Bogart Wealth came to us with a strong business sitting on top of a thin organic pipeline. Over three years, a rebrand and a focused SEO program multiplied the sales opportunities coming through search.
Services:
Web Design, SEO Campaign Newly designed and developed WordPress site, On-page SEO, service-page content, digital PR, Blog posts, Technical SEO.
Industry:
Finance
Market:
Multi-location wealth management firm across the United States
Campaign Start:
June 2021 (ongoing)
Before: 95
After: 1,006
Page 1 Rankings
Before: 129
After: 15,552
Web Traffic
Before: $500M
After: $3.5B
AUM & AUA
Organic traffic
+15,423 increase
Page 1 Organic keywords
+911 increase
Bogart Wealth is an established wealth advisory firm handling financial planning, investment management, and tax work for families building wealth across generations. When they began with Direction, the firm managed $500M in assets. Today they oversee more than $3.5B in combined Assets Under Management and Assets Under Advisement.
When they came to Direction, that fast-growing firm wanted a modern brand identity carried consistently across every channel. That rebrand became the starting point for everything that followed.
Client at a glance:
Bogart Wealth had the reputation and the track record. What they didn’t have was an organic presence to match. The firm ranked for 95 keywords and pulled 129 organic visits a month, which is close to invisible for a national advisory practice.
Two organic sales leads a month came in through that channel. For a firm where a single client relationship can run for decades, two leads is a thin pipeline sitting on top of a strong business.
The problem was a brand and a website that hadn’t kept pace with the firm. The identity was dated, the site wasn’t built to rank or convert, and prospects searching for an advisor rarely found Bogart Wealth at all.
Financial advice is a YMYL topic, the kind Google scrutinizes hardest. Pages that touch someone’s money and retirement are held to a high trust bar. Ranking takes visible expertise, real authority, and content accurate enough to survive that scrutiny.
The keywords are competitive and expensive. Wealth management terms draw national firms with deep budgets, so winning high-intent searches meant earning real authority.
We were also rebranding mid-flight. A new identity had to roll out across every channel while the new site was being built to rank. The design and the SEO foundation had to come together as one piece of work.
And the sales cycle is long. A wealth client weighs the decision for months, so the site had to capture and nurture prospects over time.
Every goal pointed at the same outcome. More qualified prospects finding the firm in search and raising their hand.
The opening audit looked at the brand, the site, the organic footprint, and the path from a search to a sales conversation.
A dated brand and site. The identity hadn’t kept pace with how far the firm had scaled. The website wasn’t built to rank well.
Almost no organic rankings. 95 keywords and 129 monthly visits meant the firm was missing from nearly every search a prospect ran.
Thin trust signals for a YMYL space. A financial site needs visible expertise and authoritative links to rank in a category Google holds to a high bar. Those signals weren’t in place.
Every goal pointed at the same business outcome. Less dependence on rented traffic, more patients coming in at a lower cost.
The foundation came first. We designed a modern logo and brand guide for Bogart Wealth, then used that identity to build a custom WordPress site. That site was built from the start to rank in search and to guide visitors toward a conversation with the firm.
We wrote original content aimed at the questions prospects ask when they’re choosing an advisor. Each piece was structured to move a reader toward a clear action. That widened the range of searches the firm ranked for and gave prospects a reason to engage.
We built relationships with authoritative, finance-related sites and earned links that raised the firm’s domain authority. In a YMYL category, those links do double duty. They move rankings and they signal to Google that the firm is a credible source.
A clean site and good traffic only matter if they turn into leads. We built conversion funnels that guided visitors toward contacting the firm. On the back end, we added data capture so the sales team could see where each prospect was and reach them with the right message.
We rebuilt the site architecture for clean indexing across search engines. Better structure meant the content and links could earn rankings, and the high-value pages got crawled and surfaced the way they should.
Traffic is only worth what it converts. The standout result here is the jump in qualified leads coming through organic search.
Organic sales leads grew from 2 a month to 29. That came from two things working together. More traffic from the content and SEO work, and a site rebuilt to turn that traffic into consultation requests.
Monthly organic sales leads grew from 2 to 29. For a wealth firm, where one client relationship can run for decades, that kind of pipeline growth changes the math on the whole business.
Organic traffic climbed from 129 to 15,552 monthly visits. The firm’s keyword library in search grew from 95 to 8,636, putting Bogart Wealth in front of prospects across the high-intent searches it used to miss. A practice that was nearly invisible now shows up where advisors get chosen.
Bogart Wealth came out of this with a modern brand and a site built to rank and convert. On top of that sits a content engine that keeps widening their footprint. The campaign has run three years, with rankings and leads compounding on the foundation.
Over the same stretch, the firm grew from $500M to more than $3.5B in combined AUM and AUA. That growth reflects the whole business, and organic search earned its place in it as a steady source of new-client conversations.
The rebrand and the new site were the foundation, so everything after had something solid to build on. A site engineered to rank and convert from day one gave the content and links somewhere to land. Prospects had a clear path to a conversation.
The content met prospects at their real questions. Someone researching how to choose an advisor or handle a tax decision is a prospect close to reaching out. Answering those questions earned the visit and the credibility at the same time.
The links did the part content alone can’t. In a YMYL finance category, authoritative sources vouching for the firm moved rankings and signaled trust to Google. That’s what it takes to compete with national firms that outspend you.
And the conversion work turned all of it into leads. Traffic that used to bounce now had a funnel guiding it toward the firm. That’s how 129 visits and two leads became 15,552 visits and 29.
If qualified prospects can’t find your firm in search, they’re finding the competitors who rank above you. We’ve run SEO and web campaigns since 2016. Book a discovery call or request a free audit, and we’ll map out where you’re losing prospects.
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