Most searches for a financial adviser start online. Make sure they end on your website.
User-generated content (which includes things like reviews, testimonials or anything else your clients share about you) is more effective in building trust than any traditional marketing.
But all the positive reviews in the world won’t help you if none of your prospects see them. Let’s take a look at a few reasons why Google reviews are so critical for financial advisers.
It’s where the search begins
For better or worse, Google is your new homepage. It’s where 90% of people start a search and even though it may return a few billion results for “financial adviser,” the vast majority of people never make it past the first page. If you want to be seen, you better rank near the top.
So what does that have to do with reviews? Google likes to keep their ranking methodology a secret, but studies by experts at places like Moz have suggested reviews may account for as much as 10-15% of the entire Google search algorithm.
Beyond traditional SEO, a steady stream of quality reviews is critical for earning a place in the coveted Google Maps 3-Pack (Google’s top three results for a local search, such as “financial adviser near me”). Consumers are more likely to click on a result in this 3-pack than they are to click on any of the top paid or organic results!
It’s an opportunity to build trust
When a prospective client is referred to you by someone they trust, that prospect trusts you before the first meeting even begins. It’s why advisers are often able to convert referrals at 10x the rate of purchased leads.
Today, people trust online reviews just as much as a recommendation from a friend. But unlike referrals, online reviews can live on forever, providing an evergreen source of positive influence over prospective clients. They are the referrals that keep on giving!
Having testimonials on your website can be great for creating engaging content, but ultimately, consumers place the most trust in reviews that are hosted on third party sites with which they are already familiar, like Google.
It moves the needle
Positive reviews aren’t just a feather in the cap, they actually move the needle when it comes to growth. Searchers are more likely to click on results with positive reviews (meaning more prospects reaching your website) and more than 60% of people read Google reviews before visiting a business (meaning more prospects in the door).
The bigger the decision the consumer is making, the more weight they place on reviews. It’s no wonder financial services are one of the industries in which reviews have the greatest impact on revenue.
We can help
Testimonial IQ is designed to help advisers compliantly generate more Google Reviews while also creating engaging content. Schedule a call with our team today to learn how.