How To Turn Your Website's "About" Page into a Client Magnet
About this episode
James Pollard discusses how to transform a financial advisor's 'About' page into an effective client magnet.
I have personally reviewed 1000s of financial advisors' "About" pages over the years, and I am not exaggerating when I say that somewhere between 90 and 95% are just horrible. They are actively repelling their ideal prospects. The reason? Most advisors think their About page is a resume in narrative form. And so, they say the same things: You went to such and such university, you have a CFP, you have 22 years of experience, and you live in Bucks County with your wife, two children, and a golden retriever named Buddy. Let me be crystal clear: Nothing in that paragraph of text means ANYTHING to your prospective clients. In fact, you're forcing them to ask the death blow question, "So what?" That's why they run to your competitor's calendar instead of booking with you. But here's the good news: After listening to today's show, you'll know the exact recipe for what makes a good About page, what burning questions your prospects will have, and how to answer them in a way that makes them more eager to work with you, and only you, as their financial advisor. Listen now. Show highlights include: The #1 reason why people aren't setting appointments with you (and how to fix it in a hurry by…
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