In this example, I don't care who you are, there is almost no way to select the button underneath. While this is a simple example, I found this issue on a higher-end financial advisor website - where bigger buttons, bigger text, and direct CTAs perform best. Every point of friction lowers your conversion rate - but if you only ever looked at your website on desktop, you might be missing something on Tablet and Mobile. Tablet has been on the rise, even before fold-able phones became the new hotness. When did you last look at your website on a tablet? Interested in an audit on your own website? Comment "Audit" below and let's see how we can increase traffic, conversion and AUM :)

Here’s a simple AI prompt you can steal: “I’m a financial advisor. My clients frequently ask: [QUESTION]. Help me turn that question into: 1. A plain-English website FAQ 2. A LinkedIn post 3. A short client email 4. An article outline 5. A 60-second video outline Keep the tone educational, avoid promises or guarantees, and identify anything that may need compliance review.” That’s it. You don’t need five new ideas. You need one useful idea repurposed five ways. If you try it tonight, post the original question below and tell us which format gave you the best result.

SEO for financial advisors doesn't have to begin with publishing 100 blog posts. Start with the pages that explain what you actually do. At minimum, I'd want strong pages for: Homepage Clearly identifies your audience, value proposition, and next step. About / Team Answers the "Who am I trusting with my money?" question. Services Retirement planning, investment management, tax planning, estate coordination, business-owner planning, etc. Who You Serve Business owners, retirees, physicians, executives, educators, women in transition, or whatever niches genuinely fit your practice. Locations Especially important if local search matters to your firm. Resources / Insights This is where ongoing educational content can build topical authority over time. The mistake is creating 15 thin pages that all basically say: "We provide personalized financial planning tailored to your unique goals." Google doesn't need another version of that sentence. Neither does your prospect. Make each page answer a real question someone would search. What financial planning question do prospects ask your firm over and over again? That's probably a content opportunity.

If you're an independent RIA trying to improve your marketing, resist the urge to start by adding more channels. Start by fixing the foundation. Here's the order I'd look at it: 1. Positioning Who are you actually trying to attract? 2. Offer Why should that person talk to you? 3. Website Does your site clearly communicate #1 and #2? 4. Conversion Is there an obvious way for a prospect to schedule, inquire, or take another small step? 5. Follow-up What happens when someone isn't ready today? 6. Traffic SEO, social media, advertising, referrals, events, and outreach come AFTER the basics are working. A lot of RIA marketing problems that look like "we need more leads" are really conversion or positioning problems. More traffic poured into a weak funnel usually just creates more wasted traffic. Where would you rate your firm from 1–10 on these six areas?

Check out our livestream later today too! We'll be walking through a lot of this. A financial advisor website has one primary job: Give the right prospect enough confidence to take the next step. Here are five problems I see regularly: 1. The homepage doesn't immediately explain who you help. "We help you pursue your financial goals" could describe almost every advisor in America. 2. There's no obvious next step. Visitors shouldn't have to hunt for your scheduling button. 3. The website talks mostly about the firm. Prospects are usually asking, "Do you understand someone like me?" 4. There's no reason to trust you yet. Your process, expertise, philosophy, team, media, reviews, resources, and credentials all help reduce uncertainty. 5. The site is technically fine...but forgettable. Sometimes being just a little clearer, more specific, or more interesting than the advisor down the street is enough. You don't necessarily need a new website. Sometimes you need to make the website you already have work harder. Take a look at your homepage today: Can someone understand who you help and what they should do next within five seconds?