Are You Making One Of These 3 Common Copywriting Mistakes On Your Advisor Website?

Are you struggling with your copywriting? Copy is one of the major things that financial advisors have trouble with on their website, but it’s really important that you do it right. Twenty Over Ten’s, CMO Samantha Russell and Twenty Over Ten’s Digital Copywriter Rachel Jenkins share some insight on the top three copywriting mistakes they see advisors make.

Video Transcript

SAM: Hi everyone. It’s Samantha Russell from Twenty Over Ten. And today I thought we would do something different. So I have Rachel here from our copywriting team, and she is officially going to be the first team member to kick off a new series where we’re going to bring people from our design, our copy, our branding departments here to help you learn what you need to know to best market your business directly from our experts.

I’m so excited to have Rachel to talk with us today about copy. Copy doesn’t always seem that exciting. Yet, it is the number one thing people struggle with when launching a new website. So today I have invited Rachel to join us to talk about the three biggest copywriting mistakes that she sees people making time and time again. So let’s jump right in. What is mistake number one?

Mistake #1 – Focusing On Yourself

RACHEL: Okay so mistake number one I think overall is thinking us vs. you. We just tend to want to talk about ourselves. Whenever we’re writing a website it’s about our firm so obviously we talk about us, and you do. Overall, you really want to be “you” focused, thinking about the reader, and what’s going to connect with them.

SAM: So I love that tip, and I will tell people to think of it as a problem-solution model. What is the problem that the people that you are trying to talk to have? and what is its solution that you provide that will help them solve that problem? Would you say that’s a good way to frame it?

RACHEL: Yes, and I think a good way to think about it is nobody really just like wakes up one morning and says “you know what I want to do today Sam? I want to go and get financial advisors advice” That just doesn’t happen. They do it because something is happening in their lives, and they need you for it so whether it’s their nearing retirement and they’re like okay I need to get serious about this, they just inherited a bunch of money, whatever it is, there’s a reason they’re coming to you. So instead of just saying I’m a financial advisor. This is what I do. Say “hey, I know you’re reading this because you’re experiencing this, and here’s how we can help.”

SAM: Great great tip, I love that. Okay, so mistake number one. Don’t be focused on you and how great you are. Think about how you can help your end prospect or client. Okay, what is the second mistake you see people making?

Mistake #2 – Not Thinking About Your CTAs

RACHEL: Okay. So the second mistake has to do with calls-to-action. Basically, you’re not putting enough thought into them. Because they’re just you know a couple of words here and there, so you would think it’s not that big of an issue, but these are really what are driving prospects to call you, to schedule with you, to read through your website. So put more thought into them.

SAM: So the call to action for those of you maybe not familiar with this marketing jargon would be the next step you want someone to take, so whether it’s download our ebook, or book a time on our calendar. What is the next step you want them to take? That’s your call to action. Typically, it’s a button of some sort. And so you’re saying people just slap that button on, they’re not thinking about the wording?

RACHEL: Yes, the wording, the placement. You want to have something that’s going to drive them to take that action. So give them a verb like discover, learn more, schedule now-things that kind of call action.

Mistake #3 – Telling Too Much Too Soon

SAM: Okay, and the third mistake that you typically see people make?

RACHEL: So the third mistake is really just kind of introducing too much too soon. These are people who whether they’ve been to your site one time or ten times. if they haven’t reached out yet, they’re still not sure so you don’t need to be putting it all on the table right now. An analogy that I think of sometimes when I’m writing these sites is if you’ve ever been to the Apple website. Obviously we’ve all heard of Apple. If you haven’t been to their site check it out.

They are obviously a company that sells computers and tablets, and phones, things that are super technical. There are lots of components they could put on their homepage, they could start listing out all the specs and everything but we don’t care. Their newest phone has a 12-megabyte ultra-wide camera. It’s like okay that’s great but what does that mean for me the consumer? So you don’t need to be inundating them with all these details. You can kind of start small, say here’s what we offer, this is why you should care. And then once you kind of make contact with them, that’s when you get kind of into the nitty-gritty.

SAM: So it goes back to your first point really of just constantly putting yourself in the shoes of why is someone there? Speaking to that need or that desire or that problem they have, and then the goal is just to get them to make contact with you in some way and then you can get into the nitty-gritty. Another thing I’ve told people is on your homepage, your about page that’s where you should really be sparse in the information you provide and just play on that emotional component. Save the really meaty discussions for your blog. You can dive deep into a topic on your blog which will improve SEO and lots of things. But save more of the emotional component for the main pages.


So just to recap the three main copywriting mistakes that Rachel does not want you to make are just overall focusing don’t focus on you and your credentials but instead focus on the potential person you’re trying to reach. The second one is to really think about the wording of your calls-to-action. So those buttons that compel someone to take the next step. And then the third is to not overwhelm people with content but to really focus on the overall feeling you want to portray and remember that you can always share more information and dive into the features later.

Thank you so much for joining us Rachel and thank you all for tuning in. Don’t forget to subscribe to Twenty Over Ten’s YouTube channel where we share a tip that will help you grow your business through marketing every single week. Thanks, everyone.


About The Author

Namisha Goel

Namisha is a Content Creator at Twenty Over Ten, passionate about fostering community growth. A Bollywood enthusiast, she loves to travel and hopes to experience all seven wonders of the world.