How to Write an “About Me” for Financial Agents

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An “About Me” page is one of the most important pages on your website. Behind the homepage, it’s usually the second most viewed page. People will go to that page expecting to find out the who, what, when, where, why, and how of your business. Your “About Me” page should answer those questions in a way that’s easy to understand.

You should keep these 7 things in mind when writing the perfect bio:

1) Know Your Audience

Whether you’re in finance or another industry, you most likely already have a niche that you service. Customers are too different to focus on attracting everybody, so you should have a specific type of person in mind for your services. The most important thing when writing an “About Me” page is knowing who your audience is. You will want to use language and imagery that will speak directly to your niche. Always have this group in mind when crafting any digital experience, especially your website.

You will need to understand the prospective customer before you even begin to describe yourself. How can you even begin to tell them who you are and how you can meet their needs if you don’t know who they are and what they need?

Once you understand who your audience is, it’s time to get started on the why and the what. Why would this customer choose me? What can I do for them? Give your audience an insight into why you are the right person for them.

2) Show the Real You

Your “About Me” page should show the reader the “real you”. Give them insight into your personality, how you got to where you are now, your likes and dislikes, and your motivation for doing what you do. By explaining to your audience what your motivations are, you stand a better chance of connecting with them on an emotional level.

Your goal should be to explain who you are as a person and as a professional as honestly as possible. People are far more likely to do business with someone that they trust and empathize with. The process of developing that connection begins with showing those potential customers exactly who you are.

While facts such as where you went to school, what qualifications you have, and how long you have been in the industry are important, they are not the most important thing to many people. Try to pepper these “essential facts” throughout the description of yourself, but don’t focus on them. It will take away from your ability to tell your story. Don’t focus on what you’ve done, focus on why you did it.

3) Tell Your Story

When writing your “About Me” page, you should attempt to tell your audience an engaging story about who you are. Tell the story of how and why you entered the industry, why you want to help people, and what your strengths are. Stories are remembered up to 22 times more than facts alone according to a Stanford study. Not only should your bio be factually accurate, it should tell the audience an engaging story.

A secondary benefit of telling a story in your bio is that it shows off your personality. What you choose to highlight, what cultural touchstones are mentioned, the tone you choose to present yourself with, and how you describe your niche itself says a lot about you.

Framing your bio as a story will make you seem approachable, hopefully drawing similarities between you and your audience. You want to show the audience that you are a person, as well as an advisor. Telling your story is a fantastic way to do that.

4) Tell Your Audience How You Can Help Them

Another important part of your “About Me” page is showing what you can do to help your audience. You can describe yourself all you want, but if the reader cannot see the value you can provide them, they will simply move on to somebody who’s value they can see.

Tell your readers exactly what services you can provide them. Describe what it is you do for your clients, what value you provide, and the specific niche that your services can benefit. If you’re an advisor, whose niche is former CEO’s looking to maintain or grow their current wealth to pass on to the next generation you could say:

“I help retired CEO’s build a strong investment portfolio with the intention of preserving their wealth for their children and grandchildren. My goal is to help families be prepared financially for when a loved one passes on. I will do my best to assemble the perfect portfolio for you, so your children will keep as much of the nest egg that you built for them as possible.”

By explaining your value in your “About Me” page, people who fit within your niche will felt personally spoken to, increasing the likelihood that they will contact you, at least exploring your services.

5) Use of Images

A picture is worth a thousand words. With one image you can convey a lot of information about how you carry yourself, how confident you are, and how professional you are. Images are a very important part of any website, not only because of the information they can convey but also for the aesthetic enhancement they bring a page.

A high-quality photo can serve as a way to draw the reader’s eye across your page. Use images to guide the reader through your bio, down to your contact form. Without images, your page will look boring, potentially causing people to abandon their search.

Remember, the first time somebody meets you, they should be able to recognize you from the picture in your bio. Some things to ensure when choosing your main bio picture include:

  • You are dressed professionally
  • You are well lit in the photo
  • The picture is recent
  • The photo is a headshot

You may include multiple pictures on the “About Me” Page. If you do choose to include multiple pictures, ensure that they are diverse. For example, you could include your main bio picture, a group shot of your team, a picture of you with your family (to show you’re human) and one that highlights one of your passions. This will give the reader insight as to who you are (or at least who you perceive yourself to be).

6) Write the Way You Speak

When writing a bio, write from a first-person perspective. Use words like “I” and “We” to show your audience that you wrote it yourself. If you write from the third-person, it will sound awkward and forced, as if somebody from a marketing department wrote it for you.

Your bio should sound like you are introducing yourself to your client at an event. You want it to be professional, yet informal. Take a look at the example below:

“My name is Advisor Jones, I was born right here in Advisorville. For over twenty years I’ve helped retired farmers with over a million dollars net worth maintain their assets for the rest of their lives. I first developed an interest in helping farmers while attending the University of Guelph. I really enjoy…”

That description of Advisor Jones, a financial advisor from Advisorville, sounds a lot more approachable than this one:

“Advisor Jones has twenty years of experience in the financial services industry. Mr. Jones works with farmers with net worth’s of over one million dollars. Advisor Jones is a member of the ‘82 class from the University of Guelph.”

Writing in the first person will make you seem friendlier, more approachable and less “corporate.” It will help the audience see you as a real person, increasing the likelihood that they will contact you.

7)  Include Clear Contact Information

The final thing you need to include on your bio page is a clear call-to-action inviting the audience to contact you. This can be a form that records their contact information, a button that takes them to another page, or a direct link to your email address.

Regardless of which method you choose, including a way for the reader to contact you is essential to any “About Me” page. If you have followed the previous steps and wrote about who you are, what you do, and why people should trust you, readers looking for more information will be ready to contact you.

If they weren’t already thinking about contacting you; offering a clear, easy way for your audience to get in touch with you can motivate action. It’s possible at first they will just have a question or two that you can answer. As time moves on, and they move towards a purchase decision, they will remember who you are, remember your helpfulness, and potentially contact you ahead of others.

With no way for the audience to contact you, the effort you put into your bio may go to waste.

“About Me”: Conclusion

There you have it. Seven things you need to know to write an awesome “About Me” page. Your bio has several purposes, all of which are interconnected and related to gaining the audience’s trust. Tell an engaging story, explain who you are, what you do, and why you do it. Relate that to the needs and wants of your niche, and you will differentiate yourself from the competition.

What other tips do you use when writing bios? If you do, let us know on Twitter @VeridayHQ or on LinkedIn! Differentiate yourself from other advisors by telling an engaging story about yourself and your business on your “About Me” page.

“Where do I start if I want an effective web presence?”

Where advisors can start building your web presenceMany financial and insurance advisors today are asking themselves whether they need to be online. Some are convinced that their customers don’t go online and some just aren’t sure whether being online is the right thing for them. The reality of the time period we live in is that if you can’t be found online, you don’t exist. Think of the last time when you were the buyer and the seller handed you a business card. If you’ve never heard of them, your first instinct would likely be to look for them online. So, having a web presence isn’t a matter of “should I”, it’s really a matter of “when and how”.

When we talk about having a web presence it does mean more than just a website, however, any solid web presence starts with the creation of a website. When advisors first embark on this digital journey, we recommend that advisors focus on asking themselves a number of key questions that can help accelerate the creation process and ultimately get the website to a “ready-to-launch” state:

  • What colours best reflect my practice’s brand?
  • What is the general process or philosophy I follow when it comes to doing business with my clients?
  • What imagery best represents my local area or brand?
  • Do I have a biography outlining my credentials?
  • Do I have a personal photo or image?
  • Do I have photos of my team members?
  • Do my team members have a biography outlining their credentials?
  • Do I have a logo? Do I need a logo? Will I use my dealer’s logo?
  • What services or products am I licensed to sell?
  • Do I have any testimonials from my current clients?

These are just a handful of the questions to ask at the beginning of the website creation process. The key thing to remember is that having a web presence is an iterative process. The most important part of getting started is just that, getting started and getting your website launched. Remember, there’s no such thing as perfect when it comes to the creation of a website and with a website, you’ll have a foundation that you can build on to grow and solidify your web presence.

If you have more questions or would like an honest conversation about how to get started and where you can go, get in touch with us using the contact form below.

“I have challenges maintaining my website with my current provider or tool”

Challenges with my current provider or website management toolWebsite management technologies have come a long way since the commercialization of the web and has been a growing industry. Back in the early to mid 90s, it was virtually impossible to create a website unless you knew how to write computer code. Since then however, many technology companies have developed applications both offline and online, to help the non-technical user create their own personalized websites. Companies like WordPressSquarespace, Format, Wix, Digital Agent and Cloversites, to name a few, have created amazing tools for anyone with a little bit of technical knowledge.

As advisors begin to develop a maturity for website development and digital marketing in general, there are a number of key challenges that we’ve seen within this community. These challenges are primarily related to either the tool they use to maintain their website (which they could have individually purchased or could be a tool provided by their dealer) or with a web development company. If you feel like you’re spending too much time or money maintaining your website, here’s a few key questions to ask yourself before considering a switch:

  • Do I need to call my web development company to make minor changes?
  • If I need to make changes to customize my website, do I need to pay hundreds of dollars to my current web development company?
  • Is it easy to make changes to my website without contacting my web development partner?
  • Does my website partner (the tool manufacturer or web development company) have experience supporting firms in regulated industries such as financial services?
  • Does the tool I’m using have an integrated compliance component to it or am I responsible for communicating directly to my compliance department?
  • Is the tool intuitive? Is it obvious what I need to do to make simple changes to content on my website?
  • Can I easily customize my website using the tool provided?
  • Have I done everything I can using the tool and am I happy with how my website looks?
  • Am I investing more than $1000 per year to host and maintain my website?

These are just a handful of questions you should be asking yourself if you’re not entirely sure if you’re making the best investment on your website and subsequently your web presence. It’s always a good practice in business to re-evaluate such investments given how frequently web technologies change.

If you’d like a second opinion on your current website investment we’re happy to have the conversation. We can’t promise that the outcome will always be a “Yes, You should switch“, and we’d love to be the ones to give you the validation you’re seeking. Simply fill out the contact form to get in touch!

“How can I generate more leads with my website?”

How can my website generate more leads?“When does this thing (website) start making me money?” is one of the most commonly asked questions we hear from advisors and a really good one and one many of us struggle to answer. One of the greatest challenges in business has always been to ensure that your marketing activities somehow relate back to revenue. After all, you’re truly in business for one very key reason, money.

So, how can your website make you, the advisor, money? Quite simplistically, it comes down to one thing and one thing only, Content. Content is the lifeblood of the web. It’s effectively what makes the web literally exist. Without content, we would have nothing to find when we search for things we need. Having a website is important and is a critical step in legitimizing your business and telling the world you exist, but a website with little to no active content can stifle its ability to help you generate leads.

Why? Well, it’s pretty straightforward. Content that exists on your website needs to address questions that people are asking through search. Practically speaking, it’s how prospects find you. The most common way to produce content and subsequently generate traffic to your website is through. “Blogging”. This is likely a term you’ve heard at some point but what does it really mean. What is “blogging”? Well, to be frank, blogging is really just website content. Nothing about “blogging” makes your web content any more special, than if you were to write an article and publish it to your website. It’s really more of a practice than it is an actual tangible thing that magically generates more traffic.

Ultimately what it comes down to are the practices you follow when writing your blog. The one key to remember about blogging is that you’re always better off with any blog content than none. Avoid getting into a trap that many businesses fall into by over analyzing what you’re going to write about. But, before you go off and start a blog, there are a number of things to keep in mind:

  • Who, within our advisor practice, can write?
  • What are some key topics we often talk about with our customers?
  • How often should we post our blogs?
  • How will we notify our clients and prospects that we’ve updated our blog?
  • Does our current website management tool have an integrated blog?
  • What do our clients want to read about?
  • How will we measure the success of our blog?

This is just a snapshot of some key questions you can ask yourself prior to starting a blog and, shortly after you’ve started your blog, you’ll start to see an increase in the amount of traffic to your website. Once you’ve accomplished this very important goal the next critical step is to “convert” that traffic into a lead and then subsequently into a client and revenue.

Looking for more advice on blogging and how you can turn your website into a revenue generating business asset? Start a conversation with us and fill out the form below.

“Compliance Takes Too Long to Review my Content.”

Compliance is taking too long to review my contentAs web technologies continue to become more accessible and easy to use the volume of content that can be generated increases exponentially. Moreover, as the tools become more sophisticated, the more advisors have the ability to select and change the branding that appears on their website. If you couple these two perspectives and add on the fact that all of this activity is transpiring in a regulated industry you begin to see increasing work loads for compliance officers who need to review content to ensure content is inline with regulatory requirements. Additionally, in certain business models Wealth and Insurance marketing professionals need to ensure that the changes advisors make do not fragment or negatively impact their brand.

It’s no secret that many organizations in regulated industries such as financial services, have challenges keeping up with volume of content reviews coming at them from their advisors. Slower than average review cycles not only directly affects advisor satisfaction with the dealer but also impacts an advisor’s ability to do business and be agile. While there is no silver bullet to this solution, it’s important that your enterprise compliance team have the best possible review tools and business processes to keep review times at a minimum.

If you feel compliance is taking too long to review your content, here are some points to think about before you think about picking up the phone and discussing your wait time with the nearest compliance officer:

  • Is your compliance team approving content through email or through an automated tool?
  • Is the process used to review your website content a manual process? Are you sending your website link through an email to your compliance team?
  • How are you notified that your content has been approved or rejected? Is this information being transmitted to you from a third party tool or directly from the compliance officer?
  • Are you constantly struggling with mismatched information such as your designations, licenses or even biography with your compliance and registrations department?
  • Does your organization have a service level agreement for content review times?
  • Do the tools you are using have the ability to track the average review time?
  • Can you identify the individual who is to review your content next? (mostly applicable in a multi person review process)

The fact of the matter is that compliance officers most definitely are not just sitting on their hands staring at your content and reviewing it at a snails pace. Content review times are typically drawn out due to manual business processes, a lack of awareness of the content review process or just a shortfall in terms of the technologies compliance officers are using to perform content reviews. As such, compliance officers have countless hours of reviews to perform beyond what they are currently resourced to do.

We understand these issues and have experience speaking with compliance teams. If you feel your organization could benefit from a conversation with us, let’s start a chat first with you and determine next steps to improving your organization’s content review times.