The “Upside Down” About Page

by | Dec 13, 2021 | Financial Advisor Website Design

“How can I stand out from other financial advisors?”

That’s a question we get a lot.

There are many ways to do this, but the one we wanted to focus on today is something we learned from Jeff Rose, the founder of Good Financial Cents,

A Strong “About” Page Creates an Instant Connection with Your Prospects & Clients

The “About” page is one of the top-visited pages on most websites. Most people talk all about their firm. But we’ve found that a better approach is to do the opposite. We call it the “upside down about page”. It has two parts.

This is How the Upside Down About Page Works

People don’t come to your website to learn about your business. They come to learn if your business can help them solve their problem. The problem with most About pages is that firms start by talking about themselves – their history, credentials, awards, and so on. So, an Upside Down About Page begins by talking about the client instead. Problems or desires they would consider important – that your business can solve. Similar to how we do it on our About page. It’s upside down because you’re putting the prospect and client first, not your firm first. It’s hard for many businesses to flip the script to client first messaging. If you want help, click here to visit our contact page and tell us about your project. In a world where everyone is talking about themselves, putting prospects and clients first in your messaging can make a big difference in turning website traffic into leads.

Wondering how you can get more visitors on your website get our “3 Ways To Market Yourself As A Financial Advisor” Ebook

Upside Down About Page Example

Upside Down About Page Example – Milestone Asset Management Group

Milestone Asset Management Group has a shiny Upside Down About Page. In the first section, there is no mention of their business or what they do. They ask a few questions their prospects can connect with. Then, they let the visitor know that if they answered “yes” to any of the questions, they’re in the right place. In the second section, they reinforce much of what they covered in the first section while making it clear that they have the answers the prospect is looking for. Between the two sections is a call to action to schedule a 15-minute intro call with a financial planner. You can read more about the key aspects of Milestone AMG‘s website in our recent case study.

Final Thoughts

Let’s review. You’re a financial planner, and you’re looking for a way to stand out in a crowded market. One of the best ways to do this is with a strong About Page. But this isn’t just about tweaking what you’ve already got. You need to change how you think about things. Because the Upside Down About Page is about putting the prospect or client first. It’s hard to get your messaging right. If you want help, click here to visit our contact page and tell us about your project.

Stay tuned!

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