The best financial advisor websites immediately articulate who you are, who you serve best, and how you help improve your clients’ lives. We’ve rounded up a list of the 15 best financial advisor websites in 2021, so you can get a feel for the competition and get some inspiration for your own advisor website.
Look through this list below and let us know which one is your favorite.
To kick off our list of best financial advisor websites, we’re starting with one of our own clients, Rocklin Senavinin CFP® of Fiduciary Wealth Management.
When we built Rocklin’s website, we knew we wanted it to be clean and mobile-friendly. But more than that, we wanted it to be engaging. One way we made his website engaging was by creating personalized content for him on “behind-the-curtain” topics like:
- Why I Am Passionate About Being a Financial Advisor
- Our Incredible Weekend At The Viking Cooking School
- Photos From The Father-Daughter Sugar Plum Ball
It never fails. Every time we write a blog post for Rocklin that seems “off-topic,” it always ends up being one of his best performing posts. It can be really difficult to build relationships online, but I love that we’ve strategically used his website to connect with his target audience on a personal level.
HBA Wealth’s website is another one we created here at Indigo Marketing Agency. There are a few different reasons why we put it on our list of the best financial advisor websites.
First, HBA Wealth has an opt-in at the top of their site where you can see a sample financial plan. So many advisors don’t do this and it’s a huge missed opportunity. Clients want to know what they can expect to receive when they work with you. Not only is HBA Wealth giving them a sample financial plan, but they’re collecting email addresses in the process — giving them an easy way to follow up with prospects and nurture those leads.
I also love how conversational their navigation menu is. Instead of using stale phrases like “About” and “Contact” and “Mission”, they use warm, inviting phrases like, “Who We Are”, “Talk To An Advisor” and “How We Help You.” Doesn’t that immediately make you want to click and learn more?
ATI Professional Services is another financial advisor website we designed at Indigo Marketing Agency. They specialize in individual and small business taxes — and they make that obvious the second you hop on their page. They list out the different types of businesses they serve and the tax services they offer for each. Once again, they use phrases in their navigation menu like “Who We Are” and “Who We Serve” to bring warmth to the overall tone of their website.
You can’t make a list of the best financial advisor websites without mentioning Fisher Investments, right? There are so many incredible things they’re doing to elevate their digital marketing and win over more customers.
- They list their awards above the fold on their homepage, which helps establish credibility.
- They have a financial advisor podcast, which helps position them as an industry expert.
- They have the statement, “Trusted by 85,000 clients worldwide” on their homepage, which adds instant social proof.
- They have a side-by-side checklist of how they differ from the competition, which immediately addresses any doubts their prospects may have.
Taxable Wealth’s website is the epitome of fully embracing a specialty. When the firm’s founder, Scott Melbrod, came to us to design his website, he immediately knew who he wanted to serve — Real Estate Investors and Business Owners Who Don’t Fit the Typical Financial Advisory Firm Model.
We created a logo for his firm, then built a powerful website that reflected his target audience in everything from the writing to the pictures we chose. We added several calls to action so prospects could schedule a call online, ask a question, or watch a video.
The result? We’ll let Scott tell you in his own words: “I’m really happy with the work your team has done. I’ve been busy! Over the past few months I have been inundated with new clients, which is a good problem to have.”
Embracing a specialty is key to charging a premium for your services and working with more clients you love. One website that perfectly embodies what it means to be a specialist advisor is Aviation Wealth Solutions.
The firm’s founder, Scott Johnson, is a SkyWest Airlines pilot and certified flight instructor who specializes in helping pilots maximize their financial freedom.
Because he came to us before he even had a logo or brand, we were able to design every inch of his firm around pilots — all the way from his logo and images to his website copywriting. If you’re looking for one of the best financial advisor websites for embracing a specialty, this is it. Be sure to check out his website for the full view.
A lot of advisors are afraid to infuse their personality and passions into their website because they’re afraid of coming off as unprofessional. But giving little hints at what you love to do outside of work can be a great way to pique prospects’ interest and get them excited to learn more.
Take MatchPoint Financial, for example. The founder, Chris Reed, is an avid tennis player. He named his firm “MatchPoint” because, in tennis, match point represents the last point a player needs to win the game. Chris drives home this analogy by using tennis imagery throughout his website.
Chris also uses plenty of conversational language throughout his website to help prospects feel at ease. For example, he has a call to action that says, “Schedule Coffee” where he’s inviting prospects to get a free second opinion and cup of coffee on him.
Ron Carson is a household name among financial advisors, so there’s no way I could leave him off a list of the best financial advisor websites.
One of the reasons Ron has been so successful in growing Carson Wealth is because of the lead captures he uses on his website. He has tons of surveys and quizzes where prospects can discover the right investment strategy for them, learn their risk tolerance, and find out if they’re retirement-ready.
Not to mention, the video on his home page immediately grabs your attention and makes you feel right at home. Can’t you see yourself dancing in your kitchen with your kids, living life freely? It definitely gives you that warm, fuzzy feeling inside.
Dorsey Wealth Management is all about empowering women to achieve a secure financial future — and you immediately know that as soon as you hop on their website. Even if you couldn’t read any of the text, the imagery and font alone would make it abundantly clear that they serve women.
The firm’s founder, Angela Dorsey, already had her niche picked out when she came to Indigo Marketing Agency, but we helped her revamp her financial advisor website to increase conversions. Now, Angela has an opt-in above the fold to capture and nurture leads, a Get Started page, and several calls to action to encourage prospects to schedule a call.
JGP Wealth Management is a firm in Portland, Oregon, that specializes in serving high-income-earning business owners, executives, and Nike leaders. We added them to our list of the best financial advisor websites because even though their clientele is high-level, they don’t let that stop them from having a little fun with their website. Their team photo depicts them all wearing suits with their favorite Nike sneakers. If you hover over their headshots on their Our Team page, you’ll see photos of each team member doing what they love — whether it’s playing golf, cooking, hiking, or going to the beach.
TAMMA Capital is another financial advisor website that’s user-friendly, fun, and inviting. The firm’s founder, Paul Fenner, has triplets and a daughter and is passionate about helping other families on their financial journey.
Spend 30 seconds on his homepage and you’ll quickly see why we added him to our list of the best financial advisor websites. He makes it abundantly clear with his language and imagery that he views his clients’ families as his own. Just take a look at some of these phrases:
- What can our family do for you?
- Our family would love to hear from you.
- We have a devotion to working with families like you because we are you.
- Visit our Family Blog.
- We think of you as family.
He even has a picture of his own family above the fold on his homepage and has several spots on his website where he talks about how he serves new and growing families and empty nesters.
Jeff Rose from Good Financial Cents is one of the most popular financial advisors — and for good reason. His Good Financial Cents blog is one of the top financial advisor blogs out there.
He uses all of his knowledge and expertise as a CFP® to educate his readers on how to improve their financial wellbeing. His website covers everything from making and managing money to investing, taxes, insurance, retirement, banking, and more.
He used to run his own investment advisory firm, but he sold it in 2019 to focus solely on online education through his website. If you’re looking for any blog content for financial advisors, Jeff is a great resource to go to for inspiration.
Acute WealthCare focuses on serving female healthcare workers. As soon as you land on their website, you’re hit with a bold statement: Your passion is caring for others. Our passion is caring for your financial security. (Did anyone else just get chills reading that?)
As you scroll down the page, you come across an “Our Clients Are” section that lays out who they serve — nurses, mothers, physicians assistants, ambitious women, single parents, physical therapists, etc. I love that they took the time to call out each type of woman they work with.
Acute WealthCare also clearly lists their fees on their website — another thing most advisors are afraid to do. At Indigo, we’ve been building websites for years and I can tell you that Fee pages are always one of the most clicked pages on a site. Prospects want to know how much you charge. They want to know how much they can expect to pay for your services without having to call you up first.
Acute Wealthcare understands this. They know their target audience is busy saving lives, so they make it easy for them to take the next step by clearly laying out their fees in advance.
Novi Wealth Partners is another website we helped revamp a few years ago. One thing I particularly love about their website is that it includes a ton of credibility and social proof. They list all their certifications on the home page, and they have a ton of stats to help calm any doubts:
- 20+ years in business
- 100% independent
- 1 to 45 CFP® to client ratio
- 18 states served
Novi Wealth Partners has been a client at Indigo Marketing Agency for quite some time. We’re super proud of their website and the content we’ve helped create for them.
Financially Wise, Inc. — ran by Brittany Castro — is another financial planning website that’s full of personality. Brittany does an incredible job of making herself the face of her brand and positioning herself as a go-to expert for those who need financial advice.
Her website is sleek, crisp, and inviting (almost like you’re walking into a Sephora). She has a lot of different things going on — financial planning, speaking, products, etc. — but she organizes them all on her website in a way that’s not overwhelming at all. She uses a lot of whitespace on her web pages which elevates the overall feel and invites you to stick around for hours exploring all she has to offer.
That’s A Wrap On The Best Financial Advisor Websites
What did you think of our list of the 15 best financial advisor websites? For me, each one serves as a reminder that the best way to connect with your audience is to infuse your personality and passions into your website and make it abundantly clear who you serve.
Connection is everything these days — especially in a time where everything is virtual and online. You must have a unique digital presence that connects with your target audience and communicates the major pain points you solve for them.
Ready To Transform Your Online Presence?
If you’re struggling with your digital marketing — or simply don’t know how to rise above the noise and stand out from the crowd — schedule a free marketing strategy session with our team now.
Together, we’ll do a deep dive into your marketing to figure out what’s worked for you so far, what hasn’t, and how you can optimize your website to attract more clients you love. We’ll even help you develop a blog content strategy and deploy it for you if you don’t have the time to do it yourself.
We also have a ton of webinars on websites for financial advisors. Topics cover everything from SEO and Google Analytics to website copywriting for financial advisors. They’re totally free, so sign up for one (or two) if you’re feeling stuck on what to do with your advisor website.
That’s a wrap on the best financial advisor websites in 2021! Which one is your favorite? Let us know in the comments below!
