Can a Financial Copywriter Boost Your Brand and Visibility?

financial copywriter
Your firm provides a fantastic service, but how can you get visitors to see that?  

Your firm provides a fantastic service or product.  Your team is polished and convincing.  But how can you get visitors to even begin to see that by just looking at your website?  That’s what a financial copywriter can bring to the table.  These individuals or firms specialize in writing copy to help you attract attention and generate leads.  But not all copywriters can effectively write for finance.  For that, you need a specialist, a financial copywriter. 

Why do you need a Financial Copywriter?

You’ve probably seen Mad Men.  There are many copywriters, but writing about financial topics can be more complex.  Along with general marketing, they need an understanding of your product and industry. 

The good news?  Investing in high-quality financial copywriting once can provide a continuing return on your money, so it’s one of the most prudent investments you will ever make.  And conversely, skimp on copy, and you’ll never know how much business you are missing out on. 

Looking for a financial copywriter who has helped some of the world’s leading financial brands along with over 110 independent RIAs? Contact us to see if we can help you achieve your goals.

Can’t My Team Write Our Own Copy? 

You can try, and I often recommend it for very new businesses that have not yet built your brand.  But for established companies, you need someone who can look at your business with fresh eyes, then describe the benefits your clients will receive in a compelling way.

Plus, copywriting is a unique discipline.  You have to engage potential buyers emotionally.  Unfortunately, many business people write “about” the firm.  That’s counterproductive.  A website visitor is not visiting your website to learn about you.  Instead, they are there to discover what you can do for them. 

A good copywriter will write from that perspective, creating words that spur action. 

What Should You Look For in a Financial Copywriter?

Financial topics can be difficult to tackle if a writer doesn’t have a financial background.  While a copywriter may bring the right skills to emotionally engage a reader, they may not understand what your product or service does or how it fits into the competitive landscape.

That’s why you need a copywriter that understands the financial industry.  Most importantly, they need to understand the benefits of your product or service so they can write about it in an authentic way.

Does the Financial Copywriter Understand Compliance? 

If you are subject to compliance, sticking with a financial copywriter or firm that understands those requirements is highly recommended.  Otherwise, you may get a wonderfully written copy.  Still, your compliance officer will veto most of it, sending you back to the drawing board.  This can waste time and energy. 

By looking for a financial copywriter with compliance credentials, you can help ensure you’re creating copy that you can actually use. 

Financial Copywriting Must Engage Visitors Emotionally

Of course, financial and compliance knowledge is only part of the story.  Emotions drive human decisions, even when we consider ourselves rational.  That’s why it’s essential to find a copywriter who can describe what you do in an emotionally compelling manner.  That’s how you get fence-sitters to take action. 

When it comes to finance, trust is another crucial emotion.  Does your copywriter have strategies to help you build trust and credibility for your brand? You can best see that with the firm’s or the financial copywriter’s previous work.  Is it engaging, or is it purely factual?  Factual can have its place, but we want to spur action.  So the writing needs to be compelling.

The content should focus on benefits, not your product.  How will using the service or product impact the website visitor?  How will it make their life easier?

Then differentiation is vital.  Ask the financial copywriter how they can effectively differentiate you from your peers.

Finally, Look for Strong SEO Skills

To get found online, you need to write for search engines.  So that means the copy needs to be “SEO optimized  .” There are precise ways to do this, so be sure to ask the firm or individual how they will ensure your copy meets these guidelines.

How to Find the Right Financial Copywriter for Your Firm

Copywriting is your storefront in the modern world, so the words you use are critical.  But because of the intricacies of the financial world, you need more than just a general copywriter.  You need someone with financial expertise.

Here are questions to ask when you’re hiring a financial copywriter:

  1. Who are your clients?  Ask to see several work samples, specifically work in your area of expertise.
  2. Do you understand our firm?  Have a conversation, and find out if they can grasp key aspects of what you do and the benefits of your service. 
  3. What is their background?  Ideally, look for a financial copywriter who has many years of experience in finance, or purchasing financial services.    
  4. What’s your knowledge of compliance?  Find out if they have any compliance-related licenses or experience that can help avoid excessive compliance revisions.

But find the right financial copywriter, and together, you can shape words that generate leads and help sell your services online, round the clock.

Looking for a financial copywriter who has helped some of the world’s leading financial brands along with over 110 independent RIAs? Contact us to see if we can help you achieve your goals.

FREQUENTLY ASKED QUESTIONS

1. What is financial copywriting, and how does it differ from general copywriting?

Financial copywriting involves creating market content tailored to the financial services industry. Unlike general copywriting, it requires an understanding of financial products and services and financial markets to effectively communicate complex concepts. For personal finance content or content like blog articles, this necessitates sound knowledge of investments and financial planning, plus awareness of recent financial news and market conditions. It also requires knowledge of financial compliance limitations to ensure the content can be utilized effectively. While both types of copywriting focus on your clients’ and prospects’ pain points, financial services copywriting benefits significantly from a writer who understands your products and services.

2. How can hiring a financial content firm or freelance financial copywriter benefit my firm?

Bringing in an content development firm or freelance professional offers flexibility and specialized expertise without the cost of adding a staff member. More importantly, hiring the right financial content firm can provide the outside expertise, experience and perspective your team may lack. These providers can craft content that speaks directly to your target audience, helping to attract new clients without the commitment of a full-time hire.

3. What types of content can a financial copywriter create for my business?

A skilled financial copywriter can develop a wide variety of materials. Examples of financial content that you may consider include website copy, landing pages, blog posts, articles, video scripts, eBooks, social media posts such as Facebook or X/Twitter ads, and more. If you have e-commerce in your financial business, they can even write descriptions for products. A diverse content strategy can enhance your marketing strategy and increase website traffic.

4. How do I choose the right financial copywriting services for my firm?

Look for services with experience in the financial services sector and a portfolio showcasing their ability to simplify complex financial concepts. Looking at previous work can help ensure they understand your specific brand and can address your clients’ needs effectively.

5. Can a financial copywriter assist with compliance and industry regulations?

Yes, experienced financial copywriters should be very familiar with financial compliance requirements. They craft content that adheres to industry regulations, ensuring your marketing materials are both compelling and compliant. Look for a firm that has background such as a Series 24 license holder to help you reach your goals while keeping within requirements.

6. What is the typical pay range for a financial copywriter, and how does it compare what we will pay in service fees or freelance rates?

How much does a financial copywriter cost? For in house talent, salaries vary widely based on experience and location (you can check sites such as Ziprecruiter salary ranges for more detail).

However, outsourcing to a small agency often provides cost-effective financial copy solutions, with rates depending on the project’s scope and complexity. Ideally, you may prefer a flat fee per project instead of an hourly rate to ensure you can control your expenditure and stay within a defined budget. Experienced firms and providers are usually happy to provide that for a specific scope of services. Your other option is a or a freelance financial copywriter, who will usually charge by the hour. However, be sure to confirm the individual has the skills and experience needed to produce a high-quality result.

7. How can effective financial copywriting improve my firm’s return on investment (ROI)?

Well-crafted copy can engage potential clients, clearly communicate your value proposition, and prompt action. This leads to higher conversion rates, increased client retention, and ultimately, a better ROI for your marketing expenditure.

8. What type of copywriting may best boost our search rankings?

Long-form copy has a good track record of helping boost search rankings. And, creating longer articles can help you more easily attract your ideal clients. For example, are you looking to attract more business owners? Then you’ll want articles and other content that addresses their pain points, which might be taxes, retirement planning, trusts, or using insured savings accounts to maximize their operational cash.

If you’re looking to attract more Gen Z clients, as another example, you may want to focus on more financial startup topics that help them gain control of their finances. Specifically that might mean content like how to best manage debt, define financial goals, reign in spending, increase earning potential, and build a credit score. For more general audiences, pieces related to financial planning, estate planning, and long-term financial planning can appeal to those concerned about securing their future.

9. What’s the best experience level of a copywriter to look for?

If you’re willing to take a chance on a newer person without an established portfolio, that may be a risk. Since financial writing is quite specialized, there’s a lot of merit in looking for a firm or writer with experience writing in your specific niche. Be sure to spend time researching your options. Ask what copywriting clients the firm or individual has helped in the past. This can be a good indication of what you can expect.

10. Are there different types of financial copywriting?

Yes, copywriting services will vary based on what you need. For example, you might need copywriting for the industry. That may require a different copywriter than one who writes for personal finance, fintech or for banking services, for example. These individuals would need to be versed in industry dynamics as well as finance itself.

Also, for topics such as alternative assets, a copywriter can help if they have experience in those more specialized and unique financial fields. For even more specialized needs, research skills become increasingly important as that may take up a large chunk of a copywriter’s time.

11. How can I find a copywriter who will understand my specialized niche?

The more specialized your business, the more time you’ll need to spend looking for the right fit. You’ll need to find a copywriter who can understand the unique selling points of your organization. That means you need to widen your search and look for copywriters with experience in similar niches. Alternatively, consider copywriting services with experience working with many different financial businesses, as they may have the breadth and depth needed to grasp what you do and who you serve more quickly. While it may take a bit more effort upfront to find the right provider, this will ultimately save you time in the long run.

12. What should I look out for in the copywriting I receive from a provider?

Ideally, you should have a good idea of what to expect based on the firm or writer’s portfolio before you even get your first delivery from them. However, your first draft should be a good indication of what to expect. Do expect to help clarify and fine tune, but you should also expect that the copy should be generally free from jargon and clearly outline your value to potential clients and customers. A writer with good financial copywriting skills should be aware to avoid jargon and write with clarity for the financial sector.

13. What’s the difference between a copywriter and a ghostwriter?

A copywriter provides marketing copy. A ghostwriter takes it to another level by offering copy that becomes your own, and you can claim that you authored it. Ghostwriters are typically used if you want to author a book or professional article but don’t have time to write it.

If you’re looking to hire a ghostwriter, be sure to pay attention to their privacy policy. Don’t be afraid to ask for a nondisclosure agreement. It may work best to hire a U.S. based ghostwriter if you’re a U.S. resident. But most importantly, you’ve got to take time to evaluate the personal fit between you and the ghostwriter, as they will be responsible to mimic your tone and tell your story.

Originally posted 5/8/2023, updated 1/19/2025

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