“We had our first enquiry from ChatGPT yesterday.” That’s what one adviser said to me this week, and it’s now happening almost every day.
And it’s hardly surprising when traffic to adviser/planner websites from AI (including ChatGPT, Claude, Gemini and so on) is up 107% in 2025.
However, some businesses are already getting left behind, with traffic levels from AI static or even declining as others take steps to put their business on AI’s radar.
Back to the future
Google launched in 1998, and the early 2000s saw a window of opportunity for businesses to rank highly in the search results.
That SEO (Search Engine Optimisation) window lasted from around 2001 to 2003. During this period, competition was low, algorithms were simpler, content quality and basic optimisation delivered outsized results. And once achieved, rankings were remarkably durable.
The biggest winners from SEO weren’t those who waited until it was “proven”. They were the firms that acted during the window.
2026 is your AI window of opportunity.
5 practical things you can do in Q1 2026
We’ve talked a lot this year about AI theory, including the importance of publishing source information on your website and developing expertise indicators.
Today’s blog turns that theory into practical action you can take now to improve the chances of AI recommending you to consumers.
#1. Add FAQs to your website
FAQs are one of the best ways to publish source information.
We recommend adding a comprehensive list of FAQs to your website, answering the questions that potential clients ask ChatGPT and other AI systems.
Unfortunately, most advisers/planners don’t know where to start, don’t choose the right questions or don’t include enough FAQs on their website.
Here to help
If you’re an On-track Yardstick client, we’ll cover this in your monthly meeting. If we previously built your website, we’ll contact you in the new year to explain how we can add them for you.
However, if you’re not a Yardstick client, click here to request details of our AI FAQ Service.
#2. Collect online reviews
Google and VouchedFor reviews are prime examples of expertise indicators. Indeed, ChatGPT usually cites VouchedFor as a source when consumers use it to find a financial adviser.
Consequently, we recommend collecting reviews on both platforms by running a Booster Project, where you ask all clients at the same time to leave reviews on Google and VouchedFor. Then, further requests should be sent after you’ve onboarded a new client and after annual review meetings.
Here to help
If you’re struggling to collect Google and VouchedFor reviews, we can run Booster Projects for you. Then we can train you or your team to put the processes in place so they’re continually kept topped up. Click here to request details.
#3. Get listed on the directories AI is using
ChatGPT and other AI systems often use the information from online directories when making recommendations.
To find the directories AI is using, run prompts on ChatGPT and other LLMs in the same way a potential client might. For example:
“I’m 57, and my husband is 58. We have around £450,000 in pensions and investments and want to retire in the next few years. Can you recommend 3 independent financial advisers in <insert place name> who we can meet face to face to discuss our retirement options?”
Then, review the sources the AI used to produce its results, and look down the list to find any directories it used.
Next, visit those directories to see if you’re already listed. If you are, check that the information is complete and up to date. If you’re not, contact the directories to learn how to get your business listed.
#4. Add location pages
In addition to FAQs, location pages are a highly effective way of telling AI who you work with, because consumers often want a local financial adviser.
So, we recommend adding a page to your website for every town or city where potential clients might live. The pages are largely identical, with obvious differentiators for each location, such as place names and imagery.
Once live, these pages will help AI find your business when a potential client asks ChatGPT to recommend an adviser in a specific town or city.
Here to help
As we’re doing with FAQs, if you’re an existing Yardstick client, we’ll speak with you about location pages in the new year.
If you’re not a Yardstick client, we can still do this work for you. Click here to learn more about our AI Location Page service.
#5. Check your existing directory listings
In point #3, we explained how to find directories that AI uses but which you aren’t listed on.
However, you’ll already be listed on some directories. Unfortunately, many of these will have missing, incomplete, or inaccurate information.
The Personal Finance Society Find an Adviser Directory is a good example. Whenever we check the listings for a firm we’re working with, we usually find missing information for their advisers.
The fix is simple:
- Search for your business and advisers/planners on Google.
- Scroll down the first few pages of the search results, looking for directory listings.
- Click the links to visit your listings, then review them for missing information.
Don’t delay, act now
In 2026, the AI window of opportunity is still open.
But to take advantage of it, you need to act.
Start with these five things, then continue to read our blogs, check out our LinkedIn posts, and attend our webinars to keep up to date with everything AI and marketing related.
On that note, you can click here to register for our first webinar of 2026 today. On 21 January, we’ll be joined by leadership and management expert, Heather Elkington, to help us all be better marketers and more effective managers.
In the meantime, let me take this opportunity to wish you a very merry Christmas, and when the time comes, a happy New Year.
