People want to know you. 

Your professional credentials are important. After all, your clients are trusting you with their financial well-being. A compelling profile gives your audience a sense of who you are, what you do and establishes your expertise and credibility. And it’s often the most viewed page on your site.

Here are some tips to help you create a strong professional profile:

  • Write in first person. Writing in your own voice is usually the most sincere and effective approach. (I’ve worked as a financial security advisor for 15 years, not John has worked as a financial security advisor for 15 years).
  • Don’t use we if you’re working as an individual.
  • While sometimes it makes sense to highlight accomplishments in your profile, it’s not a resume. It should be short and compelling. Your profile’s purpose is to convince potential clients to want to work with you.
  • Ask for feedback. Ask colleagues and your team to help identify your strengths. If you have client testimonials, what are the common themes?
  • Write for your audience. Identify who you’re trying to reach and write in a way that’s understandable and meaningful to them. Don’t use financial jargon or industry-speak. A product list may not resonate well. Instead, think about what problems you can help solve.
  • Write the way you speak. If you use words you never say, it won’t sound like you. If you’re having trouble, try recording your story first, then transcribe and edit it.
  • Share your values and what’s important to you.
  • Include unique but relevant personal facts. You want to sound relatable, yet professional.
  • Your high-school fast-food job is probably not relevant, unless you have a story about something you learned that led you to where you are today. Same goes for your education credentials – are they relevant?
  • What’s important to you outside work? What do you enjoy doing when you’re not helping clients?
  • Keep your profile updated as your business grows or if your focus changes.

Questions to help you get started

  • What parts of being a financial security advisor do you enjoy most?
  • How did you become an advisor? What path did you take? How did you get to where you are today?
  • What motivates you?
  • What are your top three strengths as an advisor?
  • How do you enjoy spending time when you’re not working?
  • What kind of clients do you work with?
  • List three questions your clients or prospects might have and answer them.

Not a strong writer?

Don't worry, your profile will be reviewed by a communications specialist who will help with grammar and style, as well as making sure it is compliant.