For firms whose site lists services nobody searches for
Nobody can win on claims, which leaves the field to whoever is genuinely useful.
A report on your own site, listing the questions your clients arrive with that it never answers.
By Reece Rainer
spareday, Newcastle NSW
Last updated
13 September 2026
Read time
4 minutes
He was able to take our rough ideas, from concept through to reality. The site has provided an influx of new members, helping to keep our club viable.
A passion-driven, good-hearted and reliable service provider with the competency of a genius when it comes to software engineering, AI technology and marketing.
He created a stunning website for us that captures and nurtures leads with an automated email marketing system, which has filled a huge gap in the business and saved a lot of time (and money!).
Financial advice is one of the most heavily regulated things it is possible to write about, and the regulation shapes the website far more than any marketing decision does.
That constraint is usually treated as a problem. Handled properly it is the largest available advantage, because it stops competitors saying the one thing that would otherwise win.
No performance promises, no implied returns, no personal advice, and general advice warnings where they belong. Every competitor is under the same rules, so nobody can win on claims, and the field opens up entirely for whoever is useful instead.
What that leaves is education, and education is what people are actually searching for. How much do I need to retire, what does an adviser cost, should I salary sacrifice, what happens to my super when I die, is my insurance inside super any good.
Almost every advice firm's website skips all of it and goes straight to a services list and a team page, which is exactly the content nobody searches for and nobody reads.
Writing the educational half properly also does the compliance work in your favour, because general educational content sits comfortably inside the rules while a page full of outcome claims does not.
Nobody hands over their retirement savings to somebody they found ten minutes ago. This is a slow, repeated, carefully researched decision, often after a life event, and the website is visited several times before anybody makes contact.
That changes what the site is for. It is not a lead capture; it is the thing somebody returns to while they make up their mind, so it has to reward a second and third visit with something new.
What builds trust in this profession is specificity about who you actually serve. An adviser who says plainly that they work with people approaching retirement, or with medical professionals, or with self-managed funds, is far more convincing than one who claims to serve everybody.
Fees are the other trust signal and the most avoided. The profession's reputation problem is about hidden costs, so an adviser who publishes a fee structure is answering the objection everybody has and nobody says out loud.
Redundancy, inheritance, divorce, a diagnosis, selling a business, turning sixty, a child starting school. Advice searches are triggered by events, and each event is its own set of questions.
This is the most reliable way to structure an advice website and almost nobody does it. Pages organised by life event catch somebody at the moment they have a real question, which is months before they would search for an adviser.
Redundancy and inheritance are the two strongest and the two least written about. Both involve a sum of money arriving at once, both are frightening, and both send people looking for information that almost nobody in the profession has published.
The retirement cluster is larger but more contested, and it is worth writing anyway, because the person reading it is already inside the profession's most valuable client segment.
Pages by life event, an honest fee page, a clear statement of who you serve, and a Google listing with reviews, because advice is chosen locally more often than the profession assumes.
The event pages are the engine and they compound quietly. They rank slowly, they keep earning for years, and they reach somebody long before an adviser search would.
The fee page is the single highest-converting page most advice firms could write and the one they are most reluctant to. Publishing a structure, even a range, separates you immediately from a profession people assume is hiding something.
The listing matters more than expected. A great deal of advice is still chosen within driving distance, reviews are read closely, and a firm with a thin listing loses to a less capable one that collected twenty reviews.
Every adviser is under the same rules, so nobody can win by claiming anything. That leaves the whole field to whoever was genuinely useful to somebody at eleven at night after a redundancy.
Related reading from us: seo for medical clinics and seo for franchises.
Longer than most industries, three to six months minimum, because the pages that matter are educational and rank slowly. They also keep earning for years, which is the trade.
You can educate. What you cannot do is promise outcomes or give personal advice to an audience, and general educational content sits comfortably inside that line while being what people actually search for.
It is the single most differentiating thing available to an advice firm. The profession's reputation problem is about hidden costs, and a published structure answers it before anybody has to ask.
It helps more than almost anything else. An adviser for everybody is convincing to nobody, and specificity about a stage of life or a profession is what makes a stranger believe you will understand their situation.