I was on a website kickoff call last week with a new website client. As soon as we wrapped up introductions, the financial advisor jumped in: “I want to make sure the website is dark blue with hints of gold. Oh, and can we do one of those really minimal navigation menus?”
I get it—when you’re building what might be your most powerful marketing tool, it’s easy to get excited about the visuals. But before we dive into design, we need to take a step back and think strategically.
You wouldn’t create a financial plan without first understanding your client’s goals, right? So why build a website without defining its purpose? Skipping that step isn’t just a missed opportunity – it’s marketing malpractice.
Too often, financial advisors rush into colors, copy, and layout before answering the one question that matters most:
What’s the PURPOSE of your website?
Is it to establish credibility? Capture information? Educate clients? Something else?
Choose one primary purpose, then build the site around it. That’s how you create a website that works – not just one that looks good. Here are four website purposes to consider:
Purpose: Establish Credibility
This goal is an easy-default. No matter your stage of business, you want a site that establishes trust, credibility and professionalism. This goal is especially important if you’re moving firms. Your clients need to sense a well-thought-out, professional organization.
According to the Nielsen Norman Group’s Pyramid of Trust, this is the foundational stage where people are simply asking:
- “Am I in the right place?”
- “Can this business meet my needs?”
This is where your design, copy, and structure either build or break credibility. A professional look, clear messaging, and relevant offerings help visitors feel confident they’re in capable hands. It’s not just about looking polished – it’s about feeling aligned.
Key Elements
- Highlight your credentials and awards.
- Reference your affiliation with respected firms, banks, or institutions.
- Quote statistics in terms of experience, assets managed, or clients served.
- Feature a professionally recorded “about us” video.
- Use a high-end design and a fresh, modern logo.
Purpose: Educate Visitors
Education is a long-game strategy that pays off in more ways than one. It doesn’t just serve potential clients—it also supports your existing clients by keeping them informed, engaged, and confident in your expertise. Plus, when clients have great content to share with their network, you instantly become more referrable. Don’t believe me? In fact, our Affluent Study found that 49% of investors are more likely to refer their advisor after engaging with their videos or podcasts.
Key Elements
- Feature educational resources prominently on the homepage.
- Include a resources page to house your articles and videos.
- Don’t put your content behind lead-capture forms; give it away.
- Use a friendly, approachable tone to reinforce accessibility and value.
- Address real client questions through FAQs, articles, or short videos.
Purpose: Capture Information
This goal is focused on capturing the contact information of potential clients. Whether you’re offering a newsletter sign-up, a free consultation, or a whitepaper, the goal is to turn curious visitors into contacts and conversations. Keep in mind, you’ll need to drive significant traffic to your site to actually have conversions. You can do this through SEO, paid media, or both.
Key Elements
- Use calls-to-action (CTAs) throughout the site. Make sure these stand out!
- Offer lead magnets like checklists, eBooks, or webinars.
- Make forms simple, short, and mobile-friendly.
- Integrate scheduling tools like Calendly to reduce friction.
- Set up automated email sequences for instant follow-up.
Purpose: Pre-Qualify Prospects
This next goal isn’t for everyone, but some financial advisors, especially those working with ultra-high-net-worth clients, don’t want the perception to be, “we’ll work with anyone.” They use their websites to set the tone, convey exclusivity, and quietly filter out those who don’t fit their model.
With this goal, the site isn’t a pitch—it’s a gatekeeper. The design is minimal and elegant. The tone is deliberate. And the result? Visitors either self-select in… or out.
Key Elements
- Avoid “instant calendaring” tools. No one gets on your calendar that easily.
- Ensure the visuals speak to quality and elegance.
- Speak to challenges and services that only apply to the UHNW.
- Include a “Who We Work With” section to clearly define your ideal client.
- Avoid overloading the site with copy and unnecessary pages—keep it sharp and intentional.
But what if you want to accomplish more than one of these goals? The good news is… you can. But that doesn’t mean you should try to cram all of them onto a single homepage. Our recommendation would be to start with Credibility and then layer on another goal like educating visitors or capturing information.
Blend strategically, not blindly. Choose a primary goal to guide your decisions, then layer in secondary goals with care. When every page serves a clear purpose, the entire site becomes more effective and far more compelling to the people you actually want to reach. So, what’s the purpose of your website? If you’re struggling to answer this question, it may be time to chat with our team about a new website.
