If you’re like most advisory firms, you’ve spent the year writing commentary, recording videos, posting on LinkedIn and sending email updates. The next step is understanding what kind of impact that work had.

For independent RIAs, multi-family offices and wealth management teams, successful impact from content means more than impressions or likes. You want to know whether your content is:

  • Attracting the right people to your website
  • Building trust with clients and prospects
  • Encouraging them to take meaningful next steps

You don’t need a full marketing department to answer these questions. You need a clear way to review your marketing analytics and connect what you see to the decisions you’ll make for 2026.

This article outlines a three-part review of your website, LinkedIn and email performance, based on Episode 57 of our 3 Minute Marketer series.

Part 1: What your website analytics are really telling you

Your website is the “hub” for most of your marketing. When someone clicks from LinkedIn or an email, they land on a page you control. Google Analytics helps you understand how visitors arrive and what they do once they are there.

Here are the five metrics worth your attention:

1. Traffic Sources: Where are people finding you?

Start by looking at traffic source or acquisition:

  • Organic search
  • Social media
  • Email
  • Referral sites
  • Direct / other

This shows which channels are bringing visitors to your site. If you spend considerable time posting on LinkedIn but most of your traffic still comes from email and organic search, it may be time to reassess where you focus efforts and budget.

2. Bounce Rate: Do visitors find what they expect?

Bounce rate reflects how many visitors leave the page quickly.

A very high bounce rate, such as 90-99%, often means one of the following:

  • The page content does not match what they expected from the link.
  • The layout or structure is confusing.
  • The information does not feel relevant.

You don’t need a “perfect” bounce rate, but you do want to see improvement over time as page quality and clarity increase.

3. Top Pages: What do visitors care about most?

Review your most-viewed pages for the year.

Are visitors spending time on your Insights or Resources hub?

Are they going to your team page to learn who they would work with?

Are they landing primarily on your homepage?

If your team page consistently ranks among your top pages, consider adding more people-focused content across your channels. If your insights lead, you may want to expand and repurpose that content into short videos or social posts.

4. Time on Site: Are visitors skimming or engaging?

Time on site is a helpful directional metric.

  • Under 30 seconds often suggests a quick skim.
  • 1-3 minutes shows they are reading at least part of the content.
  • 3 minutes or more indicates deeper engagement.

Look at the average time on page for your top articles. The pieces that hold attention longer are strong candidates for repurposing in 2026.

5. Site Speed: The silent killer of good content

Even strong content can underperform if your site loads slowly. Visitors tend to move on before the page appears. Site speed is the silent killer of websites. If pages take too long to load, people bounce before they ever see your insights, videos or team.

As you plan for 2026:

  • Review load time for your homepage, team page and insights hub.
  • Prioritize improvements on pages that are both important and slow.

Site performance is part of your content strategy because visitors need to reach the content for it to have an impact.

Part 2: What your LinkedIn analytics say about your content

LinkedIn is often where your professional community sees you. It includes peers, centers of influence, prospective hires and future clients. It also reflects a blend of culture and thought leadership.

Here are two areas to review.

1. Your top posts of the year

In your LinkedIn analytics, look at top posts by impressions and engagement.

You will likely see team photos, behind-the-scenes office moments, event photos and candid snapshots of your people together. Human content tends to outperform technical commentary on social platforms because it helps viewers feel connected to your firm.

Instead of trying to change this pattern, acknowledge it and design around it:

  • Plan a cadence of high-quality team and culture posts.
  • Pair them with short educational captions that connect back to your expertise.

2. Culture posts and thought leadership

Next, compare culture-driven content with your more technical posts, such as:

  • Long-form articles
  • Short video clips
  • Webinar commentary
  • White papers or deep educational resources

Ask which of these formats receives meaningful engagement. If your people-focused posts perform well but thought leadership gets little traction, that is useful information. It may be time to adjust topics, format or framing.

For 2026, consider:

  • Narrower, more specific themes instead of broad technical topics.
  • Clear, benefit-oriented headlines that help readers understand why the topic matters.
  • Pairing technical content with human elements, such as photos or brief clips of the person behind the commentary.

Part 3: Email analytics and your relationship with the inbox

Email remains one of the most effective tools in an advisor’s communication strategy when treated with respect.

1. Open rate and click rate

If you use a platform like Constant Contact or Mailchimp, start with open rate and click rate.

Open rate provides a general sense of interest.

Click rate shows how many recipients took the next step to read more.

As a general benchmark:

2–3% click rate = pretty standard for many lists

9–11% click rate = indicates strong engagement

When you see higher click rates, look at what made the message work:

  • What was the subject line?
  • What was the lead story or resource?
  • How personal and specific was the content?

Those are the emails to model going forward.

2. Unsubscribes: Are you sending the right amount of content?

Track unsubscribes over time. Consistent unsubscribes may indicate that your frequency or relevance needs adjustment. Spikes after certain topics may also highlight areas to refine.

Common causes include:

  • Sending too often to the same group
  • Repeating the same type of message
  • Sharing content that feels generic or disconnected from client priorities

3. Respect the inbox

One of the most important lines from the episode is that being in someone’s inbox is an honor and a privilege.

Practically, that means:

  • Only send content that is timely, relevant and useful.
  • Consider whether you’d be happy to receive the email yourself.
  • Respect your clients capacity, especially around year-end and volatile periods.

Fewer, more intentional emails often lead to stronger engagement and better long-term relationships.

Using this review to prepare for 2026

You don’t need to make sweeping changes all at once. This review helps you understand what worked this year and where a few thoughtful adjustments can strengthen your presence in 2026.

Website: Are you bringing in the right traffic and giving them a fast, engaging experience?

LinkedIn: Are you balancing people-focused, culture-driven posts with thought leadership your audience responds to?

Email: Are you earning your place in the inbox with relevant content and healthy click rates?

Once you answer these questions, you can set more intentional goals for the year ahead, including which content to continue, which to refine and which efforts may no longer support your objectives.

If you’d like help in reviewing your metrics or shaping your 2026 content, schedule a short call with our team.