Join me in this quick video where I discuss 8 of the 12 top pages:
Does your company have top-performing website pages?
What makes a good financial advisor website? We’ve worked with thousands of advisors across the country. And after analyzing data for our 30 top-performing websites, we discovered each advisor had 12 web pages in common.
Today, we’ll go over each of those web pages, why they’re so important for conversion rates, and show you A+ examples of each.
1. Fee-Only Web Page
Financial advisors know a lot of jargon. But it’s important to remember that your prospects probably don’t. Even simple terms like “fee-only” may leave them scratching their heads.
Having a web page that explains what “fee-only” means and why it’s important helps show potential clients that you know how to break things down into simple language they can understand.
2. Our Team Web Page
Your “Our Team” web page is pretty straightforward. It’s where you introduce each of your team members, along with a photo and bio.
The more personalized and relatable your “Our Team” web page is, the better. While it’s important to touch on your credentials and why you’re qualified to help someone, most prospects want to understand you on a personal level. Don’t be afraid to talk about why you became a financial advisor, your hobbies, and so on.
Check out these incredible “Our Team” web pages for inspiration:
3. About Web Page
Your “About” web page tells your firm’s story. It talks about how long you’ve been in business, who you serve, and what makes you different. Here are two great examples:
4. Account Access Web Page
Your “Account Access” page is where current clients go to log in to their financial accounts. It’s usually either a portal that clients log in to, or it’s a static web page with quick access links to all the platforms you use (think Fidelity, Black Diamond, ShareFile, etc.). Here are a few examples:
5. Resources Web Page
Your “Resources” web page is like an educational hub. It’s where you house your blog posts, videos, market insights, and any other resources you want to share. This is where prospects go to learn more about your recommendations and engage with your firm.
- Resources Web Page Example 1 (Tab labeled “Cool Stuff”)
- Resources Web Page Example 2 (Tab labeled “Knowledge Center”)
- Resources Web Page Example 3 (Tab labeled “Resources”)
6. Who We Serve Web Page
Your “Who We Serve” web page is where you talk about your niche and ideal target audience. It’s where you touch on client pain points, aspirations, and concerns, and remind them you have the tools to help them navigate it all.
7. Client Experience Web Page
Good financial advisor websites have a “Client Experience” web page highlighting client stories, testimonials, and case studies. Combined, these web pages help build your firm’s credibility and put prospects at ease about working with you.
- Client Experience Web Page Example 1
- Client Experience Web Page Example 2
- Client Experience Web Page Example 3
8. See a Sample Financial Plan Web Page
So many advisors don’t add a Sample Financial Plan to their website and it’s a huge missed opportunity. Clients want to know what they can expect to get when they work with you. Not having a sample financial plan on your website is like a car salesman asking you to buy a car sight unseen.
9. Our Services/Advisory Fees Web Page
This may come as a shock, but in addition to an “Our Services” web page, you need to have your pricing front and center on your website. Watch this short video for three reasons why: Why You Should Publish Your Advisory Fees on Your Website.
Then view these really great examples of advisors who have published their fees online (and have the conversion rates to back up its success!):
- Services & Fees Web Page Example 1
- Services & Fees Web Page Example 2
- Services & Fees Web Page Example 3
10. What We Do and How We Help Web Page
This web page dives deep into your process and how you help your clients reach their goals. It conveys your expertise, sets expectations, and explains why you’re the best possible person to help your target audience with their finances.
If you haven’t figured out who you serve best yet, I highly encourage you to attend my free workshop webinar on How to Choose Your Niche & Create a Radically Relevant Marketing Message.
11. Get Started Now/Schedule a Call Web Page
This is arguable THE most important web page on any good financial advisor website. It’s a call-to-action page that lets prospects immediately take the next step with you.
The best “Get Started Now” pages have an online calendar of some sort where prospects can schedule a call any time day or night without having to email you first. Check out these good examples:
- Get Started Now Web Page Example 1
- Get Started Now Web Page Example 2
- Get Started Now Web Page Example 3
12. Why I Became a Financial Advisor Web Page
Every advisor should have a blog post or web page on their website titled “Why I Became a Financial Advisor.” In fact, when you work with Indigo Marketing Agency, it’s one of the first pieces of content we create for you because it’s guaranteed to be one of your top-performing pages.
Why is this page so important? The truth is, prospects won’t care much about you until they know your story and the “why” behind what you do. This starts with telling them about what inspired you to get into this industry.
- Why I Became a Financial Advisor Web Page Example 1
- Why I Became a Financial Advisor Web Page Example 2
BONUS: Niche-Specific Web Pages
In addition to these 12 web pages, any good financial advisor website should also have niche-specific content geared toward their target audience’s biggest pain point. If your firm serves business owners, it may be a web page on How to Convert a C Corp to an S Corp (& Whether You Should). If you serve Amazon executives, it may be a guide on Demystifying Your Amazon RSUs.
Think about the biggest problems that keep your clients up at night, then create web pages that address those issues. It’ll show off your expertise and help reassure clients that you have the knowledge and tools to help them manage their wealth.
Here are two more examples of niche-specific web pages:
Need Help Making a Good Financial Advisor Website? We’ve Got Just What You Need!
So, what makes for a good financial advisor website? These 12 web pages! If you’re not getting the marketing results you want as a financial advisor, your website is likely to blame.
The good news is that we specialize in building custom websites for independent financial advisors. And the best part? We don’t charge any monthly fees or contracts like other agencies do.
We know which web pages make up a good financial advisor website, and we’ve designed this package to include all the essentials you need to grow your business. Schedule your free strategy session with our team to get started.