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More than two-thirds of Google searches end without a click. People now get answers directly from Google’s AI summaries instead of visiting websites. On top of that, consumers increasingly start their searches in AI tools like ChatGPT or Perplexity. Many also turn to social platforms as their search engine of choice. Clients expect quick, conversational answers, and they expect those answers in plain language.
Advisors who want to grow need to adjust now. The firms that adapt will win visibility in AI-driven search. The ones that don’t will fade from view.
Here are five steps that help advisors stay visible and attract the right clients.
1. Know What Consumers Are Really Asking
The way people search with AI tools is different from traditional search. Instead of typing “financial advisor Philadelphia,” clients might ask:
- Who’s the best financial advisor near me?
- I’m looking for a financial advisor who works with women-owned businesses in Philadelphia – who should I talk to?
AI search feels more like talking to a friend. Clients use casual language, ask in-depth questions, and expect answers tailored to them. That means your content needs to match the way real people talk – not the buttoned-up language most advisor websites use.
2. Focus on the Three Signals AI Tools Value Most
AI search engines look for three key things when deciding which businesses to highlight:
Reviews – From Google reviews to mentions on Facebook, Reddit, WealthTender, or Trustpilot. Real feedback matters.
Reputation – Media features, awards, podcast appearances, or being quoted in credible publications help AI tools recognize you as a trusted source.
Content Structure – AI tools prefer websites that use schema markup and Q&A-style content. Instead of “5 Things You Need to Know About Social Security,” think:
- If I take Social Security early, will I be penalized?
- What’s the earliest I can claim Social Security in California?
Answering clear questions in plain language makes your content easier for AI to find – and easier for clients to understand.
3. Write the Way You Talk
AI tools are trained on natural language. If your website still reads like a white paper, you’ll get buried. Instead, write like you’d explain something to a friend at a barbecue or on the golf course. Keep a running list of the questions clients actually ask, and use their words – not financial jargon – when you create content.
4. Use AI to Save Time (Without Losing Your Voice)
AI can be a powerful time-saver, but only if you use it wisely. Don’t rely on it to churn out full articles. Instead, use AI for:
- Outlines and first drafts you refine in your voice
- Brainstorming content ideas for videos, emails, or posts
At FMG, we’ve built AI tools with compliance guardrails and voice styles that make prompts easier and outputs safer for advisors. The result? You get time savings and efficiency – without sounding robotic.
5. Stay Human, Stay Visible
One concern with AI is that everyone will start sounding the same. That’s why it’s important to double down on content that highlights your personality and expertise. Podcasts, short videos, and authentic stories help you stand out in ways AI can’t replicate.
Market Smarter, Not Harder
AI search is already changing how prospects find financial advisors. If you embrace it now, you’ll stay visible, save time, and connect with more right-fit clients. Show up where clients are searching, keep your language natural, and use AI to help you work smarter, not harder.
Want more practical tips on using AI to grow your business? Download The AI Edge, FMG’s complete AI guide for financial advisors. It’s full of actionable strategies to make AI a powerful lead generation and content creation tool.
Related: Smart Prompts, Better Output: 3 Things To Tell AI When You’re an Advisor