With something as personal as finance, trust is required from the first moment an investor considers your services. Like a doctor or lawyer, an investor must feel you are knowledgeable and professional, yet approachable. If they’re going to be working with you for the long-term (and potentially through multiple generations) they have to like, trust and believe in you.

There are four traits clients value most in an adviser — integrity, competency, accessibility and amiability, according to Forbes. It’s important to immediately portray these qualities through your digital marketing to encourage prospects and referrals to contact and work with you. If you feel you aren’t generating enough online leads, you may be making one of these five mistakes.

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