Like many categories, individuals often begin their search for a financial advisor on-line. There are two questions to be asked: Will prospects find your firm when conducting an on-line search? Does your firm show up on the first page of search engine results? If the answer to either of these questions is "no", you could be losing potential clients to your competitors. If your firm is looking to enhance its client acquisition efforts, it may want to start by improving its online visibility.
Pew Internet recently conducted a study of 1,000+ adults about their internet habits when searching for local businesses. Of note, they were asked about both their online and offline searches and which they were most likely to do. The results were interesting:
- 47% say they rely most on the internet
- 36% of those rely on search engines
- 31% rely on newspapers
- 22% rely on word of mouth from family and friends
- 8% rely on local TV
There are a number of tactics which a firm can consider to enhance their odds of “Getting Found.” Search engine friendly websites, search engine optimization, pay-per-click advertising (PPC), directory optimization and local citation sites (i.e. Google Places, Yelp, Yellow Pages) can boost your on-page and off-page search engine performance, build your link authority and expand visibility for your website and landing pages.
Developing a compliant social networking program to supplement the firm's efforts in this area is equally as important. How? By boosting your website's indexable pages through blog posts, social networking site posts and Tweets.
While firms can implement many of the aforementioned visibility enhancing tactics on their own, remember that search engine algorithms are complex and ever changing. To truly optimize your website, organic search and PPC efforts it may be worth engaging outside support.
“Computers are like old testament gods; lots of rules and no mercy.” ~ Joseph Campbell
Seek out a skilled consultant steeped in search engine optimization to build your firm's performance in this critical area. The end result will likely be improved visibility, making it easier for prospects to find your firm which will ultimately increase in the number of clients your firm is able to acquire. If you’re interested in making it easier for prospects to find your firm, contact Cliff Campeau, Partner at Evolutionize at cliffc@evolutionizeMYpractice.com.