A professional website bio is the way to showcase who you are, what you do and what makes you a specialist in your field.

While it’s important for all professionals to have one, a financial adviser bio is an essential tool for anyone working in the financial services industry. Potential clients will only choose someone they feel they can trust with monetary advice. And a good bio can convey trustworthiness.  

Benefits of having a professional financial adviser bio

Whatever your specialist area, a bio is equally important so, if you don’t already have one, make it a priority. You could be losing out if you don’t. Here’s why:

• Of course, when prospective clients visit your website, they’ll want to know about your business, but unlike some other services searched for, they will also want to know about the person or people behind the scenes. With financial advice, clients are generally ‘buying’ the adviser as much as they are the business the adviser represents.
• Typically, the ‘About Us’ page and bios are the website pages most visited, aside from the homepage, naturally.
• A bio is an introduction to you and what you can do, as well as how you are in a position to be able to do it. The latter is where your accomplishments and experience come in, which we’ll look at in more detail in a moment. It establishes your expertise and credibility. Yet it does so much more.
• Your bio can encourage a personal connection. If potential clients feel a connection, you’re already halfway to securing their business.
• By outlining your sector skills and knowledge, you can build trust with prospects visiting your website. 
• You can show them you are open and honest about your identity and career.
• Importantly, if you have a well-crafted bio, you can set yourself apart from your competitors. 
• You are also able to use your bio for networking and collaborative opportunities, showing other potential stakeholders or partners that you make a credible professional associate.

How to write a good bio for websites

The following tips are designed to help you if you’ve been wondering how to write an ‘about me’ bio for a website:

• Bios should be around 150-250 words long. Keep it succinct, giving only the most relevant information. 
• If written in third person, it will sound more professional. While it’s OK to write in first person if your brand is quite informal, if you’re unsure about what to do, keep things sounding as professional as possible. If this doesn’t come easy, you could always refer to other financial adviser bio examples for inspiration or turn to a content writer – many website design agencies provide content or creative writing services. And they know what works well on website pages too. 
• Make sure that the language you use is clear and easy to understand. It won’t impress a prospective client if they can’t work out what you mean. They’re likely to want to discuss matters that may be complicated, and they’ll need to feel you can break down and simplify information when necessary. Steering clear of jargon will help. 
• Begin your bio with your name and current job title. 
• Express why you’re passionate about your work and, if appropriate, lay out the mission of your business. 
• Outline your specialist skills that are significant in your role. 
• Feature your education, relevant qualifications and training and your major achievements.  
• End your bio by touching on a few hobbies or interests to give prospective clients a greater insight into you as an individual rather than simply as an adviser.
• Once you’ve written it, proofread your bio, asking others you trust to check it and edit accordingly. This is your way of marketing your services and making connections, so it’s critical to make it the best it can be.

Be content with your content. WEBPRO Adviser’s writers can help you promote yourself and your financial advice business in the most compelling of ways.

Pitfalls to avoid

• As we’ve already touched on, avoid making it too wordy. If it’s too long, the chances are, it’ll put your website visitors off reading it.
• Avoid inconsistencies and illogical sequences. Instead, keep the tone and style the same throughout and ensure information flows, keeping categories of information in the same place, for example, qualifications and achievements.
• Never include information that isn’t honest or factual. If you’re found to have holes in your bio, your credibility will be lost instantaneously.

Recap: When it comes to how to write a website bio for your financial advice business, think of it as a CV, cherry picking the information that will be most relevant to potential clients. Work with a content writer if you need some help and make sure it tells your prospects all they need to know.

WEBPRO knows

Studies suggest that 70-80% of people research a company online before they’ll use them.

Add to this that in the UK, in November 2024 Google alone had 4.2 billion visits, according to Semrush.com and the picture becomes jaw-droppingly clearer.