Podcast Summary: Advisor Marketing Made Simple

Episode: Advice Line: How to Consolidate Multiple Websites For Focused Marketing (Tyler Meyer)
Hosts: Taylor Schulte & Kendra Wright
Guest: Tyler Meyer, Founder of QED Wealth Solutions
Date: October 8, 2025

Main Theme & Purpose

In this Advice Line episode, hosts Taylor and Kendra help financial advisor Tyler Meyer untangle a common but complex marketing dilemma: how to consolidate multiple web presences (firm site, personal blog, niche site) into a focused strategy that supports both local and broader client growth, especially leveraging SEO. The conversation is candid and tactical, providing real-world advice for advisors who feel “stuck” or overwhelmed by scattered digital marketing efforts.

Key Discussion Points & Insights

1. Tyler’s Background & Core Challenge

• Tyler has grown QED Wealth Solutions to $250k annual revenue and $20M AUM in two years, mostly through referrals and local connections.
• He has three websites:
  • His firm’s main website
  • "Retire to Abundance" blog (general retirement topics)
  • "Capers Retirement" (focused on Kansas Public Employees Retirement System)
• The Capers posts (focused niche) perform best, but the fragmented approach feels overwhelming and hasn't led to significant traction or client growth outside his network.
• Tyler's primary question: Should he “punt” on the general blog and go all-in on the Capers niche site, or consolidate everything for focus and usability?

2. Why Multiple Websites?

• Tyler explains he was advised it’s easier to get media quotes from a non-firm, personal branded blog.
• Capers niche was spun up because those posts got some search traction, and there’s little online competition for Capers-related content (potentially large Kansas audience).
• Local search traffic and client acquisition remains minimal from these efforts.

Key Quote (Tyler):

"I thought, maybe from an SEO standpoint, building out a website specific to Capers would be the right approach...but I haven’t gained much traction." (01:38)

3. Audience & Ideal Client Profile (ICP)

• Two ICPs: Retirees within 30-minute radius (local, ~10,000 people), and Kansas public employees (Capers) nearing retirement (~350,000 people statewide—teachers, city workers, police, etc.).
• Natural community fit for locals, but real growth requires expanding beyond his small town.

4. What’s Working—And What's Not

• Initial positive results from being quoted in local and national press, especially within Tyler’s existing network.
• Main source of clients now is referrals—lead flow outside network is “completely broken at the top of the funnel.”
• Blogging and newsletters are semi-regular but lack consistency and clear SEO targeting; marketing remains reactive rather than strategic.

5. Expert Analysis: Problems With Fragmentation

Taylor Schulte (09:00):

"If I’m feeling confused, potential clients are absolutely feeling confused. It's hard to manage one site right and do it well, let alone three...It just feels like a lot of different things."

• Multiple sites cause confusion for both users and Google (SEO), and none are gaining meaningful traction.
• Adding extra niche sites ("layering") to see what sticks creates overwhelm and dilutes authority.
• Suggests consolidation: fold Capers content (as a topic cluster or “content hub”) into the main blog/site, and focus efforts for clarity and effectiveness.
• Domains and URLs matter only minimally for SEO versus overall content authority and utility.

6. The Case for Simplifying and Consolidating

• Both Taylor and Kendra agree: one site = less overwhelm, more SEO authority, easier user journey, easier management.
• Capers content should be a clearly defined section or hub/category rather than a standalone site.
• “Personal brand” sites have some value if planning a future life post-advisory firm or dealing with compliance, but not needed for SEO or PR unless you have significant traction.
• Early “pro-tips” about multi-sites or personal brands for media quoting are mostly myths; focus on authority and clarity instead.

Key Quote (Taylor):

"If somebody comes in with a real strategy...it’s not all that different than financial planning...We consolidate, we streamline. You want your clients’ accounts organized and clear—the same should apply to your marketing." (25:09)

Kendra (24:41):

"Don't make it complex...this is a lot for anyone to manage, let alone someone who's not a full-time marketer."

7. Creating a Repeatable, Focused Marketing Funnel

• Marketing must be systematic, repeatable, and predictable (13:07).
• Define one top-of-funnel activity (e.g., SEO-focused blogging), one middle-of-funnel (e.g., consistent email newsletter), and a clear sales process.
• Get specific: pick a regular publishing schedule and stick to it; focus on content that directly addresses targeted keywords/questions your ideal clients have.

Key Quote (Taylor):

"Just doing a little bit of everything and hoping it works is not going to create much predictable success...There needs to be dedicated time spent on planning." (14:52)

8. Action Plan & Tactical Recommendations

Step 1:
Hire an SEO consultant (do an audit):

• Analyze viability of the “Capers” niche for search volume/competition.
• Provide data-driven recommendations: which topics, keywords, and site structure to pursue.

Step 2:
Consolidate websites:

• Fold Capers and Retire to Abundance content into the main firm site or a single personal/focused website.
• Create dedicated “content hubs” (e.g., Capers Retirement) within this unified site.

Step 3:
Refine Ideal Client Profile (ICP):

• Clarify homepage/about language: “Who we work with” - blend community retirees and Capers employees for simplicity.
• Pursue broader Kansas/Capers keywords for larger market, but keep copy relatable for locals.

Step 4:
Commit to Consistency:

• Pick a publish/send cadence for blog and newsletter (example: weekly or biweekly) and make it non-negotiable.
• Center all content choices on data: keywords/search demand, not just topics of immediate interest.

Step 5:
Set a Marketing Budget:

• Now that the firm is stable, define a realistic marketing spend for ongoing SEO/content development and possible agency support.

Notable Quotes & Memorable Moments

• Taylor (10:30):
  "If you want to go all-in on Capers and ignore everything else, that's a different conversation. But right now, splitting your energy isn't paying off."

• Kendra (24:41):
  "If there's one thing that really creates a lot of gray hair for me, it's what you're doing right now...personally, if you're open to consolidating the websites, I would absolutely do that."

• Taylor (28:34):
  "I also want to kind of squash the misconception that the personal brand helps from a media standpoint. I don't think that's true."

• Kendra (31:06):
  "I've seen some really good success actually targeting like statewide SEO content."

• Taylor (32:09):
  "Capers retirement...doesn't push away other retirement focused prospects. If I come to your website and there's a section dedicated to Capers, but also to traditional corporate employees, it all connects."

Suggested Action Steps for Tyler

1. Get an SEO audit to validate Capers’ search potential and get a roadmap.
2. Consolidate all websites—focus on a single well-organized site with content hubs for each major client segment.
3. Define and commit to a regular content and email schedule aimed at target keywords and problems.
4. Clarify ICP and website messaging to support both local and broader Capers audiences.
5. Establish a sustainable marketing budget for external expertise and automation.
6. Accept a brief pause in growth to build infrastructure that supports future scale.

Timestamps for Key Segments

• Tyler explains his multi-site setup: 01:19–02:33
• Discussion of ICPs and market size: 04:08–05:37
• Taylor’s analysis on confusion and consolidation: 06:42–10:08
• Debating the value of Capers URL for SEO: 10:08–12:01
• Frustration and stuck-ness—need to hit pause and plan: 12:01–14:52
• Discussion on consistent content creation: 16:33–18:23
• Action plan for funnel and website consolidation: 22:01–24:41
• Dispelling the personal brand PR myth: 27:32–28:38
• Case study: state-level SEO brings big lead: 29:26–31:06
• Wrap up and final takeaways: 32:25–33:19
• Clear summary and action items from Kendra: 33:19–36:03

Tone & Takeaways

The episode is candid, encouraging, and hands-on. Both hosts repeatedly remind Tyler—and listeners—that consolidation and focus are powerful antidotes to overwhelm, especially when building sustainable lead flow online. Their advice is practical, proven, and tailored for both new advisors and established practitioners alike.

Kendra (final words):

"We hope you enjoyed today's episode...hopefully it takes a lot off your to-do list and streamlines your next steps." (36:07)

Useful for anyone overwhelmed by fragmented digital strategies—whether you’re a financial advisor or any solo professional looking to simplify and scale your marketing.