We’re hard-wired to make snap judgements. So, within seconds of landing on your financial advisor website, a prospective client is passing judgment on it.

Therefore, it’s essential to have a well-designed website. Clients won’t give you a second chance if you have a poorly designed website, even if you’re an outstanding financial advisor. A well-put-together website can grow your business.

1. You need to have a clear value proposition

A prospect needs to know quickly:

  • Who you serve
  • What you do
  • Who you are

The answers to these questions make up your value proposition. And your value proposition is the most significant determinant of whether a prospect will stick with your site or start looking elsewhere.


2. Your site needs to be user-friendly for your ideal client.

 A good website needs to be visually pleasing and easy to use. No one wants to waste time navigating a complicated website. Having a clean and straightforward website your ideal client can easily understand will encourage prospects to continue exploring it.

For example, if your ideal client is a retiree (age 60+), then your website should have:

  • Traditional layout (They probably didn’t grow up with computers, so make it easy to navigate the site and always include Home in the menu.)
  • Sans Serif fonts (Without the serifs, it’s easier to recognize the characters)
  • Large clear font (Why make someone put on their reading glasses?)
  • Good colour contrast (Make it super easy to read.)

If your ideal clients are millennials, then your website can be modern.

Think of who you’re serving and cater your website to your ideal client.

3. Make your Call-To-Action (CTA) prominent

 You’ve caught your prospect’s interest – awesome! They’ve explored some of your helpful and informative content and are now looking to book a meeting. Make it as easy as possible for your prospect to take that next step.

The point of a CTA is to encourage your prospect to talk to you. Therefore, CTAs should be eye-catching and easy to use – like clickable buttons with:

  • “Book a meeting.”
  • “Let’s talk.”
  • “Book an appointment.”
  • “Get started”
  • “Complimentary consultation”
  • “Contact us today.”

Your CTA needs to sit on every page of your website. Make it a button on your website menu. Make it a pop-up.

Think of when you go to the grocery store; you know exactly where the cash register is. Your call to action needs to be just as apparent on your website.

 4. Deliver value with client-focused content

 Your website can’t just look good – it needs to provide value to your clients to help you convert leads into new clients.

Your content should focus on:

  • The problems your prospect faces.
  • How it makes the prospect feel.
  • How you can help them.

For example, if your ideal clients are Business Owners:

  • Problem: I’m paying way too much tax to CRA
  • How it makes them feel: Frustrated
  • How you can help them: Helping them allocate their money to the right places to optimize tax efficiency. (salary vs dividend, corporate class funds, life insurance, how to use the Capital Dividend Account etc.)

 Customizing your content to your prospect’s needs will help build trust and draw your ideal clients.

By providing valuable content that addresses your target client’s needs, you’ll convince them that you can help them with their financial goals.