In our connected world, nearly everything happens online. It’s the first place most people look for financial advice or to find an advisor, meaning that in many ways, you don’t exist in real life if you don’t exist online. Building and maintaining an online presence puts your business in front of potential clients and can help your firm grow.
Here’s how to build a strong online presence as a financial advisor.
Finding the Online Channels That Matter
The internet is a big place, but you don’t have to be everywhere. Here are three key places to prioritize your online presence:
Website
Think of your website as a home base for everything potential clients need to know. Keep your website updated with your current information about your firm. This is your place to share your accreditations, areas of expertise, services offered, and your unique selling proposition. Your website should be easy to navigate and mobile-friendly because the majority of internet users browse information on their phones.
LinkedIn is a powerful place to build connections, strengthen your network, and build your brand. Your profile acts as an online resume, so keep it updated with your current credentials and affiliations. Make the most of this platform by regularly sharing relevant content and resources with others in your industry to build connections and establish credibility.
Social Media
Unlike other online channels, social media lets you showcase your personality and build direct connections with potential clients. You don’t need to be on every platform, but pick one or two that match the demographic of your potential clients. Use social media to share firm updates, discuss current financial issues, and link to your newsletter or blog to establish yourself as a thought leader.
Secrets to Building Your Online Presence
Simply being on the right channels is just half the journey. The right information connects you with the best audiences for your firm. Consider these four best practices:
Be Consistent in Your Voice and Branding
The internet is noisy. Stand out by being consistent in your voice and branding so that people automatically recognize your content based on how it sounds and looks. That means that your posts should look consistent, including your colors, fonts, logos, or photos. As you post online, consider the voice. Do you want to sound approachable, conversational, or authoritative? Write with a similar tone across your posts so people know what to expect and can feel a connection with your writing.
Stay Active
Building an online presence requires continual effort. Post regularly across your social platforms, blog, or newsletter to stay top of mind for your readers. Be sure to keep your information up to date, including your location, hours, and contact information. If potential clients see your information is out of date, they may think you’re no longer in business or accepting new clients. Many advisors have a set time for posting every week or schedule their posts for the week to stay present online while still balancing their other responsibilities. What should you post online? You can showcase the following:
- Client testimonials and success stories
- High-quality content targeted to your types of clients
- Your opinions and expert POVs
- Invitations to connect more closely
Utilize SEO
Search engine optimization helps people find your content as they search for related terms and is one of the most important principles of sharing content online. The goal is to create posts that match with what people are searching for. Use SEO tools like Moz and Semrush to find target keywords to include in your content. Optimizing your site for SEO increases your visibility and credibility and can significantly boost your online presence.
Link to Other Channels
Think of your online presence as a web. You’re on multiple channels, but they’re all connected. Link to your various properties consistently so people know where to learn more about you. If you share a post on Facebook, link to your website. On LinkedIn, link to your YouTube channel or contact form. The goal is to keep people interested and drive them to do business with you. Linking to other content and channels can also boost your rankings in search results.
Growing your firm requires more than just getting your name out there—it takes operational alignment behind the scenes. Many advisors struggle to find time for business development because they’re buried in paperwork, compliance tasks, and chasing down disconnected systems. Docupace simplifies it all by bringing together core functions like new account opening, compensation management, surveillance, and compliance into one unified platform. That way, when it’s time to focus on marketing, client engagement, or building your online presence, you’re not bogged down by inefficiencies. Book a discovery call to see how Docupace can free up your team and create space for real growth.
