The 7 Best Websites for Financial Advisors
In this age of technology, financial businesses need a website to survive. Sure, you can just advertise on social media, but having a website adds credibility to your advisory firm.
Having a website is like having an office but online.
In this article, we will discuss what makes a good financial advisor website, along with some examples.
Maybe you think you didn’t need a website before since your practice is doing alright, but 2020 saw a very significant increase in internet searches for “financial advisor” and “financial service”. The worldwide repercussions of COVID-19 were a sobering reminder of how swiftly things can change. A lot of people were anxious and seeking financial planning expertise, yet they couldn’t go outside.
So they opted to use technology, or in this case, a Google search, as a replacement. In the future, we’ll see more of how services need to use technology to connect with best-fit customers at scale.
With this surge in online solutions, a website can help you stand out among the competition. In this article, we’ll cover how to create an outstanding website and provide examples you can use to get started.
The Importance of a Strong Financial Advisor Website
Your website should be a big part of your digital marketing strategy.
You can use your web pages to showcase important information, such as your contact information, your pricing, your track record through testimonials and case studies, and why they should choose your advisory firm among other providers.
You can also use your website for lead generation. For example, you can:
Host your content marketing pieces to get more site visitors through SEO
Embed a contact form to collect information from interested prospects
Integrate with tools to automate the onboarding process for new clients.
Essential Qualities of Financial Advisor Websites
To make a good website, you need to pay attention to a variety of things. Here is a general list of what you should keep in mind:
Mobile-friendly
In the first quarter of 2021 alone, Statista reports that almost 55% of internet traffic came from mobile devices. This number is anticipated to rise even more in the coming years. Not optimizing your user experience for mobile devices basically means you’re losing out on a lot of traffic coming your way. These optimizations include making sure your calls to action (CTAs) button doesn't break in mobile devices and animations are optimized for a speedy load time.
Consistent branding/messaging
Your website’s design must adhere to consistent brand identity and voice, as it is what will set you apart from others on the internet. Branding also significantly influences how visitors perceive your website upon first impression. You need to carefully consider the branding components of your website, such as its color scheme and logo.
Relevant content
Sometimes, people look specifically for your niche, such as “financial advisors for dentists near me.” More often than not, though, people will try to solve their problems by themselves first, especially since financial matters are regarded as sensitive. Hence most people will look up something like “financial advice for young adults”, “how to plan for kids college”, “how do income taxes work?” or maybe “how to plan for retirement at a young age.” Therefore, it’s useful to have relevant information that might be of interest to your niche, such as a relevant blog post.
Easily digestible content
In rare cases, jargon might help you establish your position as an authority. However, if you’re not intentionally doing it, simple works best for most customers. Keep in mind to create content and copy that will be easy to read on screens. For example, using bullet points instead of paragraphs when appropriate and making sure that your web design, such as fonts and colors, are distinguishable.
7 Best Websites for Financial Advisors to Explore
There are a lot of bad financial advisor websites out there, but there are also good websites that clients and financial advisors alike visit often. Here are our top picks of the best financial advisor websites to give you an idea of what you should do with yours.
Define Financial
Define Financial is a firm that offers “retirement planning for individuals over age 50”—taken directly from their website.
It’s literally the very first thing you see when their page loads, their value proposition clarifies their target market. This is a good thing because their target audience can self-identify as soon as they land on the page and know they’re in the right place.
What we like about this website is how concise and clear its presentation is. They present relevant information front and center. Unlike younger generations, people over age 50 prefer an easy-to-read, non-fuss approach over an abundance of features and a complex site structure that might be more eye-catching.
They also highlight the awards they have received over the years in a simple layout, pushing its credibility at the forefront and convincing potential clients that the firm is the real deal.
The home page ticks all the boxes for a good financial advisor website: clear and concise information about their niche, a hard-to-miss button for a free assessment, awards presented in a visually appealing manner, a clear message on their strengths, testimonies, newsletter offers, a professional-but-fun about page, and even pop-ups that aren’t annoying.
Investopedia
As its name suggests, Investopedia offers a wide array of educational articles regarding the financial world.
The website is very well-known, and your clients probably have come across one of their articles when looking up a general finance term, such as “financial advisors”. It covers a huge amount of topics, ranging from fundamental wealth management and retirement planning to current market news.
Apart from its comprehensive and clear writing, what makes it stand out is its simple yet clear layout structure, making it easy to find the topics you want.
What the Wealth?
Jonathan from “What the Wealth?” makes his website look friendly and easy to approach.
The website paints a clear image of what kind of clients approach him, from the logo to the friendly, first-person language used on the front page. He’s positioning himself as a personable, helpful, and perhaps quirky friend that can reliably guide clients through their financial life and problems that may arise.
The website also features a clear menu navigation, highlighting the features of his blog and what he does ‘on the side’ (that is, content creation). His blogs and podcast use friendly language to address his audience. He uses his content to build trust and authority with prospective clients. His blog posts are updated regularly, which signals to prospects looking through his website that he’s actively keeping up with news and trends.
Mint
If you’re not yet a financial planner, this website is a great resource to help you learn the basics. They can help you accomplish this interactively by developing your budget plan and helping you learn how to add and manage spending, incoming revenue, and more. This website has received high praise and is even regarded as the best website to learn financial planning.
Mint, which is now part of financial software company Intuit, helps you learn to keep track of your bank accounts, credit cards, and investment accounts, as well as monitoring transactions and deducting expenses. Additionally, the website also offers tips on how to optimize your finances and better.
Think Advisor
This website covers nearly every aspect of financial planning.
Think Advisor offers information about the latest stocks, market trends, and financial news. There are also articles featuring tips and recommendations on how to improve your financial advisory or planning businesses.
Investment News
We understand that as a financial advisor, you constantly seek new methods to invest money and get higher returns.
This website helps you to stay on top of things, what with ever-shifting investment market trends.
Apart from financial news, Investment News also offers opinion pieces and articles on recent research. It’s an ideal source to investigate new resources.
This website also has a list of relevant networking events that you can attend if you’re interested in expanding your network as a financial advisor.
Asset-Map
Asset-Map is an excellent website for financial advisors looking for ways to integrate technology into their planning process. Asset-Map helps financial advisors simplify their processes and create better client experiences with a visually-focused platform.
But what makes the Asset-Map website great for financial advisors is our content. In addition to our blog posts, we also host regular podcasts and webinars which help financial advisors stay in touch with the industry and refine their processes.
Build Your Website Portfolio with Asset-Map
As a financial advisor, having a website set up for your business is the bare minimum if you want to stay relevant. If we want to go a step higher, that means utilizing the best content and SEO practices to keep your website on top of the search engine results, away from spambot websites that linger beyond page five.
Asset-Map’s features help you demonstrate your expertise in a clear way to potential clients. The visual nature of the tool makes it more intuitive for people with little to no financial knowledge. A visual map communicates what you want to say in forms potential clients are used to online. You can visually explain your points on assets you use to grow your business, such as blog posts, social media posts, case studies, and others.
Beyond helping you make your marketing assets more fun to look at, Asset-Map’s tools help you take control of various day-to-day tasks. Such as client meetings, discovery and onboarding, research, and tracking your client’s assets.
Schedule a demo today and see how Asset-Map can help you grow your business.