3 steps to being seen as a credible financial professional onlineArticle added by Sara Ruthnum on March 5, 2014
Sara Ruthnum

Sara Ruthnum


Joined: February 17, 2014

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Are you new to the financial advisor marketing game or just starting to utilize digital marketing strategies? One of the best ways to succeed online is by establishing credibility through your online presence. Easy enough, right? Well, we’re in a world where anyone can post anything online, and if I’m honest, a lot of the information has no credible sources to back it up. So, how can you be seen as an expert in your financial niche?

Let's take a look into why you need to establish yourself as a credible financial professional online, and the three steps to take to do so.

Why you should use your website to establish credibility

Your website is the best way to prove your credibility. Starting with a clean, well-functioning site is a great platform for your professional image. Did you know that over 40 percent of Web users view a bad website as a reflection of your business? In essence, it is quite common for consumers to associate your Web presence with your business practices.

Limitations faced by financial advisors

If I were to give advice to someone in another industry, the first thing I would suggest would be to collect client testimonials. Because isn’t it true that we trust the word of a peer the most? However, to stay within compliance, err on the side of caution and do without testimonials.

Here are the top three (compliant) steps you can take to be seen as a credible financial professional online.

1. Add publications you’ve been featured in

If you’ve been asked to contribute to any sort of publication, from your local paper to an online blog, chances are you were seen as a reliable source. Link to the article on your site or just have the publication's logo featured on a section of your website. Although potential clients may not take the time to read your contributions, having them available on your website shows that your insight on that issue is valid.

2. Add certifications

Showcasing certifications is another great way to demonstrate how well-versed and qualified you are. If you are part of a broker-dealer, chances are that you will be required to have some sort of company logo showcased in their Web policies. If you are a CFA or a member of FINRA, then show your potential clients. They might not know what all these certifications actually entail, but the right audience will at least recognize their value.

3. Create valuable content for your targeted clients

Do you specialize in retirement planning? How about financial planning for a specific community, such as doctors or lawyers? I hope by now you understand your client persona, what you perceive as your ideal client. When your content is curated towards a particular client persona, your authority speaks directly to them through the tone of your content. You will often speak from experiences instead of just researched information from the Internet. People who search the Web are usually more savvy than we often give them credit for, and authenticity is translated through your content more often than not.

Overall, your website is a great place to showcase your skills and talents. You provide such valuable services as a financial advisor; this is not the place to be modest about it.
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