Advisers contemplating online directories should consider whether the information required about their business and the data demanded from consumers could result in a perfect match.
The information required by online directories or ratings services can vary significantly, according to Karen Barrett, chief executive of Unbiased.
Ms Barrett says advisers should expect to give information on your firm, names of the advisers at the firm, contact details and information on your areas of expertise at a minimum.
Some listings encourage advisers to put as much information on their profile as possible in order to give searching consumers a better understanding of the firm and to enable firms ‘matching’ potential clients requirements to come up top.
This can be adding content on preferred clients, client testimonial, languages spoken, adviser accreditations and payment options, as well as photos and logos, to your profile.
Ms Barrett says Unbiased has found the more detailed the adviser profile is, the higher the quality of potential client leads and the better the search service can match potential clients with an adviser’s business.
For prospective advisers to join, Lisa Beale, head of Checkaprofessional, says her service requires a completed application form, proof of qualifications for their profession, evidence of insurance required for their profession, normally two utility bills to show address plus references: four from clients or customers, two from other professionals such as their accountant.
Proof of identification, normally a driver’s license or passport, is also requested.
Mark Hutchinson, head of marketing of the Personal Finance Society, says his organisation’s Findanadviser member website just requires information about membership designations, qualifications and Statement of Professional Standing, which is auto-populated from membership records.
However, Mr Hutchinson says members can enhance listings with a range of information, including contact information, areas of specialism, social media links and other qualifications and accreditations.
As Checkaprofessional is not a lead generator, Ms Beale says the service does not place any barriers in front of a user visiting the website. She says users do not have to part with personal information, which is then sold to waiting businesses.
Ms Beale says: “Placing barriers in front of a consumer makes it easier for them to leave the site and not bother using it. Our users are free to visit our website and search for a more informed choice of professional.
“They can search safe in the knowledge that all vetting has been carried out, along with qualifications/accreditations have been requested, where applicable, checked and displayed on our members profile page.”
