A few years ago, I had a client who was struggling with something that plagues 90% of the financial advisors I work with: his website felt off, but he couldn’t put his finger on why.
His site was professionally designed. The photos were crisp. The layout was clean. But something wasn’t clicking with his ideal clients, and his conversion rates showed it.
After weeks of tweaking headlines and rearranging sections, he called me with an update that made me laugh and then made me realize he’d stumbled onto marketing gold.
“I had my 80-year-old mom read through my website,” he said. “I figured if she could understand what I do and who I help, anyone could.”
Genius? Absolutely.
Why the “Mom Test” Works Better Than Any Expensive Audit
Here’s what happened when his mom reviewed his site:
She couldn’t figure out who he actually helped. His homepage said he worked with “individuals and families seeking comprehensive financial guidance.” Mom’s response? “So… everyone?”
She didn’t understand his unique approach. He had a section about his “holistic planning methodology” that sounded impressive but meant nothing to someone who just wanted to know if he could help her understand her retirement options.
She couldn’t find what to do next. After reading three pages, she asked, “So how do I actually work with you?” The calls-to-action were buried under industry jargon and assumptions about what people already knew.
His 80-year-old mom had done in 20 minutes what focus groups and conversion experts charge thousands for. She’d identified exactly why his website wasn’t working.
The Three Questions Every Website Should Answer (According to Mom)
After implementing his mom’s feedback, my client’s website conversion rate doubled within six months. Here’s what she taught us every website needs to answer clearly:
1. “Who is this for, and is it for me?”
Mom couldn’t tell if the website was for people like her, young families, business owners, or everyone. When your messaging tries to speak to everyone, it speaks to no one.
The fix: Get specific about who you serve. Instead of “individuals and families,” try “pre-retirees in their 50s and 60s who want to make sure they won’t outlive their money.”
2. “What makes you different from everyone else?”
Every financial advisor website talks about being “comprehensive” and “client-focused.” Mom wanted to know what made this advisor special: what would she get from him that she couldn’t get from the advisor down the street?
The fix: Share your unique story, approach, or philosophy. Maybe you’re the advisor who helps clients align their investments with their values, or the one who specializes in helping people navigate major life transitions.
3. “What happens next?”
This was Mom’s biggest frustration. She read the entire website and still didn’t know how to actually become a client. Was there a meeting? A phone call? Did she need to prepare anything?
The fix: Make your next steps crystal clear. “Schedule a 15-minute call to see if we’re a good fit” is infinitely better than “Contact us to learn more.”
Your Own Mom Test: 5 Questions to Ask
You don’t need to recruit an 80-year-old mom (though I highly recommend it if you have access to one). You can run your own version of this test with anyone who doesn’t work in financial services.
Hand them your website and ask:
- Who do you think this person helps? If they can’t answer specifically, your messaging is too broad.
- What would you expect to happen if you worked with them? This reveals whether your services are clear.
- What makes them different? If they shrug, you need to work on your unique value proposition.
- How would you get started working with them? If they have to hunt for next steps, your calls-to-action need work.
- Does this person seem trustworthy and competent? Their gut reaction often reveals issues with tone, credibility, or connection.
The Real Power of the Mom Test
Here’s what makes this approach so powerful: your mom (or aunt, or neighbor, or barista) represents your ideal clients better than you think.
Your ideal clients aren’t financial planning experts. They don’t speak in industry jargon. They don’t know the difference between a fiduciary and a broker. They’re just people who want to feel confident about their financial future and need someone they trust to help them get there.
When someone outside the industry can read your website and immediately understand who you are, what you do, and how to work with you, you’ve created something powerful: a marketing message that actually works.
The Bottom Line
My client’s mom didn’t have an MBA in marketing. She’d never heard of conversion rate optimization or user experience design. But she had something more valuable: the fresh eyes of someone who represents your ideal clients.
She reminded us that good marketing isn’t about impressing other advisors with sophisticated language or comprehensive service lists. It’s about connecting with real people who have real problems and need real solutions.
So here’s my challenge for you: find your own 80-year-old mom equivalent. Hand them your website. Ask the tough questions. And then (this is the crucial part) actually listen to their feedback and implement it.
Your conversion rates will thank you. And so will every future client who visits your website and immediately thinks, “Finally, someone who gets it.”
Ready to put your website to the test? I help financial advisors create content that connects with real people, not just industry insiders. Schedule a call to see how we can make your marketing clearer, more compelling, and infinitely more effective.
