Finli

Finli is a UK-wide financial planning firm with a people-first approach and ambitious plans for growth. With website visits low and online leads scarce, they turned to Figment to build visibility from the ground up and create a search strategy that would attract the right prospects – and deliver real business impact..

Services Provided

Increase in organic traffic in 6 months

1 %

Increase in impressions in 6 months

0 %

Increase in website clicks in 6 months

0 %

Google Page 1 rankings in 6 months

Planning for Visibility: Aligning SEO with long-term goals

Financial planning is all about clarity, foresight, and building confidence in the future. So when Finli set out to improve their online visibility, they were keen to work with a search optimisation partner that shared those same values.

With their strong reputation for tailored financial advice, and an established presence across the UK, Finli had clear goals: to grow organic traffic, improve rankings, and drive more of the right kind of enquiries through their website.

Having worked with Figment successfully at a previous company, Finli’s Head of Marketing Ceris Hymas brought the agency on board again – this time to support a new brand with no search footprint. After disappointing experiences with underperforming SEO partners, the goal was clear: to finally get results that turned into leads.

Figment took time to understand Finli’s ambitions and vision before crafting a structured strategy. From comprehensive competitor and keyword research to optimised location pages and technical clean-up, every element was aligned to support long-term growth.

Signs of growth: Improving visibility and engagement

In the competitive landscape of financial planning, standing out in search is no easy task. We therefore needed to achieve more than just a rankings boost for Finli – we had to get them in the right searches, for the right people, at the right time.

Following our proven six-step SEO roadmap, we combined a range of expert tactics designed to lift Finli’s online profile and draw more relevant visitors to their site. These included:

On-page Optimisation
Refining meta data, headers and content to target high-value keywords.

Location-led Content
Tailored landing pages designed to meet regional search intent.

Technical Clean-up
Addressing crawl issues and errors to improve site health.

Intentional Internal Linking
Connecting key articles and landing pages to guide users and support rankings.

The result? A strong upward trend in visibility. In just six months, Finli’s impressions soared by 80%, climbing to a healthy 865,000. Website clicks followed the same path, with an 80% uplift as more users actively engaged with the site.

These gains meant Finli was no longer just being seen – they were being noticed by the right people – at the right moment in their search journey.

Climbing the SEO ladder to rank where it counts

With visibility and engagement on the rise, the next focus was turning that attention into action – by attracting more of the right people, and helping them find exactly what they needed on-site.

At the heart of this phase was content. We created articles that closely aligned with Finli’s audience needs – useful, tailored and built around the kinds of searches made by real prospects. Carefully sculpted internal links connected this content with key landing and service pages, helping search engines understand relevance and value.

All of these efforts – technical, on-page, strategic and content-led – worked together to deliver what we call a ‘joint lift’: a rise in rankings across the board.

As the numbers prove, Finli saw major movement up the rankings, with 529 tracked increases and 23 Page 1 Google positions secured in just six months.

The impact? More high-intent searches led directly to Finli’s door. Enquiries increased, the client saw tangible value, and the business chose to extend their contract with Figment to keep the momentum going.

“From April to December, we went from around 150 website visits a month to over 1,000 – and now we’re getting 10 leads a week. Figment switched our traffic from mostly direct to majority organic. We really like working with them – they’re really open and transparent. They’ve really delivered, and I couldn’t recommend them enough.”

Ceris Hymas, Head of Marketing

Finli