About a marketing desk that works only for advisory firms
What an advisory firm shows the public is built by hand, a cut-out at a time: a listing, a page, a reply written under a review, an ad that points a visitor toward a contact form. This desk exists to look after those pieces for independent advisors, planners and wealth management firms, and for nobody else.
An agency, and only an agency
We sell marketing. That means pages, Maps listings, review routines, ad accounts and call and form counts. We are not an advisory firm, and we hold no view on anything an advisor does for the people it serves. A page we draft may name a service line, but the description of that service is the firm's own, handed to us and passed back to the firm for approval before it goes anywhere.
It follows that this site never explains a financial subject, compares one approach with another or says what a service does for anyone. Pick any page here and you will find the same boundary: the desk works on how a firm is found and reached, and the firm owns what it says once it has been found.
Four stages of working with an advisory firm
The firm hands over its own text
A principal or an office manager sends the service line descriptions, the office details and any biography or team text the firm wants shown. We lay it out and never rewrite what it says about the firm.
A single approver reads each draft
One person at the firm is named as the reader of every page, reply and ad. Nothing is published until that person has passed it.
The pieces are hung and kept level
Pages, listings and ads go up tied to one firm name, one street address and one wording per service. A standing check hunts for any string that has slipped off the rod.
A monthly summary of what was added and counted
The firm is shown which pieces were added or edited, plus the tally of arriving calls and contact forms sorted by source. Only counts appear in it; the words spoken or typed by the person who got in touch are not kept.
Why the desk keeps to advisory firms
Serving one kind of firm lets the desk learn how an advisory site is laid out: an office page, one page for every listed service, a contact route that asks for very little. It also turns the habits that matter here, one approver and one wording per service line, into routine instead of exceptions. Compare the two service branches with the marketing overview and the same limits appear in both.
Review work sits under the same rule. A review routine covers asking and drafting replies, and the firm approves each reply. The desk never confirms who is a client, and no reviewer receives a gift or perk for writing one. Prices are posted openly on the price sheet, so a firm can read them before writing to us.
Eight lines marking where the desk's work for an advisory firm begins and ends
- Draft service line, office and town pages from text the firm supplies
- Keep Maps listing details level with the site, office by office
- Send every draft to the firm's approver before anything is published
- Tally phone calls and sent forms under their source, and keep nothing else about them
- Leave all explanation of financial subjects to the firms that offer those services
- Leave biographies and team pages as the firm wrote them
- Decline to name a client in any reply, page or ad
- Hand no gift or perk to anyone who posts a review
The edges are drawn this tightly on purpose: a desk that stays inside marketing is easier for a firm to read and approve.
Questions about the desk behind the site
Does the agency take part in an advisory firm's own business?
No. Our reach stops at the public pieces of the firm, meaning pages, listings, replies, ads and the counts around them. How the firm runs itself lies beyond both our work and this site.
Can a principal ask for a page that explains a service?
The firm can supply its own description of a service line, and we will set it into a page. Explaining a service sits outside our remit, and a page never carries a comparison or claim that the firm did not supply.
Where can a firm read the exact scope of the work?
The search work page and the ad management page list the pieces on each side, and the contact form is open for anything those pages leave unsaid.
Write to the desk about a firm
Describe the firm's offices and which side of the work is of interest, and keep clients out of the note altogether.
Which pieces should your firm hang first?
Tell us the service lines you offer, the towns where your clients live and the neighbouring offices that point people toward you. Keep every client name, every account figure and every personal identifier out of what you send.
Ask us to hang the first piece of your search work
Send one question about how your firm turns up in search. The call is taken by our CEO, Ross Cohen, who ends it by naming the first pieces to hang.
The mobile below is only an illustration, and it forecasts nothing.