Financial planning websites tend to say the same things. A picture of a couple on a beach, language about goals, and an invitation to schedule.
A prospective client cannot distinguish between three of those, so they default to whoever was recommended.
What separates a site here is specificity about who it is for, and honesty about how the relationship works. Both are also easier to keep within advertising rules than persuasion is.
"Individuals and families" tells a reader nothing.
Describing a defined group does: people approaching retirement from a particular industry, households navigating equity compensation, business owners planning an exit, families managing an inheritance.
Specificity attracts better-fit prospects and reduces the inquiries you will decline.
Prospective clients are not comparing investment philosophies. They are asking whether you have sat across from someone in their exact situation before.
Fee structure is the single most searched and least answered question in this category.
Describe the model plainly. Prospective clients are increasingly aware of the distinctions and are actively looking for the answer before they call.
UNCERTAIN: how compensation must be described, and what disclosures accompany it, depends on registration type and firm policy. Confirm wording with compliance.
Related Guides
An account or planning minimum is not unfriendly. It is respectful of the reader's time.
Stating it prevents conversations that cannot go anywhere and signals that the practice has a defined shape.
Credentials, years of experience, prior roles and education. Real photographs of the people.
Say what a credential means in one line, since most prospective clients recognize the letters without knowing the standard behind them.
Prospective clients delay because they do not know what a first meeting involves, whether it costs anything, whether they need documents, or whether they will be sold something.
Describe it: length, cost, what will be discussed, what to bring, what happens afterward.
This is the single highest-value section on most advisory websites and it is almost always missing.
Related Guides
What happens after onboarding. Meeting frequency, what is reviewed, how to reach you between meetings.
People are choosing a multi-year relationship. Describing its shape does more than describing your philosophy.
Required disclosures, links to filings, and any necessary notices belong on the site and should be easy to find rather than buried.
UNCERTAIN: what is required, where it must appear, and how it must be worded is firm and registration specific. This is a compliance question, not a design one.
Who you serve, how you are paid, any minimums, who you are, what the first meeting involves, and what the ongoing relationship looks like.
Six sections, plainly written, with disclosures handled properly.
Action Plan
- Rewrite your "who we serve" section to describe a defined group.
- State your compensation model in plain language, with compliance review.
- Publish any minimum.
- Add real photos, credentials and background.
- Write a full description of the first meeting.
- Describe the ongoing service calendar.
- Have compliance review every page before publication.
Not sure where your practice's marketing is weakest? Take the free Marketing System Scorecard. Twelve questions, about a minute, and you get your score plus your three biggest gaps, no email required.
The Financial Planner BrandPack includes the website structure, meeting booking, onboarding communication and client campaign templates, all of which should be reviewed by your compliance function before use. Start free for 14 days, then $97 a month, no setup fee, cancel anytime. It also includes the full Bookkeeper, Accounting and Tax Advisor BrandPacks free.
--- ---
Frequently Asked Questions
