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Written by: Samantha Russell
When trying to stand out from the competition as an advisor, there are different approaches you can take to set yourself apart. In our digital marketing survey from 2019, we found that roughly 50% of advisors who reported receiving 6-10 or 11+ or more clients per year included an “As Featured In” section on their site with logos of the publications/media appearances they’ve been featured in.
Why is this such a good tactic? Read on to find out why and how it can help you.
3 Reasons Why Your Advisor Site Should Have an “As Featured In” Section
1: Will Show You As a Trusted Expert
When you are trying to portray that you are a trusted advisor, it’s great to be able to show credibility. If you are a fresh face in the game, then you have a bit more to prove. Because you obviously haven’t been around as long as the firms who have had time to establish themselves. It’s great for someone starting out, as you have not quite gained the reputation of much larger firms.
Does this mean that you aren’t as qualified? Absolutely not! It just means that you might not have many clients yet. Putting this section on your website shows that you’ve been featured and know what you’re doing.
2: Convince Using Social Proof
What exactly is social proof? Well, it’s a phenomenon where people copy the actions of others in an attempt to undertake behavior in a given situation. It plays a big role in marketing and it can really boost the effectiveness of your marketing strategy.
In situations where someone doesn’t exactly know what to do or they don’t know a lot about the subject, they assume those that are around them have more knowledge about what’s going on and what should be done. So, if someone is checking out financial advisors, but doesn’t know that much yet, they will see all of these accolades and features and just go ahead and assume that they are a very well-known firm with a wealth of information.
3: Illustrates That You Are Prepared
You are ready to be interviewed by the press, and you need to portray this on your website. Journalists will automatically take you more seriously if you have this listed somewhere with places you’ve been mentioned and featured across the web.
Additionally, writers and journalists are very busy people, just like financial advisors. So, when they see that someone is prepped and ready to go or that they have already performed well in other interviews that they are featured in, then they will be more likely to reach out to them since they see that they have already done well.
3 Examples Using an “As Featured In” Section on Advisor Websites
1. Quarry Hill Advisors
As we mentioned above, it’s so important to show that you are a trusted advisor with credibility, especially when you are first starting out. When Kyle Moore, CFP®, founder of Quarry Hill Advisors in Saint Paul, MN, first started out, he responded to every media opportunity possible in order to build his repertoire and prove that he was a trusted, expert in the financial industry.
In the above image, Kyle included the publications that have mentioned the firm on their website. This is a great way to help your site rank higher in the future. As visitors will see that these large publications found your firm credible enough to link back to their website.
Additionally, if you join financial organizations, that is a great way to gain credibility and become even more established in the industry. You can network with others in the industry really get your name out there and continue to grow.
2. Prominent Financial Planning, LLC
Next, we have Prominent Financial Planning, LLC. They serve clients across the country but are based in Austin, TX. Garrett Prom CFP®, EA, CRPC® is a fee-only, fiduciary Certified Financial Planner™. He works with a particular niche, and that is that he only works with Generation X and Y (Millennials) clients. His reasoning behind this is that he knows how important it is to start planning for your future young, as this makes you more likely to achieve your goals.
He mentions that his holistic approach and methodologies have helped him to land many features in the above publications. Below, he places the above early on the homepage because it requires less scrolling to see this section.
Garrett has grabbed the attention of the visitors right from the start. Which will then entice them to continue checking out the website. If this was placed lower down on the website, then people may have already left the site.
3. Jacob Gold & Associates
Lastly, we have Jacob Gold & Associates. Which is a firm based out of Scottsdale, AZ that focuses on two different areas. Those are active wealth management and financial education.
Founder, Jacob Gold, CFP® is a third-generation financial planner, so he definitely knows all there is to know about the world of finance. Jacob and his team provide financial education to individuals of all levels of knowledge and ages; from executives at Fortune 500 companies to children at elementary schools.
In fact, this shows what a wide range they cover, and the importance of learning about financial planning and stability.
Above, you can see that Jacob Gold & Associates has been featured in some very prestigious publications. Including Time Magazine, Wall Street Journal, and much more. Those are extremely impressive credentials and ones that they should display proudly.
Additionally, this section is also listed on the homepage. We discussed how important it was that visitors to the website wouldn’t have to search far to find this part. They are able to rope people in from the start so that when they peruse the rest of the website, they know that they are going to be working with a firm that is very accomplished and good at their services.
Related: Marketing to Centers of Influence for Financial Advisors