In this digital age, most potential new clients will look you up online before getting in touch.
Unfortunately, we’ve noticed many firms make simple mistakes, killing their credibility and meaning potential clients head elsewhere.
The good news is that these mistakes are simple to fix.
The bad news is that most firms don’t know they’re making them, or don’t prioritise fixing them.
As the saying goes, knowledge is power, so this week, we’re revealing 17 credibility killers that could damage your business and how to fix them.
Scroll down the list, check your business against each of them and then take our advice to fix the problems you find.
#1. Having only one Google review
As we explained a couple of weeks ago, a single Google review makes it obvious to potential clients where reviews live, and that your business has only managed to collect one of them. In other words, you’re drawing a potential client’s attention to reviews, but failing to impress; that’s the worst of all worlds.
The solution:
Run a booster project asking all clients for a Google (and/or VouchedFor) review. Then change your processes so you ask new clients when you take them on and existing clients after their annual meeting.
#2. Social media accounts with no recent posts
If your last post was months or even years ago, it sends the wrong message, making your business look inactive, out of touch, or even closed. None of these inspires confidence.
The solution:
Post consistently. On some platforms, that might mean a few times a week. On others, once a week might be more appropriate. Either way, a steady rhythm shows you’re active, current and engaged. If you can’t manage that, delete the accounts. You don’t need them, and they’re damaging your business.
#3. Filing your accounts late at Companies House
“I looked him up on Companies House before contacting my new adviser.” That’s what a client of a financial planner once told me. Intrigued, I asked why, and he said, “I wanted to check if John’s accounts were submitted on time. I figured if he was late, it was a red flag.”
Late filing really does make people think twice. It suggests poor organisation and a lack of attention to detail, which can easily cause potential clients to question how carefully you’ll handle their affairs.
The solution:
Get the right mindset (poor filing compliance is a reputation risk) and the right accountant, then give them what they need on time. It really is that simple.
#4. Not claiming your VouchedFor company profile
VouchedFor now offers a free basic profile for all advice firms, irrespective of whether their advisers are using the platform. Claiming the profile is free, very easy, and helps reassure prospective clients. Unfortunately, many firms still haven’t claimed their profile, which means their profiles (which appear in Google searches) look incomplete, showing messages such as: “<firm name> have not provided any information yet” and a warning: “This profile is not yet managed by <firm name>”.
The solution:
Type “<your firm name> VouchedFor” into Google, scroll down, and click on your profile. If you see either of these warnings in red, you need to claim it by clicking “Claim your free profile.” Every firm should do this, whether or not they pay for a VouchedFor subscription.
#5. Missing regulatory or legal wording on your website
It’s surprising how often firms overlook this, but missing regulatory or legal wording is a serious credibility issue. Potential clients might question your attention to detail, whether you’re properly authorised or even genuine, which is the last thing you want in a profession that’s historically had trust issues.
The solution:
Review your website and make sure all mandatory wording appears exactly as required on every page. If you’re unsure what should be there, ask us, your compliance consultant, or your network.
#6. A blog page that hasn’t been updated in months (or years)
An out-of-date blog sends the wrong message and undermines even the best website. It makes visitors wonder if you’re still in business or whether you’ve stopped caring about educating and informing.
The solution:
Either commit to posting regularly or remove the blog page entirely. Even one new post each month keeps your site looking active and relevant. Ideally, though, you should post at least three new articles every month. If you struggle for ideas, start by answering the questions clients ask most or click here to request details of Yardstick Membership, our done-for-you newsletter and blogging service.
#7. Using a mobile as the main contact number on your website
Listing only a mobile number can make your business appear transient, temporary, or unestablished. It’s hard to pinpoint why, but even in 2025, a landline number indicates solidity, permanence, and credibility.
The solution:
Use a landline or virtual business number as your main contact and keep your mobile for clients who already work with you. A local number also reassures potential clients that you’re based nearby, which matters because (advisers/planners who are niche experts aside) most people still prefer to work with a local adviser.
#8. Ignoring negative reviews on Google and VouchedFor
It’s rare for advisers and planners to have negative reviews, but when it happens, ignoring them sends the wrong message. It suggests you don’t care about client feedback or aren’t willing to take responsibility when something goes wrong. Potential clients will notice that silence.
The solution:
Respond quickly, calmly, and professionally. Thank the reviewer for their feedback, acknowledge their experience and, where appropriate, explain how you’ve resolved the issue. A thoughtful response shows integrity and can turn a negative into a positive.
#9. Not checking Glassdoor for negative reviews
We know of two financial planning firms that recently discovered negative Glassdoor reviews they knew nothing about. Both appeared on the first page of Google when someone searched for their business. The result? Quiet, long-term brand damage that could influence potential clients, future employees, and even existing team morale.
The solution:
Search for your business name on Google and scroll down to see if a Glassdoor link appears. If it does, click through to check whether any current or former employees have left reviews. If they have, and they’re negative, respond calmly and professionally, giving your side of the story and apologising where appropriate. Then, claim your Glassdoor profile, encourage your team to leave honest reviews and monitor it regularly.
#10. Using Hotmail, Yahoo, or other personal email addresses for business
Nothing undermines professionalism faster than using a personal email address for business. It gives the impression of a small, unestablished, or even untrustworthy firm, making potential clients question how seriously you take your business and their data security.
The solution:
Use a professional email address linked to your website domain (for example, info@yourfirm.co.uk) and check it appears everywhere. Including your LinkedIn profile and entry on the FCA Register, both of which we often find are out of date.
#11. A broken SSL certificate triggers security warnings on your website
When visitors see a “not secure” warning in their browser, it suggests your website isn’t safe. This leads many visitors to leave instantly, destroying trust before they read a word of your website.
The solution:
Check your website regularly to make sure your SSL certificate is valid and automatically renews each year. Ask your web developer or hosting provider to handle it for you if needed. If you’re a Yardstick client and we host your website, you can rely on us to do this for you. And, unlike one other financial services specialist agency we could name (but won’t to save their blushes), we don’t charge extra for the SSL; it’s included in your annual hosting.
#12. Broken links or missing pages on your website
Few things damage credibility faster than a broken link or a “404 error” message. It makes your website feel neglected and gives visitors the impression that you don’t pay attention to detail, which isn’t ideal for a profession built on trust and precision.
The solution:
Regularly check your website for broken links and missing pages. Free tools like Broken Link Checker or Google Search Console can help. Then fix any errors straight away to keep your site looking professional and reliable.
#13. Your house/home on your Google Business Profile
If your Google Business Profile shows your home address or a photo of your house, it can look unprofessional and may raise privacy concerns. Potential clients might question whether you run a legitimate business or if you’re just getting started.
The solution:
Update your Google Business Profile to hide your home address and display only your service area. Add professional photos of your office, team, or logo instead. It helps you appear established and protects your privacy.
#14. Using “advisor” and “adviser” on the same website page (because your “SEO expert” told you to do it)
Mixing “advisor” and “adviser” on the same page looks sloppy and inconsistent, making visitors question your attention to detail.
The solution:
Pick one spelling and stick with it throughout your website and marketing materials. In the UK, “adviser” is the correct spelling for regulated professionals. Ignore anyone who says otherwise in the name of SEO.
#15. Missing editions of your newsletter
Skipping issues of your newsletter is more than just a missed deadline; it’s a credibility gap. Consistent communication builds confidence, reinforces your expertise, nurtures relationships, and keeps your brand front of mind. When you miss editions (and yes, we know you’re busy) you erode that confidence in your reliability.
The solution:
Set a schedule and stick to it. Publishing a newsletter monthly, not quarterly, sends a clear message that you’re reliable. Pick your content deadlines, delegate tasks and make sure every edition lands in your subscribers’ inboxes.
If you’re struggling to stay consistent or to come up with ideas, start by answering the questions clients ask most or click here to request details of Yardstick Membership, our done-for-you newsletter and blogging service.
#16. Poor AI-generated images with six-fingered humans
AI-generated photos have come a long way, but using low-quality ones can instantly damage your credibility. Distorted faces, six-fingered hands, or strange proportions make your brand look lazy and unprofessional. They suggest you cut corners rather than invest in quality.
The solution:
AI tools like Midjourney and others are now capable of producing stunning, realistic images when used correctly. Take the time to learn how to prompt effectively or work with someone who can. Always review your images carefully before publishing. If something looks off, change it. Online ridicule will distract people from your message and damage your brand.
#17. Using the FCA logo
We’ve seen it happen more than once. A well-meaning web designer, unfamiliar with the rules, decides to add the FCA logo to an advice firm’s website to make it look “official”. Unfortunately, that’s a clear breach of FCA guidance. Using the logo implies endorsement or approval, which the FCA does not give.
The solution:
Never use the FCA logo on your website, in printed materials or in social media graphics. Instead, include the correct regulatory wording that confirms your firm’s authorisation. And if you’re working with a marketing or web agency, make sure they understand the FCA’s rules before they press publish.
Your credibility is too important to leave to chance
You can’t influence what prospective clients click when they search for you online.
But you can influence what they see.
So even if you don’t think you’re making any of these 17 mistakes, it’s probably best to be certain.
So, block some time in your diary and work down our list, checking your business for each of the credibility killers. And if you don’t have the time to do this, get someone else to. It’s that important.
Then, if you find any issues and you need our help to fix them, email hi@theyardstickagency.co.uk or call us on 0115 8965 300.
