Content That Converts: How RIAs Can Turn Blogs Into Discovery Calls
We’re Shooting for Conversions, Not Just Good Content
Most RIAs understand that content marketing matters. They’ve heard the advice: “Just stay consistent.” So they blog. They post. They check the box.
But consistency without strategy is just noise — and noise doesn’t book discovery calls.
The real value of content isn’t in how often you hit publish — it’s in how well that content connects with your ideal client and guides them toward action. Because blogs aren’t just a place to share thoughts; they’re one of the most powerful tools in your marketing toolkit when they’re built to convert.
In this post, we’ll break down how to turn your blog into a strategic, client-attracting asset — one that supports your broader goals in marketing for RIAs and helps you show up like the trusted expert you are.
Why Most RIA Blogs Don’t Convert (And How to Tell If Yours Is One of Them)
Let’s be honest: a lot of blogs in this space look the same. Industry updates. Quarterly market recaps. An article or two about Roth conversions or interest rates. All technically accurate… but not exactly moving the needle.
And that’s the problem.
Even well-written blogs about finance often miss the mark — not because the information is wrong, but because they’re not built with conversion in mind.
Here are a few red flags your blog might be falling into that trap:
It’s purely educational with no direction. Great — you’ve taught your readers something. But now what? If there’s no next step, no invitation to engage, the conversation ends before it begins.
There’s no clear CTA. You’d be surprised how many “blogs for investors” forget to tell the reader what to do next. Book a call? Download a resource? Share with a friend? No ask, no action.
The tone is too technical. UHNW or not, your audience isn’t looking for a textbook. They want to feel informed and empowered, not like they’re sitting through your CE credit lecture.
It’s inconsistent. Posting once a quarter (or whenever you remember) doesn’t build trust. In financial services marketing, consistency signals reliability. Sporadic content doesn’t.
Your blog is a bridge. A bridge between your expertise and your reader’s pain points. A bridge between value and connection. And ultimately, a bridge between interest and action.
When you write with that in mind, your blog becomes more than just a library. It becomes a lead generator.
The 3 Elements of a Blog That Converts
Most advisors don’t struggle to write something, but they struggle to write something that leads to a discovery call.
So let’s make it simple. A blog that converts isn’t longer or more technical. It just does three things really well:
1. Relevance
Your blog should answer a question or solve a problem your ideal client is already thinking about. Not what you think they should care about, but what they actually care about.
Are they wondering how to handle a concentrated stock position?
Are they stressed about retirement timing in a high-interest environment?
Are they comparing wealth managers and unsure how to vet them?
If your post doesn’t speak directly to a real, timely concern, it’s unlikely to drive action.
2. Relatability
This is where most financial content falls flat.
If your blog reads like it was ghostwritten by an economics professor, it’s not going to connect, no matter how smart it is.
Instead:
Use plain language.
Bring in stories (compliance-friendly, of course).
Use analogies that make abstract concepts tangible.
Let your personality come through.
Relatable doesn’t have to mean unprofessional. It just means human.
3. Next Steps
Here’s the part that makes it all convert: a clear, natural call-to-action.
But this doesn’t mean tacking on “Schedule a call!” to the end of every post. Your CTA should feel like the logical next step based on the content they just read.
❌ Weak CTA:
“Contact us if you have any questions.” It’s vague, passive, and doesn’t give the reader a reason why.
✅ Strong CTA:
“Want help applying this strategy to your portfolio? Book a free 20-minute consult to talk it through.” This works because it’s:
Relevant (based on the topic)
Clear (they know exactly what to expect)
Actionable (no guesswork)
This is how financial advisors get clients — not by writing more, but by writing with intention.
From Blog to Booking: Mapping Content to the Buyer Journey
To turn your blog into a pipeline-building asset, you need to connect what you write with how your ideal clients actually make decisions. That’s where the buyer journey comes in — and mapping your content to it is the difference between a blog that informs and a blog that converts.
Here’s what that looks like in action:
Top of Funnel (TOFU): Attract
This is where prospects are just beginning to explore their questions — not you specifically. They’re Googling things like “do I need a financial advisor after selling my business” or “how to manage a liquidity event.” Your goal here is visibility and credibility.
Blog Examples:
“5 Things to Know Before Hiring a Financial Advisor”
“What Happens After a Big Liquidity Event?”
Tip: These should be SEO-friendly, educational, and genuinely useful — not sales pitches.
Middle of Funnel (MOFU): Nurture
Now they know who you are. They’ve visited your site, maybe read a post or two. This is where you deepen trust with content that feels more personal, relevant, and strategic.
Blog Examples:
“What to Expect in a Discovery Call With Our Firm”
“How One Business Owner Prepared to Exit on Their Terms” (Anonymized case study)
Tip: This is a great place to include soft CTAs — like links to a lead magnet, an invitation to a webinar, or a button to book a call.
Bottom of Funnel (BOFU): Convert
Your prospect is on the edge of reaching out — but they still need some more clarity or reassurance. Use your blog to answer objections, clear up confusion, and show that you’ve done this before.
Blog Examples:
“FAQs: What UHNW Clients Ask Before Working With an RIA”
“Comparing Flat Fees vs. AUM: What’s Right for You?”
Tip: Keep the tone confident but approachable. These posts should feel like you’re sitting across the table answering their real concerns.
When your blog mirrors your prospect’s mindset, it becomes a conversation starter. Done right, it guides readers from curiosity to clarity… and then to your calendar.
How to Write Like a Financial Copywriter (Even If You’re Not One)
You don’t need to be a professional writer to write content that actually gets results — but you do need to think like a strategist.
Here’s what that looks like in action:
Start With a Real Question
The best blogs don’t start with the keywords; they start with questions your clients are already asking.
What’s top of mind for your ideal client right now? Start there.
Example: Instead of “Understanding Portfolio Diversification,” try “Should I Be Doing Something Different With My Portfolio Right Now?”
It’s not dumbing things down — it’s just making your message clear enough for someone to recognize themselves in it.
Use Plain English
No one ever said, “Wow, I really loved how complex and technical that blog post was.” Your audience may be intelligent, but they’re not reading your content to get an MBA. They’re looking for answers..
Skip the jargon. Explain terms when you use them. Be a guide, not a gatekeeper.
Don’t Bury the CTA
Don’t assume people will know what to do next. Your blog should make it easy and natural to take the next step — whether that’s booking a call, downloading a guide, or reading another article.
Want help crafting content like this consistently?
This is where working with a financial copywriter or finance writer can make all the difference. Someone who understands your industry, your clients, and how to turn ideas into action.
Blogs Don’t “Work”, But Strategy Does
You don’t need more words on your website — you need content with purpose.
If your blog isn’t turning into conversations, discovery calls, or warmer leads, it’s not about writing more often. It’s about writing smarter.
This is what modern marketing for financial advisors looks like:
✅ Strategic.
✅ Client-centered.
✅ Conversion-ready.
If you’re ready to turn your blog into a business growth tool — not just a box to check — let’s talk.
Book a free discovery call or explore done-for-you content support tailored for RIAs who want to stand out for the right reasons.
