Financial Advisor Websites

When it comes to financial advisor websites, first impressions matter.  What snap judgment does someone make when visiting your website?  Are you seen as current and polished?  Or outdated and not-really-trying?

Our data shows that 95% of prospects research you online at some point in their decision-making process.  Your financial advisor website (and LinkedIn profile) will be at the top of that Google search. This article is meant to shed light on industry best practices to help you raise your web game.

So many financial advisor websites come off as canned or templated.  If you want to be perceived as a high-end financial advisor, make sure your website reflects it.  In this article, we’ll offer some tips to help you improve your web presence.  We’ll also share best practices on how to measure your success.

Above all, use this page as a checklist for any new site you build.

Financial Advisor Website Tips

  • Get a Custom Design - The web is littered with templated sites.  Your visitors will notice, at least subconsciously, if your site looks rather basic.  Take the time to personalize your site!
  • Focus on Photography - Hire a professional photographer. Yes, it’s that important, even if you just use the images for the sake of your website.  We’d recommend getting some basic headshots, but also some relaxed shots of you and the team.  Most newer financial advisor websites are image-heavy and photos of your team will outshine even the best stock art.
  • Use Tight Explanations - Financial advisor websites of yesteryear had waaaay too much text. In building your next site, remember that less is more.  Having a site with minimal text doesn’t portray that you don’t have anything to say.  It shows that you’re confident in your selling points and can articulate them succinctly.  For inspiration, check out sites like Apple or Tesla.  They don’t over-explain anything.
  • Think Mobile First - Web traffic from mobile devices is at 41% in the US and climbs every year. When’s the last time you’ve checked your website on mobile?  Can you easily navigate to the most popular pages?  By the way, most people visiting a financial advisor website skip over “my process” and go straight to “about us” and “contact us.”  A quick test is to visit your contact page and see if you can one-touch dial your phone number.
  • Don't Forget List-Building - Website visitors are like people walking through a department store. Some may purchase, but many are just checking things out.  How can you entice them to provide their email address before they go?  Think in terms of a “lead magnet” like a whitepaper, webinar, or other download.  You won’t be flooded with requests, but the results add up over time.
  • Make it Interactive - Consumers have come to expect websites to be interactive. You can achieve this in a financial advisor website with page elements like quizzes, video blogs, and links to your client portal.
  • Keep it Current - Most financial advisor websites sit stagnant for years at a time.  Commit to adding new content and keeping your design fresh by changing it every two years. Even changing out some imagery makes a difference.

Financial Advisor Website Examples

The best way to determine the look and feel of your next site is by example.  We’ve compiled some great financial advisor website examples.  In full disclosure, these are sites we’ve built :).  Here they are…

Kraus Capital

Notice this site’s play on the advisor’s niche focus.  He focuses on phone company employees.  Because of this, we use a video background of a rotary phone.  Furthermore, the homepage flows nicely with full-height rows.  This invites the visitors to explore.


Tealwood Asset Management

In this website, you’ll notice a strong family and outdoors theme.  Why? They focus on families and have a passion for getting outdoors.   This site also has a nice events-management tool.  It’s built for clients to sign up for educational briefings.


Evans Wealth Management

The strong photography really makes this website.  Their team photo really “pops,” much more than the standard headshot ever would.  Also notice the simple design and how easy it is to navigate.  Less really is more!


Advanced Features 

Ready to take it up a notch?  Try some advanced features on your site.  Next, we’ll review some of those you might consider adding.  Remember, the best sites include some not all of these advanced features.

  • Lead Capture - How will you capture the information of passers-through? Offer something compelling in exchange for their contact info.
  • Integrations - Make sure your new site will mesh with your CRM. Further, make sure it jives with your mass email program, client portals, and other tools.
  • Calendaring - Let your clients and prospects schedule time with you directly from your website. Tie in with services like Calendly or Bookeo.
  • Visitor Chat – Add a chat feature to your website. This can work as a “pop-up,” but most people want it nested at the bottom (like on This is great for generating conversations.
  • Event Management – You can also build in an events management feature to your site. This is helpful if you’re running seminars or other events. You can have people register directly through your website.
  • User Management – You can have a portion of your site that is for “members-only.” Be sure to include that in your new design. You can then decide which visitors get access to which pages on your site.
  • Quizzes – You could create a financial literacy quiz on your site. This doesn't take as much work as you might think.
  • eLearning – Use your site for financial education. This can go well-beyond having a basic blog. Create your own series of videos or podcasts. It’s great for teaching your clients about money. You'll also help prospects understand your offerings.

Now that we’ve covered some basic tips, examples, and features, let’s talk about how to measure your efforts.

Website Analytics

Google Analytics has been around since 2005. Most financial advisors have accounts by now.  However, we find they aren’t really using the data provided.  If this is you, this section will serve as a crash course on making the most of this powerful tool.

We find a number of reasons why financial advisors don’t use Google Analytics.  Above all, this tool can be overwhelming.  It tells you who’s coming to your website.  It shows how they’re finding it.  You can even see what pages they surf.  This can all be very useful.  Next, we’ll share the three data points most likely to help guide your business decisions:

Where are my visitors coming from?

Find It:

Click on Acquisition, then Overview

Understand It:

This report shows you the percentages of your visitors that come from your emails, direct (typing in your url), social media, or Google search.

Use It:

Good metrics help drive business decisions.  For instance, let’s say you find that traffic from social media has been dwindling.  This should drive you to refocus on your content and advertising.  However, if you find that traffic from your newsletter is higher than you thought, put more attention into making each newsletter really powerful.  It also tells you where you stand in terms of Google rankings.  Furthermore, if nobody ever finds you organically (through Google), spend some time and money on Search Engine Optimization.

What pages are getting the most views?

Find It:

Click on Behavior, then Site Content, then All Pages

Understand It:

These numbers tell you which pages get the most traffic, how long people stay on these pages, and where they go next.

Use It:

First, this is helpful in determining which topics were most interesting to the newsletter or social audience.  If your post on “4 Essentials for College Planning” drove more traffic than your post on “Tips for Finding a Trustworthy Financial Advisor,” use more college planning content going forward.  Second, it’s nice to know which are getting the most eyeballs.  If many people click on “Our Financial Advisors,” make sure your bios are top-notch.  If nobody ever clicks on “Financial Calculator,” maybe you don’t really need it.

How many total visitors are coming?

Find It:

Click on Home, look at the main graph

Understand It:

This metric tells you your total visitors over time.  It can also tell you how long they stayed and how many pages they visited.

Use It:

Your numbers should be going UP, not staying the same, and not going down.  Report this number in all team meetings for everyone to see.  This metric is not only important (more people on your site reading about you and your process is a good thing), but it’s also completely within your control.  You have the ability to post on social, run effective social media advertising, leverage Adwords, and to send a compelling newsletter.  These will drive more traffic to a financial advisor website if you’re consistent.

Google Analytics doesn’t help whatsoever just by existing on your site.  Above all, you have to use it.  Commit to gathering these simple bits of data every month and your digital outreach will improve.

Biggest Mistakes We See

Our team reviews so many financial advisor websites every year.  We see plenty of good ones, but many that are in need of serious work.  For instance, these are some big mistakes we see:

  • Not Having a Website – Yes, believe it or not, some advisors never create a website. How do clients and prospects find them?
  • Too Much Information – Many advisors try to impress with lots of technical text on their investment criteria, planning process, and so on. Less is more!
  • Feature Creep – If every “new idea” makes it onto the site, you’ll have visitors less focused on the most important information.
  • Older Stock Art – There is good and bad stock art. Take the time to select imagery that looks current and fresh.
  • Mixed Headshots – It’s ideal if your team looks uniform. If one is from the 1980’s, one from last month, and one black and white, it looks disjointed.
  • Mobile Incompatibility – As part of our review, we check sites on mobile and we find that so many of them are frustrating to use on a smartphone.
  • Too Much Navigation – If your main navigation bar has too many pages, your user experience suffers. Once again, less is more.
  • Lack of Original Content – You have to give visitors a reason to come back. Keep your site fresh with articles, videos, or podcasts.
  • Poor Lead Capture – If you want to collect the contact information of those visiting your site, you’ll need a compelling lead capture feature on the homepage.
  • No FB Pixel or Google Tracking – If you want to maximize your web presence, your website and social media must work together.
  • Stagnancy – Most advisors don’t update their site nearly enough. Set a calendar appointment with yourself to log in and check it out.

We Build Custom Advisor Websites! 

Take a look at what we have to offer.  Building a new site isn’t as expensive as it once was, therefore if you’re in the market for a new site, we’d love to talk.