When I started my search for a financial advisor, I didn’t know where to turn. My situation was a little complex, and I needed to find a team that could help me navigate the challenges of being a dual citizen. So, naturally, word-of-mouth referrals weren’t cutting it. I needed to take my search online, which is why browsing financial advisor websites became step one of my road toward finding an investment advisor. 

I’m not the only one who’s taken their search online. While we can’t be sure what percentage of financial advisors have a website, we do know that a reported 88% of advisors use social media to interact with their clients and potential clients. The online journey has become an essential tool for growth, and website design plays a huge role. 

As I browsed through the top financial advisor websites, I made quick decisions based on website design. And, once again, I’m not the only person making big decisions based on first impressions: It takes only 0.05 seconds to form a first impression about a website, and 94% of those first impressions are design-related. 

So, yes. Your financial advisor website is a critical element of your brand, and it can be part of a deciding factor for potential clients. Which is why in this guide, we’re going to highlight examples of the best website designs for financial advisors, and help you understand how using similar methods can improve your website and grow your book of business. 

Why is your financial advisor website essential to marketing?

A financial advisor website is important for generating inbound leads, convincing potential clients they should work with you, and for showcasing your expertise. Here are some key statistics to consider: 

• 81% of consumers research a business online before making a purchasing decision
• 75% judge a business’s credibility based on website design
• 57% of financial advisors’ clients prefer interacting online
• Websites allow financial advisors to spend 62% less per lead compared to traditional advertising

These are big, notable statistics that should jump off the page at any financial advisor. The takeaway here is pretty simple: People want to find their financial advisor online, and their decisions are often made based on website design. 

Now that you understand how important it is to have a website, let’s dive into what makes a website stand out with some of the best financial advisor website examples. 

The best financial advisor website designs

1. Irvin College Planning: Lead with your expertise

There are riches in niches, and if your area of expertise is specific, don’t be afraid to put it front and center. 

When Irvin College Planning came to us with a website project, they knew they wanted to communicate their specific offering right away. We designed Irvin College Planning a new logo, added custom imagery that reflected their clientele, and wrote web copy to match their area of expertise.

2. Wealthstead Advisors: Make navigation easy

First, draw your attention to the main menu at the top of the page here. Notice how simple the navigation is? 

Financial advisor websites built in the past often used dozens of tabs with dozens of drop-downs (okay, we might be exaggerating a bit there - but lots of tabs, with many, many drop-downs have been the norm). 

We’d recommend going a simpler route: Consolidate your pages. 

Try building fewer pages that are better quality to rank higher in search engines and make the navigation process much easier for your site visitors. For Wealthstead’s corporate website, we consolidated their history, company overview, team members, and values into one About page that receives quadruple the web traffic of the previous four pages combined. 

Bonus website example: GMFG

Here's one more example of a straightforward, easy to navigate menu. Visitors to GMFG's website can easily (and always) find buttons in the header to make a payment, login to their account, or get in touch. We loved working on these fantastic financial advisor's website.

3. Appalachian Wealth Management: Demonstrate local knowledge

If the majority of your business comes from the local community, building your website to rank in search results for local queries is going to be a profitable endeavor. 

Highlight the areas you serve in your website copy and in your search engine optimization (SEO) data, and talk about your community. And use imagery that reflects the area as well–this is one of the best web design principles to follow. Note the background image we used for Appalachian Wealth Management’s new website below. 

By the way, we just wrapped this project for Appalachian and they couldn't be happier with the results. Our many thanks to Melissa and the entire team.

4. Nickel’s Wealth: Show people who you are

We helped Nickel’s Wealth design a brand new logo, brand guide, and website, and one of their favorite parts of the site had to be their new headshots. We set the images to flip from a professional to a personal photo when hovered over, giving people a look at both sides of their financial advisors. 

We’ve had many other financial advisors request this functionality. When clicked, each team member has their own personal page to give site visitors an idea of who they’ll be working with. 

5. Kerr Financial: Prioritize accessibility

Having an accessible website for all visitors is becoming a focus for financial advisor websites, which is why Userway is one of the top tools we use to build websites. It ensures that site visitors can increase the text size, read the page out loud, and take care of a host of other accessibility options with the click of a button. 

Note the blue accessibility icon in the top right-hand corner of Kerr Financial’s website. It makes it easy for anyone to digest their site information.

6. Merriman: Cater to your target audience

Financial advisors understand that knowing your audience inside and out is essential, and you should reflect your offering on your website. If you work primarily with retirees, speak their language and design with their interests in mind.

We loved how Merriman broke their target audience into three categories below the main header, explaining that they offer services for three major demographics. 

Tell people who you help, and how you can help them.

7. Wealthstead: Align your online and offline design

If your business cards don’t match your website, and your brochures have another look and feel to them, you’re doing your brand a disservice. 

You should be aware of your primary and secondary font, how your logo can be displayed, what colors are acceptable to use it with, and keep tabs on all of the other assets at your disposal for print, social media, web use and beyond. 

Set brand guidelines and follow them.

If you're interested in learning how we incorporate our brand guides into our website designs, here's an overview of the financial advisor website we built for Wealthstead.

8. Appalachian: Make it easy to get in touch

Another important note on navigation: Make it easy for your site visitors to get in touch with you. For Appalachian Wealth Management, we included contact buttons as you scroll throughout the website, including a callout at the top and bottom of each page. 

Take advantage of every opportunity to connect with your existing and potential clients–get that first meeting booked.

9. EP Wealth Advisors: Highlight your content and be a good resource

A blog or resources section does two incredible things for your financial advisor website. 

First, it helps answer the common questions that your potential clients might have before they begin working with you. The goal is to become their trusted advisor for all things money related, whether its how to maximize an IRA account or questions about employer contributions to their 401k. A well-researched, thoughtful guide will only entrust people to your brand. 

Second, a great blog that’s optimized for search engines and AI overviews will bring in more potential clients to your website. This is great for lead generation efforts. 

‍EP Wealth Advisors manages their blog wonderfully, hosting content under their insights tab. We’ve run successful content creation and blogging campaigns for companies of all shapes and sizes, and we’d love to help set up a financial advisor blog for your company.

10. Wealthstead: Share your company values

We often work with financial advisors who have a long record of combined experience, and highlighting your history and values can really build trust with clients. Incorporating photography from the past and present, while also showing off your team members and company values can help separate you from the pack when potential clients are evaluating financial advisors in your area. 

On Wealthstead’s website, we highlighted their history and values in one thoughtfully designed section in their About page to really showcase their years of service to the Atlanta area.

11. Brighton Jones: Show your testimonials

Testimonials give your site visitors the confidence to hit the contact button, so make sure you incorporate them into your new website just like Brighton Jones did. These will need to be approved by compliance, but once that’s taken care of, they’ll give your site a new level of trust. 

Some companies, like Brighton Jones, place individual testimonials throughout their site, while others like to have a scrolling section to give potential customers one place to read through reviews. Either way, they’re an important consideration when you’re considering a new website for a financial advisor.

12. Appalachian: Highlight how you give back to the community

This was one of our favorite sections of the site we built for Appalachian. We used part of the homepage to show how the financial advisor gives back to their community in Blairsville, Georgia. 

The section had three blocks, showing the causes they donated to, in-kind donations, and where they donated their time. It’s a beautiful way to highlight that you care about your community. 

Top financial advisor website design takeaway tips

We went through a lot of financial advisor websites above, but I don’t want you to forget the key takeaways as they relate to financial advisor marketing: 

-Make navigation easy. Finding a financial advisor can be a stressful endeavor, but navigating your website shouldn’t be. 

-Demonstrate local knowledge. Address the concerns of your community. 

-Prioritize accessibility. Your website should be accessible for everyone. 

-Cater to your target audience. Think about your typical client and write for them, making sure you’re speaking their language at every point. 

-Align your online and offline design. Your brand should follow guidelines. 

-Make it easy to get in touch. Never miss an opportunity to connect with a potential client. 

-Highlight your content and resources. Be the place that people turn to with questions. 

-Share your company values. Highlight what separates you from other financial advisors. 

-Show your testimonials. Don’t just shout your praises, have your clients do it for you. 

-Highlight how you give back. People love to work with businesses that care about their community. 

-Lead with your expertise. Don't bury the lede. 

-Tell people who you are. Give people a glimpse into what a meeting with you could look like. 

Keep these in mind when designing your financial advisor website, and use them as a compass to make sure you stay on track. 

We’ve helped hundreds of clients in the financial advisor industry and beyond develop marketing strategies and build websites that grow their businesses. Be sure to get in touch when you’re ready to start your journey.