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How to write an effective biography for your advisor website

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A winning biography gives clients and prospects information about you that helps them determine if you are a good match for their needs. The following questions can help you construct a comprehensive bio:

1. Your professional details

  • Financial title.
  • Number of years in the industry.
  • Other roles in the industry: Describe and give the number of years in each role.
  • Other relevant experience: Describe and indicate how this relates to the work you do today and how it can enhance your ability to help clients.
  • Why should clients choose you as their financial advisor?
  • What do you most enjoy about helping clients?
  • How do you keep in touch with clients and provide them with the information they need?

2. Your qualifications

3. Your strengths, beliefs and community involvement

  • What are your strengths?
  • What are your beliefs about the profession?
  • Do you work with any special markets?
  • How do you help these markets?
  • Describe your community involvement and explain why it is important to you.

4. Your personal details

  • Marital and family status (if you wish)
  • Hobbies and interest, which can be really effective if you target a special market group)

Note: It is acceptable to start your bio with first person references and midway change to the third person. Try to incorporate your own personal style and make your copy engaging.

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Loic JeanJean is the online marketing manager for Advisor Websites, where he helps financial services professionals grow their market share by leveraging online marketing and social media. He is a member of the Financial Planning Association and received his Inbound Marketing Certificate with honors. For more information, go to