Nobody chooses a financial adviser lightly.
They’re handing over their retirement, their super, their family’s future, and Google treats these searches with the same gravity, holding financial content to its strictest quality standards.
We’ve marketed Perth advice firms from fee-for-service independents to established planning practices, and the approach is always the same: build the trust first, and the enquiries follow.
Why financial marketing is held to a higher bar
Google classes financial advice as “Your Money or Your Life” content, the category where thin pages and big claims don’t just fail to convert, they fail to rank at all.
Add ASIC’s guidance on financial advertising and the licensing framework every adviser works under, and this becomes a sector where most marketing agencies do more harm than good.
The firms that win in financial search are the ones whose expertise is visible and verifiable: credentials on the page, licensing plain to see, and content written by people who understand what an AFSL actually is.
That’s how we’ve always approached it.
High-value search, not high-volume search
A single retirement planning client can be worth tens of thousands over the relationship, so this market is about winning the right hundred searches, not chasing traffic.
We target the terms that bring genuine advice-seekers: retirement planning, superannuation advice, SMSF, and the suburb-level searches where people look for an adviser near them.
Our work with Approved Financial Planners, a Floreat practice established in 2005, was built on exactly these foundations.
Positioning that matches the firm
A fee-for-service independent and a full-service planning practice sell trust in different ways, and their marketing has to match.
Over many years working with Andep Investment Consultancy, one of the few genuinely independent advisers in the country, advising since 1982 with no commissions and no product alignment, the story was independence itself.
Whatever makes your firm different is the thing the marketing has to make visible.
Content that answers the pre-advice questions
People search their worries long before they search for an adviser: how much super is enough, when can I retire, what does advice cost.
The firms that answer those questions well are the ones in the room when the decision gets made.
We build education content that ranks, reassures and positions your advisers as the obvious people to call.
Accountants and tax practices
The same trust dynamics run through accounting, where the goal is usually quality over volume: fewer basic returns, more business advisory and SMSF work.
We position accounting firms for the searches business owners run, from tax planning through to structure and succession questions.
Results for Perth law firms
Approved Financial Planners: a long-running engagement with an established Perth advice practice covering retirement planning, superannuation, SMSF and wealth protection.- Andep Investment Consultancy: many years supporting one of Australia’s few truly independent, fee-for-service advice firms, advising Perth clients since 1982.
Read more of our work on our SEO case studies
FAQ’s
Q: Can financial advisers even advertise? What about ASIC’s rules?
You can, within the rules. ASIC publishes guidance on advertising financial products and services, and the general principle is simple: nothing misleading, nothing that overstates returns or understates risk. Good marketing for advisers doesn’t need hype anyway, the strongest message in this sector is demonstrated competence, and that’s entirely compliant.
Q: What actually brings advice clients in from search?
Two things, in order: being found for the questions people ask before they want an adviser, and looking unimpeachably credible when they check you out. Reviews, credentials, clear fees and plain-English content do more than any slogan. The enquiry usually comes weeks after the first visit, which is why the trust groundwork matters more here than in any quick-decision market.
Q: We’re a small practice. Can we compete with the big brands online?
Yes, and locally you can beat them. The major brands can’t be personal, local and specific the way a Perth practice can. Suburb-level visibility, a strong profile and content that sounds like a human adviser rather than a compliance department wins the local search battle consistently.
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