Fairway Invest: how we make a wealth advisory on the High Rhine visible
Fairway Invest is Enrico Konn’s independent wealth advisory, with a new office in Bad Säckingen on the German–Swiss border. Our brief: a website that builds trust, and a strategy that gets him found by the right people.
The new Fairway Invest website.
Measure first, then build
The obvious plan would have been to rank for “wealth advice + town”. Before writing a line, we measured 80 search terms – and the surprise was clear: practically nobody searches for the town name. People with money to invest don’t pick an advisor by the name of a small town.
Local means “near me”
Local searches look like “financial advisor near me”, and Google answers with the map pack. So the key local lever isn’t the homepage but a complete Google Business Profile: the right categories, identical contact details everywhere, real photos and reviews.
Questions, not town names
The second pillar is topic pages. People with capital to invest search for concrete answers – for example about Swiss pensions or a portfolio review. Each page answers one such question clearly and leads to a first conversation. Tax questions are explained but referred to a tax adviser.
And always: client language, not jargon. The terms advisors use among themselves are rarely searched; the copy uses the words people actually type into Google.
What we built
- Website: clear architecture, clean URLs, one H1 per page, fast loading, structured data.
- Trust: sober tone, a real person, clear services – decisive in finance (YMYL) for Google and visitors alike.
- Roadmap: foundation first, Google profile at office opening, then topic pages over twelve months.
Status: the site is built and online as a preview; indexing starts with the Bad Säckingen office. We’ll post results here.
What any advisor can take from this
- Measure first, then write – the obvious term is often the wrong one.
- Locally, the Google profile wins, not the homepage.
- Trust is part of SEO – especially where money is involved.
Where do your clients really search?
We’ll measure it for your business – free SEO audit with real search data.