TL;DR
- Your financial advisor website needs to answer three critical questions: Who you help, what makes you different, and what happens next.
- Essential pages include Home, About, Biography, Services, Contact, and Case Studies, each with a specific job to do.
- If your 80-year-old mom can’t understand your website, your prospects can’t either.
- Third-party verification (testimonials, media mentions, case studies) carries more weight than anything you say about yourself.
Your financial advisor website copywriting works 24/7. It’s meeting prospects while you’re sleeping, answering questions during your client meetings, and making first impressions before you ever get on the phone.
The question is: is it working as hard as you are?
After reviewing hundreds of financial advisor websites, I’ve noticed a pattern. The ones that actually convert prospects into scheduled consultations all follow a similar framework. They’re not the flashiest sites or the ones with the most pages. They’re the ones that make it crystal clear who they serve, why they’re different, and what to do next.
Here’s the framework that works.
The Foundation: Essential Pages Every Advisor Needs
Think of these as the non-negotiables. Without these pages, your website is like a house without a foundation. It might look okay at first glance, but it won’t hold up under scrutiny.
Home Page: Your Digital Front Door
You have approximately 54 seconds to make an impression. That’s it. Your home page needs to accomplish several things in less than a minute:
Above the fold (the part visitors see before scrolling), you need a clear value proposition and your primary call-to-action. Your call scheduler should be prominently displayed, not buried three clicks deep in a contact form.
Include navigation that makes sense, credibility indicators (certifications, years in business, clients served), and a services overview. But here’s what matters most: visitors should immediately understand who you help and what you do.
About Page: Your Mission and Why (Not Just About You)
Here’s where most advisors get it wrong. They write their About page like a resume, listing every credential and milestone. That’s not what prospects care about.
Your About page should focus on the client pain points you address and the results you deliver. Yes, include your “why” statement, the reason you do what you do. Share your company values and approach. But keep the spotlight on them, not you.
The prospect reading this page is trying to figure out if you understand their situation. Help them see that you do.
Biography Page: Your Credentials (Keep This Separate)
Your Biography page is where the professional details live. This should be separate from your About page for a reason: prospects who want the full credentials can find them here without overwhelming everyone else.
Use your full name in the H1 heading for SEO purposes. Write in third person for professionalism (or first person if approachability is more on-brand for you). Include your professional background, expertise, and the path that led you to advisory work.
Important: Every team member needs their own bio page. This isn’t just about SEO. It’s about demonstrating depth and expertise across your entire firm.
Services & Pricing: Clear, Jargon-Free Descriptions
Stop saying “comprehensive financial planning.” Your prospects have no idea what that means.
Instead, describe the end results and benefits in language they actually use. Say “balancing short and long-term money goals” instead of “comprehensive financial planning.” Say “growing and protecting your wealth” instead of “investment management.”
Be transparent about your fee structure. I know this feels scary, but prospects appreciate honesty about costs. It also helps pre-qualify leads so you’re not spending discovery calls with people who can’t afford your services.
Focus on how clients will feel after working with you. Will they have confidence about their retirement timeline? Peace of mind about their kids’ education funding? Clarity about their next steps? That’s what matters.
Alternatively, you can create individual service pages that describe your niche audience. This works especially well if you serve multiple distinct client segments.
Contact Page: Multiple Ways to Connect
Make it impossible for someone not to reach you. Your call scheduler should be the primary CTA, but also include a contact form, email, phone number, and physical address (if applicable) with an embedded map.
Consider adding a newsletter signup or lead magnet option here as well. The goal is to capture people who aren’t quite ready to schedule but want to stay connected.
Case Studies: Show Real Results
Use fictionalized client examples (compliance-friendly, of course) to help prospects see themselves in your work. Good case studies tell a story. They address specific pain points and show outcomes in relatable terms.
Make it a story, not a technical report. “Sarah was worried she’d have to work until 70. After working together for 18 months, she retired comfortably at 62 with a clear spending plan and confidence about her future” is infinitely more powerful than charts and graphs alone.
The Mom Test: Can Anyone Understand Your Website?
I once worked with a financial advisor who had his 80-year-old mom review his website. She couldn’t understand who he helped, what made him different, or how to work with him.
If your mom can’t understand your website, your prospects can’t either.
Every website must answer three questions clearly:
1. Who is this for? (And is it for me?)
Get specific. “Individuals and families” isn’t specific. “Pre-retirees in their 50s and 60s who want to make sure they won’t outlive their money” is specific.
When someone lands on your site, they should know within seconds whether you serve people like them.
2. What makes you different?
Everyone says they’re “comprehensive” and “client-focused.” Those words mean nothing anymore because everyone uses them.
Share your unique story, approach, or philosophy. What do clients get from working with you that they can’t get from the advisor down the street? This is where your About page really matters.
3. What happens next?
Your call-to-action should be crystal clear. “Schedule a 15-minute call to see if we’re a good fit” is significantly better than “Contact us to learn more.”
Tell prospects exactly what to expect. How long is the call? What will you discuss? What happens after that? Remove the mystery from your process.
The Power Players: Pages That Seriously Boost Conversions
These pages aren’t strictly required, but they’re highly effective at moving prospects through your marketing funnel.
FAQ Page: Answer Before They Ask
Create a focused FAQ page with 5-7 questions that prospects actually ask. Use the questions as headers for SEO benefits, and keep your answers concise and jargon-free.
This page does double duty: it addresses objections early and boosts your search engine visibility for the specific phrases people are searching.
Resources/Blog: Showcase Your Expertise
Blog posts, guides, and calculators demonstrate thought leadership while providing value before someone becomes a client. This is content marketing at its finest. You’re building trust and credibility with every helpful article.
The key is consistency. One blog post every six months won’t move the needle. Regular, valuable content will.
“Start Here” Page: The Secret Weapon
This is an underutilized gem. Your “Start Here” page is a snapshot of your entire firm. It’s perfect for QR codes at speaking events, ideal for new visitors who want a quick overview, and a natural place to embed your call scheduler.
Think of it as your elevator pitch in page form. What do new visitors need to know? Point them here.
AI Brand Page: Your Hidden Messaging Hub
Here’s something most advisors haven’t considered yet: create a hidden page (not in your main navigation) with everything about your brand.
Include your mission, values, tone of voice, target client details and pain points, service descriptions and methodology, key differentiators, and your unique approach.
Why does this matter? AI tools crawl your site to understand your business. If you give them accurate, comprehensive information, they can represent you more effectively. You can also reference this page when using AI tools for content creation, ensuring consistency across all your marketing.
Third-Party Verification: Let Others Sing Your Praises
This is huge, and most advisors underuse it. Other people’s words about you carry exponentially more weight than anything you say about yourself.
Include:
- Client reviews and testimonials (check compliance requirements first)
- Media mentions: quotes, features, articles
- Guest appearances: podcasts, YouTube channels, other people’s blogs
- Professional recognition: awards, certifications, speaking engagements
- Case studies showing real results (fictionalized for compliance)
Consider creating a “Press” or “As Featured In” section to showcase all this social proof in one place. It’s marketing gold.
The Framework Rules: Best Practices That Actually Matter
Keep It Simple
Not everything needs to be in your main navigation. Use dropdowns, footer links, or internal linking strategically. Don’t overwhelm visitors with too many choices. Paradox of choice is real, and it kills conversions.
Ditch the Jargon
Your prospects don’t speak finance-ese. They speak normal human language. Every time you’re tempted to use industry terminology, ask yourself: would my mom understand this?
“Comprehensive financial planning” should become “Balancing short and long-term money goals”
“Investment management” should become “Growing and protecting your wealth”
Focus on Outcomes, Not Process
Clients don’t care about Monte Carlo scenarios. They care about peace of mind. They want to know how they’ll feel after working with you, the confidence and clarity they’ll gain.
Describe the emotional outcome, not just the technical process.
Mobile-Friendly is Non-Negotiable
Most of your website traffic is mobile. If your site doesn’t work seamlessly on a phone, you’re losing prospects.
Test every page on your phone. Make sure your call scheduler and forms work perfectly. Check that text is readable without zooming. This isn’t optional anymore.
Clear CTAs Everywhere
Don’t make people hunt for next steps. Every page should have an obvious action to take.
Your primary CTA should be scheduling a call. Secondary CTAs might include downloading resources or reading related content. But there should never be a page without a clear path forward.
Update Regularly
Stale content hurts your SEO and damages your credibility. Add new blog posts, case studies, and testimonials regularly. Review and refresh your core pages quarterly.
A website isn’t a “set it and forget it” project. It’s a living marketing tool that needs regular attention.
Your Next Step: The Website Audit
Here’s your action step: audit your current site using the Mom Test. Ask someone outside the financial industry (a friend, family member, or neighbor) to review your website and answer these three questions:
- Who does this advisor help?
- What makes them different from other financial advisors?
- What should I do next if I’m interested?
If they struggle with any of these questions, you know exactly what needs fixing.
Your website should work as hard as you do. It should answer questions, build trust, and make it easy for ideal clients to take the next step. When you get the framework right, everything else falls into place.
Building a website that converts takes thought and intention, but it doesn’t have to be overwhelming. Start with the essentials, apply the Mom Test, and keep your focus on serving your ideal clients at every turn.
If you’re looking for detailed guidance on writing every page of your advisor website with confidence, our Perfectly Planned Copy e-course walks you through the entire process with templates, prompts, and step-by-step instruction. Because your website should be your hardest-working marketing asset, and it starts with getting the framework right.
Have questions about your website framework? Let’s talk about how we can help you create a site that actually converts.