A website that only handed out contact details
Matt Hightower paid an upfront cost to have his previous website built and designed, then a maintenance fee to keep it running. Visitors could learn a little about him, what he does, and how to reach him. That was about it.
It was not drawing in the medtech executives, physicians, and business owners he works with, and it did not say what he wanted it to say. "That was the more frustrating part because I knew my website should be doing more."
“I knew my website should be doing more.”
Built to be found, then refined
His reason for switching comes down to visibility. "You can be the best financial person on the planet, but if no one can find you, it doesn't really matter." Matt uses AI every day, but he is not an IT expert, and handling SEO and AI search optimization himself was not realistic. He wanted to show up when people type their questions into Google or an AI tool.
The first conversation with WealthReach was low pressure. "I never felt like anything was being pushed." During revisions he went back several times after getting input from his wife, and the team took each round in stride. "They were very patient. They're all very patient."
Once the site was live he learned that major revisions can slow how quickly Google picks up a site, so he stopped making big changes and now sticks to smaller tweaks.
“You can be the best financial person on the planet, but if no one can find you, it doesn't really matter.”
Content sorted by who is reading
Matt's blog is grouped by audience instead of one long list. A medtech executive can go straight to articles on RSUs and on what happens to stock options when a company is acquired. Business owners find a piece on how much they would keep from a $5 million sale. Physicians see questions like whether $2 million is enough to retire at 60 and how to evaluate a medical practice partnership buy-in.
Before he writes, he asks Reach, the AI built into the platform, whether people are actually searching for the topic. "Because I don't want to put an article in here that nobody's looking for."
The site also lays out his process step by step, starting with the point that "nothing gets recommended in our first meeting," and includes a work optional age calculator. His hope is that a prospect thinks, "if Matt can help me just in the three minutes it takes to run this little calculation, I'm sure he can help me much more if I decide to sit down and go through this process with him."
“Because I don't want to put an article in here that nobody's looking for.”
Fewer posts, built from real conversations
Matt talks with his target market on LinkedIn during the week. The problems that come up in those conversations become his topics, and he uses Reach to turn a handful of ideas into the week's content and refine it.
He does not post every day. "Let's get better at our content and we don't have to post as often." He says his LinkedIn posts now get more volume than before, and the goal is for that content to lead people back to his website.
“Let's get better at our content and we don't have to post as often.”
Early numbers, and no appointments yet
At the time of the interview Matt was still fairly new to WealthReach and had not booked appointments from the site. He expected that. He calls the site a long-term investment and says expecting a full calendar right after launch would be unrealistic.
What he has seen is early visibility. He reports that "my weekly session growth is up 155%," and that his weekly analytics show people finding him on ChatGPT, Perplexity, other AI sites, and Google, where before people could not find him at all. He also says visitors view about three pages on average, and that "people are reading my blogs, people are using those calculators." These are his own readings of his analytics in the first weeks after launch, not a measure of new clients.
He has built a 90-day plan inside Reach to track progress. In his words, "the goal is to build visibility, attract the right audience, and then literally turn that traffic into those meaningful conversations."
Asked whether he would recommend WealthReach to another advisor, he put it as a choice between a basic site with a picture and a phone number and one that can grow with the business, publish relevant content, and potentially become another source of new client relationships.
“The goal is to build visibility, attract the right audience, and then literally turn that traffic into those meaningful conversations.”