Key features of Financial Advisor Websites

What makes a good website for a financial adviser? Which criteria do you use to “score” one? Some will argue that everything comes down to the user experience (UX), whilst others might say that the crucial matter is the website’s use of imagery. In this post, we look at key features of Financial Advisor Websites.


Why should a financial adviser have a website at all? It is often striking to us how few directors ask themselves this question. For many, the assumption seems to be that a financial advice/planning business needs a website simply because their competitors do, and stakeholders expect it (e.g. business partners and current clients).

These reasons are fair enough. Yet firms resting on these reasons often do not get the best results out of their website design project – because they do not see its full potential. When a financial firm has a clear idea of what it wants its website to achieve – i.e. clear, measurable goals – then this typically shines through the design. It is usually immediately apparent to anyone who visits it, which results in higher engagement and better results.


As a financial advisors, you need to work hard to make the content on your website interesting, compelling and attractive.

The best websites in this industry, therefore, are those which achieve at least two things with their content. First of all, they meet the audience at their level. They do not alienate them with impenetrable jargon, for instance. Secondly, they engage their reader’s emotions through stories, client testimonials and articulation of a clear company vision.

Site Speed

In today’s digital age, people are impatient for services. We can watch a film instantly via Netflix – without taking a walk down to the local shop, and clothes, electronics and gifts can be delivered within 24 hours to our front door from Amazon. The expectation now is that, if a customer or prospect wants something from a business, they shouldn’t need to wait long for it.

This expectation translates into website design, too – particularly as internet speeds keep improving with 4G (and 5G in the near future). Any financial firm with a slow-loading website, therefore, is standing on shaky ground. Those which load quickly are likely to fare better. We would even say that it is better to have a simple, high-speed website than a beautiful, “high-tech” one which loads slowly.

User Experience

This term – UX – encompasses many things, including some of the factors we have already identified above (e.g. mobile responsiveness and load speed). However, it refers more broadly to the nature of a customer’s interaction with your website. Is it a broadly enjoyable experience? Do visitors find everything easy to use and find, or is the website generally very frustrating?

The design financial adviser websites, of course, are those which include a great UX. For instance, they have taken care to make sure the navigation is well designed. Users can easily find the page or content they are looking for, making their way there.

Another hallmark of good UX is website layout. For instance, do the sections and grids flow nicely into one another – or is everything squashed together (e.g. when viewed on mobile device)? In 2021, many websites benefit from making good use of “white space” to try and minimise clutter.

I hope you’ve found this post on Key features of Financial Advisor Websites useful.

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