Kestrel fixes how your site is built, writes the pages prospects search for, and reports on the inquiries and meetings that result.
SEO for a financial advisor is the work that makes your firm appear when someone searches for help. Kestrel fixes how your site is built, writes the pages prospects search for, sets up your local listing, and reports on inquiries and first meetings instead of rankings.
Google Ads reach people who are searching this month. SEO builds pages that keep working after a budget stops. A firm can run both, and the Google Ads page explains the ads side.
Pages go to your compliance reviewer before they publish. We work inside your approval process, including your policies on testimonials and performance references under the SEC Marketing Rule. Final approval rests with your compliance team.
Independent, fee-only RIAs without a dedicated marketing function, including firms preparing for an acquisition, a succession plan, or an equity conversation. A clear niche, such as business owners, physicians, executives with equity compensation, or retirees, gives each page something specific to say.
What do you report? Inquiries, first meetings, and the pages that produced them. A ranking is a number a partner cannot use, so we leave it out of the headline.
Which searches should an independent advisor target? Searches that match what your clients ask, tied to your niche and your markets, such as "fee-only financial advisor [city]" or "retirement planning for business owners in [state]."
How do you handle compliance review for SEO content? We work alongside your chief compliance officer or outside compliance team. Every piece is written for easy review: clear claims, sourced statistics, and a format your archiving system can capture.
How do you earn links? Through podcast appearances, directory listings, and original research. We do not buy links.
Where does search fit among the ways clients find an advisor? It adds one more way to be found, and it does not replace referrals, events, or introductions from CPAs and attorneys. A separate 2026 survey of 1,000 investors with advisors found that 50% of those with $5 million or more found their advisor without a referral, so for a firm serving larger households it also matters what a prospect finds when they look the firm up. In Kitces' 2026 presentation, about 4% of consumers found their advisor through a search engine or AI, and 43% did through friends and family, according to InvestmentNews.
How is this different from Google Ads? Ads reach people searching this month and stop when the budget stops. SEO builds pages that stay in place. A firm can run both.
Google Ads | Websites | Newsletters | Social media
A 30-minute call with Sarah Falcon. We talk through where your clients come from today and where you want growth to come from.
Last updated 2026-10-08
Sarah Falcon leads Kestrel and has spent 20+ years in marketing across technology, B2B, direct-to-consumer, and financial services. Sarah on LinkedIn