With hundreds of thousands of financial advisors in the United States alone, your firm has to employ various marketing tactics just to stand apart from the competition.
But do you know one of the best ways to attract prospective clients?
Building a website that effectively introduces your services, builds trust, and gathers information is the foundation where everything else starts.
Beyond those three core elements, your website also needs to be aesthetically pleasing and easy to navigate for digital visitors.
We’ve scoured the web for the 22 best examples of financial advisor websites you can use for inspiration in your next website redesign, including what they’re doing right and what lessons you can learn from them.
1.Wealthcare Advisors |www.wealthcareadvisorsllc.com
With a breathtaking view of Wealthcare’s hometown of Chicago, Illinois, this homepage immediately offers a personal and inviting visual. The minimalist navigation tabs along the top and bright, contrasting hues make finding your way around this site a breeze. Visitors can easily learn more about the firm’s services or jump right into scheduling a meeting, and current clients can even find quick access to the client dashboard portal. A scroll down reveals a heartwarmingly candid snap of Wealthcare’s father-son duo smiling alongside the Chicago Bulls’ mascot, Benny the Bull.
LESSON LEARNED: MAKE IT PERSONAL
2. Michigan 401(k) Consultants & Private Wealth Management |www.mi401kteam.com
Michigan 401(k)’s website immediately puts the focus back on the prospect. The auto-scrolling visuals are overlaid with casual call-to-actions to learn more about their custom-tailored plans that can perfectly fit your unique financial goals. Along with useful tools and a cohesive resource center, visitors can also find a link to a nifty life insurance quote calculator conveniently situated along the top navigation bar of the homepage.
LESSON LEARNED: PUT THE FOCUS ON THE PROSPECTS
3. AIM Advisors |www.aimadvisorsnc.com
AIM’s site is so clean you can almost smell the crisp, fresh air right from their homepage. You don’t have to go hunting down information on this page – it’s directly centered from the logo up top to the newsletter sign up below. Plus, a 2-tone pallet and simple fonts add to AIM’s breath-of-fresh-air approach to their digital home.
LESSON LEARNED: DO AWAY WITH DISTRACTIONS
4. Harris Financial Group |www.harrisfinancialgroup.com
Harris Financial offers a sleek and comprehensive homepage split into five sections: approach, services offered, team listing, insights, and a contact form. The straightforward, minimalist design and simple navigation sets Harris apart from the pack. A bonus? The bare-bones layout also translates well into a mobile format for browsing on-the-go.
LESSON LEARNED: SIMPLE IS BETTER
5. Performance Wealth|www.theperformancewealth.com
Performance Wealth wants to answer all your questions before you even ask them – that’s why they’ve set up their homepage with all the basics their prospects need to know: who they are, what they do, and how they do it. You don’t even have to scroll to the bottom of the page or click a button to find Performance’s contact information; it’s displayed along the top for easy access right away. With all these features, site visitors automatically sense Performance’s transparent approach to wealth management, setting up a foundation for client-advisor trust.
LESSON LEARNED: TRANSPARENCY PAYS OFF
6. Pointwealth Capital Management |www.pointwealthcm.com
Did you just walk into a world-class oceanside oasis or are you just on Pointwealth’s website? Pointwealth is appealing to their ideal prospects with a luxurious look from the very get-go. One of their core values (states right on the homepage) is to really get to know their clients and see the world through their eyes, and this website reflects that.
LESSON LEARNED: SEE THINGS FROM YOUR CLIENTS’ PERSPECTIVE
7. Hardy Capital Investments |www.hardycap.com
With a chatbot popup nestled right in the lower right corner of their homepage, Hardy Capital invites users to jump into a conversation right away. Paired with modern graphics and smooth scroll-through transitions, this site tells visitors that Hardy doesn’t skimp on innovative solutions – if the large mantra doesn’t get the message across, the attention to detail sure does: Hardy’s goal is to make the complex simple.
LESSON LEARNED: INSPIRE WITH INNOVATION
8. New England Financial Group |www.nefgrp.com
Did you know that New England Financial Group is based out of New England? If the name doesn’t give away the firm’s location, the website design sure does. With nautical hues and images of sailboats, clients immediately connect this financial group with the upper East coast – and that’s intentional. One look at NEF’s “About Us” tab tells us that the firm has been servicing individuals and businesses in Connecticut and Massachusetts for over 100 years, and they’re proud of that fact. When clients in the region are searching for an advisor with long-term experience, NEF’s site gives all the reassurance they need.
LESSON LEARNED: KNOW YOUR HISTORY
9. Miller Premier Investment Planning |www.feeonlyretirement.com
The screenshot doesn’t do this site justice – as soon as you click through to Miller Premier’s homepage, you’re suddenly following a duo on a leisurely hike through scenic mountains. Site visitors are, almost literally, walking along a path with this firm. Miller Premier’s goal is to handle the complex financial side of retirement planning, thus allowing their clients time to pursue their passions – but that sort of relationship requires trust. One way to show off your humanity and jumpstart that relationship building? Take advantage of your video resources.
LESSON LEARNED: CHOOSE VIDEOS THAT CAPTIVATE
10. SIA Insurance Services |www.siainsurance.com
Calls to Action (CTAs) are the backbone of marketing – as much as you want to give your clients a great experience, you’re also always looking to learn more about them and get them, too. SIA does a great job of prompting site visitors to reach out directly and begin that initial conversation. With a homescreen portal to a customized insurance quote and a subtle chat popup that links directly to Facebook Messenger, SIA gives prospects ample opportunity to make the leap.
LESSON LEARNED: INCREASE YOUR CALL-TO-ACTIONS
11. Baobab Wealth Management |www.baobabwealth.com
Boutique wealth management firms might have stiff competition against the big guys, but they also have a secret strategy that almost always pays off: the ability to let their distinct personality shine through. Jimmy Miller, founder of Baobab Wealth Management, has nailed this down pat. With videos, bold fonts, and fun CTAs (like “Divorce the IRS”), the Baobab site feels authentically Jimmy.
LESSON LEARNED: LET YOUR PERSONALITY SHINE
12. SageOak Financial |www.sageoakfinancial.com
One way to connect with prospective clients through a screen? Share your core values up-front to find some common ground. SageOak’s site prominently features a family spending time together, while also outright stating the message: they want to free up your time for faith, family, and friends. This is a great example of niche marketing – SageOak’s advice is rooted heavily in Biblical principles, so they want to attract prospects who will connect with that value.
LESSON LEARNED: FIND COMMON GROUND
13. Meridian Trust & Investment Company |www.trustmeridian.com
Meridian’s site combines the best of both worlds: beauty and functionality. The relaxed aesthetic paired with numerous drop-down menu options makes this homepage easy to navigate without losing all the bells and whistles. Another bonus? Meridian’s site even includes a letter detailing their response to the Covid-19 pandemic, assuring prospects that they’re continuously updating their site with everything clients may need to know.
LESSON LEARNED: COMBINE BEAUTY AND FUNCTION
14. Capital Design Private Wealth | www.capitaldesignpw.com
Capital Design introduces themselves with an adventurous, outdoorsy aesthetic. The motto, “invest in what matters to you,” shows prospects that the firm works directly with you to create an investment plan that’s based not only on their core values, but also the core values of their clients. The overall message? “We hear you, and we’re listening.”
LESSON LEARNED: CREATE A CLEAR MESSAGE
15. Forefront Wealth Partners |www.forefrontwealthpartners.com
What’s at the forefront of Forefront’s website? Their color scheme. With a rich, golden hue complemented by black and white colors, Forefront offers a no-fuss way to stand out from the pack. From their iconography to their team photos, the color scheme and overall branding stay consistent throughout their website, leaving prospects with a strong impression of reliability and straightforwardness.
LESSON LEARNED: CHOOSE CONSISTENT AND ON-BRAND COLORS
16. Sovereign Financial |sovereignfin.com
Sovereign Financial kicks off their homescreen with the question, “Do your investments align with your values?” Throughout the website, the firm’s mission is reinforced in prospect’s minds. Sovereign Financial reminds site visitors that investing is a journey, not a destination – and they begin trust-building with a promise to create a long-term relationship with their clients.
LESSON LEARNED: REMEMBER YOUR MISSION
17. FullCircle Wealth |www.fullcircle-wealth.com
Finance is often thought of as a somewhat stiff industry – and FullCircle is here to change that. They’re putting a face to finance from the moment site visitors reach the homepage with a high-res photo of the entire financial advisory team. When prospects reach out to contact FullCircle, they know exactly who they’re speaking to before FullCircle even answers the call. This strategy can be especially helpful for uncertain or first-time clients who may feel hesitant about working with a financial advisor.
LESSON LEARNED: SHOW OFF YOUR TEAM
18. Newport Advisory |www.newportadvisory.com
More than likely, your prospects have reached your website because they have questions that they need help answering. Newport Advisory shows immediately that they understand their clients’ journeys by asking the big questions, like “What is my why?” and “What will my legacy be?” Newport’s site tells visitors that they know the world of financial planning can be overwhelming and complex. Their goal? To help you find your answers.
LESSON LEARNED: ASK THE RIGHT QUESTIONS
19. Wilde Wealth Management |www.wildewealth.com
While having a long homepage might seem counterintuitive, Wilde Wealth does it right. Packed with images, compelling CTAs, and helpful content, Wilde puts all the need-to-know information right in front of their prospects. While the upper navigation panel offers easy ways for visitors to move around the site, prospects may find the answers they’re looking for without ever leaving the homepage.
LESSON LEARNED: GET READY TO SCROLL
20. Journey Strategic Wealth |www.journeyswadvisor.com
A website that features an professional visual, and a clear call-to-action, captures a visitor’s attention. But what separates the site is the emphasis on the firm’s culture and the value of an advisor. Berknell Financial provides a dedicated web page highlighting their firm’s culture, allowing prospective clients a behind-the-scenes look at what fuels founder Dasarte Yarnway.
LESSON LEARNED: SHOW YOUR CULTURE
21. Cetera Investors |www.dandarah.ceterainvestors.com
Niche marketing allows advisors to wade through the sea of prospects and reach out directly to their target audience. Even though Cetera primarily caters to families, their women-focused homepage design shows that they are especially experienced in working with women clients. Their upper navigation panel also features a direct link to our Nitrogen “What’s your number?” feature, so you know we’re a fan!
LESSON LEARNED: KNOW YOUR NICHE
22. Integrated Financial Partners |www.timcarlsonifp.com
Creating compelling content is a must for financial advisory firms – but making sure that content is seen is just as important. That’s why we love Integrated Financial Partners’, or IFP’s, approach to their homepage design. As soon as you enter the site, you’ll see an auto-scrolling selection of IFP’s latest information in a neat and succinct video format. For advisors hoping to show off their expertise and find more ways for clients to engage with their content, this website design offers a solid strategy.
LESSON LEARNED: SHOW OFF YOUR CONTENT
Connect with Nitrogen
A healthy ROI begins with a compelling website design.
Want to find more ways to capture clients’ and prospects’ interests by putting the Risk Number front and center on your site? Learn more with Nitrogen.