We all know a professional website is important for financial advisors, wealth managers and financial planners if they want to build trust with potential clients.

But how do you actually build a professional financial advisor website that effectively builds trust with clients?

And how do you use your website to generate new leads in the first place?

Keep reading this article to learn how.

Executive summary

To get clients from your website, you need a way to convert website visitors into leads.

The best way to convert website visitors into leads by sending them to an automated appointment funnel that shows them a short video about how you can help them.

To learn how to do this in more detail, watch this video FIRST. (specifically see ‘step 2’ in the video)

Best financial advisor website builder

Here are a list of the best financial advisor drag and drop website builders in 2022:

1. WordPress

Average monthly cost: $20/month


– Most SEO Friendly
– Most features
– Most customization


– More technical to use
– Easier to break
– Usually requires extra maintenance or set up fees

2. FMG Suite

Average monthly cost: $129/month


– Marketing automation features
– Build in compliance friendly features


– Can be expensive (compared to the other solutions below)

3. Rocketspark

Average monthly cost: $30/month


– Professional templates you can use
– Easy to get started
– No technical knowledge needed
– Cost effective


– Less features compared to other solutions

4. Squarespace

Monthly cost: $23/month


– Professional templates you can use
– Easy to get started
– No technical knowledge needed
– Cost effective


– Less features compared to other solutions

5. Wix

Monthly costs: $27/month


– Professional templates you can use
– Easy to get started
– No technical knowledge needed
– Cost effective


– Less features compared to other solutions

Please note: Price does not include set up fees or fees to hire a web development agency for additional support or customizations (if needed).

See also: How to build a lead generation website

Website Builder Recommendations

  • If you’re looking for a financial planner website that looks professional for a low budget, I’d recommend Rocketspark or Squarespace.
  • If you’re looking for a website with a lot of compliance & marketing friendly features, I’d recommend FMG Suite.
  • If you’re looking for a website with the most flexibility, features and room for growth, I’d recommend WordPress.
Rocketspark free trial

Get a FREE 60-Day TRIAL: Since I’m an approved Rocketspark partner, you can get a free 60 day trial of Rocketspark before needing to pay anything, by clicking here.

You only need to pay the monthly management costs IF after building your website, you’re happy with everything and you want to officially launch it. This is the only website solution for advisors that allows you to get a long-term trial for free.

Must-Have Features For the Best Financial Advisor Websites

Here are some must-have features to convert more financial planning / advisor website visitors into clients:

  • Have detailed financial services pages
  • Use blogs
  • Create SEO optimized content
  • Send website visitors to your funnel
  • Add a website chat box
  • Have a fast loading website
  • Use lots of video
  • Use lots of images
  • Keep track of your website analytics
  • Retarget website visitors
  • Have a mobile friendly website
  • Use call to actions everywhere

Here’s a detailed overview of each feature a financial advisor website must have:

1. Have detailed financial services pages

It’s important to talk about the services you provide.

But rather than give a short overview of each service, the best financial advisor websites will go into detail and explain how each service works.

It’s also good to explain how you are different compared to other advisors, wealth managers and financial planners.

For example, if you’re an independent financial advisor, you can mention that unlike other financial advisors you are not restricted from offering multiple types of products from different firms.

2. Blogs that generate leads

To build trust with prospective clients, you need educational content to explain how you can help them. You can do this with blogging. But it’s important to focus on creating content (or blog articles) that actually directly contribute to more quality leads, appointments and clients.

You can do this by answering specific questions your potential clients are asking, rather than writing generic financial advisor content that doesn’t ever rank higher on Google!

For example: “Are annuities a good investment for retirees in [your location]” is much better than “8 reasons why you need an annuity”. No one is going to search Google for “8 reasons you need an annuity”, but potential clients could search Google to find out if annuities are a good investment for them or not.

3. SEO friendly website

All of the blogs and pages on your website must be optimized for SEO. These days, Google uses something called “topical authority” to rank websites. In other words, Google wants to see that you are an expert on a subject before ranking you higher on Google.

So if you want to rank higher on Google for financial advisor keywords it’s important you have an SEO friendly website.

Financial advisor SEO

So it’s no longer enough to create one (or a few) blog articles or web pages and expect to rank higher on Google. You need to create lots of articles (usually at least 50) on a certain topic before Google considers you as an authoritative expert.

4. Send website visitors to your funnel

Many visitors that go to financial advisor websites will not convert straight away. So, you need a way of converting the 90% or more site visitors before they leave. You can do this with a funnel and a lead magnet.

There are many types of lead magnets (free PDF guides, ebooks, webinars, etc). But for financial advisor websites, I’ve found a video sales letter works best.

Financial advisor funnel

This is a short video that explains how you can help potential clients and what makes you different.

Watch this video if you’d like to learn how to create a financial advisor video sales letter.

5. Add a website chat box

Many site visitors are reluctant to schedule an appointment until they know for certain they want to work with you. So an easy way to get visitors to engage with you and convert into an appointment is to add a chat box (such as Drift) on your website.

Drift chat bot

The chat box allows you to answer any questions visitors may have in real-time. Even if you’re not online 24/7 that’s okay! If you respond back later, the chat box will automatically email the prospect a reply.

6. Have a fast loading website

Many prospects won’t wait around for your website to load. In fact, just a few seconds of extra waiting load can hurt website conversions by over 80%.

Website page speed

Page speed is also an important ranking factor with Google. So make sure your website loads as fast as possible.

7. Use lots of video

Because financial advisor websites need to build trust with prospects, video can be a great way to do that. I recommend having a video for as much content as possible.

See this video I recorded for more info on why video is important in marketing:

As an added bonus, you can use these videos on YouTube, to get additional financial advisor leads for free.

8. Use lots of images

The best financial advisor websites will use lots of visuals to get the point across. Remember a picture paints a thousand words.

So be sure to break up written content with images financial planning prospective clients will be able to related to (kinda like

9. Track your website analytics

How do you know if your website is converting well? How do you know if prospective clients are staying on your website or leaving straight away? All of these questions can be answered if you install website analytics.

Website analytics from Google

I recommend Google analytics since it’s free and gives you a lot of data on your website visitors.

10. Retarget website visitors

Most website visitors who go to your website will leave straight away. So if you want to convert website visitors with digital marketing, one way to do this is with retargeting ads.

For best results, use both Facebook ads combined with Adroll ads.

This will allow you to retarget people that visit your website on thousands of different websites, including Facebook, Instagram, Yahoo, Forbes, Investopedia, etc.

11. Have a mobile responsive website

Today most people are browsing the internet from a mobile device. So to provide a good experience for any prospective4 client that visits your website, it must be mobile responsive.

In other words, it must work well on mobile devices, tables and desktops.

All things being equal, mobile friendly responsive financial advisor websites are also more likely to rank higher on Google.

12. Use call to actions everywhere

The best financial advisor websites will have a call to action to take website visitors to the next step in your sales process (e.g. visit your funnel, fill out a contact form, etc).

However, the problem is that most financial advisors do not have enough call to actions. Or the call to action is not very visible.

For best results, include a call to action in as many places as possible, including:

  • Your navigation menu
  • Website footer
  • Embedded in your website content

A call to action sending people to your funnel will also convert better than a call to action sending people to your scheduling or contact page.

How much does a financial advisor website cost?

The cost of financial advisor websites can differ range from $100 to $1,000 on the low end or $1,000 to $10,000 on the high-end.

The price of a financial advisor website is determined by whether the website:

  • Is using a custom financial advisor website design or a template
  • Needs to be managed by you or someone else
  • Has extra features or no additional customization
  • Is optimized for digital marketing or not

If you’re starting out, I recommend having a low cost professional financial planning website with a blog. Rocketspark is one good website solution that can do this.

Click here for a 60-day Rocketspark free trial to test it out for yourself.

If your wealth management firm is more established, then I’d recommend going with a higher end solution such as WordPress. Just keep in mind for best results on WordPress you need to make sure it’s updated regularly to avoid getting hacked.

How to build a financial advisor website

1-7 days (depending on experience) 7 days.

Here are some instructions on how to build a financial planner or advisor website without needing any technical knowledge or hiring a web design company or web developer.

  1. Find a website provider

    I recommend going with Rocketspark. But other good options include Squarespace, Wix or FMG Suites.

    Click here for a free Rocketspark 60-day trial (only available through this link)

  2. Choose a website template

    There are lots of professional website templates to choose from. Pick the one that best matches the financial services niche.

    At this stage you can also hire a web design company to build a custom financial planner website design. Just keep in mind this will increase the price significantly. Depending on the stage of your financial services firm it may or may not be needed right now.

    Rocketspark website templates

  3. Add content

    Now that you’ve chosen a template, you can start adding content related to your financial services. The best advisor websites will add as much content as possible.

    Add content to blog

  4. Create a funnel

    A website on its own is not enough to get new clients. You also need a funnel. A funnel is specifically designed to take website visitors from strangers to leads, appointments and then clients.

    Click here to see what kind of appointment funnel I recommend you build for best results.

    Marketing funnel with vsl lead magnet

  5. Link to your new funnel

    Now that you have a new funnel, it’s important you link to your funnel in as many places as possible from your website.

    Website links to funnel

  6. Create helpful educational content

    Helpful educational content will help you build trust with a prospective client and help you rank higher on the search engines. The more content you create, the higher the chances are that your website will rank higher on various search engines such as Google.

    Write High Converting Content

Best Financial Advisor Website Examples for Lead Gen

Here are some of the top ranking financial advisor websites, why they are ranked so high on Google and what you can learn from them.

1. Nerdwallet

This might come as a surprise to you. Why? Because NerdWallet is NOT technically a financial planner or wealth management website. But, Nerdwallet is ranked first on Google for the term “financial advisor”.

Nerdwallet is ranked very high on Google because it has created a lot of content and establishes itself as an authority.

Ranking for the term “Financial advisor” is very difficult because of the high amount of competition. So it likely won’t be realistic for you to rank for the term “financial advisor” very quickly.

But you are a lot more likely to rank for longer thousands of other keywords. In SEO, this is called the “long tail keywords”. In other words, they are more specific keywords, with less competition. You can rank for these keywords by creating content.

Some long tail keyword ideas could include:

  • financial advisor [your location]
  • best financial advisor specializing in [type of service]
  • What is the best [type of financial advisor service]
  • How to [something related to retirement planning]
  • Etc

The idea is the more content you create, the higher you will rank on Google

See Step 4 in this video to learn more about what kind of content to create to rank higher on Google.

2. Investopedia

Similar to Nerdwallet, this is not wealth management firm and they do not offer any financial services. But Investopedia currently ranks number 2 on Google for the term “financial advisor”.


Because similar to Nerdwallet, they have a lot of content on financial related topics and have established themselves as an authority.

3. Edward Jones

Edward Jones ranks quite high up on Google for financial advisor related search terms. The reason for this is because they’ve created a lot of content on various topics related to wealth management and financial services.

4. Ameriprise Financial

This is another financial planning website that is ranked high on Google.

Similar to Edward Jones, they have a lot of helpful educational content with infographics, statistics, videos and more.

5. eMoney Advisor

This website isn’t technically a wealth management firm but they do provide financial advisor planning software.

They have a wealth of content including blogs, case studies, ebooks, videos and more.

What do all these financial planner websites have in common?

All these financial advisor websites create a lot of content.


Content helps these advisors rank higher on Google and content helps convert strangers into the next step of their sales process.

What can you learn from this?

The best financial advisor websites create content. So you need to create content on your website that answers the questions your potential clients are asking.

This allows you to generate leads for free from Google and to convert leads into clients more easily.

If you’re looking to get more leads, appointments and clients from your financial planning website, then creating content is one of the best ways you can do this.

To learn what kind of content advisors need to create for best results, click here to watch this video. The video will also explain how to use a funnel, video sales letter and follow up emails to maximize your results from the content you create.


Do financial advisors need a website?

Yes, a website is essential for financial advisors if they want to generate leads, appointments and clients. Before a prospective client works with a financial planner, they will want to make sure they can trust them. A website is critical to building trust with potential clients.How to build your own website

How do I promote myself as a financial advisor?

The best way financial advisors can promote themselves is by using digital marketing.

See also: Digital marketing for financial advisors

Financial advisor warm leads