Three options. Only one actually works for your business.
Robo-advisors and industry super own every high-intent search
Financial advice is a deeply personal, document-heavy service that gets quoted on a website. The pre-retiree types 'should I roll my super to an SMSF' or 'financial advisor near me' or 'retirement planning Sydney' and the first page is dominated by Stockspot, Six Park and Spaceship bidding on every wealth-related query, by AustralianSuper and HostPlus defending their member base, and by industry comparison sites monetising the contact details to half the advisors in the postcode. The AFSL-holder authorised representative with FASEA-completed credentials, the one who'd actually build a comprehensive Statement of Advice with the retirement-bucket strategy properly modelled, the TPB-registered tax-financial-advisor side handled, and the Centrelink interaction worked through, sits on page two. So you spend the week on the leads from the same five accountant referrals, and the $1.4m-portfolio prospect three streets away ends up filling in a Stockspot form at 10pm and getting a 60/40 ETF mix that doesn't account for her spouse's super balance or her unused concessional cap.
Good financial-advisor marketing is three things, in this order: a service-page library that splits comprehensive advice, scaled (single-issue) advice, retirement and pre-retirement planning, SMSF strategy advice (separate from SMSF administration), aged-care advice and intergenerational wealth-transfer into their own pages, each ranking for its own search instead of competing with itself; a trust-signal layer that puts the AFSL number, the FASEA-completed status, the FAAA member badge, RIAA certification where applicable, and a real 'this is what the SoA process looks like' walkthrough above the fold on every page (this is what beats the robo-advisors on the second look from the prospect who has the complexity a 60/40 ETF doesn't solve); and a Google Business profile that calls out the platforms you use (Hub24, Netwealth, BT Panorama), the niches you serve, and reviews from clients about specific advice outcomes.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the advice work that actually pays your retainer (comprehensive private-wealth $1m+, pre-retiree five-year planning, intergenerational wealth-transfer) rather than chasing every 'should I invest in shares' query. Briefs the other agents so the service pages, the compliant Google Ads, the social cadence and the Google Business profile all reinforce the 'AFSL-licensed FASEA-completed advisor with a real SoA process' positioning instead of competing with Stockspot on portfolio price alone.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new advice-type page a five-minute job. Ships a clean service page for comprehensive advice, scaled advice, retirement and pre-retirement planning, SMSF strategy, aged-care advice and intergenerational transfer, each with the AFSL number, FAAA badge, FASEA-qualified credential, platform availability and a 'book a free 30-minute discovery call' CTA, to your live site in two taps.
Goes through your live site for the things that actually move financial-advisor rankings: advice-type-specific H1s on every service page, FinancialAdvisorService schema (not generic financial-services), AFSL number in structured data, FAAA membership in the schema, and a Google Business Profile that lists the advice specialisations and the platforms you use. Auto-applies the low-risk fixes, flags anything touching fees or returns.
Launches Google Ads on the queries that actually convert ('financial advisor [suburb]', 'retirement planning advice [city]', 'SMSF strategy advice', 'aged care financial advice', 'redundancy financial advice') with a built-in AFSL, FSG and general-advice disclosure check on every ad copy variant. Excludes the broad 'best ETF' and 'cheap financial advice' queries entirely. Switches Meta on for pre-retiree nurture (where considered-purchase audiences live) and off for scaled-advice.
Turns every strategy meeting and SoA outcome into a post in your real accounts: the carry-forward concessional contribution you caught, the transition-to-retirement income stream that bridged the five years to age pension, the intergenerational wealth-transfer plan that used a testamentary trust. Builds the 'real advisor who actually structures the strategy properly' trust signal that beats Stockspot on the second-look prospect. You upload one meeting note or portfolio screenshot, the agent drafts with the general-advice carve-out included and client details anonymised, you approve.
Drafts the long-form pieces that rank for the queries pre-retirees Google before they ring a robo-advisor: 'how does a Statement of Advice actually work', 'fee-for-service vs commission-only financial advisor', 'what does an AFSL number mean', 'when should I see a financial advisor before retirement', 'SMSF vs industry super for $1m'. Two drafts a month, in your voice, AFSL-compliant, that pull the careful prospect to your site weeks before they need an advisor.
Your first 30 days.
- Six advice-type pages (comprehensive, scaled, retirement and pre-retirement, SMSF strategy, aged care, intergenerational transfer) indexed and ranking on long-tail advice queries
- Annual plan weighted to the $1m+ private-wealth and pre-retiree work that actually pays the retainer, delivered by Sam
- Google Business Profile rebuilt with AFSL number, FAAA membership, FASEA-completed credential and platform availability in the description
- SoA-process explainer published as the cornerstone trust asset against Stockspot, Six Park and Spaceship
- Fee disclosure standardised across every service page ($3,300-$5,500 initial SoA, annual ongoing fee, scaled-advice from-band)
- Comprehensive vs scaled vs strategy-only advice split into separate ad groups with general-advice disclosure baked in
- FinancialAdvisorService schema with AFSL holder reference deployed sitewide
- Strategy-meeting social cadence running, general-advice carve-out, client details scrubbed
Pre-retirees do not fill in a Stockspot form because Stockspot is better. They fill it in because Stockspot was the first calm-looking result on a phone at 9pm and your retirement-planning page wasn't on page one. They don't know that a robo-advisor doesn't model the transition-to-retirement income stream or the unused carry-forward cap until they've already signed up to the 60/40 ETF that costs them six figures over the next decade. The work is making sure that when a $1m+ prospect types 'retirement planning advice [suburb]' or 'financial advisor [city]', the first calm-looking result is your firm, with AFSL visible, FAAA member badge in the header, FASEA credential called out, and the SoA process explained instead of buried in a glossary.
Agencies are too dear to actually run the advice-type service-page library and the AFSL-compliant ads for $3.5k a month. Tools are cheap but the general-advice and personal-advice rules sit in the back of your head every time you draft, so you publish brochure copy that wins nothing. In-House is the third option: for $299 a month the agents ship the pages, launch the compliant ads, post the strategy wins, and keep your Google Business profile beating the robo-advisors. You stay in the driver's seat, two taps to approve, every draft pre-checked for the general-advice carve-out. Stop watching the $1.4m-portfolio prospect three streets away end up with a 60/40 ETF that doesn't account for her spouse's super.