SEO for Financial Advisors
that brings clients to you.
People search for financial advice at pivotal moments: inheritance, retirement, divorce, selling a business. They search Google before they ask anyone for a recommendation. Local SEO puts your firm at the top of those searches so you are the advisor they find when it matters most.
Why most financial advisory firms
are invisible when clients are searching
The largest financial advisory networks spend millions on national brand awareness. Independent and regional advisors cannot compete on that level. But they can compete locally, and local search is where the highest-intent clients are found. These are people actively looking for an advisor, not passively seeing an advert.
Referrals are slowing across the profession
Client demographics are shifting and with them the behaviour that drives referrals. A website that ranks consistently for local financial advice searches means new clients find your firm without depending on a recommendation from someone who already knows you.
National networks dominate generic searches but not local ones
St. James's Place, Hargreaves Lansdown and the comparison platforms dominate broad financial advice searches. But they do not own localised searches. "Independent financial advisor [your town]" or "retirement planning advice [city]" are exactly where a well-optimised independent firm can rank above the nationals.
Your website is not capturing the searches that matter
Most financial advisor websites are generic. They describe services but rank for nothing specific. A site with no local signals, no service-specific pages and no schema gives Google nothing to rank you for at the moment a prospective client is actively searching.
Another advisor in your area is winning the clients you should be seeing
Another firm in your area is already ranking for "financial advisor in [your town]", "pension advice near me" and "inheritance tax planning [city]". The enquiries those searches generate are going to them. Local SEO ensures they come to you instead.
What we actually do
each month
We do not sell vague promises. Here is exactly what happens when you work with us, in plain English.
Full site audit and foundation build
We run a complete Semrush audit to identify every structural issue on your website. We then build dedicated service pages for every area of advice you offer: retirement planning, pension transfers, inheritance tax, investment management, protection, later life planning and more. We apply financial services schema markup, optimise your Google Business Profile and ensure your NAP is consistent across all relevant directories. This is the foundation work most agencies skip entirely.
Topical cluster and content build
We build a topical cluster around your advice areas: a landing page, a hub page and informational articles all linked internally. This tells Google your firm is the local authority on financial planning. We target the specific search terms people use at key life moments and create the local signals that move you into the map pack ahead of the national networks.
Ranking, conversion and review strategy
Once rankings start moving we add consultation request CTAs to pages generating traffic. We reconstruct content on pages that are not ranking. We audit your Google Maps profile and build a review strategy that reflects the trust standards required in regulated financial services. Every three months you get a full site re-audit. Every three weeks we update you on exactly what we are working on.
You always know what is happening
We use Microsoft Planner so every task on your project is visible. You do not need to chase us for updates. We contact you every three weeks with a clear summary of what we have worked on, what has moved and what comes next. No jargon. No vague reports.
Local SEO vs the alternatives
Every option for growing an accountancy client base has a cost. Here is an honest comparison.
| Channel | Monthly cost | You own it | Stops when you stop paying | Scales over time | Exclusive leads |
|---|---|---|---|---|---|
| Local SEO (Lillian Purge) | From £350 | ✓ Yes | ✗ No | ✓ Yes | ✓ Yes |
| Financial advice comparison platforms | £200–£500+ | ✗ No | ✓ Yes | ✗ No | ✗ Shared |
| Google Ads | £300–£600+ | ✗ No | ✓ Yes | ✗ No | ✓ Yes |
| Word of mouth only | £0 | ✓ Yes | ✗ N/A | ✗ No | ✓ Yes |
What financial advisory firms see
when SEO works
These are the outcomes our clients report. Not impression data. Actual new client enquiries from people who found the firm through local search.
Guarantee
No hidden fees.
No confusing packages.
Three tiers based on the size of your market and how fast you want to grow. All include the core work.
For accountancy firms targeting a single town or postcode area.
- Full site audit on Semrush
- Dedicated service pages built
- Google Business Profile optimisation
- Schema on all key pages
- Topical cluster content
- NAP consistency check
- Google Maps audit
- 3-weekly client updates
- Quarterly re-audit
For practices covering multiple towns or competing in a larger market.
- Everything in Local, plus:
- Location pages for up to 5 towns
- Expanded content programme
- Review acquisition strategy
- CTA and conversion optimisation
- Monthly rank tracking report
- Priority support response
For accountancy groups or firms targeting multiple regions across the UK.
- Everything in Multi-Area, plus:
- National keyword strategy
- Unlimited location pages
- Full content calendar managed
- Link building programme
- AI search optimisation
- Dedicated account manager
- Fortnightly calls
All plans on a 12-month agreement. No setup fees. Cancel with 30 days notice after the initial term.
Questions financial advisors
always ask us
On national terms, no. On local terms, absolutely. The nationals optimise for broad high-volume searches. They do not invest in hyper-local content for every town across the UK. That is precisely where independent and regional firms can outrank them. A well-structured website targeting "independent financial advisor [your town]" or "retirement planning [your city]" can rank above a national brand on those specific searches because the national has not built that specific local content.
In most UK local financial advice markets, meaningful ranking movement appears within 3 to 4 months. Map pack movement often comes faster. Specific advice area searches like "pension advice [town]" often move faster than broad terms because competition at that specificity is lower. We give you an honest assessment of your market before you commit to anything.
Given the lifetime value of a financial planning client, the return on a local SEO investment is typically achieved from a single new client relationship. A client with a modest pension pot seeking retirement advice represents years of ongoing advisory fees. That is why we offer a free audit first so you can see exactly what your website is missing before committing to anything.
Not necessarily. We work within your existing website wherever possible and we are mindful of FCA financial promotion rules throughout. The audit tells us what needs to be added or changed. In most cases we build new advice area pages and local content within your existing site rather than rebuilding it. If your current site has technical problems that cannot be resolved within it, we will be upfront about that from the start.
Your rankings do not disappear overnight. Everything we build is yours. All content, all technical improvements and all Google Business Profile enhancements stay with you permanently. Rankings may gradually move over time without ongoing optimisation but the foundation we build does not vanish the day you cancel.
Know exactly what works
before you spend anything
We have built a free library of in-depth guides covering every aspect of local SEO for UK financial advisory firms. No sign-up. No email capture.
The Financial Advisor's Guide
to ranking on Google
In-depth guides covering local rankings, life event search optimisation, Google Business Profile, advice area page structure, reviews and how to outrank the national networks on local search terms.
Browse all guides- How independent firms outrank national networks locally
- How to rank for retirement and pension advice searches
- How to optimise your Google Business Profile
- What advice area pages your website needs
- The role of reviews in financial services SEO
- How to rank for life event search terms
- SEO vs comparison platforms compared honestly
- How to future-proof your firm for AI search
Find out exactly what is
holding your website back
We will audit your website and Google Business Profile for free and tell you specifically what is stopping your firm from ranking for the financial advice searches your ideal clients are making right now. No generic report. No sales pitch. Just an honest assessment you can act on whether you work with us or not.
Request Your Free AuditNo commitment required · Response within one working day · Lillian Pur