Deep digital footprints convert advisor referrals to clients

For years, I believed referrals spoke louder than the internet when it came to growing my practice. After all, what could be stronger and more trustworthy than a personal recommendation from a satisfied client? 

But I have learned, through personal experience and in conversations with colleagues, that potential clients don’t stop at the recommendation these days — they verify online. And in a world in which attention spans are short and options are endless, that split-second impression matters. 

That’s why an ineffective digital presence can cost a financial planner referrals and reputation. 

The good news? Your online presence needn’t be artificial or salesy. On the contrary, it should authentically reflect who you are and the value you deliver as a financial planner. Curated thoughtfully, your website, LinkedIn profile and media presence constitute the modern-day proof that you are what those you serve say you are.

READ MORE: How advisors are approaching digital marketing in 2025

First, google yourself

Your digital footprint doesn’t just validate existing relationships, it opens new doors, even among those who haven’t met you yet. Here is how to get started without getting overwhelmed.

First, audit your current online presence. Google yourself. Look at your LinkedIn profile through the eyes of someone who has never met you. Does what you find reflect who you know yourself to be?

Then make sure your website is up to date. Your bio should be written in the first person (it’s meant to be an introduction, not an obituary). Also make sure the headshots of you and your colleagues are current and stylistically consistent. 

Keep your website active by adding new content on a regular and consistent basis. If creating content feels intimidating, use AI tools like ChatGPT — but for inspiration only. The content must be your own. Copying and pasting will not convey your distinctive voice.

When it comes to LinkedIn, remember that social media was designed to be just that — social. Treat your profile as you would an in-person professional networking event. Keep it authentic, active and aligned with your mission. Commit to posting at least two to three times a week and engage with other posts. 

READ MORE: Ask an Advisor: How do I use LinkedIn to boost my career?

Review client reviews

Encourage client testimonials and endorsements, but be sure to follow your firm’s policies to stay on the right side of the regulators. 

Google reviews aren’t vanity projects. If you plan to display reviews on your website, include the required disclosures — whether the reviewer is a current client, if compensation was provided and any material conflicts of interest. Refrain from editing or selectively displaying reviews to maintain transparency and adhere to the SEC guidelines. 

READ MORE: Heads up, RIA compliance teams: It’s past time to green-light testimonials

Voice of authority

Being quoted in third-party trade and client-facing publications reinforces your credibility. I use Wealthtender to identify media opportunities. Others can be found on X (formerly Twitter) posted from the handle @helpareporter or by following #journorequest and #PRrequest. Once the articles or clips are live, I post about them on social media. If I have written a full article for a news outlet, I add that to our website.

Finally, don’t underestimate the power of short, informal videos. You don’t need a studio setup, just your phone, a simple external mic and your authentic self. Even a quick selfie-style video can help others feel like they know you. This can create a parasocial — one-sided but emotionally meaningful — relationship that builds trust. People are drawn to realness, not perfection. 

READ MORE: 5 lessons for financial advisors on how to become ‘finfluencers’

DIY or outsource?

When it comes to crafting an effective digital footprint, there’s no one-size-fits-all template. 

You might start by carving out an hour a week to work on different tasks, like blocking off 15 minutes a day to comment on LinkedIn or setting aside 30 minutes each week to reach out to reporters. 

If you prefer a “who not how” approach, partner with experts who can help you tell your story. Should you decide to outsource, spend the time to find someone who understands you and your unique voice. 

Whichever path you decide, consistency is key. Make it part of your day, commit yourself to it and stick with it. Your digital footprint should be part of your growth strategy, not an afterthought.