If you’re a financial advisor, your website isn’t just a digital business card—it’s your most powerful 24/7 sales tool. Prospects are checking you out online before they ever pick up the phone. In fact, a Stanford study shows that 75% of people judge a business’s credibility based on its website design.
That means the right site can win you clients before you even speak to them…and the wrong one can send them straight to your competitors.
At Hughes Integrated, we’ve helped countless advisors create websites that communicate trust, expertise, and clarity. In this post, you’ll get our top financial advisor website tips—the must-have features and strategies that will help you attract the right clients and inspire them to take action.
1. A Clear, Trust-Building Homepage
Your homepage should answer three questions within seconds:
- What do you do? This question is part of the website grunt test—a prospect should be able to identify what you do the moment they enter your website. (Bonus grunt test questions include how will it improve my life? and how can I buy it?)
- Who do you help? If your prospect can’t see themselves or the solution to their problems on your website, then you have a problem.
- Why should they trust you? Establish authority early and often. Trustworthiness is communicated through user-friendly design, easy-to-understand descriptions, and trust signals like awards, recognitions, and certifications.
Pro Tip: Use a clear headline that speaks directly to your ideal client’s needs. Instead of “Welcome to ABC Wealth Management,” try: “Helping Retirees Realize a Better Future.” This headline answers the three above questions in a breeze. Pair this with professional imagery and a friendly, approachable headshot.
2. A Compelling About Page
This is one of the most visited pages on any financial advisor’s website. People want to know you before they trust you with their money.
Include:
- A professional but personable bio. Include your experience and any important certifications, but also include things like family details and community involvement.
- Credentials and certifications. Include the credentials and certifications of your team—this isn’t boasting! This is helping build trust by showing prospects you’ve done a lot of work to provide them with a quality experience. Consider including local affiliations as well, like if you’re involved in a local chamber of commerce or local chapter of a larger financial institution.
- A personal story or “why” behind your work. You don’t have to get overly sappy or historical. Speak from the heart about why you do what you do, and be honest.
- A friendly, high-quality photo. Prospects want to put a face to a name, especially when entering into an advisory relationship. Get updated, professional headshots of your entire team, and include a team photo on your website as well. Bonus points if you have photos of your team involved in community events or volunteering together!
Bonus tip: When writing your about page, consider what your prospect wants to know about you. They probably don’t want a three-paragraph history of your company. They probably do want trustworthy signals like certifications or credentials.
3. Clear Services Page with Tangible Outcomes
Don’t just list “Retirement Planning” or “Investment Management.” Explain what that means for the client—less stress, more clarity, and a plan they feel confident about.
Structure each service section like this:
- Problem: “Many people worry about outliving their money.”
- Solution: “We create customized retirement income strategies.”
- Benefit: “So you can enjoy life without financial fear.”
Pro tip: Include details about each service without using insider jargon.
4. Compliance-Friendly Calls-to-Action
Many financial advisors shy away from calls-to-action (CTAs) because of compliance concerns, but you can still guide prospects to the next step without making guarantees.
Examples:
- “Schedule Your Free Consultation”
- “Download Our Retirement Checklist”
- “Get Your Financial Health Score”
Bonus Tip: Be specific about your CTA. “Learn more” is not a strong CTA—it’s too vague. Make it concrete, encouraging your prospect to schedule a call, download a resource, or attend an event.
5. Professional, Trust-Enhancing Design
First impressions matter. A clean, modern design signals professionalism. Clutter or outdated visuals do the opposite.
Here are a few website design 101 tips:
- Stick to a consistent color palette (aligned with your brand).
- Use plenty of white space for readability.
- Avoid stock photos that feel generic—use real images when possible.
6. Client Education Resources
High-value content positions you as a trusted authority.
Here are some ideas:
- Blog posts answering common financial questions (Google loves this type of content!).
- Short videos explaining complex topics in plain language.
- Downloadable guides (e.g., “5 Mistakes to Avoid Before Retirement”).
This also helps with SEO—more content = more chances to be found in Google.
7. Testimonials and Social Proof
Potential clients want proof that you deliver results. Add:
- Client testimonials (compliance-approved).
- Case studies with anonymized details.
- Associations or certifications logos (CFP®, CKA®, etc.).
Even a few strong testimonials can dramatically improve conversion rates.
Note: Check with your compliance officer regarding testimonials. Some fiduciaries do not allow testimonials on advisor websites, especially reviews with overly-promissory language.
8. Easy Navigation and Mobile Optimization
Most website traffic now comes from mobile devices. If your site isn’t mobile-friendly, you’re losing visitors.
Checklist:
- Menus with 5 or fewer main items.
- Click-to-call phone number.
- Fast loading speeds.
9. Compliance & Privacy Information
Build trust by showing you take client data seriously.
Include:
- A clear privacy policy.
- Disclaimers required by your governing body.
- Secure contact forms.
10. Analytics & Continuous Improvement
Your website is never “done.” Use analytics to track:
- Which pages visitors view most. This helps you determine what your prospective clients are looking for and what content they’re drawn to.
- How long they stay on the site. If your website has a high bounce rate (that’s marketing speak for website users who only visit one page of your website), you might want to consider refreshing some of your page content.
- Where they drop off. You can track where prospects drop off your website or even where they drop off on a certain webpage using heatmapping software.
Stand Out from the Noise
A well-built website doesn’t just look good—it works hard for you, building trust, showcasing expertise, and turning visitors into clients.
If you’re ready to transform your financial advisor website into a client-generating machine, Hughes Integrated can help. We specialize in creating compliance-friendly, conversion-focused sites for advisors who want to stand out in a crowded market. Schedule a free call with our team today!
