The Ultimate Unbiased Profile

Brand-boosting, social-proofing, and new business: all from an optimised profile

From increasing your brand’s online presence to providing an additional stream of new enquiries, your Unbiased profile is a feature that pays to get right.

So maximise every opportunity with these tried and tested tips.


Your Second Website

If you’ve only selected your advice areas and provided a short description of your firm, you’re missing out.

When filling out your profile’s information, think of it as your second website – because in many ways it is.

It states client-facing information about your company, displays your firm’s branding and people, signposts through to your social sites, and offers new prospects the chance to enquire directly.

It may seem superfluous to have two websites, but your profile serves an important social-proofing function. When new clients find your website they’ll also find your profile, and use your affiliation with the Unbiased brand to validate what your website tells them.

Ensure your information is written simply and addresses the client directly. Every client has a specific problem, and wants to know whether you can solve it. Keep this in mind before getting too technical, and make sure your sales pitch is short and to the point.

Think about the questions they’d be asking – what is your process, who do you advise, when can meetings be arranged – and answer them.

And bare in mind that the first 20 words of your sales pitch will preview in Google search results, so grab their attention within this word limit.

Imagery also plays a key role. Use well-sized versions of your logo and photos so they look sharp, and be sure to have a photo for every adviser listed as this increases your brand’s approachability.

To double down on your profile’s social-proofing function, include client testimonials. They might seem like a nice-to-have option, but why not take advantage of every opportunity?

And for an extra nudge to convert prospects from researchers to clients, add special offers, which instantly make new clients feel as if they’re getting a good deal.


Boosting Your Online Presence

Once your information has been fully filled out, set reminders to update it at least once every six months. Not only does this ensure your new services and qualifications are added, but it’ll boost your brand in the search rankings.

Google rewards pages which have a ‘freshness factor’ – recently updated information telling the algorithm that this page is still active. And our data shows that a fully completed, high-performing profile receives 800% more traffic in a given area than an average one.

To further capitalise on this SEO opportunity, consider your keywords. These are terms the algorithm uses to decide how far up the rankings your brand will rise. Using phrases such as ‘First time buyers in Plymouth’ will be more effective than saturated, generic terms like ‘mortgages’ – so it pays to be specific in your company copy.

These techniques won’t just boost the SEO of your profile, but also increase the visibility of your website. As you can link from your profile to your website, a high performing profile will improve the authority of your website and push it further up the search results.

The same applies to your social media. Linking to your Twitter, Facebook, and LinkedIn will boost their visibility, while allowing prospects to move seamlessly to these platforms and further validate your proposition.

With a fully optimised Unbiased profile, you’ll see an increase in brand visibility, client trust, and new business through your website and your profile. So it pays to take the time to capitalise on every opportunity it offers.

About the author
Oliver Broadhurst
Oliver Broadhurst
Oliver has been writing professionally in the financial services space for over five years, focusing on topics ranging from customer experience to industry regulation. He’s consulted with organisations such as UK Finance and the FCA to produce business articles, industry reports, and white papers, while providing insight as a member of panels including The Opening Banking Implementation Entity’s Consumer Group.

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