In 1996, Bill Gates saw the rising value of Internet content. While he recognized the importance of output volume, he knew the future of web copy would demand excellence.
“If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will.”- Bill Gates
If there was ever need of additional proof of Gates’ prescience, this statement would provide it. Twenty years later, the Internet abounds with content and a growing user appetite for increasingly valuable material.
As a financial advisor, you have to feed your clientele with relevant and trending information. The industry is inundated with hackneyed writing, making it essential that each post enriches your audience in compelling ways. Changes to search algorithms have made web crawlers like Google, Yahoo and Bing more discerning when it comes to judging the quality of your content. Appeasing their higher standards is the key to optimizing your site for search and improving your rankings on SERPs (Search Engine Results Pages).
There are three main aspects of your content you can improve to help improve your site’s ranking in the digital marketplace Bill Gates envisioned:
Originality, Personality, and Interactivity.
Provide Original Insight
The majority of the content being produced at any given moment is simply regurgitated versions of something else that was already published. The internet is aswarm with the same article sliced 15 different ways. If you want to experience the loving electric embrace of high search rankings you need to share information and experiences that are unique to you and your business.
When it comes to sharing lessons learned in the trenches, it is not a bad strategy to overshare. By opening up your coffers of knowledge and sharing your treasure with the web at large you are not only demonstrating your expertise in your chosen area, you are providing the exact type of insight that improves a users over all experience of your site. Your bounce rate will fall, your average time on page will increase and your quality scores, the number that signifies Google’s determination of how well you address a certain keyword, will go through the roof.
Demonstrate Your Personality
When you meet a prospective client, you smile as you shake hands. Having an approachable style and voice has the same effect. Your writing tone is essential to making your clients feel welcome but also needs to communicate professionalism and expertise. This can seem like a difficult tight rope to walk. Take some time to consider your word choice. Is your language festooned with jargon or approachable to a layman?
Another aspect of your writing to consider is your character. What persona are you projecting in your online publications? Are you the only narrator they experience? One incredibly powerful strategy to help your readers connect with your writing is to introduce a cast of characters made up of members of your staff, your family or your clients. The more that your readers feel that you are sharing of your life the more they will fell comfortable trusting you with aspects of theirs.
Use Interactive Content
One of the most important aspects of a web experience is how personalized it feels to the person having it. Something as simple as recommended similar articles that appear at the end of a particular piece can be the difference between a reader spending a few seconds with your site or going further, taking a deep dive into your content library and experiencing the breadth of your content.
Being concise is the new currency. Take advantage of our increasingly visual culture and use videos and images to tell your story. Bill Gates also predicted the importance of this component, suggesting the “need to have audio, and possibly video” to give customers a complete experience. A combination of pithy writing and powerful visuals will result in increased SEO performance and a steady stream of new opportunities for your company.
Get Started on Creating High-Quality Content
Advisor Launchpad provides comprehensive digital marketing services for financial advisors seeking to establish their online reputation and get ahead of the local competition.
From copywriting to SEO to web design, we have assembled various packages to meet your budget and marketing needs.
Contact us today to learn more information.