This copywriting series aims to give financial advisors practical insights into building valuable, high-performing websites that speak to their ideal clients. Until now, we’ve discussed the following pages: home, about, and services.
Today’s page is for my lifelong learners, advocates for quality education, and those interested in highlighting their best content: the resources page.
What’s A Resouces Page and Why Have One? Think of your website’s resources page as an education hub.
The resources page houses top-tier content your audience can consume to learn more about your brand, industry, service, etc.
Here’s why investing in a resources page can help you in the long run.
Warm up your leads. In today’s marketing landscape, a strong brand and online presence are critical for converting leads into lifelong customers. A resource page invites users to consume relevant content that helps them solve their problems. Perhaps you’ll feature a course, white paper, long-form blog posts, original research, infographics, case studies, etc., which can help you draw more leads into your funnel and give you more opportunities to connect with them.
Boost your SEO. Remember, every word on your website should have a clear job and purpose. Your resources page is there to help you build website credibility, keep users on the site longer, and provide high-value resources throughout the purchase and decision-making process.
Cement your brand as a thought leader. Many financial advisors wish to become thought leaders in their niche, and a healthy resources page is one step to help them achieve that goal. By continually adding new resources, insights, and unique practical applications for your audience, you’ll encourage them to turn to you as a trusted source. And once you establish trust, you can build meaningful relationships.
1. Decide On The Optimal Structure For Your Resources Page. Every advisor’s resources page will assume a different structure depending on their business, audience, and goals. The first thing to think about when designing the layout of your resources page is your audience's goals, motivations, knowledge gaps, interests, etc.
The two structures we often see perform best are resources by content type and resources by niche.
2. Select The Type of Content You’ll Feature.
When it comes to content on your resources page, the world is your oyster! You can feature a diverse range of content, like high-converting blog posts, webinars, videos, case studies, infographics, events, lead magnets, and more.
The most important thing is that the content you feature tells a complete story and gives your audience what they need.
Don't forget about your audience's "why," any content gaps you come across, and featuring relevant third-party resources, like tax, student loan, and other updates.
3. Embed A Complementary Keyword Strategy. Your resources page is a wonderful opportunity to rank for target long-tail, short-tail, and local keywords.
Before you start writing copy, remind yourself of the types of words and phrases on your list and intentionally include them in your headings, meta descriptions, on-page copy, and within the resources themselves.
Knowing your keyword goals can help you select resources that meet your audience’s needs and advance your site’s SEO.
4. Keep The Resources Page Clear and Clutter-Free. As an advisor, you have so much knowledge in your field, but without organization, that information can overwhelm your audience.
Make it easy for them to engage with you by creating a clear, cohesive, and streamlined section.
When you think about the layout and placement of your resources, consider how you ideally want your audience to move through the page. Like telling a story, include a beginning, middle, and end that takes the reader through an educational experience.
You can do this by organizing the information into clear sections—downloadable PDFs, sample case studies, visual infographics, etc. Work with your web designer to conceptualize a visually appealing and user-friendly layout.
5. Give Your Reader An Action.
You can’t forget about calls to action!
A primary call to action on a resources page is often downloading a valuable asset, signing up for a course or webinar, subscribing to a newsletter or ongoing communication, etc. Whatever you have, be sure your audience understands what you’d like them to do.
Your resources page helps your audience be, well, resourceful! It allows them to learn more about how your brand can make a difference in their lives.
People are drawn to valuable content that directly relates to them. If you give high-quality, tailored content in a beautifully designed package, your resources page has done its part in helping you connect with the people that matter most, your audience.
