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?
In this article you’ll learn:
- The best website builder for financial advisors
- How to get financial advisor exclusive leads from your website
- How much does a financial advisor website cost
- What are some good financial advisor website examples
Let’s get started!
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 is by sending them to an automated appointment funnel. Learn how to do this.
Table of contents
- Best financial advisor website builder
- Must-Have Features For the Best Financial Advisor Websites
- 1. Have detailed financial services pages
- 2. Blogs that generate leads
- 3. SEO friendly website
- 4. Send website visitors to your funnel
- 5. Add a website chat box
- 6. Have a fast loading website
- 7. Use lots of video
- 8. Use lots of images
- 9. Track your website analytics
- 10. Retarget website visitors
- 11. Have a mobile responsive website
- 12. Use call to actions everywhere
- How much does a financial advisor website cost?
- How to build a financial advisor website
- Best Financial Advisor Website Examples for Lead Gen
Best financial advisor website builder
Here are a list of the best financial advisor drag and drop website builders in 2022:
1. WordPress (Best Overall)
Most financial advisor websites are built in WordPress and for good reason!
WordPress is one of the best website builders for financial advisors with hundreds of free templates to choose from it gives you lots of room to scale up and grow.
Average monthly cost: $20/month
- Most search engine friendly solution
- Most features
- Most customization
- Most cost effective solution
- Lots of free professional website templates
- Very scalable
- Can be a bit technical to use for beginners
You can get started with a financial advisor WordPress website + choose from a range of free WordPress business templates by using SiteGround.
Note: SiteGround is currently running an 80% off promotion if you sign up before the end of October 2022! Sign up now if you want to lock in the price.
Check out Rockford Retirement Planning as an example of a financial planner website built in WordPress.
2. Rocketspark (Easiest to use)
Rocketspark is an easy-to-use drag and drop website builder with a focus on creating beautiful websites with little effort on your end.
Average monthly cost: $30/month
- Professional templates you can use
- Easy to use and get started
- No technical knowledge needed
- Cost effective
- You can build your website for free and only pay if you’re happy with it
- Less features compared to other solutions
Squarespace is another easy-to-use drag-and-drop website builder similar to Rocketspark. The main difference is that Squarespace websites are hosted in the US with a US-based support team, whereas Rocketspark websites are hosted and managed in the UK, New Zealand and Australia.
If the location of your website & support is important to you, then choose a website builder closest to where you’re based.
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
Check out Ritchie Advisory Group for an example of a financial professional website built in Squarespace
Wix is another easy-to-use drag-and-drop website builder similar to Rocketspark and Squarespace. Both Wix and Squarespace have similar features, but Squarespace websites look a bit more modern in my opinion.
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
Check out Iacangelo Financial Group for an example of a financial advisor website built in Wix
5. FMG Suite
FMG Suite is a financial advisor website builder that is built exclusively for financial advisors. They have a lot of great built-in compliance and marketing features out of the box. However, access to these extra features does come at a higher price tag.
Average monthly cost: $129/month
- Marketing automation features
- Built-in compliance-friendly features
- Excellent personalized customer support
- Can be expensive (compared to the other solutions)
Check out Guardian Wealth Management for an example of a financial advisor website built in FMG Suite
Website Builder Recommendations
- If you’re looking for a website with the best features overall I’d recommend WordPress (click here to sign up for a WordPress site). WordPress would also be the best for financial advisor SEO because of the amount of useful SEO plugins you can get for it.
- If you’re looking for a website with a lot of compliance friendly features, I’d recommend FMG Suite.
- If you’re looking for a financial planner website that looks professional and is super easy to use, I’d recommend Rocketspark or Squarespace.
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 it’s important that as part of your financial advisor SEO strategy, you have a search engine-friendly website with lots of content related to the keywords you want to rank higher on Google for.
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.
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 lead magnet works best.
This is a short video that explains how you can help potential clients and what makes you different.
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.
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%.
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.
Using video is actually one of my top financial advisor sales tips because it can be used so effectively to educate clients.
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 relate to.
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.
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, tablets 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 per year 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 want the best financial advisor website solution for the long-term, I recommend using WordPress. You can sign up for a WordPress website here.
How to build a financial advisor website
1-7 days (depending on experience) 7 days.
Here are some instructions on building a financial planner or advisor website without needing technical knowledge or hiring a web design company or web developer.
- Find a website provider
- 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.
- 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.
- 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.
- 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.
- 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.
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.
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]
The idea is the more content you create, the higher you will rank on Google
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 other financial advisor websites?
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.
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.
The best way financial advisors can promote themselves is by using digital marketing.
See also: Digital marketing for financial advisors
The best place to find a good financial advisor website developer is by hiring a freelancer on either Upwork (best for hiring a web developer for a long-term project) or Fiverr (best for hiring a web developer for small projects, bug fixes, website changes, etc).
Ashley Davis (or ‘Ash’ for short) is the CEO & Founder of Skyline Social. For over 15 years, he has been helping business owners with lead generation. Ash specializes in helping businesses get high-quality leads, appointments and clients each month in an automated, scalable and profitable way. You can watch his free Masterclass training to learn more.