Your online presence is your first handshake. A poorly designed, outdated, or generic website doesn’t just fall short – it costs you business.
According to our study of investors with $1MM+ investable assets, 64% research you online after being referred. Bottom line – referrals don’t call or email right away. Referrals aside, 34% of affluent investors 45 and younger start their search for an advisor online.
To convert website visitors into clients, your website must capture attention, build trust, and clearly communicate your value proposition in a matter of seconds. We thought it would be a good idea to share some best practices and examples for what makes a great advisor website. After all, we’ve built hundreds of custom advisor websites and have learned a lot along the way.
Also, we’ll give it a musical twist. Why? I’ve played guitar most of my life and I’m teaching myself drums, so music is always on my mind. Also, I’m writing this on a Friday and feel it could use some levity.
1. “There Goes My Hero”
(Who doesn’t love Dave Grohl.)
The hero section is your homepage’s spotlight – the first thing visitors see. It better be bold, eye-catching, and deliver your core message.
Don’t settle for clichés. Avoid generic stock photos and cut back the language. You could probably get by with fewer words than “Helping Affluent Families Plan their Financial Future with Clarity, Conviction, and Confidence.” Instead, speak directly to your audience with brevity and impact.
Heritage Lake Advisors is a perfect example of a hero that makes an impression. Their video hero is captivating and their value statement of “Personalized strategies designed to grow and protect your wealth.” is clear.
2. “The Times They Are A-Changin'”
(and so should your website)
Nothing kills credibility faster than a website stuck in the past. If your design and functionality feel like a relic, visitors will assume your services are too. Here are some red flags that scream “old-school”:
- Dated fonts: Fonts like Comic Sans, Papyrus, or Times New Roman as your primary typeface suggest you’re out of touch with design trends.
- Outdated visuals: Think over-used stock images, overly busy layouts, clunky buttons, or pop-ups – these send the message that your site hasn’t been refreshed in years.
- Paragraph overload: Long, dense walls of text are reminiscent of old-school brochure websites and are the opposite of what today’s skimmer wants.
- Slow loading speed: A site that takes more than a second to load drives visitors away. It’s a quick signal that the site they’re visiting is outdated.
- Non-responsive design: Websites that are difficult to navigate on mobile are clearly not up to speed with modern user habits.
Modern designs don’t just look good – they build trust, showcase professionalism, and keep visitors engaged. Hillguard Wealth is a great example of a website that showcases a fresh, modern look.
3. “Look at this Photograph”
(and pretend you didn’t sing along.)
Custom photography and videography can transform a website from ordinary to extraordinary. Stock images may be convenient, but they often come across as impersonal or overused. Instead, invest in high-quality, custom visuals that reflect your brand’s identity and resonate with your target audience.
Original photos of your team, workspace, or even your local community can add authenticity and help visitors feel a personal connection. Similarly, professional video content can communicate your values, services, and expertise in a way that’s engaging and memorable.
For example, One Private Wealth uses custom photography that highlights their team in action, creating an inviting and approachable vibe. Great visuals aren’t just decoration – they’re storytelling tools that build trust and leave a lasting impression.
4. “Take my hand, we’ll make it I swear”
(or at least fill out my contact form?)
A great website doesn’t just inform – it leads someone to take action. Guide them with a clear Call to Action (CTA). CTAs help visitors take the next step, whether it’s scheduling a consultation, downloading a resource, or signing up for a newsletter.
- Be specific and inviting: Instead of “Learn More,” try “See if we’re a fit,” “Speak with an Advisor,” or “Start a Conversation.”
- Make them visible: Use contrasting colors and prominent placement to ensure CTAs stand out. We want eyeballs magnetically drawn to CTAs. Check out Trillium Wealth’s website. They use a gold color on CTAs and sparingly in other places. Why? They want them to stand out.
- Less is more: If we ask prospective clients to fill out forms to speak with us, download our guide, subscribe to our newsletter, and take a survey, they’re likely to do none of it. Limit CTAs to one or two clear, actionable steps.
5. “All I Do Is Win”
(Turns out T-Pain has an amazing voice.)
If your team wins awards or has made an industry list, brag about it. Matt Oechsli used to always tell me “It’s not bragging if it’s true” and there’s a lot of truth in that statement. Showcasing your awards is a quick way to build credibility, especially for those whose first impression of you is through your website.
1828 Capital is a team with credentials that need showcasing – we put them front and center and even created a separate page for all their accolades. Our client Bush Wealth is another great example.
6. “My Name Is”
(My wife is from Detroit, what did you expect?)
Let’s talk about website bios for a moment. Do people actually read them? Yes! It’s actually one of the most visited pages on our advisor websites. So let’s make them stand out by being personal and professional. Davidson Wealth does a good job of demonstrating bios that feel from the heart. They’re written in first person and hit the perfect balance of showcasing expertise while staying approachable and relatable.
Another great example is TMRW Wealth. Their use of flat-lays that appear when you hover over each bio photo gives you a deep understanding of who they are in a matter of seconds. It’s a fun way to engage your visitors.
7. “Don’t Stop Believin'”
(Yes, we’re bringing Journey into this.)
Your website isn’t just a one-and-done project – it’s a living, breathing part of your business. To keep your website relevant and effective, you need to monitor, update, and refine it regularly. This means:
- Fresh Content: Regularly add blog posts, articles, or resources to showcase your expertise and improve SEO.
- Keep It Secure: Outdated plugins or lack of SSL certificates can hurt credibility and even expose your site to security risks. Stay on top of updates and security protocols.
- Track Performance: Use tools like Google Analytics to monitor visitor behavior. Which pages are they spending time on? Where are they dropping off?
A website isn’t static – it evolves with your business and your clients’ needs. Keep believing in the power of continuous improvement, and you’ll always stay ahead of the curve.
If you’ve made it this far, you’re clearly serious about leveling up your website. If you think your site might need an update, it probably does. Why not make the first move? Schedule a quick chat with our team, and let’s transform your online presence from outdated to outstanding. After all, your website isn’t just a handshake – it’s the drumbeat that sets the tempo for your business.