Copywriting tips for female founders in financial services: Write confident, engaging content that converts

Running a business is hard. Showing up every week to promote that business. Also hard. Copywriting (or content marketing) for financial advisors isn’t a module they teach you when you’re on your journey to getting qualified.

You’re an expert at what you do, but when you set up your business you didn’t sign on to be a full-time marketer. Throw in compliance, regulations, and customer trust and financial services marketing can feel overwhelming.

Whether you're a financial advisor, mortgage broker, or wealth manager, great copywriting can help you attract and retain clients without the stress. But how do you write in that effortlessly casual, warm-but-not-cringe, funny-but-not-try-hard, friendly-but-not-overfamiliar tone?

Because we weren’t taught to write like that.

At school, we’re drilled in formal writing, structured essays, persuasive arguments, complex sentences that prove we’re intelligent and articulate. No fluff. No contractions. No em dashes or my personal fav ellipses (or, heaven forbid, emojis).

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Marketing? It’s the opposite.

You need to sound professional but not stiff so you can build trust as well as connection.

You should be clear but not robotic because the subject matter can be dry and complex.

It’s all about being persuasive but not pushy because that turns people off.

You need to be confident but not self-absorbed. And not too confident, because heaven forbid women actually own how amazing we are

No wonder people struggle.

So if you’re a business owner putting in the time to show up online, promote your work, first off I want to say, well done.

You’re doing a great job.

Here are 3 easy copywriting tips you can put into action straight away so that your marketing reflects your expertise and your personality and brings the people you want to work with closer to you.

1. Stop overusing capital letters in financial content (it hurts readability!)

I see this all the time. Random capitalisation is sprinkled throughout sentences like confetti.

People writing about their Clients, their Business, or how they’re a Marketing Expert when none of those words need to be capitalised.

Writing Financial Adviser instead of financial adviser doesn’t make it more important. It just disrupts readability.

Here’s why it matters:

• It makes content harder to read and slows down comprehension.

• It goes against Plain English guidelines, which recommend using lowercase for clarity and ease.

• In financial services, clarity isn't just nice to have, it’s required. The FCA’s Consumer Duty guidelines emphasise clear, fair, and not misleading communication. Overuse of capital letters? That’s a readability killer. Keep it simple, and you’ll build trust faster.

So, before you hit publish:

• Use capitals for proper nouns, not for emphasis.

• Focus on clear, readable writing because clarity builds trust.

2. Write like a human: How to make financial services content engaging

It can be hard to make the switch from writing ‘properly’ to conversationally but I promise it will help to create engaging content for your financial businesses that builds a deeper connection with your audience before they even meet you.

You’re not a cold, faceless and corporate conglomerate. You’re a passionate AF female founder and your content should reflect that.

Start small by using contractions and everyday language. If you’re still struggling, imagine you’re talking to a friend or record yourself so you can see how you talk vs how you write.

So instead of:

I am here to help you. I will work with you to identify what you want out of life and create a plan to help you get there.

Try:

I’m here to help you get what you really want out of life and create a plan to help you get there, together.

3. Put clients first: how to write content that attracts and converts

I know the goal of your marketing is to get more people in front of you, but it shouldn’t be at the forefront of your content.

Instead, put your ideal customer first. Talk in their language about the frustrations they face, how they feel before and after they get to work with you, or what their aspirations are.

With every piece of content – whether it’s for your website, email or social media – ask yourself, why?

Why should my audience care about this? Keep asking why until you get to a solid answer for your customers,

Because if it’s just a push for your service from the get-go, they’re going to switch off. But if you’re talking about challenges they might experiences at certain points in their life, whether it’s buying a first home, retiring, or divorce, you’re speaking on a more human level about things that impact them.

So remember:

- Not everything needs to have a capital letter

- Write conversationally

- Always put your client first

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