The Website Fixes Advisors Should Make Before 2027

And today’s session is all about the website fixes that you should make before the year ends. So I know it still seems like New Year’s. The New Year’s a ways away, but as we know, it’s gonna be here before we know it. So we really thought about what are some low hanging fruit to style stuff that if you could go in and just make some quick changes, what’s gonna give you the biggest bang for your buck? So that is what we’re gonna talk about today. So I will go ahead and share my screen.

Alright.

Okay. So just in case you’re not familiar with FMG, maybe tell us in the chat. Do you use FMG for any part of your marketing stack, texting, testimonials, your website, anything like that. If you don’t, we are the one place you can go to get help with every aspect of your marketing.

It’s one connected platform no matter where you are in your business. So if you are a solo firm all the way up to a very, very large enterprise, we work with firms of all shapes and sizes. And you can see here the full stack that we have, and this is all…

Can either be bundled together or purchased separately. So depending on your wants and your needs, if you just need a website or you just need help executing emails and social posts and events or you just wanna collect collect testimonials compliantly, Depending on what it is you need, we can help you with it. So we have tons of different parts of the tech stack. And I see we got a few peep…

Oh, yeah, a couple of people saying they do use FMG. So awesome. Glad you are here.

Okay. And housekeeping, we always have to say, of course, this session is recorded, and we will share the slides.

And, of course, we’ll share a little bit more about how we can particularly help you with this topic.

And Morgan just told us behind the scenes before we joined that we have a really great guide that we’re gonna be giving to everybody who registered. So when you get the replay, check your email, and it will give you everything that you need to know about building a home page that passed the five second test, which we’re gonna be talking about here in a second. But as we’re thinking about website changes, I just wanna share a little story to get you all thinking. Right? So Love that.

Let’s think of these two advisers here. Right? The adviser on the left has been in business for thirty years. His clients love him. He, you know, works with a lot of different people in his community, but he does not use, you know, digital marketing much or really at all. He’s got a website, but he doesn’t update it regularly. He’s not very clear about who he helps.

All of his referrals really, you know, the word-of-mouth referrals. Compare that to the adviser on the right who is very clear about what exactly she does and who she helps.

She posts about it on LinkedIn. She shares blog posts about it, writes about per…

Particular area of expertise. Whenever she can, she’s, you know, on a podcast or making a video, just constantly honing in and talking about who she helps and how she helps them and make sure she updates her website at least twice a month with topics relevant to that. Who do you think is going to be easier for ChatGPT, Perplexity, Claude to recommend or Google when someone is searching for an adviser of the two of them. Right?

Let’s see if anyone can guess right. The woman. Yes. Oh, woman. Sadly, we don’t know if she’s the better adviser, but she’s the one that’s easier to recommend.

And we see this happening more and more, which is, yes, you you know, you wanna obviously please humans.

But It’s always the woman.

But you want to make sure that you realize you have two audiences. Right? You have the robots that are gonna send people to you, and it’s how more and more people are finding businesses. I mean, Susan, you were just saying you had your muse agent, right, trying to get you… Go ahead.

Tell the story. Oh, it just got in. I’m like, okay. It just sent me a little alert. Yeah. I’m using… Is anybody anybody in the chat using… Have downloaded the new Meta Agent app? It’s called Muse.

Anybody heard of it or some people are using Instinct I’ve seen on LinkedIn.

Instinct. Yeah.

That’s another one. Has anybody dabbled in this new sort of agent? I think Claude has one too. I think it’s called.

Yeah, they have their new assistant.

I forget what it’s called.

Something. Anyway, anybody?

Are not seeing anything. Anyway, how about how about this question might be easier to answer? Has anybody contacted you, a prospect contacted you and mentioned that they found you on ChatGPT or at least asked about you on ChatGPT or one of the LLMs.

Anybody who got a yes for that?

Yeah.

No?

Okay. Alright. Does anybody tell us yes or no you think this is going to be… This is… That more and more people are going to be looking and investigating advisers using the LLMs? Yes or no? You think it’s just gonna stay the way it is?

Yes. Yes. Yes. Cool. Alright. So then everybody’s interested in our advice, I think. Yay. Everybody said yes.

But the point was that you asked Muse to get you these concert tickets for Noah Khan, which is, like, the hottest ticket to get right now.

And It’s doing it right now.

Right. And it’s doing it, right, like, on your behalf. And so we know that people are using these tools more and more to find them a plumber, find them concert tickets, find them a financial adviser. So we want to make sure that our digital presence is set up so that these AI tools cannot only find you but choose you. That’s the key. Okay? So that… If you want AI to recommend you, right, there’s three things you need to focus on.

You have to show your expertise. Like, what are you great at? Who do you help? How do you help them?

What does your website say about how you work with these groups? The second one is authority. Who says you’re great besides you? Do you have any presence in Not your family.

Yeah.

Anything like that. And then the third one is trust. Why can AI or humans trust you? And third party reviews, your credentials, but really your client testimonials more than anything is what is going to be that social proof and that trust.

So today, we’re really focusing on the expertise side of things. Right? Yes. You can put testimonials on your website.

You can put, you know, podcasts and awards on your website. But we were really gonna talk today to just about the structure of your website and changes you wanna make to it. Really a lot that…

About that who do you help and how do you help them? Because we find before anything else, this is the biggest hurdle for most people.

Also this is what you can control. I mean, lot of… You know, the other two are less directly controllable. This is a 100% controllable.

You can go in today and then make this change.

By the… Yes. We… Yes. When you hang up and and you can absolutely update and make yourself more findable.

Right.

Thomas said there’s a problem with client reviews and testimonials with the state regulators. Well, they’re… State by state, it can be a little bit different, but we are rolling this out because we we did launch FNG testimonials at the beginning of the year.

And I will say that change is afoot across the board, and we work directly with the SEC to create our tool.

So if you’re interested in learning more or getting more information on, like, the compliance side, please reach out to us, marketing@fmgsuite.com, and we’d be happy to talk with you about it.

I also…

I wonder if the new rules around who is considered a small Yeah.

Firm versus now now it’s like a billion. And, you know, so nobody is really a small firm anymore.

I wonder if that’ll impact those state rules or not. But anyhoo.

Okay. So let’s start with, does your website pass the five second test? Susan, do you know what the five second test is?

Yes. After… If you go on your site, do you know who you serve and what… Who you serve and what services you provide. Right?

Yeah. Who you who you are, who you serve, and how you would serve them. What what do you do for them? So if everybody wants to play along and pull up the homepage of their website website and think if somebody lands on it and within five seconds, can they answer those questions?

Right? And this is something you can even do as, like, a little test with friends or family. I think sometimes in the name of wanting to have a really catchy slogan or something like that, we forget that being direct is best. Right?

It’s better to be direct about what you do and who you do it for than to talk about being the guide or the compass or, like, trying to come up with all these euphemisms. It’s better to just be direct, not only for the human to get it, but for AI to get it and to understand.

Totally. I mean, I I… We never can remind ourselves enough. We actually are working on our own brand messaging for FMG. And I shared some ideas with a group of advisor clients. And they were like, what does signal mean? What does intelligent technology? I’m like, you’re so right.

Just say what it is. So that was a reminder.

Yeah. And so what… Sometimes people, though, will say, you know, financial planning for individuals, families, and businesses, which is too broad. Right? We don’t wanna say we work with everybody. I always like to say, think of it like dating.

If you you wouldn’t wanna go on a date with the person who will date literally anyone. You want to be with the person that’s a little picky that, you know, you know, you wanna work with a firm that you know works with people like you, but you can still be broad. So in this example, they have retirement planning for individuals 50 and up and four zero one k solutions for businesses with 50 to 200 employees.

That’s really broad still, but it feels specific enough to pass the test.

Feels really specific. Yeah.

Yeah. Again, you wanna show your website to somebody, count to five, shut the laptop, and then ask them things like, what was the page about? What do you remember seeing? Who would benefit from the service?

And if they’re kinda like, I don’t know, to bank or they do something with investments, you know you’ve got your book cut out for you. Right? You want people to 80% of the way get it. And, again, the more straightforward you can be, the better.

So for everybody in the chat, tell us, looking at your homepage right now, do you think it passes the five second test? And if anybody wants to be a guinea pig, a little bit later, we might have some time. We can pull up some of your websites and look and see if it passes it. Yes.

Absolutely. Todd just said, can I put mine in the chat? Yes. Put your your URL in.

And if you aren’t sure or you think it does and you want Susan and I to take a look and you don’t mind being a mini pig…

Guinea pig, we’ll click on a couple. So here’s just another example. This website, when you land on it, their homepage is showing airplanes and this beautiful b roll of pilots kinda getting on the plane, but they don’t just serve pilots. So they talk about high income earners on their homepage, but they’re alluding to pilots with that imagery.

And then when you land and you scroll down just like right below the hero text, you see they’ve got…

They work with pilots. They work with high income earners. They work with entrepreneurs, influencers, and content creators. But when you’re looking at this page for all of you, what does your eye see first?

Does it go to the words, or does it go to the pictures?

What do you think, Susan? When you look at the pictures Pictures. Pictures. So remember that the image and the copy should reinforce each other. Right? A lot of times without even reading, we’re gonna notice what the picture says first.

And when it comes to the copy, though, one of Susan and I’s biggest, biggest tips, and, again, we’re struggling this with our own website, is pull out the jargon, pull out all of the words that you think make you sound cute or smart or whatever, and just write how people talk. What are the questions that people ask you, and how can you answer them in a way that sounds like a conversation you’d have over a cup of coffee? Right? So this example I love on this website on their homepage, they have, does this sound familiar?

And then they just list out the types of things that people are coming to them for. Right? You don’t have the time or desire to wrap your head around everything going on with your money. You often worry about putting your kids through college or whether you’re prepared to handle major life events.

You feel like there’s more you could be doing with your money, but you keep putting it off because you don’t know where to start. So it’s not technical or complicated. It’s really easy to just understand.

Yeah. It’s really describing in in plain terms the situation that the people are in or what they’re feeling. I mean, that’s… If you can do that, that’s when you’re really going to connect on an emotional level.

Yes. A 100%. And just, again, remember, this is what we normally see, and this is what, you know, being general but being specific could look like, and it makes a huge difference. So when you’re thinking about, well, how could I do this for my own website? I want you to think about… For all of you who said, like, I don’t know if my homepage passes. And right after this, we’re gonna click on a few.

Look at the home page and think, what is the problem that people are coming to me to solve, and what is the solution I provide to that problem? Right? And then that’s how you’re going to go after what you’re gonna put on the home page. Now you may not be able to get that in one sentence, and that’s okay.

We’re talking about the top of the page, scroll down right underneath it. Really, those two sections is where you really want to make the point. No. And it can be complicated.

We get it. Susan and I are trying to create a website for FMG where you saw the stack of services we provide. Right? And we have large enterprises, small clients, so we completely get it.

So why don’t we take a look at some of these websites actually, Susan, and see if…

What we think about some of even think of it like in a Mad Lib form where it’s, you know, we help who do what so they can.

Right? I’m not sure if we have that there, but people really… I mean, I think it’s easier when you get something to fill in the blanks.

The formula. Yeah. We we help who do what so they can. And then when you do the so they can, think of, like, three top benefits. Actually, I don’t think I have that formula in here, but I should have put it in there. Yes. So…

Okay. Here’s the website that came in, I think, from Thomas. Thank you, Thomas. Does your money deserve my help?

So this is, like, a question to start. The only thing I would say about I don’t know about you, Susan, I feel like when you say does your money deserve my help, I think for me, I might be a, like, a little turned off on that. Like, do…

Am I good enough to work with you? And I would change it more maybe something like, I like the idea of posing it with a question because especially, like, in our AEO world, a lot…

We’re typing in questions. But, like, this language is great. Whether you’re a first time investor, reimagining retirement, or anything in between, you need a financial professional in your corner.

And then it’s my mission to coordinate, but it still doesn’t really tell me who you help. You’re saying, again, we help a lot of different kinds of people.

Let’s see.

Your goals are my goals regardless of age.

I think another filter you can ask yourself, and again, this is something for any company that’s doing branding, is can anybody else say this exact thing?

And obviously, in financial services, it’s really hard to say something that nobody else can say, but you can make it a little better. There’s generic and then there’s, well, not everybody would say this. So for example, the boxes that we have here, retirement, small business owners, working professionals, pretty much everybody working professional, maybe not everybody, but just take retirement, for example.

Instead of saying retirement, you could say, just ideas, we help with… And we should click on this box and see what it says, but it could be retirement planning instead of just retirement. And it could say, we help with retirement income planning, social security timing, Roth conversions, and other things that enable you to draw in the right order from your taxable, tax deferred, and Roth accounts. Just explaining what you would do with someone who came to you about retirement using very specific terms will help you get found so much more often.

And one thing I did notice, you have this accounting and taxes button up here in the main navigation, which is great because Yes.

Anything you put in the main navigation, by the way, the LLMs, like Chachi, PT, Claude, Google, they will pick up on that better.

And you are able, right, to say that you do this in house. So more and more consumers want a financial adviser that’s all in one. That does taxes and investment management and everything in one. So I would talk about that more on the homepage.

That is a differentiator that you offer both of those services under one roof. So I would focus on that on the homepage language more. Okay. Let’s look at another one.

Financial planning and wealth management built on your goals. Okay? So it’s still pretty broad.

And Clarissa even said, mine needs work. Yeah. I think, again, you know, your…

The other thing too, by the way, do you notice it says at Evergreen Partners, we provide our experience team. You’re leading with a lot of language about yourself, which I know the idea is, like, well, I wanna tell everybody what we do and how we do it. But the best marketing copy actually talks all about person that you’re trying to connect with, not about you. So you really wanna focus on the problems that those people have in the copy. So you language, right, is really, really, really powerful here.

Okay.

Let me know. For example, you know, so I love the fact that you have life insurance solutions. That’s specific. Somebody looking for that, but financial planning really broad. So financial planning, for example, planning for… Whether it’s planning for college or to leave a legacy or to… You know, you can kinda just include just more specific terms after those broad terms.

So I’m gonna just show actually while we’re talking about this, this section, which is a woman who specializes in helping women going through divorce. So she talks a lot about the emotional part of it. Right? Overcome the fears of divorce and make decisions based on facts, not emotions.

Oops. I didn’t mean to go to the site, but we’ll just go there and look at it. So she’s saying, you know, divorce is already overwhelming. The financial question shouldn’t leave you paralyzed. And then she just lists out, like, what are the questions people would have going through this? Listing out those questions is such a great way to, again… And then if you even answer them… Because remember, all of these LLMs, they love that because somebody might actually talk about, you know, those types of questions.

You need solutions, not more anxiety. And then she talks about how she’s been in your shoes.

And then she lists, again, the different areas with a little bit more meat. So it’s not just a box saying, you know, that we do do divorce planning, but it gives you a lot more of the context behind it. So, again, I hope this is hope and illustrative to help you guys see, like, how language, it’s… It can be hard for us to do it on a webinar because there’s a million examples, and your business is unique. And so we wanna write copy that is specific to your business. This would actually maybe be a good time to put up a poll before we keep teaching. If you’re interested in talking with FMG about our website services, copywriting, we do have copywriters on staff that help with this type of thing.

And just having us look at your website and assess it just like we’re doing now for you personally and then talk about how we can help, just say yes, and our team will get in touch with you to do just that. If you’re already a website customer, but you’re interested in revamping, changing things, you can still say yes, and we will Yeah. Help you. It’s it’s for everybody here on the call.

Okay. And we’ll keep giving advice. So I think another thing that is a potential tip is…

So I bet most people are looking at this and being like, well, that’s awesome because she serves divorced women. Yeah. And that’s so specific, and that’s so awesome for her, but I don’t…

I serve broadly. Right. So one way to think about what are your niches, if you basically do serve a a wide range of people, think about maybe two different ways. Think about any new client you’ve gotten this year and what was the problem or moment that created their desire to come to you?

So was it because they just got an inheritance, because they were planning for a liquidity event, because they needed advice about what did they need advice about?

And that is your niche. So it doesn’t have to be a demographic or an event.

Right, those have to be physicians.

Yeah, it doesn’t have to be physicians or construction workers or employees of blankety blank or divorced women. It can be people who are interested, who need advice about blank. And so if you could just think about the people that have come to you and think about your best clients when they first came to you, what were they looking for advice about? And then your copy on your website can be, we serve people looking for advice on, and then you describe it. And that enables you to be really specific and yet still not discriminate against, you know, type of person or or employee, you know, profession. I love that.

Some people are posting that they’re, you know, working on it, that, you know, the five second rule is great, so great.

If you have a specific niche and maybe you’re, you know, thinking about what would be a good way to talk about them or you serve everybody, maybe just… If if something is coming to mind for you right now, tell us in the chat.

Can you kind of see, oh, I actually work with a lot of people who have this one connection? Another thing you can do that we’ve… We work closely with Jump and Zacks and a lot of these meeting notetakers, AI meeting notetakers, go through or, you know, you can take those client calls and summarize. What are the questions that keep coming up over and over again and get them in the client’s words and then use that in your marketing copy? That is a really great hack to save you a bunch of time. When we were working on our own messaging at FMG, we built a skill in Claude where we just uploaded every webinar Susan and I did, every blog post we wrote, all of our social posts, and then we asked Claude, like, if you were to look at everything we’ve ever talked about, summarize what are, like, the three takeaways if we were to update our homepage about what we really help advisers with. And it had great ideas that we couldn’t see because we’re, like, too close to it.

So Yes. And you could…

Yeah. Even ask your staff. I mean, you may be really close to it, but just ask somebody or even you talk about work with your partners and friends. You could even ask them, what what do I…

What kind of advice do you feel like I’m giving out most? What problems do you do you hear me talk about most? And that’s your answer. So it doesn’t have to be perfect, and it can always evolve, and you can have five of them.

So this is a good question. A lot of people will say, well, what if I change my messaging, and then I feel like I’m excluding some of my current customers, current clients? And what I…

The tip I always give is you really wanna design your homepage for who you’re trying to attract. So that doesn’t mean you have to get rid of clients you have, by the way, But you’re really designing that homepage for people coming for the first time, not people you’re already working with. And so even stuff like this, like, we’ll see people make their homepage, hey. Check out our new podcast.

That is not the place to take up the valuable, you know, real estate right there on the home page. You can have a banner maybe that says that, but you want the home page itself to be like the other ones that we showed you. Right? The other thing, again, this is something you can all do before the end of the year, is make sure you’re adding content at least twice a month.

So there’s a couple reasons for this. From the human side of things, it’s good. It looks updated. You’re showing your expertise, what you can talk about.

But in all of our research, what Susan and I have found and our team has found is that these LLMs reward recency. So they are looking for sites that are up to date and are updating frequently. So you wanna not only publish the content, but put a date on it. And if you have an old article, you can update it and put a new date and republish it.

That’s fine too.

Because you think about it, what are people likely going into Chad or Claude and asking about it? It might be like, okay, what’s happening with Nvidia? What’s that gonna do with the market? This big IPO coming and the market was crazy last week.

There’s politics. If you’re writing blogs that just touch on, for example, our FMG customers, we’re writing timely articles and emails and blogs about what’s happening. So when the market goes a little crazy last week, our clients have something that they can send out in an email. And then you can also create that into a blog.

And the goal is not to dissect the market and say now’s a good time to buy or sell. It’s to say, it’s not about today, it’s not about timing, it’s about staying in the market. And that’s when people are searching, they really just want to be comforted that they’re doing the right thing and they’re not missing some opportunity. So what’s happening in the world is the best place to be thinking about, okay, what should I write about?

Because that’s what people are searching for. And if you’ve written about something timely, you’re gonna come up as a source.

And if you’re thinking you don’t know what to write about or you don’t have time, that’s again where FMG can help.

Where FMG comes in.

Suite and our do it for me programs. So we have two options. You can either purchase marketing suite and log in to the library and choose the articles yourself, the ones that you want and add them as a blog, as email. Or through our do it for me program, you get exclusive content, and then we actually execute it for you.

So you don’t…

You get to see it, and then you say, yep. That sounds good. Go ahead and send it out. I did wanna just pause and make a note about calls to action.

How many of you feel like your calls to action on your website could be updated? So that’s really just like, what do you want someone to do next? Do you want them to book a time on your calendar, to sign up for your newsletter, to, you know, download something?

What we find is that people often have pretty bad conversion rates, and there’s a couple things going on. Number one, do not ask for a phone number. If you’re not ask… If it’s not a meeting scheduler where they’re scheduling a meeting, and even if they are, right, like Calendly integrations, schedule once, can just put your email in, and then they can join virtually. If somebody didn’t pick up the phone and call you after visiting your website, they probably don’t want you to call them.

So remember, this is inbound marketing. Right? So what we wanna do is create these calls to actions that somebody feels like this is so specific to me. Of course, I wanna do it.

So here, this adviser works with Eli Lilly employees. And so every single month, he puts out a newsletter all about their benefit packages, things that are relevant to them. So if I work there, of course, I’d be interested in signing up for that. So the more specific you can make it to your audience, the higher conversion rate that you will get.

And the…

At FMG with our websites, we have all kinds of calculators. So, like, how close are you to hitting your retirement goal, like, at the amount you have saved and what you can contribute every month, and they’re very interactive. Somebody fills everything out, and then they have to actually put their email in to get the results delivered to them. And then that email is given to you and added to your CRM as a new lead.

So that is a really, really great feature if you don’t have that enabled on your website already.

Okay. So I think we we started to go through the last…

One of the examples already about the woman in divorce, but I just wanted to mention this one too. This is Canico Wealth Management. We just did a webinar. Morgan, maybe you could drop the replay in the chat where one of the advisers we work with, this is her website, and she is working with us through our do it for me program.

So she, you know, has a concierge on our team, a marketing concierge that meets with her every month. We tell her, this is what you should post. These are the changes you should make. And she lets us execute that, but then she uses her time to also create one piece that’s all her, whether it’s a video or some social post that just, like, all her personality, all about her unique perspective.

And she started doing this at the beginning of the year, and she was consistently getting one lead a month when those two efforts combined. And then because everything of marketing is exponential, she had 10 different people book on her calendar in July coming from her website just by doing these two things together. So we know it works, and we’d love to see it in action. So, again, all she was doing here was having FMG add new content to her website twice a month about topics relevant to her audience.

And then she was using the, you know, fifteen minutes a day, hour a week kind of a thing to either create a very custom social post in her voice or write a unique blog or record a video and pairing that with the consistent marketing we were doing. And so the results speak for themselves, really, you know, those two things are the magic sauce. Oh, thank you. So Morgan put the link to the replay there.

So we have just a little bit of time left. If you have specific questions about how this all works, if you have questions about our do it for me program, how that works, or, you know, moving your website over to us, let us know.

But I’m gonna pull up a couple more websites that were put in the chat, and, Susan, me and you can review them. So the first one comes from Becky. She said we just started offering accounting services this year, and we’re tinkering with our website to make the copy more comprehensive.

So Oh, I like this. Your financial life is complex.

You know what? I love this. And this is not necessarily saying who you serve right away and then, oh, I love that just not bumping out because I totally care about my tax planning list, but this connects with me emotionally because I… It does feel complex. And what I hear all the time is that somebody who could coordinate, you know, the investments, tax, and estate and help me feel like they’re looking at it all is a huge value proposition. Huge.

And I think people have heard about family offices enough, but they’re like, I don’t have enough wealth for that.

And so they say…

And, actually, Becky just put in the chat, Evan asked, did you in…

Hire internally or come to an agreement with an accounting firm? And Becky said that they partnered with an accounting firm that also specializes in dentists, so smart. They…

We white label their services. So that’s amazing. It’s a great experience for the consumer, but you didn’t need to go out and necessarily hire anybody. They already had the expertise.

But I love, like, dentist advisers in the name right there. You’re already saying you help dentist.

So then this copy gets to be more about how you help them, and then the picture reinforces it. So I do love that.

And I like this. Right? Money is more complicated for dentists. I’m sure it’s not necessarily more complicated than anyone else on earth.

They feel like it is, it is complicated for me. And, you know, you’re just reinforcing for them why they’re unique. We’re typical financial advisors and dentistry is in a typical career that is beautiful, and just reinforces for them what you know, what you do and how you help people like them. Let’s just look at a few more things here.

So you’ve got services, about.

Do you have under your about, like, your… Oh, our team page?

So this is an area I always look at. If you’re wondering, like, where should you start with your website? By the way, the three most visited pages of any adviser websites are your home page, number one, about or team, number two, depending on how you quote, like, your team member page, and then the contact get started, whatever that is page. So those are the three that I would start with.

On your team member page… Let’s see. Okay. Here. So we scroll down and we get to each team member.

Oh, this is good. So you’ve got… One of the things I I like to point out is you really want to…

If you can write in first person. So I love that Matt saying, hi. I’m Matt, and then he talks about himself. I look at so many bios where it looks like I’m reading an obituary rather than a bio. Right? And the whole point of this is to form a connection.

So when you write in third person, it immediately puts a barrier between you and the other person on the other side of the screen.

I would say Evan’s like, roast my side as well, please.

Oh, well, I just wanna point out though on this one, something you’re doing right here. So you see we’ve got, you know, up here, Matt. We also have CFP here in the URL slug. So, again, for the LLMs, they love this because it’s adding his credentials, adding his name, tying it to the dentistadvisers.com.

But then we’ve got a ton of his media linked to this page. This is really important. The LLMs want to see, again, that social proof, that authority building. So if you’ve been on a podcast, if you’ve won an award, if you’ve contributed to a newspaper article, list them all below your page, and that will really, really help you get more recognition with those LLMs.

Thank you for being a guinea pig, dentist advisors.

Okay. Optometry boss. Wow. We have all kinds of people specializing in physicians here.

This is interesting. I love your logo. That’s so cool to make that. Is very good.

Is that called the pupil or the iris? See, I don’t know my eye terminology.

Is it both? Because the pupils oh, no.

The iris is in the pupil?

I don’t know.

It looks great. Okay. Once clear It’s pretty neat.

Know what, I have a question for those that I’m just kind of curious. For those that specialize either in dentistry or the optometry world, are 100% of your clients in that profession, or is that just how you’re marketing?

Point.

I think people feel like once they choose that, that’s all they can do and I I’m guessing they get referrals and have, you know, family members and next gen that are not that way. I’m just kind of curious in the chat. How people feel about that?

Look at…

We’ve got another first person. Hi. I’m Evan. You guys are killing it.

That’s so good.

Maybe they’ve been to one of your webinars before.

Your practice isn’t a side note. It’s your income, your retirement plan, and your life’s work all tangled together with your taxes, student loans, and family’s goals. That is beautiful coffee. Great job, Evan.

It is.

Becky said we have a few legacy non dentist clients, but 98% are dentists. And Evan said he did it from the very beginning. So Yeah. Great job.

Amazing. One thing I didn’t see on either of your pages that, again, is we’re in this new AEO optimized world is FAQs. So I would a 100% at the top here in your main navigation, have a have a button for frequently asked questions, and you want them to list out all…

Like, you have it here, Evan, like a lot of these, but it doesn’t give the answer. Right? So this is home page copy. I would then have an FAQ that you list the question and then provide the answer right underneath it.

The LLMs love that, and it will really help you get found and be as specific as you can as possible, not just like, should I…

Why should I work with a financial adviser, but like, who does optometry wealth advisers specialize in working with?

Or why is Optometry Wealth Advisors good for eye doctors?

Things like that. Okay. I think we have time for one more.

And Matthew, I mean, if you are an FMG customer or, you know, when you… If you are interested in joining FMG, we have widgets that you just add a box and it has the FAQ widget that just adds it to your website. And all you have to do is type in the questions that you think your audience would be asking and then the answers, and we automatically have the right schema markup, they call it, the back end text that enables the LLMs to read that really easily. So we just make it easier for you to do the right thing.

Love that. That’s pretty. Redefining cross border wealth management. So it’s very obvious. Wow.

People who We have all these.

I mean, these are all so good. I know. We’ve got some great, great… I love… And you know what? I love is that you’re here wanting to learn and just keep making it better. Yes. Are probably so good.

So US based families, American abroad, multigen. So it’s obvious who you serve, so that’s great.

I think the one thing… Like, it’s probably hard to get it in here, but, like, the more of the benefit side. So you’re really focused on who you work with here, but not so much, like, what would be the problem. So I’m wondering if we scroll down, maybe that is gonna come out. But that would be… You’re doing a great job describing who you help, but I think you need a little bit more on the problems that you help them with. Okay. Here, this one has a little bit more families in which one spouse is an American.

Yeah. I think I think it needs to be more about, like, what you do to help them once they come. But you’ve outlined who they are really, really great.

I let… Here’s a… Like, a potential another formula. I always like formulas. But if you think about the advice that they came to you seeking, they were seeking advice about planning for college, whatever it might be, or leaving a legacy, then ask yourself, how would you answer the question? What do you do for people in that situation? And then listen to what you would say. You would say, we’ll meet with you and we’ll do this and we’ll talk about this and we’ll ask about this and we’ll consider these options and you’ll end up with this. So if you can imagine how you would answer the questions, like how do you work with someone who needs advice about x?

Your answer is what you wanna write on your website.

Yes.

I will We’ll do blah blah blah blah blah blah blah.

And then we’ll do and then we’ll consider. Those are the things that the LLMs will eat up because that’s what people are asking about.

We just did a webinar. We talked about this the other day. Case studies can really help with that too. Yes.

Katie and John came in. They have, you know, two kids. They’re doing this. They need help getting to this point. So we help them.

Yeah. Which is basically just bringing to life that same thing. Just… Because people want to be able to… When you say I do financial planning, it’s really hard for them to visualize what that really means. So just describing it, like we’ll meet with you and we’ll talk about what are the most pressing short term goals, medium term goals, whether you’ve maxed out your retirement and thought about a Roth IRA, whether you know about the new rules about blah blah blah, like dripping on those things that make people go, oh, I I haven’t thought about any of that. Thank you.

Exactly.

Okay. Well, I hope this was helpful for everybody and that we gave you lots to think about. I think I have one more thing to share. So we will be getting you guys the guide like we talked about, that has all of these best tips and more information there. We also have a website gallery on our FMG website if you wanna take a look at that.

Let me just I’m also curious in the chat, can you tell us what are some of the…

Like, if you if you have… If… On the top of your mind, what are some of the takeaways that you’re going to walk away from this webinar remembering? I’d love to know what resonated.

Yes. Good point. And some… I got a question in the q and a box about the do it for me program. So this is our program where every month, you get a calendar that looks like this, and it says, here are the blog posts, the emails, the social media posts that are gonna be going out to both prospects and clients over the next month, and we tailor it based upon what you’ve told us about your business. And then the concierge actually executes it for you.

There’s things for COI. So some of you might not yet have taxes in house, but you wanna work with a tax accountant.

That’s a great, you know, way that you can target them. So we have tons of content for all of that.

And we give you everything you need every month to execute it. So that’s just a little bit more about that program. I’ll put this QR code here too in case anybody wants to learn more.

What do people say? What’s their takeaway?

Take out the jargon.

Yep. I love it. Five second test. Okay. Update the bio, first person.

Good. Okay. I love this.

Good. Well, you all have your homework of some easy low hanging fruit things you can change right now. And if you’re interested in talking with our team and working with us, we’d be happy to connect with you all. And thanks, everybody. Hope you have a great rest of the day.

Thanks. Bye, Sam. Bye.

For joining.