Sectors / Financial
Financial Services SEO - For Firms Outgrowing Referrals
Most IFAs, brokers and accountants built their firm on word of mouth. It works well, right up to the day a key introducer retires. We build the Google and AI search visibility that gives your pipeline a second source.
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// THE PROBLEM
Why Financial Firms Stop Getting Found
Most financial firms do not suddenly decide they need SEO. Usually, something changes. Referrals slow down, a competitor starts appearing everywhere, or prospects begin searching online before they ever make contact.
For years, growth may have come through introducers, existing clients, professional networks and reputation. That can work extremely well, until one of those channels becomes less reliable or the way people choose a financial firm starts to change.
Today, even a referred prospect is likely to search your name, look at your website, check reviews and compare you with other firms before getting in touch. Increasingly, they may also ask Google or an AI tool questions before they ever speak to an adviser.
If any of the situations below sound familiar, you are not alone.
A Key Introducer Retired
One solicitor, accountant or well-connected client sent you a steady stream of new business. Then it stopped, and there was nothing in place to replace it.
You Went Independent
You left a network or larger firm with the experience, qualifications and client relationships. But the recognised name, and much of the visibility that came with it, stayed behind.
A Prospect Found Somebody Else First
They were looking for exactly what you offer. They searched online, found a competitor first and made contact with them instead.
Compliance Slowed Everything Down
A piece of content needed approval, questions were raised and publishing gradually stopped. Meanwhile, competitors kept adding useful content and building their visibility.
You Searched For Your Own Firm
You searched your company name and found old directory listings, competitor adverts and an underwhelming review profile. That is often exactly what a referral sees before deciding whether to contact you.
A Prospect Asked ChatGPT Instead
They asked ChatGPT, Google or another AI tool a pension, mortgage or financial question and got an answer immediately. Increasingly, that research happens before they ever reach an adviser.
// Testimonials
What Clients Say
Real reviews from businesses using Woya.
// WHAT THIS COSTS YOU NOW
On Google You Can Be In The Top Ten.
In AI The Shortlist Is Smaller
Google gives people a page of results to explore. You can sit outside the top three and still be found.
AI search works differently. Ask ChatGPT, Google or another AI platform to recommend a financial firm and the answer is usually a much shorter shortlist. If your business is not understood, trusted or visible enough to make that shortlist, there may be no second page for the prospect to check.
For years, many financial firms understandably took a cautious approach to online marketing. Meanwhile, directories, larger networks and more active competitors built the content, reviews and authority that now influence visibility across both Google and AI search.
That gap is becoming harder to ignore.
// SEO 2.0
SEO 2.0 For Financial Firms
Being visible online is no longer just about where your website ranks on Google.
Prospective clients might search Google, check local results, ask ChatGPT a question or use an AI-generated answer to research their options before they ever contact a firm.
The Woya Way combines SEO, AEO, GEO and Local SEO as one methodology. The package you choose determines the depth and volume of work delivered through it.
SEO
We focus on the searches most likely to produce an enquiry, not simply more website traffic. That means understanding what prospective clients are looking for, improving the pages that should rank and fixing the technical issues that may be holding them back.
Explore SEO
AEO
Financial searches often begin with a question. Can I get a mortgage at 58? What happens to my pension if I move abroad? We turn the knowledge already inside your business into useful content that can answer those questions clearly.
Explore AEO
GEO
AI tools need confidence before recommending a financial firm. We strengthen the signals that help them understand and verify your business, including your content, credentials, business information and authority elsewhere online.
Explore GEO
Local SEO
Even firms serving clients nationally are often researched locally. We strengthen your Google Business Profile, reviews and local visibility so that when someone searches for a firm like yours, you are there to be considered.
Explore Local SEO
// WHAT CHANGES
What Will SEO Do For My Financial Firm?
Months 1-3
We identify the searches most likely to generate new business, audit your website and fix the technical issues affecting visibility. We also check the important information about your firm across Google, professional bodies and other trusted sources, making sure your details and credentials are accurate and consistent.
Months 3-6
We improve key service pages, adviser profiles and the content answering the questions your prospective clients are already searching for. Authority building also begins. Where content requires compliance approval, we work around your existing sign-off process so there is a consistent pipeline rather than everything stopping while one piece is reviewed.
Months 6-12
By this stage, the different parts of the programme are working together. Rankings are stronger, useful content is established, reviews and authority are growing and we can see which areas are generating meaningful enquiries. We continue improving conversion, strengthening third-party authority and building the consistent signals that help search engines and AI platforms understand and reference your firm. Reporting shows what moved, what contributed to it and where we focus next.
// BUT WE ARE REGULATED
Can A Regulated Financial Firm Win With SEO?
Yes. Being regulated changes how financial services marketing is created and approved, but it does not mean your firm should be difficult to find.
We work with the compliance process you already have. If content requires approval, it follows your existing route, whether that sits internally, with a compliance team or through your network. We build that sign-off into the programme rather than treating it as something to work around.
There is also a significant amount of visibility work that starts with making sure the information surrounding your firm is accurate, useful and consistent. Your services, adviser profiles, qualifications, locations, Google Business Profile, reviews, professional listings and published business information all contribute to how your firm is understood online.
The same applies to content. The questions prospective clients search for are often the same questions your advisers answer every week. We help turn that expertise into useful, search-led content and then work within your compliance process to get it approved and published.
That matters beyond Google. Prospective clients increasingly research firms across search engines, reviews, professional listings and AI platforms before making contact.
Being regulated should build trust. Our job is to make sure that trust is visible.
// Test The Theory
Ask ChatGPT
To Recommend A Firm In Your Town
Try something simple.
Ask ChatGPT a question a prospective client might ask before speaking to you. It could be about moving a pension abroad, getting a mortgage later in life or finding advice for a particular financial situation.
Then ask it to recommend firms that could help.
Do the same in Google and, if you use it, Claude. Look at which businesses appear, which sources are referenced and whether your firm is anywhere in the conversation.
If competitors appear and you do not, there is rarely one single reason. It can be a combination of content, authority, reviews, business information and how consistently your firm is represented elsewhere online.
Those are signals we can identify, measure and improve.
// Financial Sectors
SEO For Your Financial Sub-Sector
Mortgage Brokers
Mortgage searches tend to combine high intent with a clear personal situation and often a location. Prospects may be searching because they are self-employed, approaching retirement, buying for the first time or dealing with a more complex application.
SEO gives brokers another source of enquiries alongside introducers, portals and paid leads.
Explore SEO for mortgage brokers
Accountants
Businesses and individuals often search for an accountant when something changes: a new company, growth, a tax issue, dissatisfaction with an existing accountant or the need for specialist advice.
Strong local visibility, useful service pages and credible reviews help put your practice on the shortlist when that search begins.
Explore SEO for accountants
Financial Advisers
Financial advice remains heavily referral-led, but a referral rarely exists in isolation anymore. Prospective clients can search the adviser, the firm, its reviews and its areas of expertise before deciding whether to make contact.
SEO makes sure the online evidence supports the recommendation they have already received and creates another route for prospects who did not arrive through an introducer.
Explore SEO for financial advisers
Wealth Managers
Wealth management decisions are rarely made quickly. Prospective clients may research firms, advisers, investment philosophies, credentials and specialist expertise over an extended period before making an enquiry.
Your online presence needs to give them enough evidence to keep you under consideration.
Explore SEO for wealth management
Business Finance
A business owner looking for funding often has an immediate reason for searching. They may need working capital, acquisition finance, asset funding or support with a specific growth plan.
Good search visibility puts the broker in front of that business while the requirement is active, rather than relying entirely on introducers or bought leads.
Explore SEO for business finance
Insurance Brokers
Broad insurance searches are dominated by large brands and comparison sites, but specialist and commercial insurance creates a different opportunity.
Businesses searching for cover around a particular trade, risk or unusual requirement often need expertise rather than another comparison form. Those more specific searches are where specialist brokers can build meaningful visibility.
Explore SEO for insurance brokers
// SEO 2.0
Results You Can Watch
Every package comes with a live client portal. Google rankings, AI search visibility, traffic, enquiries and the work completed this month, all in one place, updated continuously rather than dressed up once a month.
No jargon walls. No forty-page PDF that hides the answer on page thirty-one. If a number moved, you will see which work moved it.
Pull a report whenever you want one in plain English.
Your Clear Path
To Rankings
Google rankings still matter, but search visibility now extends beyond traditional results. Customers may also use ChatGPT, Claude and Google's AI experiences to research, compare and discover businesses.
SEO 2.0 brings SEO, AEO, GEO and Local SEO together as one search strategy, strengthening the signals that support visibility across both Google and AI-assisted search.
The Woya Way is how we deliver it. Nine structured steps, developed through more than 1,000 campaigns and applied consistently across every package. What changes is the focus and depth of delivery based on your sector, competition and package.
From onboarding to active delivery in just a few days, here is how that process works in practice.
Choose Your Package
Select from Essential, Growth or Authority. Every package is built around your sector, with transparent pricing and defined deliverables from day one. No surprises.
Onboard In Days
Your account manager sets up your account, client portal, strategy and reporting. No lengthy discovery phases. No back-and-forth proposals. We work fast and you are live within days of onboarding.
Watch The Results
Track Google rankings, AI search visibility, traffic and enquiries in your client portal. Reports whenever you need them. Plain English, jargon free results and support, every time.
// Let’s Talk
Find Out Where You
Actually Stand
A twenty minute call. We will run the searches live, tell you whether AI names your firm or a competitor, and give you the two or three things worth fixing first. No deck, no obligation.
- Ready to act?
- View Pricing
// Financial Case Studies
Outcomes Focused
Case Studies
Read examples of how we’ve transformed search visibility into measurable business outcomes for our clients.
Case Study: Financial Services SEO
From zero website enquiries to 105 booked consultations and direct enquiries a month, with organic search now the biggest source of new business.
Case Study: Consumer Lending SEO
How a regulated UK lender grew loan applications from organic search by 214% in seven months, with organic becoming the largest channel on the site.
// PACKAGE PRICING
Fixed Pricing - No Surprises
Choose the level of search support your business needs, with clear monthly pricing and defined deliverables before you start.
Every package is delivered through the Woya Way, combining SEO, AEO, GEO and Local SEO. Move up or down as your needs change, add specialist services where required, or speak to us if you need a bespoke Enterprise package.
Essential
FROM
- SEO audit and plan (up to 15x pages)
- WordPress technical SEO fix
- Keyword research and strategy (up to 30x keywords tracked)
- On-page optimisation or blog (1 per month) with basic AEO foundations applied
- Basic conversion tracking setup (GTM)
- 20x links/mo (local citations and directory submissions)
- Google Business Profile setup and monthly optimisation (1x location)
- Monthly performance report (rankings, traffic, GBP insights)
- Email support, client portal
Book a call 
Recommended
Growth
FROM
- SEO audit and plan (up to 30x pages)
- WordPress technical SEO fix
- Keyword research and tracking (up to 75x keywords)
- Competitor research and tracking (2x competitors)
- On-page optimisation and/or blog (1 per month), GEO/AEO techniques applied
- Full conversion tracking implementation(GTM)
- 50x links/mo (directory citations and 2 premium niche links)
- 1x Digital PR or Guest Post placement per month (guaranteed PR and authority placements)
- Google Business Profile setup and monthly optimisation (1x location)
- Enhanced reporting metrics with conversions
- AI traffic tracking and conversion reporting
- Quarterly strategy call
- Email support, client portal
- Free website hosting and support included
Authority
FROM
- Advanced full-site technical audit and plan (50x core page cap)
- WordPress technical SEO fix
- Keyword research and tracking (up to 150x keywords)
- Competitor research and tracking (3x competitors)
- On-page optimisation and/or blogs (2 per month), GEO/AEO techniques applied
- Full conversion tracking implementation (GTM)
- 100x links/mo (directory citations and 3 premium niche links)
- 1x Digital PR per month (guaranteed PR and authority placements)
- 1x Guest Post per month (Min DA 30-70)
- Google Business Profile setup and monthly optimisation (1x location)
- GBP Review monitoring
- Web hosting and support included
- Advanced reporting with competitor, conversion and ranking analysis
- AI traffic tracking and conversion reporting
- AI prompt research and reporting
- Named account manager and priority support
- Monthly strategy call
Enterprise
CUSTOM
- For multi-location businesses, groups, or those requiring a bespoke, fully managed search programme.
- Bespoke strategy across multiple locations and/or sectors
- Dedicated account team
- Custom deliverables, KPIs, and reporting
- Monthly business reviews
- White-glove onboarding
- Full site management options
Choose and purchase your package online today, with a 7-day money-back guarantee.
Or, if you’d prefer to talk things through first, simply book a call with our team.
Either way, you could be up and running in just a few days.
Read the Latest
Sector insights, SEO strategy and AI search updates from the Woya team.
// Book a Consultation
See Where Your Firm Actually Ranks
Book a twenty minute call with Woya. No deck, no pressure, and we will tell you what we find whether you go ahead or not. Here is what you get out of it.
Where You Actually Rank
Not a generic audit. The searches that produce real enquiries for firms like yours, in your area, and who is taking them now. It is usually a shorter list than people expect.
Whether AI Names You Or Them
We run the queries live. ChatGPT, Claude and Google’s AI answers, each asked to recommend a firm like yours locally. It takes ninety seconds and it is normally where the conversation changes.
What To Fix First
The two or three things worth doing before anything else, ranked by what moves soonest. Yours to keep, whether you act on it in house, with your web person, or with us.
Or skip the call altogether. Every package can be bought online and you can be live within a week.
// Questions
Financial Services SEO: Common Questions
Pricing, compliance, timescales and how the work actually gets done.
Woya packages start at £995 per month, with Growth at £1,500 and Authority at £2,250 per month. Enterprise packages are priced according to scope.
Every package is delivered through the Woya Way, our methodology combining SEO, AEO, GEO and Local SEO. The package you choose determines the depth of delivery, including content, keyword tracking, authority building, Digital PR and reporting.
SEO builds over time rather than producing results on a fixed date.
We start with the technical foundations, existing visibility and the searches most relevant to your firm. As stronger pages, content and authority are built, we track progress through your live client portal from the start.
How quickly visibility improves depends on your existing website, competition, location and the areas of financial services you want to target.
Your existing compliance process stays in place.
Woya researches, writes and optimises the content, but anything requiring compliance approval follows your normal sign-off route, whether that sits internally, with a compliance team or through your network.
We build that process into the workflow rather than trying to work around it.
No. A Woya package runs for the length of your billing agreement, which for most clients is monthly, and thirty days notice applies to every package. If you take up an offer with a longer billing period, the term follows that agreement rather than a separate minimum term. There is no setup fee, and you can move between packages as the firm changes.
Yes. Search can give an advice firm another route to prospective clients alongside referrals and introducers.
The opportunity is not simply ranking for "financial adviser in [town]". People also search around pensions, retirement, inheritance, later-life planning and other situations that create a need for advice.
SEO helps your firm become visible during that research and supports referred prospects who look you up before making contact.
Usually a combination of services, locations and the specific situations that lead somebody to need help.
That might include pension advice, mortgages for self-employed applicants, commercial insurance for a particular trade or funding around a specific business requirement.
We prioritise searches that match the work and clients you actually want rather than simply chasing the largest search volumes.
There is no single switch that makes an AI platform recommend a financial firm.
We strengthen the information that helps search engines and AI platforms understand and corroborate the business, including website content, regulatory and professional information, business details, reviews and independent third-party references.
This is the GEO part of the Woya Way and works alongside SEO, AEO and Local SEO.
Yes, although its importance varies by financial sector.
A strong Google Business Profile, reviews and consistent business information can still help prospective clients discover and verify your firm, even if you work nationally.
We weight Local SEO according to how your particular firm wins clients rather than applying the same local strategy to every financial business.
Woya writes it. Content, technical work, digital PR and Google Business Profile management are all done for you, at the volume your package includes. Everything passes through your compliance process before it publishes, and we work to that process rather than around it. What we need from you is access, a view on which service lines you want more of, and around thirty minutes on a call each month.
Woya works with mortgage brokers, accountants, financial advisers, wealth managers, business finance brokers and insurance brokers, and each has its own page with its own approach. What people search for, how they choose and what a firm should publish change considerably between them, so the work is built per sub-sector rather than applied as one financial services template.