In our connected world, nearly everything happens online. It’s the first place most people look for financial advice or to find an advisor, meaning that in many ways, you don’t exist in real life if you don’t exist online. Building and maintaining an online presence puts your business in front of potential clients and can help your firm grow.
Here’s how to build a strong online presence as a financial advisor.
Where Should You Be Online?
The internet is a big place, but you don’t have to be everywhere. Here are three key places to prioritize your online presence:
Website
Think of your website as a home base for everything potential clients need to know. Keep your website updated with your current information about your firm. This is your place to share your accreditations, areas of expertise, services offered, and your unique selling proposition. Your website should be easy to navigate and mobile-friendly because the majority of internet users browse information on their phones.
LinkedIn is a powerful place to build connections, strengthen your network, and build your brand. Your profile acts as an online resume, so keep it updated with your current credentials and affiliations. Make the most of this platform by regularly sharing relevant content and resources with others in your industry to build connections and establish credibility.
Social Media
Unlike other online channels, social media lets you showcase your personality and build direct connections with potential clients. You don’t need to be on every platform, but pick one or two that match the demographic of your potential clients. Use social media to share firm updates, discuss current financial issues, and link to your newsletter or blog to establish yourself as a thought leader.
Steps to Build and Strengthen Your Online Brand
Simply being on the right channels is just half the journey. The right information connects you with the best audiences for your firm. Consider these four best practices:
Be Consistent in Your Voice and Branding
The internet is noisy. Stand out by being consistent in your voice and branding so that people automatically recognize your content based on how it sounds and looks. That means that your posts should look consistent, including your colors, fonts, logos, or photos. As you post online, consider the voice. Do you want to sound approachable, conversational, or authoritative? Write with a similar tone across your posts so people know what to expect and can feel a connection with your writing.
Stay Active
Building an online presence requires continual effort. Post regularly across your social platforms, blog, or newsletter to stay top of mind for your readers. Be sure to keep your information up to date, including your location, hours, and contact information. If potential clients see your information is out of date, they may think you’re no longer in business or accepting new clients. Many advisors have a set time for posting every week or schedule their posts for the week to stay present online while still balancing their other responsibilities. What should you post online? You can showcase the following:
- Client testimonials and success stories
- High-quality content targeted to your types of clients
- Your opinions and expert POVs
- Invitations to connect more closely
Utilize SEO
Search engine optimization helps people find your content as they search for related terms and is one of the most important principles of sharing content online. The goal is to create posts that match with what people are searching for. Use SEO tools like Moz and Semrush to find target keywords to include in your content. Optimizing your site for SEO increases your visibility and credibility and can significantly boost your online presence.
Link to Other Channels
Think of your online presence as a web. You’re on multiple channels, but they’re all connected. Link to your various properties consistently so people know where to learn more about you. If you share a post on Facebook, link to your website. On LinkedIn, link to your YouTube channel or contact form. The goal is to keep people interested and drive them to do business with you. Linking to other content and channels can also boost your rankings in search results.
A strong online presence is no longer optional for modern financial advisors — it’s essential. By following these best practices, you position your firm as a trusted resource and thought leader, helping you attract more of the right prospects. But visibility is just the first step. With PreciseFP, you can turn that increased online traffic into qualified leads by embedding a secure, branded data-gathering form directly on your website. This not only boosts your pipeline, but also elevates your onboarding experience — delivering personalized, high-touch service from the very first interaction. Ready to streamline your client engagement and set your firm apart? Start your free trial of PreciseFP today and see the impact for yourself.
