This week’s Webinar with Kiplinger, we discussed whether or not if content still important. Valuable insights, interesting perspectives, and free resources. View the webinar recording below!

First Impressions Still Matter

First face to face meeting may not even be possible unless if the first real impression was super impressive. If a prospect that was referred to you, the first real impression they will have of you is often from your website, posts and pictures posted on LinkedIn. If they can’t locate you online, then there’s a problem. It may also be problematic if the individual’s expectations of you as an advisor does not match with the impression they got of you during the first impression. This may cause that prospect to pause, which may be the reason why they didn’t convert into a sale.

So ask yourself. Does my online presence match with who I really am?

Importance of Updating [04:35]

When was the last time you updated your website? Its common for websites to be rebuilt and redesigned. Updates and changes will always need to be made from time to time. It is critical to success and heres why.


Check out Lester’s article on Wealth Professionals to learn more.

Time Dedication [06:47]

Ask yourself. When was the last time you updated your site? Start with the basic information, check the relevance, is the contact information still the same? Are there any new or departed staff you’d like to change?

Search engines love fresh content. Adding content to your page will make it higher on the list.

Importance of a Connected Site [09:16]

At Advisor Websites, we recognize websites to work in harmony with other technology tools. Our products work as a hub that connects to everything else on the dashboard.

  • Is your social media connected back to your website?
  • Was the blog that you posted viewable on your website?
  • If you offer an ebook, does it direct back to a landing page or back to your website?

Prospective clients are building on impressions of you based on your website. For most prospects, their first impression is your website.

  • Is your information accurate?
  • Do your links work?
  • Is your content up to date?
  • Is your website lagging modern design principles?
What Is Content? [11:36]

The purpose of the internet is to have content that can be instantly delivered to users based on their needs, preferences and priorities.


The list could really be endless, but think of the following short list of content:

  • Blog posts
  • Articles
  • Press releases
  • Pictures
  • Infographics
  • Videos
  • Podcasts
  • White papers
  • eBooks
  • Presentations
  • How-to guides
Why Does Content Matter? [13:30]

Consumers today expect service providers to offer content and they rely on it to verify an advisor’s trustworthiness and skill. They reply on content as an indicator for trust and skill. Ultimate, should they trust you to do their business.

Content is important to clients. Therefore, content should be important to you.

Research show:

  • 95% are willing to consider advisor-provided content as trustworthy.
  • 70% prefer getting to know an advisor via content rather than ads.
  • 60% feel more positive about an advisor after reading good content on his or her website.
  • 47% consume 3 to 5 pieces of content before engaging with an advisor.
Effective Content? [14:54]

We’ve established that content is an effective client engagement tool. The next question is what format to choose. There are many different types of content, ranging from text-based to interactive and the decision about which format is best to engage your clients depends on several factors like the age of your clients, how they like to consume their information and what your goals are for your content marketing. If you have clients that aren’t very web-savvy, perhaps the best way to reach them is via email, or even with direct mail to their home.

If your clients are busy professionals, perhaps posting an infographic, or a quick blurb on Facebook with a link to a full article on your website is best. The key takeaway is that people like to consume various types of content on different platforms, so you really need to use several types of content and post as many ways as you can to engage as many clients as possible

Types of Content [21:14]

Here’s some information from professional content marketers that may be helpful to you as you decide what types of content are best for your clients.

Each year, the Content Marketing Institute surveys B2C marketers to learn what content formats they use most, which you can see here in this table. The average number of content formats used was 7.

Social Media Content- 85%
Blogs – 75%
Email Newsletters – 75%
Video (pre-produced) – 60%
In-Person Events – 59%
Infographics – 48%
Illustrations/Photos – 45%
eBooks/White Papers – 35%
Interactive Tools – 31%
Webinars/Webcasts – 31%

Maximize Your Use of Great Content [22:27]

Make sure to repurpose content across multiple platforms to make maximize use of it. So take the same article and post it on social media, use it in your blog, and include it in your eNewsletter. This way you can reach your clients on their preferred platform for reading content.

What Can Great Content Do For You? [23:17]

When clients engage with your content, they are more likely to trust you … because it validates your expertise. Great content will keep you top-of-mind among current clients, and makes it more likely that they will share your content with their friends and family – a good source for referrals! And it will build awareness of your services when it is shared by your current clients to their friends and relatives to help you gain new clients.

Quality Matters [23:49]

And remember, when it comes to building trust with clients and prospective clients, the quality of your content is critical.


And it must communicate in plain language, so as to make complex information easy to understand.

Search Engines Judgement [25:07]

So once you’ve made it through the content creation step, your next step is to optimize your content on your websites so search engines will judge you the right way!
Without optimizing it for clicks and search engines, the exchange of a lead’s information can’t occur, and your conversion opportunities disappear.

To put it simply: People won’t be able to find you online

Content Marketing [25:25]


What good is your content if you cannot convert to close your visitors into clients?

This graphic from HubSpot on the screen shows a sales funnel of your content marketing on your website.

You attract strangers on your website from blogs and social publishing. These stranger will turn into visitors through a series of workflows on your website such as Call to actions, Forms, and landing pages. These will all capture the information for your visitors, such as email, name, phone numbers and more. Your leads will eventually turn into your customers and your customers become your promoters. As they share your content on their own social channels.

The ATTRACT & CONNECT portions are probably the hardest parts of this funnel diagram. Turning a visitor into a lead is no easy task, but if you write interesting content,  you are at least giving your brand and your website a better chance to be noticed.

With Advisors Website… [26:33]

While many advisors consider Search Engine Optimization (SEO) to be a low priority, the fact remains that a higher ranking on a search engine results page means greater visibility, which means more web traffic and therefore more conversion opportunities.

Here are a 4 ways to optimize your content efforts for search engines:

  1. Fresh content: Adding new material to your website on a regular basis is important for keeping it in a search engine’s spotlight. While it may be a burden to constantly create new content, there are several good outlets on our Advisor Websites dashboard that offer high-quality shareable financial content. Scheduling multiple blog posts ahead of time makes everything that much quicker and effective.
  2. Specific content: Articles centered around keywords or phrases is preferred over unfocused financial website content. Avoiding overly broad topics is a fairly good idea.
  3. Smart keywords: Give search engines smart and natural keywords in your title tags, descriptive text, headers, sub-headers, and links. A good meta description will help convince searchers that your page is worth navigating to. – this can all be be done in the advisor websites dashboard as well when posting content on a specific page.
  4. Don’t stuff keywords. And the last point is don’t stuff keywords but i saved it for its own slide so you get the point. Not only will you be penalized by search engines for it, but redundancy doesn’t make for a very informative read. So basically, make sure to focus on using useful, information and rich content that uses keywords appropriately and in context and not 7 times in one paragraph as seen on the screen.

So what keywords should you be focusing on your content to optimize your search?

Well, just as a note keywords that contain more than 3 words are called long-tail keywords.
Long-tail keywords are very targeted search phrase that contains at least three words. And Long tail keywords are what searcher usually search for.

Having strategically used long-tail keywords in your website and content will allow for more traffic to find you, and for better qualified traffic to find you. However, The more specific you get with your keywords and the more descriptive, the better your chances for ranking high in the search engine result since you will most likely have less competition.

You can tie this in with those local terms in your page title, url, tags, pages and blog posts.

Make sure you use your keywords in a natural and strategic way throughout your pages. For example, if you target the key phrase “retirement planning,” then include content with the specific words about retirement planning

Periodical Content Library? [32:47]

The Periodical Content Library is a feature we offer that helps you populate the content on your website. There are a number of articles on retirement to financial planning as well as videos and infographics.


The Periodical Content Library is a feature we offer that helps you populate the content on your website.

Create An Editorial Calendar [33:39]

Decide what topics to post and what date to post it on. We have an update for the AW dashboard coming soon. Stay tuned for more details!

Attract Clients With Your Client [34:43]

Consumers and investors are now empowered with so much information online and therefore when you create good content, you are attracting rather than distracting potential clients. This is known as inbound marketing— you delight your prospects with useful information.

While you may make Twitter posts, write blog posts on LinkedIn, or post presentations online, just remember that your website will always be the center of your digital universe. Visitors are directed to your website and social media resources by search engines or social media links.

Depending on your goals, you may drive traffic to your homepage or you may link to specific landing page on your site.


Please Note: this article is for informational purposes only. We strongly encourage you to verify any content and information you use with your own compliance department or legal counsel.

Written by marketing
Advisor Websites marketing department is dedicated to helping financial professionals succeed online. We accept guest submissions to our blog. Let's talk! Get in touch with us:, @AdvisorWebsite or find us on Facebook and LinkedIn.