IFAs have typically failed to update their blogs on their websites for six months at a time, according to research by a new adviser-focused media company founded by Chartered Financial Planner Martin Bamford.

Bamford Media analysed more than 500 IFA websites, discovering that the average blog, news or insights page was last updated with fresh content 172 days earlier.

The firm discovered two IFA websites where the last blog was posted more than five years ago.

Of the IFA websites covered in the study which include a blog section, only one in five (20%) had been updated in the past seven days.

Two-thirds of the websites analysed for the study had not been updated for at least a month, with 40% of the sites featuring blog content that was more than three months out of date.

Martin Bamford, chief executive of Bamford Media, said: “We were surprised to see just how out of date many IFAs have let their websites become. For existing and prospective clients visiting these websites, it gives a really bad impression to see such dated content, especially when seasonal messages including ‘Happy Christmas’ are prominent as we enter the summer months.

“Those websites which included a regularly updated blog or news section were ranked much higher for local search terms, often featuring on the first page of results, proving the value of regularly updating the insights on your website.”

He added: “Financial Planners are often short on time and their marketing can be easily left behind, with client work and other business needs taking priority. Including a blog, news or insights page on your website is an important element of online marketing success, but it needs to be kept up to date if you choose to feature it.”

Bamford Media has launched an e-commerce store which offers professionally-written blog content for IFAs to purchase and publish on their websites.