Marketing
The homepage gets the traffic. The page about the people gets the time. Prospects are deciding whether they want to sit across from you.
Analytics on advisory websites tend to show the same pattern. The homepage gets the traffic, and the page about the people gets the time.
Prospects are not evaluating your process. They are deciding whether they want to sit across from you, and they go looking for evidence of a person.
Credential lists. Designations matter and they do not persuade. Nobody chose an advisor because of a second set of initials.
The career narrative. Began at a large firm, held roles of increasing responsibility, joined in 2019. This is a CV and the reader is not hiring an employee.
Manufactured personality. Enjoys golf, spending time with family, and the outdoors. True of almost everyone and therefore evidence of nothing.
Why you do this specific work. Not the industry — the particular thing. Something happened that made you care about it, and the honest version of that is more persuasive than any credential.
Who you are actually good for. Naming the client you serve best is the fastest way to be chosen by them, and being unsuitable for someone is not a weakness.
Something specific and true. One concrete detail a stranger could not invent. Not a hobby list — a fact with edges.
What you believe that others in your field do not. A real position, stated plainly. It will cost you the people who disagree, which is the point.
One real photograph of the actual person, looking at the camera, taken this decade. Not a stock image, not a group shot where nobody is identifiable, not a portrait so retouched it reads as corporate.
People are trying to work out whether they would trust you. Give them a face.
Read your bio aloud to someone who knows you. If they laugh, or say it does not sound like you, that is the finding. Most advisory bios are written in a voice the person would never use, about a person the reader will never meet.
What the rest of the site should do →
Questions this did not answer? Ask them directly — that is what the twenty minutes is for.
Schedule a call to see for yourself