Your name just came up at a lunch catch-up.
Your client – let's call her Sarah – is chatting with her friend Emma, who mentions she's feeling all over the shop about her business and family finances.
Sarah's face lights up. "You need to talk to my financial adviser. They're brilliant!"
But Emma doesn't reach for her phone to call you. Not yet.
Instead, her thumb is already tapping your name into Google. She's sussing you out before the bill arrives. What she finds in those next 60 seconds will determine whether she schedules that first chat with you or whether you've just been virtually ghosted.
The harsh reality is that your potential perfect-fit clients are judging you by your digital footprint. And they're making snap judgments faster than you can say "compounding interest."
The signs are in the stats
Let's start with some key facts:
- Google accounts for 93% of all search engine usage in Australia.
- Approximately 60% of all Google Business Profile customer actions are website clicks.
- 75% of consumers judge a company's credibility based on its website design.
- 68% of searches in Australia are conducted on mobile devices.
The attention deficit economy
We've never been more bombarded with information. Our brains are working overtime, constantly filtering, sorting, and categorising.
This means your potential clients have mental shortcuts for deciding where to spend their precious attention. And if your online presence doesn't quickly convince them you're worth that attention, they'll move right along.
Online red flags to avoid
When it comes to online presence, three major red flags tend to turn potential clients away:
- The "Vanilla" red flag: being completely forgettable online. Nothing grabs attention. Nothing stands out. Your website looks like every other financial adviser's, complete with stock photos of random mountains, yachts or retirees kissing on beaches.
- The "All about me" red flag: Talking endlessly about yourself, your certifications and your awards without showing you understand your clients' problems. It's the online equivalent of being stuck next to someone at a dinner party who only talks about themselves.
- The "Scatterbrain" red flag – Mixed messaging that doesn't resonate with any specific audience. Trying to be everything to everyone means you end up being nothing to anyone.
People want clarity. They want to know you get them. And they want to know, quickly, whether you're the right fit.
Take the Google test
The "Google test" offers a window into your clients' first impressions. It's simple:
- Google your name
- Google your business name
- Look at the first page of search results
- Ask yourself: "If I were my ideal client, would I be impressed enough to call?"
Be brutally honest. What you're seeing is what your potential clients see. And it's either drawing them in or scaring them away.
Four steps to never getting ghosted again
If you want to ensure you're never getting virtually ghosted again, follow these steps:
1: Optimise your Google Business profile
Your Google Business profile is prime digital real estate that shows up prominently in search results.
Make sure you:
- Write a clear, client-focused business description
- Include your hours, contact details and website
- Regularly post updates and news
- Actively collect and respond to reviews
A well-optimised Google Business profile can be the difference between "Let me call this business" and "Next!"
2: Polish your LinkedIn presence
LinkedIn isn't just for job hunting; it's where many potential clients and referral partners check you out.
Update your:
- Profile photo (professional but approachable)
- Headline (focus on who you help, not just your title)
- About section (write in first person and tell your story)
- Experience (highlight client outcomes, not just responsibilities)
Remember, LinkedIn is your professional story. Make it compelling.
3: Check your Adviser Ratings profile
If you've Googled yourself lately, you'll notice your Adviser Ratings listing pops up on page one. Take control of your listing with these quick tips:
- Update your profile picture
- Spruce up your 'About' section to clearly state:
- Who you help (be specific)
- How you help them
- How their life is better by working with you
- What makes you different
- Set a reminder to ask clients for reviews quarterly
4: Make your website client-centric
Your website should pass what we in marketing call the "grunt test" – in the first 5 seconds, visitors should know:
- What you do
- Who you help
- How it makes their life better
- How to get started
If you're not ready for a complete website overhaul, here are some quick fixes:
- Update the hero section (the first section people see when they land on your website) with a punchy statement that clearly says what you do, who you help, and the benefit you provide
- Add a clear call-to-action button in the menu (the first thing you want people to do - i.e., "Book a call")
- Revamp your "About" page (it's typically the second most viewed page)
Consistency is key
What potential clients see online is often their first experience of you and your business. You want to set the best first impression to show them they're in precisely the right place.
A consistent brand and message across all platforms builds trust. It shows you're clear about who you are, who you help and why you're the go-to choice.
Remember, though: you don't need to appeal to everyone. You need to connect deeply with the right people – those perfect-fit clients who value what you do will pay what you're worth and will rave about you to their friends.
So, how are you showing up online? Are you making it easy for the right people to choose you? Or are you getting ghosted because your digital presence doesn't do justice to the brilliant adviser you are?
Give yourself the "Google test" today. Your future clients will thank you.
Advisely Partner
