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SEO

Google Search Ranking Tips for Financial Advisors

Getting to the first page of Google’s search engine results page is a huge challenge for any website. It’s especially difficult for financial websites and financial advisors because they deal with topics that directly affect people’s finances and quality of life. 

Google’s algorithm has gone through major updates over the last few years to make sure people get better access to quality information. Sectors that have been greatly affected by these changes include what SEO professionals call ‘YMYL’ or ‘Your Money Your Life’ websites. 

If your website deals with health and finance topics, you’ll have to display high levels of expertise, authority and trustworthiness or ‘E-A-T’ before it can start showing up higher in the search results. 

Google implemented these changes so that pages that try to trick people and search engines with information that’s wildly incorrect don’t show up in the search results at all. 

While this makes it more difficult for new websites and financial advisor practices to get their pages and content in front of their target audiences, it’s not completely impossible. 

We’ve laid out some essential SEO tips that will improve your search rankings and drive more traffic to your site.

Content is Still King

The best weapon you have in the battle for the top spot on Google is still going to be quality content. This is more important than ever before considering how strict Google is with YMYL pages. 

Older and well-established websites have a much easier time getting their pages to the first page of search results because they’ve already had lots of time to build up their site’s credibility. Newer websites have an uphill battle ahead of them to show Google that they’re trustworthy. 

If you consistently develop new content that provides value to your target audience, you’ll eventually build up your site’s credibility. Remember, Google’s main goal is to give people accurate and valuable information. It’s not going to happen overnight, so be prepared to put in some work. 

Optimize Your On-Page SEO

Even if you’ve got the best content in the world, you still need to make sure your on-page SEO is on point. Otherwise, search engines won’t be able to fully understand what your pages contain. 

On-page SEO also gives people a better idea what your pages are all about just by looking at it from the search results page. If people find your title and description interesting, you’ll increase your chances of getting more clicks. When Google sees that your links are getting more and more clicks, it will think that your page is more relevant to the search query and will move up your ranking.

Here are just a couple of on-page SEO factors you should focus on:

      • Title
      • Description
      • Meta tags
      • Headings
      • Internal and external links
      • URL structure

 

Try to incorporate your target keyword in the title, description and URL in the first paragraph. This will allow Google to easily see that your page is a great match for searches that use that same keyword.

Make Your Pages Link Worthy

Getting more pages with high credibility to link to your page not only gives you more exposure to a new audience, but also shows Google that your site is also a credible source. Accumulating high quality backlinks is one of the quickest ways to get Google to notice you. 

You have to be careful though. Google also penalizes pages that try to trick the system with lots of low quality backlinks. People used to build private blog networks that linked to each other as a cheap and easy way to get backlinks. This blackhat strategy still works to some degree, but it’s really not worth it if you get penalized.

If you want to avoid any chances of getting penalized, you need to audit all your existing backlinks and get rid of the low quality ones. 

Use Infographics and Videos

Adding different multimedia elements to your pages not only makes your content more engaging, but it also gives you more visibility when people click on the ‘Images’ and ‘Videos’ tabs in the search results. 

You may be one of the few pages that have useful infographics or explainer videos for a particular topic or keyword. This increases your chances of getting noticed not only by your target audience but also by search engines. 

Granted, it does take a bit more time to produce multimedia content than it does to just write a 2,000-word post, but the returns are well worth it. 

Focus on Local SEO

As an independent financial advisor, you’re most likely only registered to do business in one state. There’s no point in competing with large firms and trying to outrank them because it’s going to take a lot of money and time to do so. 

However, if you concentrate your efforts towards your niche market and focus on keywords with less competition, you’ll see results much quicker. 

Even if you’re in a larger city where there are hundreds of financial advisor practices, it’s much easier to get your website to rank on the first few pages of the search results. There’s a good chance that the other higher ranking financial advisors in your area are no longer 100% focused on their SEO, so there’s always an opportunity for you to take over the top spot for higher competition keywords.

Final Thoughts

It takes a lot of skill and experience to succeed at SEO. In most cases, it’s better to hire an SEO professional who has lots of industry experience. They already know all the ins and outs of the business and have all the tools necessary to analyze and optimize your website’s search rankings. 

 

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SEO

The Basics of SEO for Financial Advisors

Untangling the secrets of SEO can be a real challenge. Even if you spend countless hours learning through articles, tutorials and videos, you still need to test out what works and what doesn’t which can take years to master.

What makes it even harder is the fact that search algorithms are constantly changing. What worked 2 or 3 years ago isn’t guaranteed to work today. You have to constantly be on top of current trends to stay ahead of the game.

Obviously, if you’re running a business, you’re better off hiring professionals to take care of your website’s SEO. You’ll see results much faster, giving your practice a better chance at surviving even through difficult times.

Why Financial Advisors Need a Good SEO Strategy

Simply having a website for your financial advisor website doesn’t automatically mean people will start flocking to your door. In order for your website to do its job properly, people need to be able to find you first. 

Without a proper SEO strategy, there’s no guarantee that your website will even show up in search results even if people search for you or your company’s name. 

If you’re not showing up as the top search result when people try to find out more about your practice, your reputation and credibility might take a hit. People will wonder why you haven’t made such an important part of your online identity a priority and might make unfounded assumptions about how you conduct business.

Even worse is if one of your competitor’s pages rank higher up the search results over your own home page. You’re essentially giving up leads and potential new business that is essential to your firm’s growth. 

With a well planned SEO strategy, you’ll be able to improve your brand’s visibility and increase awareness for it. People who have never even heard of your practice will be able to discover you when your links show up in their search results. The ultimate goal is to turn your website into a lead-generation machine that easily converts website visitors into prospects.

SEO for Financial Advisors is More Difficult

Compared to other industries, SEO for financial advisors is more challenging. Not only is the industry highly regulated when it comes to advertising and marketing, but Google itself puts any website that deals with financial topics under much more scrutiny. 

These are significant issues that even seasoned SEO professionals will have difficulty addressing. They won’t be able to use many of their go-to SEO tactics because it might draw the attention of regulatory bodies or run afoul Google’s guidelines. 

For example, they’ll have to make sure their ad copy for any paid ads are all above board. They’ll also need to be very careful about how testimonials and reviews are worded.

It’s more difficult to rank financial websites on Google because it falls under the ‘Your Money Your Life’ category. Google wants to make sure that it provides the most accurate information to its users, especially when it comes to websites that can directly affect their happiness and quality of life. Since your pages tackle financial topics that affect the reader’s financial future and stability, you’ll have to show Google that you’re a credible source, which can take a lot of time and effort.

This is why it’s important to find an SEO professional who specializes in the financial industry and has lots of experience working with different financial advisors. 

If you’re doing everything in-house, you’ll want to run things by your compliance officer first. If there are any doubts about compliance, you’ll have to rethink your campaign which takes up more time. 

You’ll also need to continuously pump out high quality content that people will want to click on before you can start moving up to the first few pages of the search results.

Here are some of the most important things to remember when working on any financial website’s SEO.

Establish Credibility Using E.A.T.

In order to pass Google’s scrutiny, your financial website has to establish its credibility. You can build this up by showing that you have the expertise, authoritativeness, and trustworthiness to talk about financial topics. 

If you run a search for a common financial topic, you’ll probably notice that the top 3 to 5 search results are from very well established websites. This is because Google recognizes that these are highly credible sources and are able to provide the most accurate information.

How exactly can you achieve similar results? You’ll need great content that offers real value to the reader. 

It can take some time to build up your site’s credibility. But if you’re on top of your content strategy, there will be occasions where you’re one of the first to discuss a topic which gives you a better chance of hitting the first page of the search results.

Build Up Backlinks

Another very effective way you can build up your credibility is to reach out to more established websites and ask them to link to your website or one of your pages. When Google sees your links in a website that already has a good reputation, it signals that your page is also a trustworthy source. 

In a way, some of the credibility is transferred to or becomes associated with your site. SEO professionals typically refer to this as ‘link juice’.

This is so effective that a lot of SEO professionals try to game the system and create lots of different pages that link to each other in what is known as a private blog network or PBN. You want to avoid this type of low quality link building because if you get caught, you’ll be given a penalty which will send your pages further down the rankings.

Target Long-tail Keywords

Keywords in the financial niche are highly competitive and there are tons of websites vying for the top spot. If you’re a smaller operation, the best you can hope for is to at least get to the first few pages of the search results. 

The alternative is to target long-tail keywords. Instead of targeting a common keyword like ‘student loan’, you can develop content that discusses ‘how to pay of student loans faster’. 

Now, that phrase is just an example, and there is probably already a lot of competition for it. But you can look for other phrases, questions or angles that are still very relevant to the main keyword that you’re targeting. 

You can use different variations of a phrase or long-tail keyword because Google can understand semantically similar keywords and will still include your page in the search results if it is relevant to the search query.

Focus on Your Local Market

When Google chooses which pages to display in a search result, it also considers the user’s location. It understands that if you’re searching for a pizza restaurant, you’re probably not looking for a place that’s too far away. 

Unless you’re an extremely large practice, you probably aren’t registered in every state. You’ll have a much better chance of reaching the first page if you focus a good portion of your content on locally relevant topics and come up with a local SEO strategy

You should also make sure your website contains important contact information such as your address and phone number so that it will include your website when people search for ‘financial advisors near me’ or ‘financial advisors’ + ‘city’.

Even better is if you can claim and set up your Google My Business and Yelp pages, and sign up for different online directories and listings. This increases your chances of showing up in local search results.

Optimize Your On-Page SEO

Aside from content, you also need to pay attention to your on-page SEO. This involves optimizing the different elements and technical aspects of your pages to make sure search engines and users can easily understand what the page is about. 

On-page elements such as titles, descriptions, URL structure and metadata all have to be descriptive and directly relevant to the page’s content. 

Imagine a scenario where a user sees one of your links in the search results, but the accompanying page description is vague and unappealing. They’re just going to skip your page and look for something more interesting. Even if your content is exactly what they were looking for, they’ll never know it because your title and descriptions were created as an afterthought.

Find Ways to Reduce Bounce Rates

Bounce rate is a measure of the number of users who open your page from the search results and quickly exit without interacting with anything on your page. This sends a signal to Google that the user wasn’t satisfied with what he/she found.

Lower bounce rates will increase your search ranking, while a significantly high bounce rate tells Google that something is wrong and that your page is not relevant to the search.

One of the most common reasons people bounce is unoptimized page speed. If your pages take more than a couple of seconds to show up, there’s a good chance that the user will click the back button and move on to the next result. So you want to take steps to make sure your pages load as quickly as possible.

Another reason why people leave a page is due to bad web design. They might not like the design at all, or your UI and navigation may be difficult to use. Mobile compatibility and mobile-friendliness is another issue that could affect your bounce rates. In any of these cases, you’ll need to think about updating or completely redesigning your website.

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SEO

Tips to Improve Your Financial Website’s Authority and Credibility

In the financial industry, building trust is incredibly important. People won’t bother checking out your brand, services and content if you can’t display a certain level of expertise. Your target audience will want assurance that the advice they receive is reliable and actionable.

Establishing trust doesn’t happen overnight, but adding authoritative content to your website surely helps. Posting targeted, high-quality content tells the world that you know what you’re doing. Quality content will constantly help you develop and nurture relationships prospects and potential clients as long as it is online. Twenty-four hours a day, seven days a week – good content never sleeps.

To connect with customers, your business needs to have more than an impressive logo and tagline. Your business also needs its own personality. People need to feel that they’re dealing with a solid team of people who have lots of experience and not just a random company with a brand name. 

In addition, a website that is considered authoritative and trustworthy will have no problem showing up on the top spot of the search results — making it easier for the right people to find you.

  1. Educate Your Website Visitors

Informational articles and tutorials are important because if you teach someone how to do something or what something means, it immediately demonstrates your skills and expertise. It’s also a very neighborly thing to do and is a sign of goodwill. 

In fact, it’s a good idea to think about what your next-door neighbor would want to know or would find interesting whenever you need to come up with new content. There really isn’t any point in creating content that doesn’t offer any value to your target audience. A business blog isn’t a journal or a place where you should share random thoughts. 

It’s not just about generating more website traffic either. People will prefer to work with a business that anticipates their needs and has a proven track record of being knowledgeable and helpful.

  1. Use Language People Will Understand

Many industries try to keep people ‘out of the loop’ by using industry shorthand and jargon. And a lot of websites make the mistake of using highly technical terms and concepts so that they appear more knowledgeable. However, if you want to connect with your readers and potential clients, you need to use language that they can easily understand.

You’ll still be considered an authority figure even if you sound like a regular person. They’ll  be more willing to listen to what you have to say if you talk to them as if they were your next-door neighbors. Just like in real life, you don’t want to intimidate the people you encounter every day with ‘big words’ just so you can prove a point or display your level of expertise.

What matters is that you thoroughly explain ideas in a manner that everyone can easily understand. You need to be able to break down complex concepts into simpler ideas using very little technical jargon. When you make your content more approachable, you can attract more visitors to your site. 

  1. Deep Dive Into Every Topic You Tackle

Whenever you create content, make sure to discuss the ideas you bring up completely and not just gloss over them in as few words as possible. The path to becoming a respected authority figure is much shorter if you constantly show that you have in-depth knowledge about the topics you’ve chosen to tackle.

Even if you write about more common topics that use highly competitive keywords, you need to make it as comprehensive as possible. There are lots of other pages on the web that are trying to attract visitors using the same basic information, so you need to set yourself apart by providing all the information they’ll ever need all in one place.

People can easily search online for definitions and simple explanations. It’s much harder to find a website that is willing to discuss things in fine detail using real-world examples, analogies, and graphics — especially when it comes to more obscure topics.

If you’re one of the few websites that adequately tackles a very specific topic, you’ll be able to boost awareness and recognition for your brand.

  1. Stay up to Date

It’s important to stay on top of the latest news and developments in your niche and the industry in general. It not only gives you new ideas for your content and strategy, but it also allows you to freshen up your old content with updated information.

The financial industry is constantly evolving to meet the demands of a new generation of clients. If you show that you’re always striving to stay on top of all the changes in the industry, people will gain more confidence in your brand and feel more comfortable doing business with you.

If you have a lot of old content on your site, make sure you audit it for accuracy at least once a  year. If your pages contain a lot of outdated information, people will form negative impressions of your brand. It’s also a good idea to date your posts, and indicate when it was last updated. This way, people will understand why the outdated information is still there.

Your business doesn’t always have to be at the bleeding edge of the financial industry. But you have to demonstrate that you know where things are headed, how it might affect your clients, and how your business will respond to the changes.

  1. Engage with Customers on Social Media

Being active on social media gives you lots of great benefits for relatively little effort. It’s more than just a platform where you can share and repost your existing content. It also allows you to easily get feedback and build up lots of real world social proof for your brand. 

Trust and communication is a two-way street. When people see that you take their feedback and suggestions to heart, you become more trustworthy because they know that you’re the type of business that will listen. Compare this with a social media page that just mindlessly posts updates without responding to questions or concerns. This behavior gives people the impression that you’re only really concerned about yourself and not about what your clients need.

Social media also lets you organically build up credibility through social proof. If you’re constantly providing valuable information and great service, you’ll receive lots of positive feedback and more mentions. When your leads and prospective clients see that you have a loyal following, they’re more likely to follow suit. In many cases, a couple of good reviews is all it takes for someone to choose you over your competition.

Lastly, Google also uses social media shares as one of its ranking factors. When it sees that a social media post that links to your website gets lots of shares, it will bump your website up the search engine results pages.

  1. Generate More Inbound Links

One of the oldest and most effective ways to improve your website’s credibility is by getting your links placed on more established sites. These are called inbound links or backlinks because they bring in more traffic to your site.

When people see that a website they trust links to your page, they’ll consider it as a recommendation that your site is also trustworthy. Google and other search engines also see inbound links as a sign of credibility. If other people are linking to your site, that suggests that your site contains worthwhile content.

Do note that it’s better to get inbound links from one heavy-hitting website than having multiple links from poor quality websites. The perceived quality of the site that links to you rubs off on your site. But if you’re more concerned about improving your search engine ranking, it’s going to be a numbers game. You’ll need to get as many backlinks as you possibly can. You need to do it as ethically as possible though. If Google sees that you’re trying to gain an unfair advantage by paying for lots of low quality backlinks, you might get penalized.

Building authority and trust is more crucial than ever if you have a financial website. It takes time to build your online credibility, and there’s no better time to start than now if you want your website to eventually become an effective marketing and lead generation machine.

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SEO

Creating a Content Strategy for a Financial Advisor Website

By now, most business owners have realized how important blogging is to improving search rankings, driving up website traffic, and attracting new clients. 

With the right content strategy you can rapidly improve your brand awareness and create opportunities to engage with your target market. Over time and through lots of hard work, you’ll be able to establish yourself as a thought leader and authority figure in your niche. 

But you won’t be able to realize all these benefits just by writing and posting whatever comes to mind or interests you at any given time. You not only need to create new content regularly, but also deliver the type of content that your target audience wants to see.

Identify the Different Personas of Your Audience

Before you think about your next article, you need to put yourself in your ideal clients’ shoes and ask yourself what kind of content they would like to see. But before all that, you need to know who your target audience is first.

Even if you’re dealing with a very niche market, your readers will come from different backgrounds and will have different perspectives. In order to create content that will resonate with your target audience, and properly address their concerns, issues, and pain points, you’ll need to come up with a buyer persona.

Find out some of the basic things that your typical prospects or leads have in common such as age, profession, educational background, household income, and family circumstances. Pick out the largest groups and develop different buyer personas for each of them. 

You also have to consider which phase of the customer journey your personas are currently in. Have they never heard of your brand before? Are they evaluating and comparing you against your competitors? Are they very close to signing up with your firm? You’ll need to have content that addresses each of these personas’ concerns.

Audit and Evaluate Your Existing Content 

List down all the content you’ve published on different platforms whether it’s on your website or on your social media pages. Identify any gaps that need to be filled and find out how well your existing content is performing. 

If you’re not satisfied with its performance, you need to find out how you can improve it. 

      • Does the writing need to be improved? 
      • Does it fully answer people’s questions and concerns? 
      • Is there any outdated information that needs to be updated?
      • How does it compare to your competitor’s content?
      • Are there any content gaps?
      • Are there important keywords you aren’t targeting?
      • Is there any duplicate content that needs to be removed?

Once you answer these questions, you’ll be able to develop a more effective game plan for your new content. 

Plan Out an Editorial Calendar

Writing and content creation takes a lot of time and hard work, so you’ll want to prioritize and address the most important tasks first. This is why auditing your content is so important, because without it, you’ll be going in blind and with no specific direction. 

You can start by addressing the major content gaps first because that’s going to take the most work. At the very least, you need to plan for one or two new blog posts every month. This will allow you to keep your blog page and your social media pages fairly active. 

If people see that you haven’t posted anything new in the last couple of months, they might think that you’ve completely abandoned your online presence or that you’re dealing with major issues in your practice. 

When you’re in between writing tasks, you should set aside time to update any outdated information in your old posts. You can also add new images, graphs, and videos to improve your existing content to make it more engaging to read. 

Diversify Your Content 

In this day and age, a lot of people don’t want to spend much time reading blog posts and boring articles. They expect to be entertained when they’re on their phones and computers, and want to quickly consume your content in a matter of seconds. 

If you go through your existing content, you can probably condense and repurpose a lot of the information you’ve already written down into an infographic or explainer video. You could also compile your content into an ebook or whitepaper for those who want more in-depth information. You might also want to consider creating a video tutorial or hosting a webinar or a podcast.

Promote Your Content

Creating content is really just half of the battle. You also have to set some time aside to promote your content if you want it to get the most exposure possible. If you just post your content on your website, you’re basically hoping that someone will find it after digging through a bunch of search results. 

There are many ways to promote your content, but the easiest is through your social media pages. Whenever you post something new on your blog, make sure you also share it on your Facebook, LinkedIn, and Twitter profiles so that your followers can check it out. You can also promote your content as part of your regular newsletter or mailing list updates.

Pay Attention to Your Traffic Metrics

Whenever you publish new content, you need to actively track its performance. It might take a few weeks or even months before it gets the attention it deserves, but any data you collect is going to be very useful. 

Find out what type of content gets the best results and try to use the same methods in your upcoming posts. Social media is very helpful in this regard because you can immediately see which topics get the most likes and engagement. If something doesn’t produce the results you expected, try to figure out what’s wrong with it and how you can improve it in the future.

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SEO

Password Guidelines for Financial Advisors

It’s important for financial advisors to be mindful of their cybersecurity practices to ensure that their clients’ personal and sensitive financial information do not get compromised. 

You don’t ever want to find yourself in a situation where unauthorized individuals gain access to your clients’ names, email addresses, or their account credentials. This could turn your existing client relationships sour and hurt your firm’s reputation in the long term. 

To protect against hackers and cyberattacks, your first line of defense will always be a strong password policy. 

 

How do Hackers Exploit Weak Passwords?

  • Password spraying

The most common way to hack an account is by simply entering as many passwords as possible. Using different automation tools, hackers will try to gain access to an account by using thousands to millions of commonly used passwords, e.g. ‘password123’.

  • Credential Stuffing

This method is similar to spraying but uses previously used passwords discovered through old data breaches and credential leaks. It takes advantage of the fact that many people use the same username/email and password combination for different websites/platforms. According to Google, 52% of the people they surveyed are guilty of this habit. 

  • Password Cracking

Brute force cracking requires more computing power as well more time. This method involves either decrypting password databases and trying different computer-generated combinations of passwords in an effort to arrive at the correct username and/or password combination. 

 

What Makes a Password Strong?

A strong password policy makes hackers’ jobs much more difficult. In a lot of cases, they’ll just move on to easier targets or lower hanging fruit. It’s not just about your password. Remember that your security protocols also have to be updated to current standards and incorporate industry best practices. 

 

The three main characteristics of a strong password are:

      • Uniqueness
      • Length 
      • Complexity

 

Here are the basic rules to making a unique password:

      • The words must not be from the dictionary
      • Has to be at least 8 characters long
      • Needs to combine upper and lower case letters
      • Must contain a number and a special character
      • Not the same as other passwords you’ve used before

 

You also need to choose your security questions and answers wisely. Security questions are meant to make it harder to reset passwords and gain access to an account. 

 

Use Password Management Tools

If you have trouble coming up with a unique password, you can use generate a random and unique password using these tools:

 

The tricky part about using strong and unique passwords is remembering them all. You can use password managers to keep track of your credentials for your most important and sensitive accounts. Tools such as LastPass offer free plans so you can easily give it a try. Password managers make it less confusing to use many different usernames and passwords for different accounts.

 

Who Should You Include in Your Password Policy

Everyone in your practice, as well as any consultants you hire, should follow your security and password policies. You should also require your clients to follow these best practices to make sure that all their financial accounts are safe, including the ones you don’t directly manage. 

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SEO

How Much Content Should You Add to Your Financial Advisor Website?

Have you ever visited a website that’s bombarded you with too much information? You know what I’m talking about — a website that’s so packed with content it gives you flashbacks of episodes of the TV show, ‘Hoarders’.

When you see these types of websites, do you leave with a positive impression? In most cases, the answer is ‘no’. 

When a visitor is presented with too much content all at once, they become frustrated because they can’t quickly find exactly what they are looking for. The information they’re looking for may already be on the page, but it’s buried under lots of other text and images. When a visitor gets frustrated, they’re going to leave and look for another source of information.

You have to remember that the average website visitor won’t spend a large amount of time or effort digging through all the fine details of your site. If the information they’re looking for isn’t immediately visible, they expect you to at least be able to guide them to it.

When it comes to your website content, quality matters over quantity. But aside from this, you also have to be able to present information in a logical manner so that people can explore your site much better and easily find the information they want.

Here are a couple of tips you can use to make your content more effective at delivering information and driving up conversions.

Focus on Above-the-Fold Content

To avoid the effects of information overload, you need to trim down the content that appears on your homepage to the most important ones. Everything that’s visible above-the-fold should be finely tuned to attract visitors to find out more about your brand. 

The term above-the-fold comes from the print publishing industry. It refers to the top half of the newspaper that’s visible when it’s on display in newsstands. This real estate is the most important and contains the main headline and an accompanying image that will make people pay attention

When it comes to websites, the term above-the-fold refers to everything that’s visible when your page first loads up on the screen. Your visitors shouldn’t have to scroll down to understand what your main message is. It should be clearly visible and easy to understand.

Make the UI Logical and User Friendly

Another important aspect you shouldn’t forget when it comes to delivering content effectively is your website’s user interface and navigation options. 

Your website visitors should be able to easily figure out where they need to go to get to the information they’re looking for. This means your navigation menus and call-to-action buttons have to be visible but not distracting. 

You should also highlight important pieces of information so that people don’t just skip over them mindlessly. People tend to quickly scan and scroll through pages, so you have to accommodate this type of consumption. 

Ideal Content Length

The ideal content length depends on what type of information you’re delivering. For example, the web copy on your homepage and landing pages should be concise yet clear. Ideally, you should be able to deliver the message in one or two sentences or phrases to catch people’s attention. You can give them access to more information by directing them to a different page that explains things in more detail. 

When it comes to blog posts, the sweet spot is around 1,600 words which translates to roughly 7 minutes of reading time. But again, this isn’t a hard and fast rule. If you’re discussing something in great detail and in an interesting manner, people won’t mind if it’s 3,000 words long. Longer content does perform better in search rankings, so you should try to avoid thin content that’s only around 300 words long. 

If you need help developing a great content strategy for your financial advisor website, send us a message through the contact form below and we’ll help you sort out your issues. Here at AltaStreet, we’ve been helping hundreds of financial advisors build and develop their online presence for the past 20 years.

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SEO

Things to Consider When Creating Content for Financial Advisor Websites

Creating web copy and content for any business website should not be taken lightly. Designing a great looking website is just the first step. In order to generate more traffic and convert more visitors into leads, you’ll need awesome copywriting and highly informative content to convince people that you have the expertise and credibility they’re looking for in a financial advisor. 

A good-looking website can only do so much when it comes to creating a great first impression. After the first few seconds of loading up your website, your visitors will start focusing more on your content. If it’s riddled with poorly written web copy that’s bland, boring and filled with grammatical errors, your visitors will think twice about contacting you or clicking on your call-to-action buttons.

To make sure your website content is up to par, here are a few basic questions you should ask yourself when you start tackling your content strategy.

Is it Relevant?

When thinking of new topics to write about, you have to make sure it’s relevant to your target audience. If your target demographic consists of young professionals, they’ll want to hear your thoughts on paying off student loan debts, saving up for a house downpayment, building up an emergency fund, contributing to their 401k, and starting up their investment portfolio. They’re not going to be interested in topics that concern multi-million dollar investments, managing generational wealth, or anything else that doesn’t directly affect their current lifestyles. 

Start by coming up with at least a dozen different topics that your target audience will want to learn about. If you’re just starting to build up your content, you should cover the basics first before moving on to more advanced topics.

Is it Interesting?

Another important factor to consider when creating blog posts and articles for your website is how interesting it will look like when it shows up in the search results. List down the most important keywords you want to target and come up with different ideas and angles for each one. Pick out the most interesting and unique ideas first and start developing content around those. 

You want to make sure that your titles are attention-grabbing and will make people want to click on your links if you want to improve your site’s organic traffic. Consider if it’s share-worthy if you were to post it on your social media pages. You also want to accompany your posts with quality images (and videos if possible) to make it more dynamic and engaging, so that people will spend more time on your page.

Is it Accurate and Informative?

When it comes to financial websites, the most important thing you need to take note of is the accuracy of the information you publish. It helps build up your firm’s credibility and trustworthiness, not only to your audience, but also to search engines.

Financial websites are put under much tighter scrutiny by search engines like Google because they fall under the YMYL or Your Money Your Life category. Since your site deals with financial topics that directly affect people’s financial future and security, you have to be careful about publishing misleading information. When Google sees that your site is just filled with poorly written content that’s not trustworthy, your site’s search ranking will take a nosedive. 

Is it Compliant?

As a financial advisor, you need to make sure that everything you publish gets reviewed by your compliance officer or compliance department. It’s one thing to be penalized by Google for putting out misleading information, but if the regulatory bodies catch wind of any marketing or advertising that violates their rules, your business will suffer from hefty fines