Choosing a financial adviser is a major decision. People are trusting someone with their savings, investments, retirement plans, and long-term financial security. Because of this, potential clients usually spend significant time researching advisers online, reaching out and making contact.
Today, an adviser’s online presence often determines whether a prospect books a consultation or moves on to a competitor, so having an online presence is vital.
What clients will look for online
Understanding what people search for can help advisers position themselves more effectively online, create better content, and ultimately attract more qualified leads.
When potential clients research advisers online, they are ultimately looking for one thing: confidence.
They want confidence that the adviser is:
- Trustworthy
- Experienced
- Transparent
- Knowledgeable
- Easy to work with
- Capable of helping them achieve their goals
A strong online presence helps advisers communicate these qualities before a prospect ever books a consultation.
What clients generally ‘Google’
Here are 5 common things potential clients generally search for when looking for an adviser:
1. “Can a financial adviser help with…….?” – Most prospective clients will generally search for solutions before they search for a service. This may include questions like:
- How to invest for a passive income?
- How to retire early?
- How much will I need at retirement?
- How to manage an inheritance?
Ensure you have this information on your website so it is clear to potential clients what areas you specialise in and the service you provide can solve their problem, otherwise they may look elsewhere.
2. “Adviser near me” – One of the most common searches is location-based for ease and convenience. Local advisers who are established in the local area can provide easier access for face-to-face meetings, also enabling clients to sign documents in person if necessary or discuss complex issues over coffee, saving time and reducing the stress of travelling.
3. “Reviews of your business” – Once someone finds out about you or your business, they will generally look to validate your credibility. These searches are heavily influenced by social proof. Potential clients are looking for signals that other people trust you and have achieved good outcomes working with you. This is where Google reviews and client testimonials become critical marketing tools.
Something to keep in mind is including your business philosophy on your website; this could also influence a prospective client’s decision if it aligns with them.
4. “How much does financial advice cost?” – While this may not be clearly visible to prospect clients on their initial search, having a copy of your Financial Services Guide (FSG) on your website ensures you are compliant.
5. “What is the process when seeing a financial adviser?” – Prospective clients may not understand how the process works when meeting with an adviser, so outlining each stage of the process on your website, from an initial fact-finding meeting to creating an SOA, and the ongoing adviser/client relationship can help people understand what is involved.
Does your website meet all the criteria?
Having a website that is built around what people are searching for is crucial to ensure they take the next step and make contact. Content and keywords are everything when it comes to Google searches, but we can explain that in more detail in another blog!
We have been providing compelling, secure, fully supported websites for over 12 years to help advisers attract potential clients and convey the value they provide.
Our solutions are continually evolving, and we have just launched new designs that reflect the latest in web design, development and security. Contact us to find out more.