How to Optimize Google My Business for Financial Advisors
If you’re a financial advisor, chances are you rely on referrals and networking to attract new clients. But did you know that your Google My Business (GMB) profile can be just as powerful for bringing in leads?
Think about it—when someone searches “financial advisor near me”, your GMB listing is one of the first things they’ll see. A well-optimized profile can make you stand out, build trust, and even get you more clients.
So, let’s talk about how to make the most of it!
Step 1: Claim and Verify Your GMB Listing
If you haven’t already, go to Google My Business and claim your listing. Google will send a postcard or call to verify that you actually own the business. This is a crucial step—without verification, you won’t show up in search results.
Step 2: Optimize Your Business Information
Your GMB profile is like your online business card, so make sure it’s complete and accurate.
✅ Business Name: Use your official business name, not extra keywords. For example, “Smith Wealth Management” instead of “Best Financial Advisor in Pensacola.” Google doesn’t like keyword stuffing.
✅ Category: Choose "Financial Planner" or "Investment Consultant", whichever best describes your services. You can add secondary categories too!
✅ Address & Service Area: If you have a physical office, add your exact address. If you work remotely, you can list a service area instead.
✅ Phone Number & Website: Make sure they’re up to date!
✅ Hours of Operation: Even if you’re appointment-based, listing your hours helps people know when you’re available.
Step 3: Write a Strong Business Description
This is where you tell potential clients what makes you special.
🔹 Keep it concise (750 characters max, with the most important info in the first 250 characters).
🔹 Mention your expertise (e.g., retirement planning, tax-efficient investing, estate planning).
🔹 Highlight what sets you apart—"Fee-only fiduciary," "Helping GenX professionals retire with confidence," etc.
🔹 Avoid promotional language like “best” or “#1 advisor”—Google doesn’t like it.
Example:
"At Smith Wealth Management, we help busy professionals create personalized financial plans for retirement, college savings, and wealth management. As a fee-only fiduciary, we put your interests first. Serving clients across Florida, Alabama, and beyond."
Step 4: Add High-Quality Photos
People are more likely to trust a business with real photos. Add:
📸 A professional headshot (or team photo)
📸 A picture of your office (if you have one)
📸 A photo of you speaking at an event or meeting with clients
📸 A logo for branding
Bonus tip: Google loves videos! A short 30-second intro about your services can go a long way.
Step 5: Get More Reviews (and Respond to Them!)
Now, this is where things can get tricky. Depending on your situation - RIA vs. working with a broker-dealer - you may or may not be able to use reviews. If it’s not possible, you should check with your compliance department about whether or not you can have a Google My Business listing. Unlike some other platforms, you have little control over what reviews are left for your business - which means that compliance cannot approve them first.
But if you ARE able to have a Google My Business and collect testimonials, do it! Reviews build trust and help with SEO. Ask happy clients to leave a review with a simple email:
“Hey [Client’s Name],
I really appreciate working with you! If you have a moment, would you mind leaving a short review on Google about your experience? It really helps others find my services. Here’s the link: [Insert Link]. Thanks so much!”
And don’t forget to respond to reviews! Even a simple “Thank you for your kind words, [Name]!” makes a difference.
Step 6: Post Regular Updates
Google allows you to post updates, functioning like a mini social media feed where you can share blog posts, announce webinars or events, offer financial tips such as “5 Retirement Mistakes to Avoid,” and promote seasonal services like year-end tax planning. Regularly posting keeps your audience engaged and signals to Google that your business is active, which can help improve your visibility in search results.
Step 7: Use GMB Messaging & Q&A
✔️ Turn on messaging so potential clients can send you inquiries directly.
✔️ Monitor the Q&A section—answer common questions like “Do you offer virtual consultations?” or “What are your fees?”
Being responsive makes you look approachable and client-focused.
Your Google My Business profile is a powerful (and free!) tool to help potential clients find you, build trust, and take action. By keeping your profile updated, gathering positive reviews, and sharing relevant content, you can increase your visibility and establish yourself as the go-to financial advisor in your area.
