Your Financial Advisor Website Needs These Three Things

One of the most important aspects of your business success is the impression you make online – meaning you need a thoughtful, professional financial advisor website. It’s more than just an online home for your business. Your financial advisor website is likely the first introduction your prospective clients will have to your services, and it plays a crucial role in making a positive first impression. Many people will use it to determine whether they want to work with you or not – and they won’t spend much time deciding.

The influence your financial advisor website has on the future of your business growth is significant, and it’s imperative that you get it right. Here are three key elements you can use to optimize your website for prospects and generate stronger leads.

#1. Articulate Answers to Common Questions

As you’re building your website content, you want to put yourself into a prospective client’s shoes. Think about what sort of questions they would want to be answered when visiting your website in order to feel secure in moving forward with a discovery conversation with you. Consider questions like:

  • What services do you provide?
  • What sort of demographic do you specialize in helping?
  • How can someone interested in hiring you begin a conversation?

Recent data suggests that most people spend less than one minute on a website, especially if there’s a lot of heavy text that’s hard to navigate. So, you’ll want to make sure answers to questions like these are succinct, articulate, and easy to read, as well as easy to find from your homepage.

SEE ALSO: Research Shows Demand for Financial Advice is Growing

#2. A Mobile-Friendly, Easily Navigated Design

In our current digital age, chances are high that when someone is searching for a financial advisor website, they’ll be using their mobile device. In fact, 2022 data suggests that about 58% of your website traffic will be mobile device traffic. To ensure that anyone vising your site can easily navigate through the pages and the information looks pleasing to the eye, you’ll want to build a mobile-first website.

You can do this by choosing a responsive website design. These designs automatically reconfigure your site content and navigation menus based on whatever device is being used. This means you can ensure that every visitor to your site will be getting an optimized aesthetic and user experience.

#3. Trust Indicators

The financial advisory industry is different from many others in that your clients must trust you with their retirement plans, their finances, and their very futures. This is a huge act of faith on the part of a client, so for any prospects visiting your financial advisor website, you’ll want to be sure that your site properly demonstrates that your firm is worthy of trust. The better you’re able to communicate this message through words, design, and imagery, the more likely you are to convert prospects into clients.

SEE ALSO: 5 Signs It Might be Time to Redesign Your Website


There are plenty of ways you can go about building trust through your financial advisor website. Dedicating a page to discussing your educational background and experience, and highlighting any accolades you’ve won or certificates you’ve earned can go a long way toward helping a potential client get a better feel for your credentials and competency.

You’ll also want to include common trust indicators that web-savvy prospects will be looking for. This includes trust badges and, perhaps, testimonials from real clients. Client testimonials can help tremendously as people will be more likely to trust the words of someone else talking about you rather than what you have to say about yourself.

Is Your Financial Advisor Website Passing Muster?

With so much competition in the industry, it’s paramount to optimize your financial advisor website. Think about the type of impression you hope to make – can your site do it in less than a minute? Are you providing the answers most people are seeking? Can your information be viewed easily on a mobile device?

We know it can be tricky to get it right – especially with so much else on your plate. That’s why, at Illuminated Advisors, we do it for you.

If you’re interested in a custom-designed financial advisor website, let’s talk. We believe that your website should tell your story and be completely unique to your personality and your firm culture. We work one-on-one with each of our clients to create a website that drives traffic, impresses clients, and converts leads. Contact us today to schedule a discovery call and learn more. We can’t wait to hear from you!

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