Comprehensive wealth management for life’s journey.
You’ve read that one before. It belongs to ten thousand advisors.
Your best clients didn’t hire you because you offered comprehensive wealth management. They hired you because you understood something specific about their situation. A concentrated stock position. Or a second-generation business transition. Or possibly a divorce that changed everything.
Name that in your tagline. Not the category, the situation.
We build financial plans for families who just inherited a business.
The families who didn’t inherit a business bounce. Fine. They weren’t yours. The ones who did keep reading, and now your whole site is doing real work instead of throat-clearing.
You’ll object: my practice serves five kinds of clients. That may be true. Pick the client you want more of. The other four still come.
You’ll also worry it sounds salesy to name a niche. But really, it reads as confident. Hedging reads as afraid. Prospects will hear both.
Try this: Cover everything on your homepage except the tagline. Would a stranger know what you do differently than ten thousand other advisors?
If no, that’s the sentence to fix first.
Writing six words about yourself is the hardest writing there is. The Financial Freelancer can partner with you to optimize all of your digital copy: not just your ongoing blog, but your tagline, bio, services, emails, and more. Some engagements are one project (a rewrite before a rebrand); some are ongoing (as a monthly retainer).
Contact form below. Tell me the last three prospects you wished you’d signed and what actually brought them in.
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