8 Common SEO Mistakes that Advisors are Making (and how to avoid them)


As a Financial Advisor, you want your website to be optimized for search engines so that you can be easily found by prospects. The last thing you want to do is spend hours on end creating website content only for it to go unnoticed. However, it’s not all about what you should do to optimize your website, but also what you shouldn’t do to avoid getting penalized by search engines.

Below are 8 common Search Engine Optimization (SEO) mistakes and how you can avoid (or fix) them:

  1. Not optimizing for local search

In such a digitally connected world, businesses try to market to anyone and everyone. Although, in the process of doing so, some lose sight of their local audience. According to Search Engine Land, 67% of smartphone users want ads customized by city and 61% want ads customized to their immediate surroundings. As a Financial Advisor, you likely work with clients within your region (and they’re probably searching for local Advisors). It’s especially important for you to optimize your website for local search to reach your target audience.

Things you can do to get started:

  • Include region-specific keywords in your page titles and meta descriptions
  • Include an address and local number on your pages, and in the header or footer
  • List yourself on Google My Business


  1. Not optimizing for the right keywords

What are your prospects searching for online? What key terms are they typing into Google when looking for the services that you offer? Keyword research is vital to your search engine ranking success. If you aren’t focusing on specific and relevant keywords throughout your website, it will make it very difficult for your prospects to find you.

Some things to think about to get you started on picking the right keywords:

  • Do you specialize in a specific area (life insurance, health insurance, retirement)?
  • Are your services focused on a specific region or city?
  • Do you target a specific demographic (women, doctors, millennials)?

When answering these questions, you may end up with answers similar to the following:

  • Toronto Financial Advisor specializing in women’s life insurance
  • Victoria and Vancouver Health Insurance Advisor for women
  • Retirement planning services for new graduates in New York City

When focusing on keywords, it’s best to be as specific as possible. Focusing on generic keywords might bring you more traffic, but it may not necessarily be the right traffic for your Advisory firm. The more specific you are, the higher the quality of your traffic will be.

  1. Keyword stuffing

Keyword stuffing refers to when websites cram as many keywords as possible into a webpage’s text without intent to provide useful information to the reader. Practicing this can lead to your website being penalized or even banned in search rankings on major search engines like Google.

Google’s ranking algorithm has become very complex and intricate. If you want your website to rank higher on search engine rankings, you’ll need to ensure that you are not keyword stuffing on your website. By proving your readers with content that is valuable, natural, and unique, your target keywords should naturally appear in your content.

  1. Focusing on link quantity over quality

Links are another important aspect of SEO. The higher number of quality links leading back to your website, the higher your web pages will rank. To a search engine, the more trustworthy, non-spammy, and relevant websites linking back to you, the more authority you must have on the topic.

Some things to note:

  • Links within content are more effective than links in a sidebar or footer
  • Links from related websites are better than links from non relevant websites (ex. Another Advisor website linking back to you versus a pet store website linking back to you)
  • Buying links can get you banned from a search engine

A great way to build more links is through social media. Make sure that your blog is socially shareable so that it is more likely to get shared on different social platforms like Twitter, Facebook, LinkedIn, StumbleUpon, and Pinterest. In turn, this will help to increase traffic to your website and help you build a better reputation with search engines.

  1. Broken links

Does this look familiar?

SEO Common Mistakes Advisors Make 404 error notice

Broken links are the ones that bring you to a “404 error” page. According to Siteimprove, the most common, self-inflicted, causes of broken links are:

  • Renaming or moving a webpage and forgetting to change your internal links
  • Linking to content (PDFs, videos, etc.) that have been moved or deleted
  • Linking to a third party page, and not knowing when they change the URL or move the page

There are many causes for broken links and although Google has stated that having a broken link or two on your website won’t hurt your rankings, it can still negatively impact your website in other ways.

  • It can stop search engine crawlers from crawling the rest of that page. Crawlers would move on to the next resulting in some content not get indexed
  • Users favour sites that work (that includes your links)
  • Broken links diminishes trust with your visitors and leads to lower return traffic (which could mean a lower search engine ranking)

It may be time consuming, but it’s good to QA (quality assurance) your website once every quarter. This way you can ensure that you don’t have broken links and that your website is up to date with SEO requirements.

  1. Content that is not useful

Google’s (and other search engines) ultimate goal is to help the user answer their question or satisfy their information needs by providing the best and most trusted answer on its first page of results. This is why there is such a heavy focus on creating useful and valuable content on your Advisor website. Although, it is important that the content you are providing on your website is relevant to what your target audience is looking for.

Unlike before, the new SEO puts focus on value, quality and engagement. High quality content offers Advisor’s clients and prospects unique and applicable information that they can engage with. To get started, write out a list of common questions your clients ask you. Answer them. Once you’ve written out your answers, go over them again and include more detail. Before you know it, you’ll have a unique and valuable blog post to share with your online audiences.

  1. Not using ALT-Tags for images

Researchers found that coloured visuals increase a person’s willingness to read a piece of content by 80& (Xerox). Using images will enhance a viewer’s experience on your website while making your pages look more visually appealing. With this in mind, it’s critical that you not only include images around your website, but use alternative text tags, also known as ALT tags. These tags are used on images without links to provide information about the image to a viewer and to search engine crawlers. ALT tags can help increase your SEO, overall search ranking, and makes your website more accessible.

  1. Not using analytics to see what converts

It’s easy to get caught up watching which phrases and keywords are sending you the most traffic. But it’s important to note that traffic isn’t all that matters. A lot of the time, lower traffic phrases will actually convert better because they are more specific and are able to better hone in on your target audience. Knowing more about what makes your visitors convert will help you increase your ROI. Whether it’s KPI metrics, analytics about your blog, or your email marketing efforts, it’s important to be aware of what metrics will help you measure your online marketing and how to apply that knowledge for further success.


Take the time to go through your website and see if you’ve made any of these common SEO mistakes. Research what keywords you want to focus on and start to incorporate them naturally into your website’s content. There is a lot you can do to optimize your website for search engines. It’s important to keep in mind that increasing your search engine ranking will take time, but if you implement these SEO techniques, you’re sure to rank higher in the long run.

Advisors: Ramp up your Lead Generation with an eBook

Consumers no longer want to be sold to, but rather educated. Considering that 70% of the buyer’s journey is complete before a buyer even reaches out to you, one of the best ways to build trust and credibility is through content marketing. As a Financial Advisor, there are many benefits to creating engaging content including building trust with prospects, getting noticed online, improving your search engine ranking, and many more.

Is an eBook part of your content marketing strategy? In this article we will discuss why eBooks are one of the most effective content marketing techniques. Try not to think of an eBook as a 100-page novel that you’re publishing online, but rather a digital resource that your audience will value while further establishing your expertise in the financial industry. So, why should you write an eBook?

It’s a great lead generation strategy

Followed by whitepapers, webinars and case studies, eBooks rank fourth in the list of types of content used to make B2B purchasing decisions (Curata). eBooks are considered to be high-value pieces of content since they are usually an in-depth look into a topic. With a higher perceived value, your audience will be more willing to provide you with their contact information in exchange for access to your eBook. This is a win-win situation for lead generation; your prospects will receive something valuable and in return, your contact list will grow.

It boosts your Search Engine Optimization (SEO)             

Search engines love websites that are constantly being updated with unique and fresh content. This means that Google will send crawlers to your website more frequently, helping you rank higher for keywords that you are targeting. As a result, this will help increase your website visibility and attract more prospects to your website. Another aspect that helps boost your search engine ranking and increase visibility is through new and return visitors to your website. If your audience feels that your website is a great source for valuable information, they are more likely to return for more. With a higher number of visits – your search engine ranking will improve.

Effectively repurposes your content

Content repurposing involves taking your existing content and adapting it to a new content angle or format. Incorporating this into your content marketing strategy is a great way to get more mileage out of your content. eBooks are a great way to repurpose your content because you can compile existing blogs that fall under the same topic. For example, we have repurposed some of our blogs to create the following eBook: How Financial Advisors can use Content Marketing to Boost Website Traffic. And, best of all is that eBooks can go anywhere. You can post them on social media, and other websites, as well as use them in your email marketing efforts. Your audience will appreciate having different ways to read your eBook.

Promotes thought-leadership

As Bill Gates once said, “Content is King.” Without unique and fresh content, your Advisor website will blend in with the crowd. A great way to differentiate your business and establish thought leadership is by writing an eBook. Creating a quality eBook helps to cement you as a thought-leader and establishes authority in your field. An eBook demonstrates to your target audience that you have a depth of knowledge to share on specific topics in your industry.

There are many different strategies you can implement to expand the reach of your eBook. Here are a few different ways to market your eBook, as well as a couple of things to keep in mind:

  • Put it on the homepage of your website or blog
  • Build popularity and awareness through link building, social media and email marketing
  • Use CTAs throughout your website that lead to your eBook landing page. Try A/B testing to see which CTAs are more effective.
  • Make sure to collect the names and emails of people downloading your eBook

eBooks are a great way to boost your SEO, connect with prospects, generate leads, and position yourself as a thought leader in your industry. Writing an eBook can be very time consuming, but a great way to start is to organize your ideas and start writing smaller blog posts that you can eventually repurpose and compile into an eBook.


Winning the “Micro-Moments” in Financial Services Marketing

“The old days of predictable, periodic media sessions have been replaced by numerous short bursts of digital activity throughout the day.” Sridhar Ramaswamy, senior VP of ads and commerce at Google.

This, is what Google has recently called “micro-moments”, a term coined in 2015 that you can expect to become more fully realized across all digital media in 2016.

What exactly is a “micro-moment?” According to Google, Micro-moments are moments when consumers act on a need; to learn something, discover something, and do something. A micro-moment is a window of opportunity when your audiences want to know or do something; where decisions are being made and preferences shaped. In short, they are open windows of “in the moment” opportunities when someone searches for something top-of-mind using the closest device to them. Think about these scenarios as “I want” or “I need” moments, when the consumers want to know something right then and there.

Micro-Moments (1)

 Image by Google:  Img source

What does this mean for Financial Service Marketers?

Did you know that 47% of consumers expect a web page to load in 2 seconds or less? 40% of consumers will abandon a website that takes more than 3 seconds to load. This is just one way that a consumer’s micro moment can be won or lost.

Financial Institutions and Advisors battle for clients, and dollars are won (or lost) in these micro-moments. In fact, Google reports that consumers are often more loyal to their need in the moment than a particular brand or product. They are attracted to the brands that satisfy their needs in those “micro-moments”. The significance of these micro-moments to financial service marketers is that they will be able to leverage them to be there when their prospects or clients need them.

Every time a prospects needs or wants something, it is an opportunity for you to provide and be more then just an Advisor. How can Financial Services compete for those micro moments?

To start, identify your prospects and clients’ buyer journeys, and identify those “micro-moments” that matter most. Where do prospects want to find information about financial services? Where do they want to learn about saving and retirement? How can you help them save money or spend more effectively? How can you be more helpful online in the moment? What content can you deliver to engage them in a meaningful way?

It comes down to showing your prospects and clients that you can help in their daily lives, and not just when they are present in your office for a meeting. To win micro-moments, understand your prospects intent, and then provide them with the most relevant, useful and high quality information that addresses their need in the moment.  The strongest brands will capitalize on these micro moments and evolve to match these moments with valuable content.

Advisors: Learn to Market to your Future Investors


Millennials are stereotyped to be lazy, entitled, cynical, and glued to our phones (some would call us the “selfie generation”). Others perceive Millennials to be open-minded, engaged and optimistic. As a Millennial, I see this generation as a group of individuals that are driven, daring, opportunistic, and so much more. So, as a Financial Advisor, why should you care?

  • Millennials are the most educated generation (in American history) with over 63% of Millennials earning a Bachelor’s degree (Aabaco)
  • By 2025, 3 out of every 4 workers globally will be Millennials (Aabaco)
  • Millennials make up one third of the workforce (Aabaco)
  • We are worth over one trillion dollars in purchasing power (Bazaar)
  • By 2018, Millennials will have the most spending power of any generation (Bazaar)

As a Financial Advisor, ignoring the Millennial generation means that you are ignoring future and current investors. The future of your businesses could very well lie in the hands (and pockets) of the Millennial generation. So, just how do you reach us?

We are mobile

Whether it’s email, social media, applications, or most importantly web browsing, the smartphone is more than just a phone for the Millennial generation. 78% of Millennials spend over 2 hours a day using their smartphones (CMO). I personally rely on my smartphone for a lot and as a Millennial, there is nothing more frustrating to me then visiting a website that is not mobile friendly. In fact, 30% of mobile users abandon a transaction if the experience is not optimized for mobile (Mobify). So, what does this mean for you?

If you’re an Advisor that is trying to market yourself online and are targeting Millennials, it is important to adjust to our digital preferences. Providing your audience with a consistent online experience across several devices will help you stand out from other Advisor websites. A positive user experience will help you build trust, and increase the likelihood of a user returning to your website. This is also great for improving your search engine ranking (to expand your digital reach) as well as cultivating a winning brand.

We are social

33% of Millennials identify social media as one of their preferred channels for communicating with businesses. To put that number into perspective, only 5% of those 55 and older agree (MarketingSherpa). Whether it is Instagram, Facebook, Twitter, or LinkedIn, we love our social media. Gone are the days where direct mail is the best form of marketing, to Millennials.

As an Advisor, some social media platforms are better suited for you and your target audience. LinkedIn, for example, is a great platform to connect with Millennial prospects because they account for 38% (87 million) of LinkedIn’s user base (SocialTimes). LinkedIn recently conducted a comprehensive survey of Financial Advisors and found that 75% of Advisors who gained clients from LinkedIn stated that they use the site to improve their referral network. So, if you’re unsure where to start, LinkedIn is a great first step to grow your advisory firm’s online presence, strengthen and nurture your relationships, and reach more Millennials.

We crave content

Millennials are 44% more likely to trust experts than advertisements, and 247% more likely to be influenced by blogs or social networking sites (Hubspot). It is much more rare for someone to make a purchase as a result of a smooth salesperson. Yet, if an expert whom they admire and trust recommends a products or service, they’re sold. Lucky for you, you are an expert in your field. But, do people trust you in the digital space? When building relationships with an online audience, that face-to-face interaction is not there to help build trust. So, how can you get people to trust you in the digital realm?

Keep in mind that more than 70% of the buyer’s journey is completed before a prospect reaches out to you. Nowadays, consumers, particularly Millenials, do extensive research about products and services before choosing which one they are going to go with. Our buying decisions are less influenced by repeated exposure to the same message or brand, but rather built off of conversations and information we receive. In other words, we base our decisions off of the content we are exposed to.

Content marketing is a great way to engage the Millennial generation.  This technique means helping to solve, educate and inform your audience on problems they may be facing through content. By providing prospects and clients with readily available information online, you’re able to build a more trusting and valuable relationship with them. If you were to ask me the benefits of a TFSA compared to an RRSP, I wouldn’t have a clue what to tell you. But, just like a lot of other Millennials, I love to learn and would prefer a Financial Advisor that would not only advise but also educate in a non-salesy way. Let’s say I was in a situation where I was picking between two Advisors: one has a helpful, informative blog that helps to answer some of my questions without having to contact them.  The other Advisor’s website is static with generic content about their business.  As a Millennial, I would definitely pick the Advisor providing informative content on their blog.


If you are looking to reach more Millennials, you need to ensure that you have a strong digital presence. Remember that we are mobile, social, and crave content. Get started by checking if your website is responsive, sign up and stay active on at least one social media platform, and start blogging. Millennials make up one third of the workforce and soon enough will be worth over one trillion dollars, so ensuring that you reach us digitally is key to the future success of your Advisory Firm.

How Can Advisors Market to the Millennial Generation?


Introduction to Content Marketing for Financial Advisors


Marketing has evolved tremendously in the past decade – and more importantly the way we market to people has changed. Today’s consumers make purchasing decisions based on research they do on their own, reading online reviews, and through trust that is built overtime with an organization.

We are now in the age of “Googling”. This means that people are turning to search engines, like Google, to find the answers to their questions. Considering that 93% of online experiences begin with a search engine (imFORZA), having the ability to answer a prospects question online could help you seal the deal when the time comes. After all, 70% of the buyer’s journey is complete before a buyer even reaches out to a sales associate (Pardot).

With content so readily available to consumers, one of the best ways to build trust and credibility is through content marketing. So, what is content marketing and how can you start your content marketing journey?

Well, first off…

What is content marketing?

By dictionary definition, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action. 

Content marketing aims to educate and inform your audience without selling your product or service – a form of uninterrupted marketing. Consistently creating content that is relevant, informative and provides value to your audience will help attract new clients to your business as it positions you as a thought leader and builds a sense of trust between you and a prospect. Content marketing is one of the most important marketing strategies you can implement for your business. It helps you to build trust with your audience, connect and engage with prospects, and strengthens your Search Engine Optimization, all while further establishing yourself as an expert in the Financial Services industry.

Content creation

There are a variety of different formats of content that you can create to attract a wider audience of prospects. By creating content in different formats and promoting through different channels, the chance of others finding, reading and referring back to your content increases.

To make things easy, start with one idea and decide which medium would be the most appropriate way to share it. Would the information be better interpreted as a blog post, an infographic, a video?

Why content marketing?

Content marketing is a means to help solve, educate and inform your audience on problems they may be facing. By providing prospects and clients with readily available information online, you’re able to build a more trusting and valuable relationship with them. This is one of the most inexpensive and effective forms of inbound marketing. According to DemandMetric, content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.

If you think back to a problem you may have encountered, or a question that came up such as, “How do I stain my porch?” or “What are the best restaurants in Toronto?”, Did you search for an answer online? Just as you turned to the Internet to find answers, many people do the same for topics related to the Financial Services industry. Search is the #1 driver of traffic to content sites, beating social media by more than 300% (imFORZA). By including content marketing in your digital marketing strategy, your business has the potential to be a 24/7 online hub for individuals looking for financial advice.

Getting started
To get started on your content marketing journey, here are some things you can do:

  • Find an area that you can be an expert in and use content marketing as a means to answer your target audience’s questions, and solve their challenges.
  • Make a list of blog post ideas – kind of like an extensive FAQ, or relevant topics that would be of interest to your audience
  • Create a content calendar – this will help keep you organized throughout the process
  • Decide on the types of content you want to create
  • Make your current content more socially shareable
  • Learn to optimize your content and boost your SEO to amplify your organic reach
  • Use eNewsletters to push out and repurpose your content


For a more in-depth guide to content marketing, try downloading our eBook: The Financial Advisor’s Guide to Content Marketing

Newsletters: The Forgotten Hero of Content Marketing


Newsletters are one of the most cost-effective mediums for building relationships and maintaining contact with your customers and prospects. Despite being one of the most effective marketing tools available, this digital channel is often overlooked by digital marketers.

As a Financial Advisor, Newsletters are a great way to boost your content reach, grow your contact list, and help in building trust with clients and prospects. As newsletters are now an opt-in form of digital marketing, they are the perfect medium for pushing out content to your target audience without being disruptive.

The Content Marketing Institute found that 78% of respondents included newsletters in their content marketing strategy. With newsletters being the primary use of email marketing (Capterra), taking advantage of this marketing tool can lead your business to further success.

So, why newsletters? As a powerful marketing tool, newsletters can:

  • Increase your web traffic
  • Increase your repeat visitors
  • Allows you to track who’s receiving, opening, and visiting your website
  • Educates your target audience
  • Nurtures your leads
  • Builds trust with your clients and prospects

Just like anything in digital marketing, newsletters are not a one-size-fits-all approach. There are 3 different types of eNewsletters that marketers typically use, each with a different purpose.

Corporate eNewsletters

They are designed to keep customers and prospects up-to-date with organization updates. They summarize company announcements, press releases, new products, etc. This type of newsletter is typically sent on a monthly or quarterly basis.

Lead nurturing eNewsletterssales funnel

The goal of this type of eNewsletter is to engage, inform, and stay top of mind for clients and prospects. The content you share with your audience can lead them through the awareness, consideration, and decision phases by providing them with useful content, familiarizing them with your business and, eventually, driving them to take action and become a client. Content within the eNewsletter can include educational materials such as blogs, sales information, and marketing offers. Depending on where your audience may be along the sales funnel, having a call-to-action may push those at the decision making phase to commit and become your client.

The goal of this type of eNewsletter is to engage and influence prospects with every interaction they have with you. The content you share with your audience can lead them through the awareness, consideration and decision phases by familiarizing them with your business and, eventually, driving them to take action and become a client.

Curated eNewsletters

Curated eNewsletters aim to build awareness of a topic, while also allowing your organization to provide their perspective on it. This type of eNewsletter is a mixture of syndicated (third party) and original content. It displays that you have a grasp of what your audience is looking for by surfacing the best content out there into a one stop shop. This is also a great approach for Advisors with a limited amount of content.

Lead nurturing and curated newsletters tend to have higher open rates, and are generally sent on a weekly basis, at the same day and time (ex. 2:30 pm every Tuesday).


An effective eNewsletter is non-intrusive, provides value to the reader, and makes them feel like they are being educated rather than sold. eNewsletters don’t require you to create new content as they’re a great way to repurpose your old content. As a Financial Advisor, you should take advantage of this effective means for building and maintaining relationships with clients and prospects. eNewsletters will not only extend the reach of your content, but can also do wonders for your business.

Advisors: Why whitespace is NOT wasted space


Whitespace is commonly referred to as negative space, the portion of a page that is left unmarked, blank, or the empty space on a page. Whitespace is the fundamental building block of good design. If used correctly, it can transform a design and provide many advantages to your Financial Advisor website.

As a Financial Advisor, you’ve taken an important step to grow your business by creating your own website. Keep in mind that as you market your business digitally, you are marketing to a digital audience and should keep that audience in mind with designing your website. As a Financial Advisor, one of your goals should be to deliver an exceptional and consistent experience to your clients and prospects on all fronts, including a positive experience for your website visitors.

Using whitespace effectively can create several benefits for your website.

  1. Emphasize your Call-to-Actions (CTAs)

At first glance, the most obvious way to make your CTA stand out would be to make your button larger than anything else on your page. However, surrounding your CTA with whitespace can be just as effective, if not more. Having whitespace surrounding your CTA gives your readers just one thing to focus on. Below is an example of how whitespace can be used effectively to emphasize a CTA (Reserve Your Spot!):

Advisors: Why Whitespace is NOT wasted space

  1. A tidy site is always better

If you were to have an in-person meeting with your clients, would you want them walking into a cluttered, messy office or an office that was clean, neat and inviting? Just as you would want to create a good first impression when someone walks into your office, you want to do the same when someone visits your website.

Aside from a great colour scheme and an easy-to-follow layout and navigation, whitespace is crucial because it adds a certain finesse, and also exudes a sense of elegance and superiority to your website. Below is an example from Mark Boulton’s article showing an Advertisement that is transformed by the use of effective whitespace. As you can see, the result is a much cleaner, and visually appealing Ad.

Example of whitespace used effectively

  1. Acts as a separator

As a Financial Advisor, there is a range of topics to discuss with your clients. Sometimes those topics are completely unrelated, making it harder to decide how to lay them out on your website. Whitespace is a great way to separate unrelated elements in your website while enhancing the overall visual layout. When you use whitespace effectively, it can pave the way to clearer communication and navigation through your website.

Although having whitespace can provide clear benefits for your website, a good balance of design and whitespace is important. Too much whitespace leads to confusion and gives off the impression that your website lacks content. However, not enough whitespace leads to a messy, disorganized and confusing layout for your audience.

Below are some websites that use whitespace effectively:

Built by Buffalo uses whitespace wisely. The whitespace helps to emphasize where they’d like their visitors to go first. As you scroll through their homepage, you can see that whitespace still dominates the page while emphasizing the icons at the same time.

Website using whitespace effectively


Mailchimp uses whitespace to effectively highlight their CTA’s. Their design is simple, allowing visitors to easily navigate themselves around the page.

Website using whitespace effectively


Google uses a minimalistic approach to their homepage. At first glance, visitors will notice their colourful logo.  Visitors will then proceed to the text box to begin their search. Their design is simple but effective because of the dominant use of whitespace.

Website using whitespace effectively

Take a minute to analyze your Financial Advisor website to help determine if you have enough (or too much) whitespace. Formulate a plan of action to incorporate more whitespace into your website design to effectively create a clean and visually appealing website – your visitors will thank you for it.

Ignoring LinkedIn is Hurting your Advisory Firm


According to The Wall Street Journal, “At Social Media High, Facebook is the all-star quarterback, Twitter is the school paper’s editor in chief and Snapchat is the mysterious, Harley-riding transfer student. That makes LinkedIn the nerd who skips prom for the mathlympics.

However, within the financial services sector, LinkedIn is the all-star quarterback with 9 in 10 Financial Advisors active on this social network (LinkedIn). LinkedIn is a hub for growing your advisory firm, strengthening and nurturing your relationships, and building awareness for your business.

Signing up for a LinkedIn account and letting it gather dust will hurt your career – you need to be active on this social network. There are many little changes you can make to optimize your LinkedIn account, as well as many opportunities to engage with other LinkedIn users – more specifically your clients and prospects. Some of these engagement opportunities include:

  • Joining and contributing to relevant LinkedIn Groups
  • Posting updates for your LinkedIn network to see
  • Like and comment with updates made by people in your network
  • And so much more

LinkedIn recently conducted a comprehensive survey of Financial Advisors and found that 75% of Advisors who gained clients from LinkedIn stated that they use the site to improve their referral network. They gathered the top reasons Financial Advisors use LinkedIn, which included:

  1. Building brand identity
  2. Enhancing current client relationships
  3. Staying up-to-date on industry insights
  4. Improving their referral network

In a very digitally-centric world, it is important to acknowledge that as a Financial Advisor, you need to not only have a LinkedIn presence, but an active one at that. You must recognize that ignoring this all-star quarterback of a social media network could hinder your Advisory firm’s success. By staying active on LinkedIn, you could be a social media all-star, reach new prospects and grow your Assets Under Management (AUM).

5 Types of Content to Boost your Advisor Website Traffic


According to Marketo, “Inbound marketing is a strategy that utilizes many forms of pull marketing – content marketing, blogs, events, SEO, social media and more – to create brand awareness and attract new business. Inbound marketing earns the attention of customers and makes the company easy to be found.”  

There are many ways to boost traffic to your website and better engage your audience. But, which form of inbound marketing is the best? The answer varies from business to business. In a day and age where people prefer to be educated rather than sold, content creation is the key to connecting and engaging your audience, and further boosting traffic to your Advisor website.

Here are 5 different types of content you should start (or continue) to create for your website to help boost your traffic and engage your audience:

  1. Infographics

Researchers found that coloured visuals increase people’s willingness to read a piece of content by 80% (Xerox). Infographics are a great way to share information with your audience in a simplified and visually appealing way. To get started, check out some free infographic templates, provided Venngage (sign up required).

  1. Videos

51.9% of marketing professionals worldwide name video as the type of content with the best ROI (Adobe). Whether it is an informational video describing the difference between an RRSP and a TFSA or a welcome video introducing yourself to your online audience, there are many easy ways to incorporate video into your Financial Advisor website.

  1. Webinars

According to Entrepreneurs Forum, hosting a webinar creates several benefits for your business including:

  • Develops authority and trust with prospects and clients
  • Raises brand awareness by providing users an uninterrupted way to advertise your business
  • Grows your contact list
  • Generates qualified leads
  • Shows off your brand’s personality – something that isn’t as easily done through the written word

Webinars are a powerful tool for interacting and connecting with prospects and clients. Hosting a webinar allows your audience to get to know you, as a Financial Advisor, on a much deeper level than they would if they were to only read website content.

  1. eBooks

eBooks are a great way to compile your existing blog content and dive deeper into a specific topic. For example, we have compiled some of our existing blog content into an eBook: The Financial Advisor’s Guide to Content Marketing. eBooks have a higher perceived value to your readers who will be more willing to give you their contact information in exchange for access to your eBook. Readers are more likely to feel like this was a fair exchange as you supply them with instant access to a valuable piece of content that they are interested in.

  1. Blogs

 81% of U.S. online consumers trust information and advice from blogs (BlogHer). Blogging is one of the best ways to have a conversation with your audience by answering questions they may have in a non-intrusive manner. Research some of the questions that your audience has, or what information they enjoy reading and use that to your advantage by writing about it.  Over time, this will help you build valuable, trusted relationships with prospects and clients.

There is a wide range of content that you can create to better engage, inform, and connect with prospects, clients and industry leaders. Some other examples of different types of content are:

  • Newsletters
  • Memes
  • Reviews
  • How-to-guides
  • Case studies
  • Podcasts
  • Interviews
  • Slideshares
  • Social Media
  • Opinion pieces

Aside from the clear benefits mentioned from creating a variety of content for your audience, doing this will also help to improve your SEO and search engine rankings. If you feel like continuously creating content is a big time commitment, remember that you can always repurpose your current content in order to get the most mileage out of all of your content writing efforts.

Financial Advisors: Is an SEO firm for you?


According to imFORZA, 93% of online searches begin with a search engine. As a Financial Advisor, it is important to utilize this powerful tool to your advantage. When users search through Google, 18% of organic clicks go to the first link that pops up. Through the use of an effective SEO strategy (search engine optimization), you can improve your website’s ranking in order to receive more organic clicks.

As an Advisor, you don’t always have the time to fully dedicate yourself to focusing on your website’s SEO.  After all, it can be very time consuming and complicated. Luckily for you, there are many firms out there who focus purely on SEO.

So what is an SEO firm and why should you care?

Simply put, an SEO firm’s aim is to help companies get business from search engines. Through content creation, building high quality links, analyzing results and adjusting accordingly, a good SEO firm can help you rank higher in search engine rankings and increase website traffic from your target audience. Other ways to help boost your SEO include:

  • Meta descriptions
  • Headlines
  • H1tags
  • Link building
  • Using relevant keywords
  • And many more

Some key benefits to hiring an SEO firm include:

Saves time, money, and resources

To really see results through SEO, you must have a good understanding of how search engines work. As a Financial Advisor, your time is money. By hiring an SEO firm, you can get the results you want while still being able to use your time to focus on your clients, business, and different elements of your website such as content creation.

Helps you better understand your clients

When it comes to the Internet, everything is measurable. An SEO firm can provide you with useful insights about your audiences, prospects, and clients – from their needs and challenges to their online behaviours.

Improves your website’s user experience

With the help of an SEO firm, your website can become more accessible and user friendly. A big benefit of SEO is that it can increase the usability of a website. A more user friendly website leads to better user experience and in turn can generate more sales and conversions for you.


An SEO firm can do wonders for your website by increasing your reach, traffic, and conversion rates. However, not all SEO companies are what they seem.  There are many SEO companies that have bad reputations for engaging in shady tactics that could actually get your website penalized by Google, or other search engines.  For something as important as your online presence, make sure to invest the time and research to find an SEO company with a good and honest reputation, and one that cares about the long-term success of your business.