The Core Pages of a Financial Advisor Website

Optimize Your Website for Performance and Impact

The goal of this document is to provide insight and strategy for crafting your website. Be sure to tailor the content and design to your specific brand, target audience, and value proposition. By focusing on the 5 core pages and following these actionable steps, you can build a website that attracts new clients, engages existing ones, and showcases your practice. Whether you’re a solo advisor or a full-service team, these recommendations can help guide you in your website development!

Additionally, the Broadridge platform provides website analytics, allowing you to see which pages perform best and adjust your content accordingly. Remember, a high-performing website is a living document, constantly evolving to meet your audience's needs and maximize your impact.

1. The Home Page – Your Digital Front Door

Think of your home page as a digital first impression, the gateway to your practice for both potential and existing clients. This single page is often your most visited, and it can be the deciding factor in whether a potential client dives deeper into your services or clicks away. This is why crafting a clear, compelling, and action-oriented home page is highly recommended.

A well-structured home page with a clear value proposition is your website's first step towards engagement and conversion. Answer the key questions that visitors have in their minds: Who are you? What do you offer? How can you help me? Highlight your core services, showcase your expertise, and encourage exploration with prominent calls to action linking to other core pages.

• Actionable Steps:

• Craft a Hero Banner: Incorporate a headline and captivating visual that resonates with your target audience.

• Include a Clear Value Proposition: Create a headline and subheading that instantly communicates who you are and what you do.

• Present Your Core Services: List a concise overview of what you offer and include relevant links to supporting pages.

• Implement Clear Calls to Action: Clearly state what you want visitors to do next (e.g., schedule a consultation, subscribe to our newsletter, explore our services, meet the team)

2) The Team Page – Build Trust and Connection

Ultimately, your Team Page should foster connection, reassuring clients that they're not just numbers, but individuals working alongside dedicated professionals who understand their needs. High-quality professional headshots and detailed biographies highlighting qualifications, values, and personalities help clients see and trust who they'll be working with. Sharing personal touches like hobbies or community involvement can make your team more relatable and approachable.

• Actionable Steps:

• Incorporate Professional Headshots: Ensure that your website features high-quality individual and team photos.

• Add Detailed Biographies: Highlight relevant qualifications, experience, and areas of specialization. Include hobbies, interests, or community involvement to foster connection.

• Connect Your Social Media: Link to team members' social profiles for deeper interaction.

• Implement Clear Calls to Action: Clearly state what you want visitors to do next (e.g., learn about our story, discover how we can help you, contact us, schedule a consultation)

3) The Services Page(s) – Your Value Proposition in Action

This page is more than just a list of services; it's a resource for potential clients seeking solutions to their financial challenges. Use clear headings and subheadings to define each service, then add benefit-oriented descriptions that explain how your services solve real-life problems. Think in terms of alleviating worries, achieving goals, and securing financial futures.

Organize your services logically, whether it's by target audience, problem areas, or life stages. This makes it easy for clients to find what they need and understand how you can help them achieve their specific goals. Include CTAs that encourage visitors to take the next step, whether it's scheduling a consultation or learning more about specific services. We encourage you to start with a strong overview page, then develop full pages for each service over time.

• Actionable Steps:

• Develop Clear Headings and Subheadings: Define each service and its key features.

• Include Benefit-Oriented Descriptions: Explain how each service solves client problems.

• Organize Services Logically: Categorize services by target audience, problem areas, or life stages.

• Implement Clear Calls to Action: Clearly state what you want visitors to do next (e.g., schedule a consultation, download a service brochure, learn more)

4) The Contact Page – Making Connection Easy 

Make your information easily accessible with prominent phone numbers, email addresses, and a clear, user-friendly contact form. The key isn't just offering options, it's guiding action. Remember, your Contact Page isn't just a directory, it's an invitation to begin a conversation; make it clear, inviting, and simple to navigate.

• Actionable Steps:

• List Prominent Contact Information: Phone number, email address, physical address,

• Include a Contact Form: Incorporate text that is clear and inviting.

• Add a Google Map Layout: Show your physical location for local clients.

• Add Social Media Links: Encourage connection through multiple channels.

• Implement Clear Calls to Action: Clearly state what you want visitors to do next (e.g., contact us, schedule a consultation)

5) The About Us Page – Sharing Your Story 

Let your values shine through by highlighting what drives your decisions and defines your approach to helping clients. The ‘About Us’ page isn't just a biography, it's an invitation to join a community built on shared values and trust. Encourage visitors to delve deeper, learning more about your story, your mission, what makes you different.

For individual advisors, you may consider relabeling your “Our Team” page to an “About” page to reflect your solo practice. If you decide to opt for this route, you could place your personal profile (headshot and biography) on this page.

• Actionable Steps:

• Develop a Compelling Narrative: Share your story and why you started your practice.

• List Awards & Recognition: Demonstrate your professional achievements and community involvement.

• Highlight Your Mission and Values: What makes you different and why should clients choose you?

• Implement Clear Calls to Action: Clearly state what you want visitors to do next (e.g., contact us, meet the team, schedule a consultation)