Hi, welcome to this unique and comprehensive article about Financial Planning Websites.

Without a website, your financial services will vanish.

Surely you’re aware of this. Despite the fact that it has gotten easier to create small company websites, design and functionality are always changing.

As a result, the method you would use to build a new website today is not the same as it would have been seven years ago.

After carefully reading and understanding this comprehensive write-up, we guarantee that you will get a clearer understanding of the importance of a website, the necessary features of a good website, and how to build an attractive one that will get you more clients.

Our in-depth guide will help you understand the following:

What is a Financial Planning website?
Benefits of a well-crafted website for Financial advisors and planners
Features of the Best Financial Advisor websites
Why a Financial Planning website is a MUST
How to convert website visitors to potential clients

That’s why it’s critical to keep up with the latest trends and apply what you’ve learned to create websites that meet the needs of today’s target market.

You absolutely need a website today if you didn’t have one previously.

Read on to know how to go about getting your own website.

Let’s jump right in!

What are Financial Planning Websites?

A financial planning website is a collection of financial planning web pages, fiduciary, and related information recognized by a joint domain name and published on at least one web server. It serves as the broker-dealer’s middle ground.

A detailed review of an individual’s present pay and future financial situation, as well as the use of current known variables to anticipate future financial decisions, asset values, financial goals, financial life, and withdrawal plans, is covered in this linked material.

Qualities of a Good Financial Planning Website Design

The first step in the buyer’s journey is to visit your website. So, what exactly does a decent financial planning website design entail? You should ideally have:

  • A why-video that lets users look you in the eyes and get a sense of who you are and how you think
  • A clear view of the team (Photograph)
  • A lot of instructional and valuable information should be displayed there
  • An excellent design that inspires confidence
  • A positive user experience on mobile
  • All of the technical fundamentals, such as a quick load time and search engine optimization, should be put in place

Apart from these excellent financial planning websites possess a number of characteristics that distinguish them from the competition, both in terms of search engines and human visitors.

These are some of them:

Consistent Branding

Consistency in brand style and tone must be present across the website design.

Remember that your website’s branding is what sets it out from the millions of others on the internet.

It also has a substantial effect on people’s first impressions of the website.

Give crucial branding components like the logo design and color palette considerable thought.

You want something that sticks out while also being appropriate for your field.


Your potential clients will be turned off by slow-loading websites.

 Nobody wants to linger for a website page to load for 10 to 20 seconds.

If you already have a website, look into the common causes of poor loading and take the required actions to speed it up.

Consideration for Mobile Devices

As recorded by Statista, mobile devices account for over 55% of total internet traffic in the first quarter of 2021.

In the next years, this figure is anticipated to rise much more.

As a result, the greatest website designs are those that prioritize a mobile-first approach.

This indicates that the website was built with mobile devices in mind first and desktop devices second.

Scannable Content

The majority of internet visitors do not have the time to read your website pages line by line.

They’re largely reading paragraphs and content parts as they scroll down the page casually.

In your website content, bite-sized paragraphs, clear subheadings, straightforward terminology, and easy-to-read fonts are all must-have qualities.

Specifically Created Video and Infographics

Most of the people who will come to you for financial help will have no idea what most of the jargon in the profession means.

 Breaking down these complex issues with videos and infographics is a terrific approach to increase user engagement on your website.

It also demonstrates that you know what you’re talking about, establishing your financial planning firm as an authority in its field.

Blogging on a Regular Basis

Blogging is one of the most practical investment strategies to establish trust with potential customers.

It’s also a valuable marketing tool for bringing a new website out of the weeds by laying a solid foundation for keyword optimization and fresh content, two important elements in search engine rankings.

Transparent Calls to Action (CTA)

The call to action (CTA) tells the website visitor exactly what you want them to do after they’ve spent time on your site.

If it’s not clear, or if it’s contradictory across the board, you’ll have a lot of confused website visitors who aren’t sure how to become potential clients.

SSL (Secure Socket Layer) Certificates

Security on a website is extremely important, especially when selling financial services.

Make sure your financial planning website is secure by using HTTPS (locked padlock symbol in the URL bar).

Chrome has been preventing users from accessing some HTTP-only websites.

Complete Contact Information

The NAP (Name, Address, and Phone Number) information on any business website must be complete.

This contact information should be prominently displayed on the website.

Include a simple contact form on your website so that customers may simply contact you about your financial services.

As you can see from the samples of financial planning websites below, they all have the traits listed above.

At the same time, they all have a distinct personality that makes them stand out.

How to Create a Financial Planning Website (Step-by-Step)

It’s an excellent idea to consider what you want to achieve with your Financial planning website before you start developing it. Examining your competitors’ websites might offer you a decent idea of what might work for you.

You must follow four fundamental steps to construct a website:

1. Get Your Domain Registered

Your domain name should mirror your products or services so that customers can easily locate you.

Customers may also anticipate a domain name that is similar to your company name.

Your email address will be based on the domain name you choose.

While a free email address like HotMail can be used, sending emails from a business account seems more professional.

You’ll need to choose an authorized registrar and pay a fee to have your domain name registered.

Make sure your domain name does not expire.

Keep track of when it will need to be renewed. Allowing your domain name to expire exposes your company to cybercrime.

2. Locate a Web Hosting Service Provider

In order to get your domain name online, you’ll need to select a web hosting business. Web hosting is available from almost all major internet service providers.

You can also get several email accounts from them.

The cost of web hosting is defined by the size of your site and the number of guests it would receive on a monthly basis.

3. Make a Content Plan

Consider what you want your website’s visitors to be able to do.

This will help you in determining which sections or pages to include in your document. Consider what information or transactions your consumers will require, and design your site so that they can effortlessly access and meet the tasks they require.

You could want to employ a professional to write and structure your content, just as you might engage one to design your site.

Your financial planning company will stand out if it has a well-designed and user-friendly website. Clients will feel more comfortable buying from you if you have relevant and appropriate material and graphics.

4. Create Your Online Presence

You can either design your own financial planning website or hire a web developer to do so for you.

Websites must be checked on a regular basis, so make sure to budget for this.

To develop your own website, you can use a website publishing service. These are comparable to word processors, but they also offer tools that allow you to turn your text and graphics into online content and transmit it to your website.

If you’re new to an online company, hiring someone to create a website for you is a fantastic option.

A competent web developer can help you create a profitable website and construct it swiftly.

If you want to open an online store or provide other services through your website, hiring a professional might be especially beneficial.

You’ll need to make your website mobile-friendly. This will help you reach out to the growing number of people who use their tablets and phones.

Useful Tips for Creating a Financial Planning Website

  • Consider what your clients want to know rather than just what you want to say
  • You should enlist the assistance of professionals. Customers could be turned off by an unprofessional website
  • Regularly update your website, particularly if it contains pricing information
  • Ensure that your contact information is updated regularly and easy to locate for your consumers
  • Include a link to your website on your business cards and in your marketing material
  • Learn how to make it easier for search engines like Google to find your website

Advantages of a Financial Planning Website

A corporate website is now as influential as an office, phone number, or store. Over 60 percent of clients want brands to have an online presence and web content about their financial services.

Online 24/7

With a website, clients can find you anywhere, anytime. Your website consistently attracts new clients even after the end of business hours. A website is convenient for users because they can get the information they need without being forced to buy.

Exchange of Data

A website is a simple way for consumers and vendors to convey information. You can provide contact information, photographs of your products or location, and contact forms to help new customers or existing customers.

You may also submit videos that promote your products to engage customers and effectively market your business.


In today’s environment, any respected organization is envisioned to have an internet presence. A firm without a physical address, email address, website, or phone number is likely to be distrusted by potential clients.

These are great methods to provide vital information about your financial planning firm to clients and answer their questions.

Cuts Costs

You can employ your website in selling services and products straight to clients, annihilating the demand for expensive traditional requirements for businesses (staff wages, utilities, rent, to name just a few).

Eliminating these costs will allow you to cut prices, giving your establishment a competitive advantage.

Market Growth

Because your site is unrestricted to everybody worldwide, busting down geographical borders has never been more effortless.

Anyone from anywhere can locate your firm, making them a prospective customer.


It’s easy to use analytic tools to find out who the company’s average client is, how, and what they favor.

As well as understanding how social media affects your trademark, you can use data to improve offline areas of your business like opening hours for each branch, product ranges, and promotions.


Marketing tools like Facebook and Google AdWords advertising permits you to target clients more precisely and reliably than conventional offline approaches.

If done correctly, online and SEO advertising can improve visitors to your financial planning website.

Separate yourself from the competition by providing easy-to-find contact information and e-commerce capabilities that allow customers to buy products or locate retail outlets.

Online Competitors

A lack of a website means you are overlooking new consumers and not being at the forefront of their priorities.

It is vital that no prospects are lost to the competitors.

Online Support

Websites make customer service easier. By offering answers to frequently asked questions, you may cut customer support costs, save money and time, and furnish much more facts.

This saves time for customers and promotes long-term favorable customer connections. Because your consumers are satisfied, why not brag about it?

Growth Possibility

Websites are an excellent tool to refer possible investors. It reflects your company’s values, accomplishments, and potential.

Best Financial Planner Websites


On your way to becoming a financial planner, you’ve probably come across Investopedia’s instructive articles on a variety of finance topics.

This website hardly needs an introduction, with everything from wealth management and retirement planning ideas to current market reports and even a full-fledged online academy aid.

Its clear menu navigation and straightforward structure make it stand out.

Within a few clicks of anchoring on the webpage, you should be able to find the information you require.

The website also looks great on a variety of mobile devices. It publishes three new relevant posts every day, demonstrating the effectiveness of its content marketing techniques.

Guide Financial Planning

Visitors to Guide Financial Planning’s website are greeted by an appealing short-clip video, followed by an introduction message from the firm’s founder and head financial planner.

The opening movie is jam-packed with information, and you can almost quickly grasp the firm’s target market as well as its different financial services.

The website’s design also includes an intriguing lead message about money management from a biblical standpoint.

The website also has podcasts to help with lead generation and building a dedicated online following.

Provence Wealth Management Group

The website design of this California-based financial planning service is remarkable.

The hero image on their homepage offers you a good indication of the type of clients they’re looking for when it comes to asset management and financial advice.

The site is simple to navigate, and the typography is straightforward as well.

They swiftly emphasize that their staff is comprised of a diverse group of individuals from several financial industries.

A sticky CTA (FREE 30-MINUTE CONSULTATION) is strategically positioned at the top right hand of each web page on the website.

oXYGen Financial

The vibrant color palette is one of the first things you’ll notice about this website. It provides the site’s branding consistency with a lot more weight.

With unique creative graphics and an intuitive interface, the web design speaks for itself.

The website’s information flow, however, is what really merits it a spot on this list.

First, they provide a brief survey. Second, taking the survey indicates that the visitor is engaged with the website and has spent more time there.

They also provide free content, which is an excellent aspect (whitepapers).

The Wise Investor Group

The Wise Investor Group prefers a clean, light-hearted website design.

Simple images and direct messaging may appeal to younger web users more than more complex graphics and messaging.

On the next scroll, their three main financial services are shown.

The color scheme is alluring to the eye and complements the overall design of the website.

They also have a weekly podcast called The Wise Investor Show, which airs on Sundays.

The carousel’s “Recognitions” section is another outstanding element.

This is a terrific method to establish trust and credibility, especially when industry giants like Forbes, Financial Times, and Barron’s Financial Advisors are cited.

Zuk Financial Group

This financial planning website stands out because it immediately puts users at ease as soon as they arrive at the homepage.

The abstract hero image and clear explanation of its target audience (Educators, Retirees, and Business Owners) convey the firm’s financial services in a smooth manner.

At the next scroll, there’s a brief welcome message followed by snapshot information about the company. As a result, we can see that the company was founded in 1974 by a certified financial planner (CFP).

The CTA — “sounds like you?” — is another appealing feature. Because the CTA is unique and relatable.

RLS Wealth

This financial services firm’s website design is distinctive. Minimalist design, large, easy-to-read fonts, and a straightforward navigation menu.

On both mobile and desktop devices, the website is fantastic. A clear knowledge of the firm’s goal is also provided to potential clients.

‘Let’s talk purpose’, says the website’s unique call to action. On the site, the introduction to the recent articles area is also a lovely touch.

Generally, unsophistication wins, and the RLS Wealth website design did a fantastic job of utilizing it.

The social media icons underneath the page are flawless additions.

Oxford Financial Partners

The content on the Oxford Financial Partners website is relatively sparse, which is one of the first things you’ll notice.

The rotating hero photos with bold lettering and motivating CTAs are the homepage’s main attractions.

They’re also quite clear about who their services are for and how they go about delivering them. There are even case studies, which are beneficial.

Finally, there’s a page dedicated to dealing with your finances in the aftermath of the COVID-19 incidence.

Clark Asset Management

The primary focus of Clark Asset Management is retirement planning.

 ‘Retiring Soon?’ or ‘Already Retired?’ ask their website, which effortlessly translates this goal by furnishing all the details that will implore an older consumer class.

The content is hyper-targeted, and they even provide free videos to assist potential clients in deciding whether or not to sign up for the financial services offered.

The fact that this website has a dedicated pricing page is one of the things that sets it apart.

Finally, there’s a comprehensive Frequently Asked Questions page where online consumers may quickly discover answers to any questions they may have about the company.

Sabine Financial

Sabine Financial, based in Houston, is a financial planning and consulting firm that primarily serves small business owners.

The website is well-designed, with creative use of white space to bring attention to key content.

The color scheme of the website is a basic mix of light blue and deep red tones that complement each other beautifully.

Visitors to the website can see the pricing for the type of financial plan or consultancy they require on a dedicated Payments page.

There’s also an Espanol page, which is wonderful because it not only caters to a new set of potential clients but also helps to distinguish the site.

How to Turn Website Visitors into Potential Clients

It’s difficult for most financial planning companies to gain new clients through their websites.

And if they do, it’s most likely because the person was already directed to them and just happened to look at their website.

In today’s digital marketing era, however, an increasing number of financial planners are using their websites to build trusted relationships with strangers who eventually become genuine prospects and clients.

And, whether it’s digital marketing or traditional networking, the tools and strategies for doing so are strikingly similar – from cultivating a long-term relationship that fosters trust to drip marketing to individuals who aren’t ready to transact business yet.

Nevertheless, the sad fact is that most financial planning websites are not designed to attract new business.

They are frequently missing key details, such as pictures to help visitors form a personal connection, a clear illustration of services and pricing, and a “lead magnet” that can be traded for email addresses to ensure site visitors return in the future.

Here are some pointers you could apply to convert visitors to potential clients:

Developing Trust

The fundamental goal of a financial planning website, at its most basic level, should be to assist in the growth of the firm and the acquisition of new clients.

While some content on the website may be helpful only to already existing clients, any advising firm that wishes to expand must be able to convert random strangers who have just discovered the site and are visiting for the first time into prospective clients.

However, there is a caveat: when it comes to financial planning, few website visitors will be ready to hire the firm right away.

The intricate intangible nature of financial planning services needs a more careful decision-making process than purchasing a commoditized product.

After all, there’s no way to know what the experience will be like until after it’s happened with financial planning.

So the firm may only claim to provide excellent service at best, and the prospective client must determine whether or not to believe that guarantee.

That is to say, attracting new clients through a website is ultimately about establishing trust.

Because building trust takes time, the most successful financial planning websites focus on how to build a long-term relationship with visitors by providing a positive initial impression, engaging them, and attempting to maintain a connection with them.

Also, realize that only a small percentage of people will be ready to hire the planning firm after just one visit!

Creating An Excellent First Impression

According to first impressions analyses, most individuals develop an initial judgment on a website’s credibility in as little as 30 milliseconds (to put that in viewpoint, blinking your eyes takes at least 100 milliseconds!).

And, on average, it takes just 2-3 seconds for a visitor’s eyes to focus on the visual features of a website, reinforcing that initial gut impression.

Given this dynamic, the homepage of a website, as well as its visual attractiveness, is critical for attracting and retaining a visitor who might become prospective clients. It’s critical to establish a connection right away.

The Next Step After Impression

If a website passes the initial visual trustworthiness test, the next question is whether the positive impression can be maintained by providing the information the visitor requires:

1) As a Financial Planning company, Who Are You?

Is your website clear about who you are and why someone should trust and want to collaborate with you?

Because we are so visual, having a good photo of oneself on your website is the first step in establishing trust online!

Suppose your planning firm is just you (i.e., a one-person operation).

In that case, your photo should be prominently displayed on the homepage for potential clients to see (as shown earlier with Jeff Rose).

If the firm is larger, a section titled “Our Team” should feature all of the firm’s employees, including profiles that describe their stories as well as photos to create a visual connection.

A section about the planner should ideally include photos of the planner and a video in which they discuss themselves and why they do what they do.

This allows the prospective client to see the adviser and develop an impression of them.

And also hear how they speak and communicate to ensure that their communication styles are suitable.

2) What Else Does Your Company Do Apart from “Giving Financial Advice?”

If a potential client is considering doing business with you, the next step is for them to comprehend what you (or the organization) genuinely do to assist its clients.

What services are available? Is it possible to explain things in a way that makes them interesting?

That applies to everyone.

Notably, most consumers who are reviewing your consulting firm’s website are likely looking at a variety of other websites as well.

As a result, merely stating that you provide financial planning and investment management services is insufficient.

To properly differentiate, a decent description of what you offer should go deeper, describing the services you will deliver upfront and over time.

3) What Target Audience is Your Financial Advice for?

When a potential customer understands who you are and what you do, the following question is for whom you do it.

From the visitor’s standpoint, the inquiry is, “Does this person/firm have the skills to assist others like me?”.

In this context, it’s critical to remember that no planning firm can help “everyone”, and no consumer will trust a company that claims to be able to help “everyone”.

In the end, a visitor to your website wants to know who you’re best at working with to see if they’re a good fit.

Is your firm’s ideal client clearly defined, to the point where if a visitor is your ideal client, they will exclaim, “Wow, this adviser is great for someone like me!”

It’s also rather important to clarify who your services are not for on your website.

So, if you don’t work with particular types of clients or minimums you require, save everyone time and state them clearly on your website right away.

4) What is the Cost of Your Financial Planning Services?

Transparency is critical in the internet age, and revealing a product or service’s cost is one of the most basic aspects of transparency.

Providers who keep their prices hidden are assumed to have something to conceal, and no one wants to start working with a company only to find out later that it’s a service they can’t afford.

This distinction is significant because advising firms are renowned for failing to disclose their prices on their websites.

This means that most businesses are hurting the trust-building process with potential clients even before they get the opportunity to meet with them.

Bottom line: in the digital age, clearly stating the cost for your financial planning (and investment management, and any other) services on your website is critical for developing trust.

Engaging Visitors After Making A Good First Impression

Even if a website for an advice firm passes the “test” of establishing a strong first impression and answering the four key questions, the reality is that many visitors will not be ready to contact you about conducting business.

Instead, they must first be further engaged.

To put it another way, some visitors to your website who form a positive first impression still want to learn more about who you are and/or what you do before moving on to the next stage.

That implies you’ll need a technique to keep them interested. Here are a few examples of engagement tools:

Create a Blog

As a financial planner, having a blog allows you to highlight your and your firm’s expertise. Is there any content on your website (e.g., video? Podcast?) that highlights your expertise for the types of people you work with?

Add Videos

A video “About” page is a fantastic method to introduce yourself to potential customers. However, video can also be used to communicate and educate.

Creating additional videos on other pages of your website, in addition to “just” creating a video to describe yourself, provides an opportunity to further showcase your expertise, your ability to communicate, and what you do for your clients.

Include Engagement Tools

Another way to engage visitors who may become future clients of the firm is to provide some kind of tool that they can use to get a better idea of what you do and how you may assist them.

Turn a One-time Website Visitor into a Regular Visitor with Drip Marketing

Even if you answer all of a website visitor’s queries and provide them with appropriate information and tools to display your expertise and value, the reality is that the majority of individuals who visit your website may not be ready to conduct business with you right away.

Maybe you made a good first impression, but they need more time to build a trusting connection with you.

To put it another way, if you want to keep a relationship with a prospect who views your website but isn’t ready to hire you yet, ask for their email address so you may engage with them and entice them back in the future.

Of course, most individuals protect their email addresses and do not wish to be added to every website’s (e-)mailing list.

As a result, obtaining an email address necessitates providing something useful in return.

Using A Relevant Lead Generation As A Call-To-Action

A “Call To Action” – a button, box, banner, or pop-up that offers a lead magnet in exchange for an email address – is exceedingly rare on financial planning websites.

For most financial planning companies, a prospective client’s only options when visiting their website are all-or-nothing: either contact the advisor to do business or leave (and never come back again).

A call-to-action with a lead magnet is a critical mid-point, allowing individuals who are interested in staying connected (and essentially grant you permission to drip market them) without having to seek a meeting they may not be ready for.

Of course, the catch to creating a lead magnet for a financial planning website is that it must be magnetic – that is, something so compelling that a visitor to your site would willingly give up their email address in return for it.


To summarize, you need a website, and obtaining one is now easier than ever.

So, while we feel that not everyone requires a website, we’ve demonstrated why every business must.

There is a very low and inexpensive impediment to access, and there is a huge possibility to assist in the growth of your company.

Make creating a website your top priority if you’re going to do one thing today to help your business be more successful.

It’s simple to improve your business.

So, go on and create a website for yourself today.






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