Your website is often the first place a prospective client goes to learn about your financial advisory firm.

Before scheduling a meeting, they may want to know who you work with, what services you offer, where you’re located, what makes your firm different, and whether you’re someone they can trust with their financial future.

That means a financial advisor website needs to do more than look professional. It needs to answer the questions prospects are asking and make it easy for them to take the next step.

So, what pages should a financial advisor website have?

While every firm is different, there are several core pages that can help your website build credibility, attract the right visitors, and turn those visitors into prospects.

1. Homepage: Tell Visitors Who You Help and How You Help Them

Your homepage is usually the first page a prospective client sees, so it needs to communicate your value quickly.

A visitor should be able to understand within a few seconds:

• Who you serve
• What you help clients accomplish
• Where you serve
• Why they should consider working with you
• What they should do next

Avoid making your homepage entirely about your firm. Statements about how long you’ve been in business, your credentials, or the history of your company can be useful, but they shouldn’t be the first thing a visitor sees.

Lead with the client.

For example, instead of:

“ABC Wealth Management has been serving clients for more than 25 years.”

Consider:

“Helping retirees in Richmond, VA create a retirement income strategy designed around their goals.”

The second statement immediately tells the visitor whether the firm may be relevant to them.

Your homepage should also have a clear call to action. Whether that’s scheduling a consultation, requesting a retirement review, or contacting the office, don’t make visitors figure out what to do next.

2. About Page: Build Trust

Once a prospect knows what you do, they’re likely to want to know who you are.

That’s where your About page comes in.

This page is an opportunity to introduce the advisor, team, philosophy, experience, and approach behind the firm.

But there’s an important distinction between an effective About page and an advisor biography.

A biography says:

“Here’s everything about me.”

A strong About page says:

“Here’s who I am, how I work, and why that matters to you.”

Consider including:

• Advisor biographies
• Professional experience
• Credentials and designations
• Your firm’s philosophy
• What makes your approach different
• Your team’s roles
• Community involvement
• A professional photo or team photo
• A clear next step

Personal details can also help prospects connect with you. If appropriate, sharing a little about your background, family, hobbies, or connection to the community can make the firm feel more approachable.

3. Services Pages: Explain What You Actually Do

One of the most important sections of a financial advisor website is the services section.

Unfortunately, many advisor websites make this page too vague.

“Financial planning,” “wealth management,” and “retirement planning” can mean very different things to different people.

Your website should explain what those services actually mean for the client.

For example, instead of simply listing:

Retirement Planning

Explain what retirement planning may involve:

• Creating an income strategy
• Evaluating Social Security decisions
• Managing retirement account withdrawals
• Planning for taxes
• Addressing healthcare costs
• Coordinating investments and income
• Planning for longevity

Ideally, important services should have their own dedicated pages rather than being grouped into one large page.

This can help visitors find the information they’re looking for and gives search engines more context about the services your firm provides.

For example, an advisor who specializes in retirement planning might have individual pages for:

• Retirement Planning
• Retirement Income Planning
• Social Security Planning
• Tax Planning
• Estate Planning
• Investment Management

The specific services should reflect what you actually offer and what you want to be known for.

4. Who We Serve: Help Prospects See Themselves in Your Website

A prospective client wants to know one thing very quickly:

“Do you work with people like me?”

A “Who We Serve” section can answer that question.

You might organize your website around groups such as:

• Retirees
• Pre-retirees
• Business owners
• Executives
• Physicians
• Women investors
• Families
• High-net-worth individuals

You don’t need to target every possible audience.

In fact, being more specific can make your website more effective.

If your ideal client is a business owner approaching retirement, a page specifically addressing business owners may be much more compelling than generic messaging about “helping everyone achieve financial independence.”

These pages can also support SEO by allowing you to address the specific questions and concerns of the people you want to attract.

5. Location Pages: Make It Easy for Local Prospects to Find You

For many financial advisors, geography is an important part of their marketing strategy.

A prospective client might search for:

• Financial advisor in Charlotte
• Retirement planner in Richmond
• Financial advisor near me
• Wealth management in Greenville
• Retirement planning in Raleigh

If your firm serves a specific geographic area, your website should make that clear.

A location page can explain:

• Where your office is located
• Which communities you serve
• The types of clients you work with
• Your services
• Why local clients choose your firm
• How to contact or visit your office

Don’t create dozens of nearly identical pages simply by swapping out city names. Each location page should provide genuinely useful information about that community and the clients you serve there.

Your website should also be consistent with your Google Business Profile and other local listings.

6. Resources or Blog: Answer the Questions Prospects Are Asking

A financial advisor’s blog should not exist simply because every website “needs a blog.”

It should serve a purpose.

Prospective clients have questions about retirement, Social Security, taxes, investments, estate planning, insurance, and countless other financial topics.

Your content gives you an opportunity to answer those questions before someone ever contacts your firm.

For example:

• When should I claim Social Security?
• How much do I need to retire?
• Should I convert my traditional IRA to a Roth?
• How do I create retirement income?
• What happens to my 401(k) when I retire?
• How can I reduce taxes in retirement?

The best topics are often the questions you hear repeatedly from clients and prospects.

Your blog can also support your broader search strategy. Helpful, well-organized content gives search engines more information about your expertise and creates additional opportunities for your website to appear when people search for financial questions.

7. Reviews and Testimonials: Let Your Clients Build Trust for You

Choosing a financial advisor is a significant decision.

Prospects want evidence that other people have had a positive experience working with you.

Reviews and testimonials can provide that social proof.

If permitted by your firm’s compliance requirements, consider incorporating client feedback throughout your website rather than putting every testimonial on one isolated page.

For example, a relevant testimonial could appear alongside a retirement planning service or on a page focused on a particular client audience.

Your Google reviews are particularly important for local visibility as well. Encourage satisfied clients to leave honest reviews on your Google Business Profile and make the process as simple as possible.

Just make sure your review and testimonial practices follow the compliance requirements that apply to your firm.

8. Contact Page: Make Taking the Next Step Easy

A prospect shouldn’t have to hunt for your phone number or figure out how to get in touch.

Your Contact page should make the next step obvious.

Include information such as:

• Phone number
• Email or contact form
• Office location
• Hours
• Scheduling option, if applicable
• Directions or map
• What someone can expect after reaching out

Keep the form simple.

If someone is just trying to schedule an introductory conversation, they probably don’t need to provide their entire financial history before they can submit the form.

You can collect additional information later in the process.

The goal is to reduce friction.

9. FAQs: Answer the Questions That Stop People From Reaching Out

An FAQ page can be useful for both prospects and search visibility.

Think about the questions someone might have before contacting a financial advisor:

• How much money do I need to work with a financial advisor?
• Do you work with retirees?
• Do you offer in-person meetings?
• What areas do you serve?
• What does financial planning include?
• How do you charge for your services?
• What should I bring to an initial meeting?
• What happens during the first meeting?

You can also incorporate FAQs directly into relevant service pages.

For example, a Social Security planning page could answer common questions about when to claim benefits, while a retirement planning page could address questions about income planning.

This approach can make your website more useful while also creating content that directly addresses the types of questions people search online.

10. Compliance and Required Information

Not every page on your website exists to attract or convert prospects.

Your website may also need to include important regulatory, legal, and compliance information based on your firm’s business model and applicable requirements.

This may include items such as:

• Disclosures
• Privacy policy
• Terms of use
• Form ADV information
• Business affiliations
• Licensing information
• Other required disclosures

Work with your compliance team to determine what your website needs to include.

The goal is to make required information accessible without allowing it to overwhelm the prospect-facing experience.

The Biggest Mistake: Building a Website for Yourself Instead of Your Prospects

Financial advisors have a lot to be proud of.

They have credentials, experience, awards, professional affiliations, investment philosophies, and years of industry knowledge.

But prospects don’t necessarily visit your website because they want to read your biography.

They’re trying to solve a problem.

They may be wondering:

Can you help someone like me?

Do you understand my situation?

What services do you provide?

Can I trust you?

What happens if I contact you?

Your website should answer those questions throughout the visitor’s journey.

That’s why a strong website isn’t simply a collection of pages. Each page should have a purpose.

A Financial Advisor Website Should Work as a System

The strongest advisor websites don’t treat each page as a separate piece of content.

The pages work together.

A prospective client might discover your firm through a Google search for retirement planning in their city. They land on a location or service page, read about your approach, visit your About page, see reviews from existing clients, explore a few educational articles, and eventually schedule a conversation.

Every page contributes to that journey.

That’s also why simply adding more pages isn’t necessarily the answer.

A website with 30 poorly written pages isn’t automatically better than one with 10 strategically designed pages.

Focus on creating pages that are:

• Useful
• Clear
• Specific
• Relevant to your ideal clients
• Easy to navigate
• Optimized for search
• Built around a clear next step

What Your Financial Advisor Website Really Needs

At a minimum, most financial advisor websites should have a strong:

1. Homepage that clearly communicates who you help and how you help them
2. About page that builds trust and introduces your team
3. Services pages that explain what you actually do
4. Client audience pages that help prospects identify whether you are right for them
5. Location pages that support local visibility
6. Resource or blog section that answers prospect questions
7. Reviews and testimonials that provide social proof
8. Contact page that makes it easy to take action
9. FAQ content that addresses common questions
10. Compliance information required for your firm

But having the right pages is only the first step.

Once a visitor arrives, your website needs to convince them to stay, build trust, and take action.

That’s where website conversion comes in.

Read next: What Makes a Financial Advisor Website Convert? 7 Elements That Turn Visitors Into Prospects