Website design for financial advisors and wealth management firms
A prospective client or a referral partner reaches a firm's site with a single errand: finding the way to the right office. Website design for financial advisors mostly means making that route plain whether the visitor holds a phone, sits at a desktop or uses a screen reader, then keeping the rest of each page quiet enough not to bury it.
The single next step an advisory firm's site has to show
Our website design lays out each page around one step, the contact page. The route sits in the same place and carries the same wording on every service line page, town page and office page. A visitor should never have to hunt for it or choose among four different buttons. Everything else on a page exists to make that step make sense: which office, which service line, which person to ask for.
Picture the whole site as a hanging mobile: each page a cut-out on its own string, every string tied to one rod made of the same firm name, the same office details and the same names for each service line. A page that spells the firm another way, or lists an office that has closed, hangs crooked, and anyone who already read the Maps listing sees the mismatch.
This is the point where website design touches the rest of the marketing: every page laid out here is a page the search work points at, so a layout choice is also a choice about where a click lands.
Six parts of an advisor's website we lay out
- Offices
Office pages built around a real street address
One page per office, carrying the address, a link to that office's Maps listing and the single contact route. Details come from the firm, so the page matches what a visitor sees on the map.
- People
Biography pages from text the planner supplies
The firm supplies the wording for biography and team pages and signs it off. We place it exactly as approved and write none of it.
- Services
Service line pages for each thing the firm lists
Each service line the firm names is given a page titled in the firm's own words, closing on the same contact route as every other page.
- Phones
A narrow-screen layout drawn first for an advisory site
Pages are built on a phone-sized screen before a desktop one. Text reads without pinching, and buttons leave room for a thumb.
- Pictures
Plain imagery in place of handshake pictures
We leave out handshakes, line charts and stock photos of figures on a shoreline. Where an image earns a place it is the firm's own: an entrance, a street, a reception desk.
- Access
Readable pages for every visitor to a planner's site
Headings run in order, text contrasts with its background, link text names its destination and every form field carries a visible label. We build to those habits and do not claim the site meets any named standard.
Which page of an advisory site holds what
| Part of the firm's site | Held on the page | Who writes the lines |
|---|---|---|
| Home page of an advisory firm | The firm's name, its service lines listed once and one route to the contact page | Written by us from facts the firm supplies |
| Service line page | The line's name as the firm lists it, a short description and the contact route | Our draft, then the sign-off person's reading |
| Town page for a planner's area | The town, the nearest office and the service lines offered there | Drafted by us from the firm's list of towns |
| Office page | Street address, a Maps link and the contact route for that office | Address from the firm, layout from us |
| Biography page for a principal | Whatever text the firm supplies, placed as approved | The firm, in full |
How a wealth management firm's site goes from list to launch
Gather the offices, service lines and biography text
The firm sends its list of offices, the service lines it offers and any biography or team wording it wants printed. We add nothing to that wording.
Lay the pages out around one contact route
We sketch how each page ends in the same step, so a visitor finds the contact page from any office, town or service line page.
Hold every page for the sign-off person
The person at the firm who signs off on public wording reads each page. Corrections go onto the draft, and the page stays off the site until that reading is finished.
Publish, then keep the site level with edits
A later edit to an office address, a fresh service line page or a correction runs through us, because a managed website comes with both Gold and Platinum.
What an advisory firm's principal may believe about its site
Said at the planning tableA firm's home page should say everything about every service line.
What the rod showsA long page tends to bury the contact route. Every service line, town and office takes its own page, and the home page points toward them.
Said at the planning tablePhotos of people shaking hands are what make a site look like an advisory firm.
What the rod showsThey read as a photo library any firm could have used. Plain type, the firm's own images where supplied and an obvious contact route say more about a real firm.
Said at the planning tableA finished site can simply be left alone.
What the rod showsOffices move and people leave. A page that still lists an office the firm has closed hangs crooked on the rod, so edits are part of keeping the site level.
Six checks on a planner's site before it goes up
- One contact route, in the same spot, on every page.
- Each office page carries an address matching that office's Maps listing.
- Biography and team text is supplied by the firm and placed exactly as approved.
- Pages read at a comfortable size on a phone with no pinching.
- Images are the firm's own or plain type, with no handshake, chart or shoreline pictures.
- Link text names where it leads, and form fields have visible labels.
Which plans carry a managed website
The Gold plan ($2,495) and the Platinum plan ($3,495), each billed monthly, add a managed website to the search work; the Silver plan ($1,495 monthly) has none. The managed website brings hosting and edits, and the landing page counts and monthly content pieces for each plan appear on the pricing page.
Pages the site carries are written under content marketing, and the facts a visitor reads there, name, address and service lines, are the same ones used by AI assistants and summaries. Website design that keeps those facts level on every page is easier for both to read.
Questions an advisory firm asks about its site
What fields does the contact form on a planner's site carry?
Three contact fields and one note box, and nothing about anyone's finances. The form never gives a visitor a place to describe their circumstances, and we build it that way on every advisory site.
Can biography pages for an advisory firm be written by you?
No. Wording for biography and team pages comes from the firm and is placed exactly as approved. We write nothing about a person's background or standing.
Does website design for advisors include hosting and edits?
Hosting and edits come inside the managed website that two of the search plans include, Gold and Platinum. Silver has no website, so a firm that wants one starts from Gold.
Send the office list and service lines for the site
Use the contact form to name the offices and service lines the site should carry. Leave client details out of it; the firm's name and a sentence about the pages you picture are enough to start.
Which pieces should your firm hang first?
Tell us the service lines you offer, the towns where your clients live and the neighbouring offices that point people toward you. Keep every client name, every account figure and every personal identifier out of what you send.
Ask us to hang the first piece of your search work
Send one question about how your firm turns up in search. The call is taken by our CEO, Ross Cohen, who ends it by naming the first pieces to hang.
The mobile below is only an illustration, and it forecasts nothing.