In today’s digital-first world, having a basic website just isn’t enough. If your website isn’t converting leads, building trust, or making it easier for clients to engage with you, you’re missing out on significant business opportunities. A well-optimised website doesn’t just look good—it’s a powerful tool that drives growth, enhances client satisfaction, and streamlines your operations.
81% of potential clients research financial advisers online first – J.D. Power 2020 U.S. Financial Advisor Satisfaction Study
To stand out from your competitors and truly connect with your audience, your website needs to do more than exist—it needs to work for you. We explore proven ways to take your website from average to outstanding and turn it into a high-performing asset for your business.
Key features to take your website to the next level
To make your website a powerful tool that drives leads and enhances client engagement, you need to implement features that offer the most impact. Here are the top strategies that can elevate your website and business.
- SEO optimisation and blogging: Regular blog posts focused on financial tips and industry insights can drive organic traffic to your site while improving your SEO ranking to attract more visitors.
- Mobile optimisation: With more people using smartphones, ensure your website is fully optimised for mobile devices so users can easily navigate it on any device.
- Google Reviews integration: Displaying client testimonials through Google Reviews establishes credibility and allows prospective clients to see how others have benefited from your services whilst offering an SEO boost. Learn more about this in our blog.
- Custom eBooks as lead magnets: Offer downloadable guides on financial topics in exchange for emails, positioning you as a thought leader while growing your email list and enabling targeted nurture campaigns.
- Booking systems for seamless scheduling: Make scheduling easy by integrating booking tools like Calendly. Implement these across meeting types and team members, creating a smooth, frictionless experience for clients, prospects, and staff. See examples of a booking and confirmation page on our client’s website.
- Client journey questionnaires: Use questionnaires to gather key client info upfront, saving time and personalising your services from the start. Redirect clients to these after booking meetings to streamline preparation.
- Interactive tools and calculators: Engage site visitors with interactive tools like retirement calculators or risk profiling questionnaires. These showcase your expertise and provide value to potential clients and keep users on your site longer.
- Target your ideal clients: Craft messaging that addresses your ideal client’s pain points, goals, and financial needs. Use relevant imagery and blog topics to engage and connect with your audience. Learn more about this in our blog.
- Team photos and videos: Showcase your team and workspace through high-quality photos and intro videos. These build trust and make prospective clients feel connected before even stepping into your office.
- Qualifying leads effectively: <Implement a triage process to filter out unqualified leads and focus on attracting your ideal clients. By asking the right questions upfront, you can ensure your time and resources are spent on prospects who align with your services and avoid wasted efforts on leads that aren’t a good fit.
- Client testimonials and case studies<: In addition to Google Reviews, highlight client testimonials and detailed case studies that demonstrate the impact of your services. Success stories build trust and attract new clients. Learn more about the value of client testimonials in our blog.
- Personalised content for different client segments: Create tailored landing pages, partnership pages or blog categories for different client segments (e.g., high-net-worth individuals or retirees), demonstrating your understanding of their unique needs. Learn more about this in our blog.
- Important information: Collate all legal information like your Privacy Policy and General Advice Warning onto one central page. Share this URL with clients so that they always have access to the most up-to-date details.
Common mistakes to avoid
Even with the best intentions, many financial advisers make critical errors regarding their websites. Alarmingly, 45% of advisers struggle with outdated websites (Financial Planning Association Digital Study, 2019). Avoiding these pitfalls can save time, improve user experience, and boost conversions. Here are some common mistakes advisers should be cautious of.
- Neglecting mobile optimisation: In today’s mobile-first world, failing to ensure your website is mobile-friendly can alienate potential clients. If your site isn’t easy to navigate on a smartphone, you’re likely losing valuable traffic. Mobile-friendly sites can see up to 50% higher conversion rates (HubSpot 2021 Web Design Statistics). Make sure your website is responsive and adapts seamlessly to different screen sizes.
- Outdated or inconsistent content: Stale content, old blog posts, or inconsistent updates can give visitors the impression that your business isn’t active or up to date. Regularly review and refresh your website’s content to keep it relevant. Update your blog with new insights, and ensure team bios, services, and contact information are current. Learn more about this in our blog.
- Unclear calls to action (CTAs): A website can’t generate leads if visitors don’t know what to do next. Ensure every page has a clear, actionable CTA—whether it’s scheduling a meeting, downloading an eBook, or contacting your team. Make it easy for prospects to take the next step. Learn more about this in our blog.
- Overcomplicated navigation: If visitors can’t easily find the information they’re looking for, they’ll leave your site. Keep your navigation simple and intuitive, with clear menu items that lead to your key services, contact information, and resources. Remember, less is more.
- Ignoring website analytics: Many advisers overlook the importance of tracking website performance. Without analytics, you won’t know how visitors interact with your site, which pages are performing well, or where improvements are needed. Tools like Google Analytics provide invaluable insights that can inform improvements.
Quick wins for immediate impact
You don’t need to overhaul your entire website to start seeing results. Here are a few quick and simple changes you can make right now to create a noticeable impact.
- Update team photos and bios: First impressions matter. Refresh your team’s photos and bios to create a more personable connection with visitors. High-quality, professional images convey trust and competence, which is essential in financial services. Learn more about this in our blog.
- Add a new client testimonial or case study: Share recent success stories or feedback to boost credibility and provide social proof. A single new testimonial can make a difference, and a video testimonial adds even more impact.
- Ensure contact information is prominent: Make sure your call to action (e.g., functionality to book a chat or call your phone number) is easy to see on every page. The simpler it is for potential clients to get in touch, the more likely they are to take action.
- Integrate Google My Business: Make sure your Google My Business profile is fully integrated with your website. This helps with SEO, ensures your business appears in local searches, and gives visitors easy access to your reviews and location.
- Simplify navigation: Review your website’s navigation for any unnecessary complexity. Reduce the number of menu items or simplify how visitors move from page to page. A clean, easy-to-use website keeps visitors engaged longer.
75% of users judge credibility based on website design – Stanford Web Credibility Research
How to measure success
Making improvements to your website is only the first step. To ensure your efforts are paying off, you need to track the right metrics. Here’s how to measure the success of your website enhancements.
- Monitor website traffic: Use tools like Google Analytics to track how many visitors your site is attracting. An increase in traffic suggests that your SEO and marketing efforts are working. Pay attention to where your traffic is coming from—whether it’s organic search, referrals, or social media—to understand which channels are most effective.
- Track conversion rates: The true measure of your website’s success is how well it converts visitors into leads or clients. Monitor how many visitors are taking desired actions like scheduling a consultation, filling out a contact form, or downloading an eBook. If your conversion rates improve after making updates, it’s a sign your changes are working.
- Analyse bounce rates: A high bounce rate—where visitors leave your site after viewing just one page—can indicate a problem with your website’s content, aesthetic, or user experience. If visitors aren’t finding what they need, they’re unlikely to stick around. Lowering your bounce rate means your website is engaging visitors more effectively.
- Assess engagement with key content: Keep an eye on how long visitors are spending on your most important pages. Are they reading your blog posts, watching your videos, or interacting with your risk profiling tools? The more time visitors spend engaging with your content, the more likely they are to trust your expertise and take the next step.
- Review lead generation: Ultimately, the goal of your website is to generate quality leads. Track how many leads are coming through your site’s forms, booking system, or pop-ups. Remember, if the leads you’re collecting aren’t qualified, consider triaging your process to filter out non-ideal clients.
Conclusion
A well-optimised website is a critical part of running a successful financial advice business. By implementing features like team videos, client testimonials, and interactive tools, you’ll attract and convert more prospects into loyal clients. Avoiding common mistakes and making strategic updates can give you an immediate edge over competitors.
But remember, success doesn’t stop at launch. Continuously monitor your website’s performance through metrics like traffic, conversions, and engagement. If your site isn’t driving leads or engaging clients, you’re leaving money on the table. Take action now, optimise your site, and watch it become a powerful tool that propels your business forward.