Good adviser content reduces uncertainty. It helps prospective clients understand who you serve, how advice works and what a first conversation may involve.
Explain the advice journey
Create pages covering the first meeting, information gathering, strategy development, implementation and ongoing reviews. Describe the experience without promising a particular financial outcome.
- What to bring to a first meeting
- How your advice process works
- What ongoing service includes
- How fees are discussed
Answer decision questions
Develop plain-English guides for retirement readiness, superannuation conversations, insurance reviews and receiving an inheritance. Keep the content general unless personal advice is being provided through the appropriate process.
- When to seek advice
- Questions to ask an adviser
- How couples can prepare
- Common document checklists
Show how the practice works
Introduce the team’s roles, service standards, technology approach and community. Use real evidence and avoid generic claims that every competitor could make.
- Who does what in your team
- How client information is protected
- Your review meeting approach
- How to contact the practice
Maintain every page
Assign an owner and review date. Financial information, team details and service descriptions should not be left to age unnoticed.