As the holidays approach, we enter what I like to call “word-of-mouth season.” Between Thanksgiving dinners, Christmas parties, and year-end reflections, people are more likely to discuss important life decisions—including finances. If you’re a financial advisor, these informal conversations can lead to valuable referrals. But for those referrals to turn into actual clients, the first step is the referral actually being able to find you online.

Don't be fooled into thinking the referral will have your website or phone number – typically your client will just casually mention your name or company name. The prospect will type what they remember into Google a few days later when they're curious enough to look you up. That’s where your Google Business Profile (GBP) comes in. If optimized correctly, a large section of the Google result will be dedicated entirely to your firm, with photos, information, and different ways of reaching you.

During this high-referral period, making sure your Google Business Profile is fully optimized is key to capitalizing on these word-of-mouth recommendations. Below are three essential steps you can take right now to ensure you’re ready when someone searches for you after being referred.

1. The Basics: Keep Your Information Accurate

The first step in converting word-of-mouth referrals is making sure people can find the right information about your business. This might seem basic, but outdated phone numbers, incorrect addresses, or broken website links can frustrate potential clients and lead them to look elsewhere.

What to Do Now:

• Double-check your business name, address, and phone number for accuracy.

• Ensure that your website link is working and directs to the most relevant page.

• Update your business hours, especially if they will change during the holiday season.

2. Encourage Positive Client Reviews

Nothing builds trust faster than positive reviews, especially in an industry like wealth management where reputation is everything. When a potential client hears about you from a friend or family member, the next logical step is to look for online validation of your expertise. Reviews act as social proof and can be the deciding factor in whether someone contacts you.

Real Example:

Take a look at this screenshot where someone asks for recommendations for a financial planner in San Diego. This is happening in your area too. Whether it's in an app like Reddit or Nextdoor or in person between friends or acquaintances. This conversation gives a glimpse into what people think about when deciding who to hire.

What to Do Now:

• Ask satisfied clients to leave a review on your GBP. A friendly, personal request is often all it takes.

• Ensure reviews comply with SEC regulations—here is a handy checklist.

• Respond to reviews, both positive and negative, to show that you’re engaged and care about client feedback.

“During the holiday season, reviews play a crucial role in turning a warm referral into a confident client.”

3. Add Visuals and Highlight Key Services

Your Google Business Profile should be visually appealing and informative. While many financial advisors overlook this aspect, adding photos of your office, team, or any key events can make you seem more approachable. Additionally, featuring your key services helps potential clients quickly understand how you can help them.

What to Do Now:

• Upload high-quality images of your office, team, and any key events or presentations.

• Update the services section of your profile with a clear list of offerings.

• Utilize the Q&A feature to provide answers to common questions or compliance-friendly details about your services.

“It sounds shallow, but the more visually appealing and informative your profile, the easier it is for a potential client to take the next step.”

Update Your Profile Now!

The holiday season brings with it natural opportunities for word-of-mouth referrals, but the key to converting them into clients is making sure they can find you easily. Make sure you update your profile today so no prospects slip away.