Every RIA Needs a Google Business Profile—Here’s Why (and How to Optimize Yours)
If you're a registered investment advisor (RIA), you likely invest time and money into your website, newsletter, and client service. But there's one often-overlooked marketing tool that could be quietly driving—or deterring—new business: your Google Business Profile (formerly Google My Business).
When someone searches for “financial advisor near me” or even types in your firm’s name, Google displays a panel on the right-hand side of the search results with business details. This panel comes from your Google Business Profile. If you haven’t claimed or optimized it, you could be missing out on valuable traffic, trust, and clients.
Why It Matters
Local visibility: A complete and verified profile increases your chances of appearing in local search results and on Google Maps.
Credibility: When potential clients see accurate information, glowing reviews, and polished photos, it builds instant trust.
Client convenience: Having up-to-date hours, contact info, and a link to schedule an appointment makes it easy for someone to take the next step.
Step 1: Claim or Create Your Profile
Visit google.com/business to search for your business. If it already exists, claim it. If not, you can create it in minutes. Google will usually send a postcard or call your business number to verify it’s really you.
Step 2: Keep Your Information Current
Make sure your:
Business name
Address
Phone number
Website
Hours of operation
are all accurate. Even small inconsistencies can confuse Google’s algorithm and reduce your visibility.
Step 3: Add Photos
Profiles with photos get far more engagement than those without. Add:
A professional headshot
Your office exterior/interior (even if it’s a home office or co-working space)
A logo or other brand visuals
People want to see who they might be working with—it adds a personal, trustworthy touch.
Step 4: Request Reviews
Google reviews play a huge role in ranking and client decision-making. Politely ask satisfied clients to leave a review, and make it easy for them by sending a direct link. Be sure to:
Thank clients for positive reviews
Professionally respond to any negative ones
This shows that you care and are actively engaged with your clients.
Step 5: Post Regular Updates
Did you recently write a blog post? Host a webinar? Launch a new service? Use Google Posts (built into your GBP dashboard) to share updates. These short posts appear directly on your profile and show visitors that your firm is active and informed.
Step 6: Answer Questions
Anyone can ask questions directly on your profile—and anyone can answer them. That’s why it’s important you monitor this section and provide clear, timely answers. It’s another trust-building opportunity.
Bottom Line: Your Google Business Profile is often the first impression you make online. It's free, easy to manage, and a powerful way to improve visibility and grow trust with potential clients. If you're an RIA and haven’t taken this step yet, now’s the time to claim and optimize your profile. Your next client might already be searching.
