What is a Financial Copywriter?
And Why Do They Matter for My Firm’s Growth?
“I had no idea financial copywriting was even a thing — but wow, I wish I’d found you sooner.”
I’ve heard some version of that sentence from a lot of clients I’ve worked with. Financial advisors, planners, money coaches, even accounting firms — they often come to me after they’ve tried DIYing their website, outsourcing content to a generalist, or spending hours tweaking copy that still doesn’t feel right.
And it makes sense.
If you’ve never worked with a financial copywriter before, it’s hard to know what to expect — or why it even matters.
But here’s the truth: behind every clear, compelling, trust-building message on a financial website or email campaign, there’s usually someone doing more than “just writing.”
There’s strategy. There’s voice development. There’s conversion thinking, SEO alignment, and deep industry knowledge baked into every line.
In this post, I’ll break down what a financial copywriter actually does — and why that role is a critical (and often overlooked) piece of digital marketing for financial services. Whether you’re an advisor, planner, or firm looking to grow, this will help you understand the value behind the words — and how the right messaging can transform the way you attract and convert clients.
What is a Financial Copywriter, Really?
Let’s clear something up first: a financial copywriter isn’t just a writer who knows how to spell “fiduciary.” (Though I am pretty proud of that one.)
They’re a strategic partner who helps translate your expertise into messaging that clicks with your ideal client — messaging that builds trust, communicates your value clearly, and guides people toward taking the next step to work with you.
A financial copywriter knows the difference between “nice-sounding” and conversion-ready. They write with empathy, clarity, and intention — not fluff. They help you show up online like the authority you are, without sounding robotic or resorting to fear-based language that doesn’t align with your values.
And unlike a generalist copywriter, a financial services copywriter brings a deep understanding of:
Regulatory sensitivities (so your compliance officer isn’t panicking),
Buyer psychology in the financial space (especially around money shame, overwhelm, and decision fatigue),
And how to communicate value in a field where trust is everything.
This also applies to niches like accounting copywriting, where precision, credibility, and a clear message can make or break a potential client’s decision to reach out.
In short: we’re not just wordsmiths. We’re message shapers. And when your message aligns with the right strategy? That’s when your content starts turning into clients.
What a Financial Copywriter Actually Does (It’s More Than Just Words)
Okay, so now you know what a financial copywriter is — but what exactly do we do?
Here’s the short answer: we write the words your business uses to build trust, generate leads, and get clients. But more than that, we help you say the right things, in the right way, at the right time.
Here are some of the core deliverables a financial copywriter creates — and why they matter:
Website Copy
This is the foundation. It’s often the first impression someone has of your brand, and it needs to communicate who you help, how you help them, and why they should trust you — all within a few scrolls. Good financial website copy isn’t just “informational” — it guides visitors toward taking action.
Strategic, well-written site copy is one of the fastest ways to improve conversions, especially for financial professionals who rely on trust to sell intangible services.
SEO Blog Posts
Blogs are your long game. Done right, they improve your search visibility (hello, SEO for financial services), educate your audience, and build credibility over time.
But this isn’t about writing generic market updates. A financial copywriter helps you create blog content that answers real questions, targets valuable keywords, and positions you as a go-to resource for the people you want to attract.
Email Sequences
From welcome series to nurture campaigns, emails are where relationships are built — or broken.
A copywriter helps you craft emails that sound like you, while also guiding readers toward the next step. Whether you're launching a new offer or simply staying top of mind, email is one of the most powerful (and underused) tools in your marketing toolkit, with an average ROI of $36 for every dollar spent — and even a bit higher for many of my clients.
Lead Magnets
A lead magnet is more than a freebie — it’s a strategic piece of your marketing funnel. Think checklists, mini-guides, or tools that provide real value in exchange for an email address.
Financial copywriters help you create lead magnets that are both useful and aligned with your services — meaning you’re not just getting more subscribers, you’re getting more of the right ones.
Content Strategy
Great content doesn’t happen by accident. Behind every piece of compelling copy is a plan — one that takes into account your goals, audience, services, and brand voice.
This is where a lot of financial firms fall flat. Without a clear strategy, even the best writing won’t move the needle. That’s why one of the most valuable things a financial copywriter offers isn’t just the deliverables — it’s the strategy and direction.
Put all of this together, and you’ve got a content engine that works while you sleep to generate highly-qualified and engaged leads for your business, all while you continue to focus on delivering exceptional results for your clients.
And when your content does all of that on autopilot, that’s where the growth starts.
Why This Role Is Crucial for Financial Growth
Here’s the part no one tells you:
You can have the most beautiful website, the most thoughtful service model, and the kindest team in the world… but if your message isn’t clear, none of it will land.
Financial services is a trust-driven industry.
Your clients aren’t just looking for someone who’s “good with money” — they’re looking for someone they feel safe handing their financial lives over to. And if your website, emails, or overall messaging don’t communicate that trustworthiness quickly and clearly?
They’re gone.
That’s where financial copywriting comes in.
A strong copy foundation fuels every part of your digital marketing as a financial advisor. It makes your website stickier. Your SEO stronger. Your lead magnets more relevant. Your email campaigns more persuasive. And your entire brand more memorable.
It’s not the clever taglines or fancy vocabulary. It’s about making sure your audience understands:
Who you help
What you do
Why it matters
And what to do next
When that message is nailed, everything else gets easier — lead generation, client onboarding, even referrals. Copy becomes the connective system between your services and the people who need them most.
Without it, even the best marketing tactics fall flat.
You can run paid ads or invest in a website revamp… but if the messaging doesn’t resonate, you’re just pouring water into a leaky bucket.
That’s why financial firms who take copy seriously often see a higher ROI from the rest of their marketing spend — because everything is working together to attract and convert the right clients.
What to Look for in a Financial Copywriter
Not all copywriters are created equal — especially in an industry like finance, where nuance, compliance, and trust are non-negotiable.
If you're considering hiring someone to shape the words on your website, emails, or content strategy, here’s what to look for in a financial copywriter who can actually move the needle:
Industry Understanding (Beyond Just “Good Writing”)
Strong copy is about more than sentence structure. There has to be substance — saying the right things to the right people in a way that feels relevant, credible, and compelling.
How my services are set apart from generalist copywriters is that I’m not writing from the outside looking in. With a background in accounting and finance — both academically and professionally — I’ve lived the technical side of this industry. I know what it’s like to explain complex concepts, navigate client concerns, and communicate with clarity when money is on the line.
That means I can bridge the gap between you and your ideal clients — using words that resonate, without oversimplifying or sounding like every other advisor out there. Having a copywriter on your side who understands your world and your dream clients’ world is how you create a marketing funnel that actually drives results.
Compliance + Ethical Nuance
Marketing in the financial world requires a careful balance. You want to build trust and confidence — without running afoul of compliance or sounding like a pushy salesperson.
A good financial services copywriter knows how to navigate that line. I understand the regulations, the disclaimers, and the ethical tone needed to stay aligned with both your values and your firm’s standards.
You shouldn't have to constantly rewrite your writer’s work to make it compliance-safe — it should already be baked in.
That’s not to say that your copywriter has to be the expert in compliance (you should always be checking work for compliance as the registered advisor), but they shouldn’t be adding a significant workload to your day by using techniques that aren’t built for such a regulated industry.
Voice Adaptability
Your copy should sound like you — not a stock template or some generic “marketing-speak” that you’ve seen on every other website.
I work closely with clients to understand their tone, values, and brand personality so the final product feels natural, aligned, and authentic. Whether you lean more analytical or conversational, formal or relaxed, your content should reflect that — and make your audience feel like they already know you.
If clients notice a disconnect between your marketing language and the person they meet with, it can alter their perception of your firm.
Strategic Thinking (Not Just Order-Taking)
A financial copywriter shouldn’t just ask “What do you want written?”
The conversation should sound more like “What are we trying to achieve with this content?”
That’s the difference between a writer and a strategist. You’re not just hiring someone to write words — you’re paying for marketing that works. That’s why I bring a blend of copywriting expertise and strategic insight, so everything I write has a purpose: to attract, engage, and convert the right clients.
The right copywriter becomes a partner in your firm’s growth — someone who gets your business, understands your clients, and helps you show up in a way that builds real connection.
What Does Effective Marketing for Financial Advisors Look Like?
Most of my clients didn’t come to me saying, “I need a financial copywriter.” They came to me saying things like:
“Our website looks fine, but it’s not generating leads.”
“I’m getting traffic, but no one’s converting.”
“I just need someone who understands this industry and can take marketing off my plate.”
And here’s what happened when they did:
Case Study: From Generic Website to High-Quality Inquiries
A boutique RIA firm reached out because their website traffic was steady, but they weren’t getting inquiries from the kind of clients they actually wanted to work with. Their site had lots of information — but no clear message.
We worked together and rewrote their website copy to clarify their niche, tighten their messaging, and highlight their unique value proposition in language that resonated with their audience. We also added a simple lead-generating call-to-action that aligned with their brand voice.
The result? Within 30 days of launching the new copy, they booked three qualified discovery calls from website visitors who explicitly mentioned the clarity of their messaging as a reason they reached out.
Case Study: A Weekly Blog That Turned Into a Lead Engine
A financial advisor was struggling to show up consistently with content that built trust and visibility. She knew SEO was important, but didn’t have time to research keywords, write optimized content, or tie it back to her offers. She didn’t know how to develop a strategy behind the messaging she was putting out, so her efforts all felt random and ineffective.
We implemented a monthly blog plan focused on SEO for financial services — pairing long-tail keyword targeting with high-value educational content. Each post linked back to her services and email list.
Within four months, she saw a 40% increase in organic search traffic — and even had a lead forward her blog post to a friend and say, “This is the person I was telling you about.”
Good Copy Isn’t a “Nice to Have” — It’s a Growth Tool
Let’s make this clear: copywriting for financial services isn’t fluff, though it can feel like it when you hear the constant advice to just “put stuff out there”. It’s not about sounding fancy or adding filler to your website.
It’s about growth. It’s about giving your brand a voice that builds trust, attracts the right clients, and turns your marketing from “meh” into momentum.
Because most financial professionals aren’t writers, marketers, or messaging experts. And that’s perfectly okay. You shouldn’t have to be. But you do need someone in your corner who understands both your industry and the strategy it takes to grow your business through clear, compelling communication.
That’s where a financial copywriter comes in — not just to “write some stuff,” but to help position your firm for real, sustainable success.
Ready to See What Great Copy Can Do for Your Firm?
If your website, content, or emails aren’t doing your expertise justice — let’s change that.
Book a free discovery call to talk about what’s working, what’s not, and where we can take your message next.
Or, to learn more, you can explore my services to see how we can partner together to create copy that actually converts.
