very refreshing. He defies industry norms. This particular blog post helps me stay true to my holistic view of financial planning.

Financial planning: Not just for uber-rich: This blog posting gave me an opportunity to express in a subtle way why I became a financial planner. Coming from a very modest background, my life’s desire is to help elevate financial wellness and literacy among underserved and underrepresented populations. These overlooked and misunderstood populations often have favorable income and access to significant resources. I truly believe that “Everyone should have confidence in their finances and a financial plan that can help them live a comfortable life. So I ask: Why not you?”

What is Your Relationship with Your Investments?: Zaneilia Harris’ blog, Finance ‘N Stilettos, does a great job with reaching her target audience. This posting clearly defines the benefits of long-term investing in a very practical way.

Q. What’s your best tip for advisors who blog?

A. Know your writing style and be consistent. I find writing to be a slow birthing process; it takes a few days for me to formulate a good draft and a final version. I designate time each morning during a planned week for writing and editing. My blogger colleagues suggest having an editorial calendar and inviting other guest bloggers. These are great concepts that I intend to implement.

Blogging requires a consistent rhythm as expected by blog followers. It also requires creative spins on content that is easily accessible in a digital world. It is a task that does not necessarily offer immediate gratification in the form of viewer responses, particularly if you close comments due to compliance concerns. The process is easier if you truly enjoy the personal satisfaction that comes from the writing experience. This elevates the likelihood of consistent, thoughtful writing.

Guest post: What’s your Content Strategy? (You have one, right?)

David Lufkin is a financial writer and Internet marketing manager whom I’ve gotten to know through some interesting exchanges in LinkedIn Groups. He has been generous with input when I’ve posted questions, which encouraged me to ask him to guest-blog for me. David explains below how answering five key questions can help you create a content strategy that will help your website support and build your business.

What’s your Content Strategy? (You have one, right?)

By David Lufkin

Content strategy is a hot topic for people who run large websites, and includes complex tactical concerns such as search engine optimization and user metrics. If you’re an advisor with any size site, having at least a basic content strategy is essential and should include delivery of email and paper marketing as well.

If you like and use a website regularly, it’s probably because of a solid content strategy driven only by what you (the targeted user) want. Remember that online, content is more than words – it includes site navigation and design elements, with colors, images, and page layout all working together. This may seem obvious, but as users, we click right past websites that don’t immediately give us exactly what we want in an attractive format. We need to sense immediately that there is content of interest to us before we will dig further.

For your own site, having a content strategy means having a valid business purpose for everything on the site and an efficient user experience with no loose or dead ends.

When I was in advisor sales training years ago, I learned about the four “boxes” of activity and how they related to a practice. The idea of course is to focus on the activities in the first box, because the other three don’t build the practice, and those activities should have less priority or even be hired out.

Content strategy is similar. You only want content on your site or in electronic or paper communications that focuses on building and sustaining your business. Everything else must go. I mean travel tips and meatloaf recipes – any information that is readily available from other sources. No one, especially your clients, will miss irrelevant content. They want to know about YOU and how you can help THEM.

Web professionals can read books and attend seminars about the fascinating process that is content strategy.  If you own your website, you can keep it simple.  Make a short list of the content that you can’t live without and make sure that you don’t bother with anything else. If I was a successful financial advisor, this is what would be on my list, and it would serve as a filter for everything I post on my site. (I like the 5 W approach I was taught as a high school journalist.)

  1. Who I am and how I can be contacted
  2. What I offer my clients including timely updates
  3. Why I do what I do and how it benefits my clients
  4. Where I deliver my practice (in person, phone, online)
  5. When we need to work together  (regularly)

It’s become easier over the years to build a functioning website. But developing a manageable content strategy, especially with search optimization, usually requires getting some input from someone who does it for a living. Done right, your content strategy will help keep you and your clients focused on the right things.