Join me in this quick video where I discuss 8 of the 12 top pages:
Is Your Website Missing These Top-Performing Web Pages?
It’s no secret that your website is a crucial component of your marketing strategy as a financial advisor. Prospects are likely searching your site long before they ever reach out to you, and your content can make the difference between a discovery call or a prospect lost to a competitor instead.
After helping thousands of financial advisors perfect their websites and their marketing strategies, we’ve found that there are 12 web pages that consistently land on our top-performing list. Make sure you’re sending the right message to your clients and prospects with these 12 web pages.
1. Our Team
When prospective clients visit your site, they want to understand who they might be working with. The Our Team web page is a great place to introduce yourself and your staff to the world with a picture and a bio. While it’s important to touch on experience and credentials in the bio, don’t be afraid to add some personality as well.
Prospects appreciate knowing a bit of the person behind the job, so mentioning your hobbies and why you became a financial advisor can help you stand out and make a valuable first impression. Some advisors even have multiple pictures for their team members, one professional headshot and one more relaxed photo showing what they look like outside of work, or highlighting a particular hobby they enjoy. Get creative about how best to highlight your team.
Check out this example for some ideas: Wealth Advocate Group
About is different from Our Team in that it highlights the firm itself, how it was founded, and the principles or values that guide it today. This page gives you a chance to tell your firm’s story, and it’s a great place to talk about how long you’ve been in business, who you serve, and what makes you different.
Consider adding a video introduction to this page for an added level of engagement.
3. Account Access
The Account Access page is a great way to add value for your existing clients. Rather than having to keep track of all the links to their various accounts on their own, streamline this process by compiling all links into one dedicated Account Access page for easy navigation.
Depending on your current tech stack, the Account Access page could be a direct portal for the client, or a static web page with multiple login links (think: eMoney, Fidelity, Schwab, Wealthscape, etc.).
We believe the Resources page is the bread and butter of your website when it comes to attracting new clients. All the other pages are important to describe your firm, your services, and your team, but the Resources page describes your value. This educational hub is where you house your blog posts, videos, market insights, and any other resources you want to share, and where prospects go to learn more about your recommendations and engage with your firm. If you have a niche, this is a great place to highlight your knowledge and experience working with that group by creating niche-specific content that addresses their pain points.
You can even get creative with the name of the page. We’ve seen advisors call it Cool Stuff, Insights, and Knowledge Center.
Example: Attitude Financial Advisors
5. Who We Serve
The Who We Serve web page is another area where you can feature your niche and target audience. It’s where you touch on specific pain points, aspirations, and concerns, and remind prospects you have the tools to help them navigate it all. If you have multiple target audiences, or niches, consider creating subpages for each one.
Example: Center for Wealth Management
6. Client Experience
Do you have great client testimonials or case studies about how you’ve helped? A Client Experience web page is the perfect place to compile these examples. In the digital world, being able to read reviews from other consumers is one of the best ways to help prospects feel comfortable taking the next step to reach out to you. It builds credibility and offers an example of what prospective clients can expect when they sign on to work with your firm.
7. See a Sample Financial Plan
Where the Client Experience page is more about the personal interactions and problem-solving nature of your services, the See a Sample Financial Plan page is where you can highlight the tangible deliverables you provide. This is a huge opportunity to connect with prospects and anticipate their questions before ever having a conversation! You wouldn’t expect to purchase a car or a computer sight unseen; don’t expect prospects to understand the value of your services without a tangible example of what you provide.
Example: Simplicity Financial
8. Our Services / Advisory Fees
Most advisors know they should have a web page dedicated to their services, but many shy away from putting their advisory fees on the website. Having your pricing front and center can actually go a long way in demonstrating your commitment to openness and honesty, which are essential elements in building trust and fostering long-term client relationships.
Providing a detailed overview of the services you provide allows you to showcase your knowledge, specializations, and the areas in which you can add value. Paired with a section on advisory fees allows prospective clients to have a clear understanding of the costs associated with engaging your services, allowing potential clients to make informed decisions that align with their budget and expectations.
9. What We Do & How We Help
Think of this page as your virtual storefront. It dives deep into your process and how you can help prospects meet their goals. It provides valuable insights into your expertise, experience, and approach to financial planning, which helps communicate why you’re the best possible person to help your target audience with their unique financial needs.
Example: Solidarity Wealth
As the popularity around fee-only financial services grows, it’s important to call out this feature of your services. There are many prospects who only want to work with a fee-only advisor. Make it easy for prospects to understand how you do business by clearly explaining what fee-only means and why it’s important to your service model.
Keep in mind that financial advisors know a lot of jargon, and even seemingly simple terms like “fee-only” may leave potential clients scratching their heads. Use this web page to show prospects that you know how to break things down into simple language they can understand.
Example: Rand Financial Planning
11. Get Started Now / Schedule a Call
Make it easy for prospects to work with you by creating a dedicated web page to online scheduling. The Get Started Now page is a call to action that immediately lets prospects take the next step with you. Streamline the process even further by including a built-in online scheduler that integrates with your calendar. This convenient and easy-to-use tool allows prospects to book a call that fits in their schedule (and yours!) without the back-and-forth of emails. Expedite the client acquisition process, enhance user experience, and maximize the likelihood of converting web visitors into engaged clients with a well-designed Get Started Now page.
Example: Attitude Financial Advisors
12. Why I Became a Financial Advisor
If you’ve ever heard Teddy Roosevelt’s quote “People don’t care about how much you know until they know how much you care,” you’ll understand why this web page is so important. Sharing the story behind your career choice is a great way to connect with prospects on a personal level and demonstrate authenticity. This page serves as an opportunity to showcase your values, integrity, and commitment to client success. By having a web page dedicated to your journey as an advisor, you can differentiate yourself from competitors, build rapport, and attract clients who resonate with your story and philosophy.
P.S. When you sign on to work with Indigo, this is the first blog post we create for you!
BONUS: Niche-Specific Pages
If you already have all 12 top-performing web pages, consider adding niche-specific pages geared toward your target audience’s specific pain points. Understand what keeps your clients up at night, and create high-quality web pages tailored to those concerns. Not only will this set you apart as a subject matter expert, but it will also help you attract qualified leads and build stronger connections with clients who require specialized financial guidance.
Check out some examples of niche-specific web pages below!
Looking to Upgrade Your Website?
Ready to take your website to the next level? Partner with Indigo Marketing Agency to create or upgrade your website to one that captivates, engages, and converts. At Indigo, we know how to showcase what you do best and connect with potential clients. The best part? We do it with no ongoing monthly fees or expensive contracts. Don’t miss out on the opportunity to attract and retain clients with a stunning website and a compelling narrative. Schedule your free consultation to get started today.