1 in 10 advisers and planners are already taking advantage of a new way to generate enquiries.

If you want to join them, there are some simple things you need to do, which we’ll explain in this week’s blog.

A few weeks ago, we explained the two ways potential clients might use AI, such as ChatGPT, to find a financial adviser or planner. That’s the opportunity.

Last week, we revealed how ChatGPT and its AI cousins might reduce the number of people visiting your website.  That’s the potential threat.

This week, you’re going to discover the things you need to do now to take advantage of the opportunity and counter the threat.

Let’s start with a reminder of the theory, then we’ll get very practical by giving you a list of actions.

The power of three

In early June, we explained how to get ChatGPT and other AI applications, such as Claude, Gemini, or Perplexity, to recommend your business to people using them to find a financial adviser or planner, you need to do three things.

1. Publish source information
2. Build expertise indicators
3. Spread both widely around the internet.

Understanding the theory is one thing, but turning it into practical actions and agreeing on your priorities is another.

So we’ve done the hard work for you. If you read on (or listen along if you’ve chosen the podcast version of this blog), you’ll have the answer in the next three minutes.

I’ve always liked Dai Clegg’s must-do, should-do, and could-do approach. However, I’m also a big believer in not biting off more than you can chew, so let’s prioritise the must-dos right now if you want ChatGPT and other AI models to recommend your business.

Must do

Produce source information

Blogs:

Add at least three to your website each month, answering the key questions asked by potential clients.

PFS Find an Adviser Directory:

If applicable, ensure that your personal profile is fully completed and the information is up to date.

CII Chartered Firm Directory:

Again, if applicable, claim your firm’s profile and ensure it’s fully completed with accurate information. Our research shows that up to 54% of all profiles are incomplete.

CISI Way Finder Directory:

If you’re firm is Accredited or you’re a Certified planner, ensure you’ve claimed your profile and it’s fully completed.

Specialist directories:

Where you can, ensure you or your business has a fully completed profile on the following three specialist directories:

• Society of Later Life Advisers (SOLLA)
• Resolution
• SIFA.

Money Helper Directory:

If you offer independent advice, make sure you have claimed and completed your profile.

Yell.com:

Create a free profile and complete it thoroughly. ChatGPT seems to use this site extensively when making recommendations.

Your local Chamber of Commerce:

If you can build a free profile, then do so.

General directories:

Research other directories specific to your target audience, niche, or location, then build profiles for your business.

Google Business Profile:

Build a profile or ensure your current profile is up to date with every section completed, including a description which explains:

• What you do
• Who you do it for
• Why your clients choose to work with you.

To help you build an effective profile, you can download our definitive guide to building a Google Business profile for free.

LinkedIn:

Use our definitive guide to build your company and personal profiles, ensuring they explain the same three things as your Google Business profile.

Build expertise indicators

Collect online reviews:

Collect reviews on both Google and VouchedFor. In our experience, both are reviewed by ChatGPT when making recommendations.

Film client testimonial videos:

Film at least three videos showcasing clients who fit your ideal client profile and add them to your website along with transcripts.

If you’d like our help with either of these tasks, click here and press send. We’ll be in touch.

Add a “Why Choose Us” page to your website:

The page should list your differentiators and the reasons your clients choose to work with you. Avoid fluffy, meaningless terms such as “transparent”, “passionate” or “honest”. Instead, be specific.

We’ll revisit this topic next week with a list of differentiators you should highlight in your marketing.

Add location pages to your website:

Many people want to work with an adviser or planner based close to them. So they’ll include a place name when searching online, such as “financial adviser in Nottingham”. If your website has individual pages for each of the towns and cities you support, it’ll help AI match the geographical area you cover with the location of the potential client.

It’s time to get ahead of the curve

Almost every day, an adviser or planner tells us that a potential new client has found them on ChatGPT. And our research indicates that approximately 1 in 10 advisers and planners have received new enquiries in this manner.

As AI adoption becomes more widespread, that number is expected to rise further.

So if you want AI to recommend your business, you need to take action now.

And, for more practical advice, you can register for our July webinar: How ChatGPT is changing the way new clients find your business and why you need to act now.

We’re delighted to be joined by Lee Robertson for this important, actionable session.

On the webinar, you will:

• Learn the AI, LLM and marketing basics
• Understand the two ways consumers are using AI to find businesses like yours
• Discover the three simple things you can do to be found and recommended by LLMs.

Register your place today to join us on Wednesday, 23 July at 10 am.