Schema markup generator for financial advisors
Financial advisors should use the FinancialService type, the LocalBusiness subtype for financial practices. Fill in the form and I’ll build valid JSON-LD you can paste into your site’s head.
FinancialService JSON-LD
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FinancialService",
"@id": "https://aspenridgewealth.example/#business",
"name": "Aspen Ridge Wealth Planning",
"description": "A fee-based financial planning practice in Calgary offering retirement, tax and investment planning.",
"url": "https://aspenridgewealth.example/",
"telephone": "+1-403-555-0142",
"email": "hello@aspenridgewealth.example",
"image": "https://aspenridgewealth.example/images/photo.jpg",
"address": {
"@type": "PostalAddress",
"streetAddress": "100 Example Street SW",
"addressLocality": "Calgary",
"addressRegion": "AB",
"postalCode": "T2P 1J9",
"addressCountry": "CA"
},
"openingHours": [
"Mo-Fr 09:00-17:00"
],
"priceRange": "$",
"areaServed": [
"Calgary",
"Airdrie",
"Cochrane",
"Okotoks"
],
"knowsAbout": [
"Retirement planning",
"Tax planning",
"Investment management",
"Estate planning",
"RESP and RRSP strategy"
],
"feesAndCommissionsSpecification": "https://aspenridgewealth.example/fees",
"knowsLanguage": [
"English",
"Cantonese"
],
"sameAs": [
"https://www.instagram.com/aspenridgewealthplanning",
"https://www.linkedin.com/company/aspenridgewealthplanning"
]
}
</script>Paste this into your page’s head, then test it with Google’s Rich Results Test and validator.schema.org. The example values are made up: replace every one.
Want this added to your advisory practice’s website?
Send me your site and I’ll check your current structured data and send back corrected JSON-LD for it. Free.
The properties that matter for financial advisors
Type: FinancialService. Every property below is a real schema.org property.
| Property | Why it matters |
|---|---|
feesAndCommissionsSpecification | How an advisor is paid is a core trust question. Pointing to a clear fees page answers it in a machine-readable way. |
knowsAbout | Retirement, tax and estate planning draw different clients. Listing them helps search tools match you to the right question. |
description | Say whether you’re fee-only, fee-based or commission-based, plainly. It’s what careful clients look for first. |
areaServed | Licensing is provincial. List the provinces you’re registered in so search tools don’t overstate your reach. |
priceRange | Advice isn’t priced like a product. I usually leave priceRange out and let the fees page explain. |
Common mistakes
Putting performance claims or return numbers in the description. Keep schema text factual and compliance-friendly.
Marking up client testimonials as reviews. Self-serving review markup isn’t eligible for review stars, and testimonials raise compliance questions.
Using the dealer’s head office details instead of your practice’s. The schema should describe your practice.
How to add it to your site
- Replace every example value in the form with your own details. They should match your Google Business Profile exactly.
- Copy the code and paste it into your page’s
<head>. Most site builders have a custom code field. On a hand-built site, it goes in the template. - Test the live page with Google’s Rich Results Test and validator.schema.org, and fix anything they flag.
- Add the same facts to the visible page. Structured data should describe what visitors can see. My website checklist for financial advisors covers the rest.
Schema for financial advisors: questions
FinancialService. It’s a LocalBusiness subtype for financial practices and supports feesAndCommissionsSpecification, which is useful for advisors.
Name it on the page, as your regulator requires. In schema, I keep the main entity as your practice. Linking a parent organisation is possible but best done by hand.
It’s text about your business, so I treat it the same as the page. If it wouldn’t pass compliance on the page, it shouldn’t be in the markup.
Keep reading
- nick@tavro.ca
- 587-439-9994
- Calgary, Alberta