In today’s digital world, being discoverable by AI is becoming a prominent feature of having a website. We recently helped a financial advisor update their site so that when prospects ask AI for retirement advice, their name shows up. Here’s the six-step strategy we used—a blueprint you can follow to make your advisory practice stand out in AI-driven searches.
Why AI Discoverability Matters
Tools like ChatGPT and Copilot are increasingly relied upon for recommendations. They use key metrics—natural language, credibility, value, proximity, and narrative-driven content—to decide which advisors to recommend. Reviews and authentic client stories are more important than ever.
Step 1: Create Review Opportunities
Start by encouraging your clients to leave feedback. Whether it’s on Google, Yelp, or through direct testimonials, authentic reviews boost your credibility. Yes, it can be tricky in the financial industry, but work with your compliance team to find a solution. It’s worth the effort. (We’re even creating a template email for advisors to make this easier.)
Step 2: Use AI to Curate Reviews
Once you have reviews, use your tools to summarize and organize them. ChatGPT or Copilot can help you quickly spot what clients are saying—saving you time and surfacing valuable insights.
Step 3: Identify Common Themes
Parse your reviews and identify themes common among them. What do clients consistently praise? What concerns do they raise? These trends are gold—highlight your strengths, whether it’s legacy planning, tax efficiency, or Medicare guidance.
Step 4: Build Client Personas
Do you serve a lot of clients from a particular industry? Are most worried about running out of money, or are they already retired? Let the data guide your marketing and build an appropriate client persona to guide your policies.
Step 5: Create Targeted Content
Use these personas to craft blog posts and website content that speaks directly to your audience. Keep your tone natural and conversational—just like you would in person. A great tip: build a Frequently Asked Questions section based on real client feedback.
Step 6: Align Your Marketing Messaging
Finally, adjust your messaging across all marketing channels to reflect what your data tells you. If tax planning is a top concern, create seminars and content around that topic. Don’t just repeat the same old seminar—speak your prospects’ language, both online and in person.
By following these six steps, you’ll create content that not only connects with people but also ranks with AI. For more tips on staying current, like and subscribe to our YouTube channel.
