A quick refresh on the basics that matter more than you think
I am often having conversations with advisers about online brand, search results, adviser profiles and general visibility. These topics come up regularly, and given how easy it is for the basics to slip down the priority list, it felt timely to revisit a few fundamentals.
Many advisers feel their digital footprint is not as important as the relationships they maintain with centres of influence and existing clients. But even with strong referral partners behind you, there is one behaviour that is easy to overlook:
A referred client will often search for you online before they pick up the phone or send you an email.
It might happen before the first meeting, or afterwards when they want to check details or refresh their memory. Existing clients do the same thing when they need to reconnect.
So it is worth coming back to three core areas.
1. Search results: When someone looks for you, do they find you?
A simple monthly check can tell you a lot:
- Search your name
- Search your business name
- Search your name plus your business name
Ideally, the search results should show a clean spread of links that clearly represent who you are and what you do.
Elements to look for:
- Your website
- Your LinkedIn profile
- Your Adviser Ratings profile
- Your Google Business listing
- Images connected to you
- Videos or video snippets
- Articles or interviews you appear in
Google tends to give prominence to images and videos, which means small things like claiming profiles, uploading proper profile photos, and embedding one or two short videos on your website can have a surprisingly strong impact on how you appear in search.
A practice example
One practice I worked with had very limited visibility online. Their search results included outdated entries from a previous licensee, an inactive directory listing, and an old address that was still appearing in Google.
Part of the tidy up involved removing those outdated results, fixing broken links, claiming their Adviser Ratings and Google Business listings, and strengthening the profiles they actually wanted clients to see.
Within a few weeks, their results improved dramatically. Both new and existing clients began using their Google Business listing for directions to the office, clicking through to their website, and reaching out directly. The lift came entirely from getting the foundations right.
2. Profile basics: If they click, what do they actually see?
Once people find you, the next question is whether your profiles feel current and credible.
A few things to check:
- A clear, recent headshot on LinkedIn
- A meaningful bio that explains who you work with and how you help
- A claimed Adviser Ratings profile with an image
- Your business information correct on Google Business
- No broken links or outdated licensee references on your website
- Your full name appearing in key places, not just a first name
- Social pages that look active rather than abandoned
These pieces create a sense of trust before the first conversation even happens. They also help ensure that referred clients feel comfortable when they are looking you up.
3. Content and messaging: Are you showing recency, relevance and personality?
This part is not about posting frequently.
It is about consistency, recency, and giving a sense of who you are.
A completely silent Facebook page or LinkedIn profile can quietly work against you. A simple rhythm of sharing something useful every couple of weeks or monthly makes your presence feel active and reliable.
And importantly, content is a chance to show more than professional capability. It can also reflect the personality of your practice and your people. That might include:
- Helpful educational pieces
- Behind the scenes moments
- Client friendly explanations
- Testimonials
- Stories that show how you support clients
- Notes about community involvement
- Or simply a great photo with a short insight
These small touches help referral partners and clients feel like they know you before they meet you.
Adding another layer: Where Life Insurance Guide fits
Only a few weeks ago, Life Insurance Guide was launched to help advisers with reliable, consumer friendly content and easier ways to support client understanding. It also provides a simple opportunity to strengthen your profile and improve your online reach.
A few benefits include:
- A professional adviser profile, offering another credible result in search
- Clear, plain language educational content you can share with clients or referral partners
- A consistent message that supports what you discuss in meetings
- An easy way to stay active online without having to write everything yourself
Used alongside your existing profiles, this helps create a stronger, more complete picture of who you are and the value you bring.
Get in touch here if you’d like to find out more -> Life Insurance Guide – more info
Quick tips to wrap up
- Google yourself and your business regularly
- Keep your profiles aligned and up to date
- Claim your Adviser Ratings and Google Business listings
- Maintain your LinkedIn presence, including your company page
- Keep at least one social channel fresh
- Share content that is helpful, human and relevant
- Make sure your website includes your full name and current details
These are small steps, but they add up quickly.
If you find this all a bit much or would like support reviewing or improving your online presence, we can help. Feel free to get in touch through the Risk Hub contact page and we can walk through what would make the biggest difference for your practice.
Marc Fabris
Digital Consultant and Founder
Risk Hub | Life Insurance Guide
