Often, I come across financial advisor websites aimed at a niche that suffer from—well, let’s just call it muddy messaging.
By that, I mean they’re on the right track, referencing their niche, but they’re not fully leveraging it in a way that resonates.
They’re missing the opportunity to truly connect with their audience.
Here’s the thing: it’s one thing to mention your niche in a few website headings. It’s something entirely different to tell a compelling story—one that shows how your services and offerings are uniquely tailored to your ideal prospects.
When I build a new website and guide a financial advisor through creating a website that drives traffic, converts leads, and boosts engagement, there are several critical aspects of niche messaging—and even structuring—I like to focus on.
Let’s tackle how to address your niche in a way that counts, optimizing your content from both a copywriting and SEO optimization standpoint—while also exploring how AI search fits into the discussion—leveraging calls-to-action, popups, and using colors, imagery, and icons to guide the right prospects through your funnel.
Clarifying Your Niche Messaging
There's an important balance you need to strike when writing copy as a financial advisor targeting a niche.
Yes, it's great—fundamental, actually—to craft messaging that resonates with your niche and what you do. We all love a website that truly speaks to us. However, you can go too far in this direction and focus solely on speaking to your audience or simply saying what you want to say, rather than what your niche wants to hear. Leverage and take advantage of opportunities to address your niche, but don't forsake being found.
Being found? This is where SEO enters the picture.
While it's so important to speak to your audience, it's arguably—no, it is—more important to be seen and heard by your audience. This means implementing keywords all throughout your content in a way that feels natural and not overdone.
Your copy should directly address the pain points, goals, and needs of your target audience. It should be conversational, relatable, and engaging. For example, if your niche includes small business owners, your messaging might focus on their unique challenges, such as managing employee benefits, planning for retirement, or maintaining healthy cash flow.
At the same time, SEO requires you to consider how potential clients are searching for your services which involves a bit more of an undertaking. You should understand search intent and incorporate the phrases your audience is likely to use—such as "retirement advice for millennials" or "tax planning for business owners." These keywords should appear naturally in your content, headers, and metadata.
The goal is to balance both elements. Focusing too much on niche-specific copy might make your site less visible to search engines, while prioritizing SEO at the expense of connection can make your content feel impersonal or overly technical.
Effective SEO Strategies for Your Niche
As a general rule of thumb, the more generic (broad) terms like "financial planner" are incredibly difficult to rank for. Competing against industry giants like Edward Jones and others for these keywords is nearly impossible.
But, that leaves you with a more niche-focused strategy that allows you to tackle searches that align with what your niche is actually searching for. The more specific the keyword, the easier it typically is to rank for—but, it's important to note, there’s often a trade-off with lower search volume.
The sweet spot lies in finding keywords that strike a balance: relatively easy to rank for but with solid search volume. For example, if your niche is "retirement planning for women" or "wealth management for tech professionals," you’re already narrowing in on terms your audience is actively searching for.
So, how do you find these keywords? Well, we've actually tackled a lot of this in these blogs. To sum it up, use SEO tools like Semrush, AHRefs, or Google Ads Keyword Planner to get a good feel for keywords that align with your niche.
How AI Search Fits into the Discussion
To pivot the discussion just a little bit, let's chat about how AI Search fits into the concept of niche messaging and SEO. The game has changed, and changed, and changed again.
Back in the old days—before my time, even—you could simply stuff a page with keywords, and search engines would reward you with high rankings. Those days are long gone. Search engines have evolved into complex algorithms that evaluate your content based on a variety of factors, including authoritativeness, relevance to the search query, engagement (like how long visitors stay on your page), content quality, natural keyword usage, site speed, mobile-friendliness, backlinks from reputable sources, and overall user experience.
Now, with AI Search on the horizon, search engines are beginning to favor content that prioritizes answers to questions people are looking up. The good news is, if you're creating content that balances niche messaging and SEO, you should be in a great spot already as it comes to AI Search!
Just as a few quick, key, pointers for financial advisors navigating AI search: You'll want to ensure your content is conversational, addresses your niche's pain points, and answers the questions they’re actively searching for. To stay ahead of the curve, begin by analyzing the questions your clients frequently ask and create content that offers clear, digestible answers tailored to their needs.
Structuring Your Website for Maximum Conversion
When it comes to structuring your website, the easiest way to build it out is by focusing on how it will benefit the end-user—your niche: both prospects and clients.
Practically—and actionably—that means using testimonials and credentials specific to your niche, defining their pain points, addressing those pain points, writing blogs tailored to their needs, offering a lead magnet and email newsletter with real value, describing why you’re the perfect financial advisor for their unique needs, and more.
While I originally planned to expand on this section, it ultimately just boils down to one simple principle: address your niche in every section and be intentional about it.
Your website navigation should also be simple and intuitive. A cluttered menu or confusing layout can frustrate visitors and make them leave.
Structure isn’t just about functionality—it’s about creating the right feelings. The colors, images, and icons you use should align with your niche and reinforce your brand identity. For instance, a financial advisor serving high-net-worth individuals might use sleek, professional visuals that convey luxury and sophistication. On the other hand, if your audience is millennials, a dynamic and modern style could resonate more effectively.
Crafting Calls-to-Action that Actually Work
Your website’s calls-to-action (CTAs) definitely drive action, but generic phrases like “Get Started” or "Book a Call” generally aren't telling enough. Try to add a sense of urgency, scarcity, or value throughout your calls to action.
In most cases, I use "Free Assessment" or "Complimentary Assessment" to offer value to clients, since they're typically looking for a low commitment to start out with before committing to a plan.
You might also consider, for example, using more specific calls-to-action like “Build Your Retirement Plan Today" or "Start Building Your Future Today.” For high-net-worth individuals, “Secure Your Legacy” could resonate well.
The key is relevance—your CTAs should address your audience’s pain points and align with your site’s messaging to create a seamless user experience.
Testing, Analyzing, and Refining Your Website
If you’ve followed all the steps above—or booked a Free Assessment with us to create a premium website—you’re off to a great start! But crafting a website that converts doesn’t quite stop there.
To keep your site aligned with your niche audience’s needs, regular testing, analysis, and refinement are essential. Use tools like Google Analytics, Tag Manager, and Search Console to monitor your site's performance. Are visitors from your niche spending time on your site? Are they taking meaningful actions, like filling out a form, scheduling a consultation, or becoming clients?
Don’t let your website go static. Experiment with different elements—headlines, calls-to-action (CTAs), images, and content formats. For instance, test how your audience responds to a direct CTA like “Get Your Personalized Retirement Plan” compared to a broader one like “Get Started.”
Looking to jump past all these hurdles? At Aryze Design, we'll help you build a successful financial advisor business that drives traffic, boosts conversions, and increases engagement! Book your Free Assessment to get started!
