Financial advisor website design has one job most sites never do. A prospect with a pension pot, an inheritance or a business sale to plan around lands on your homepage and has to decide within seconds whether you are the firm they hand their wealth to.
We design websites for financial advisors that turn that first visit into a consultation, without you chasing anyone.
Where your financial advisor website is losing enquiries.
“Our clients love us, so why does the website bring in nothing?”
Most advisory firms grow on referrals and the website becomes a brochure nobody expects to work. The problem is that referred prospects check the site too, and so does everyone who found you through search engines.
When they arrive, there are no client testimonials, no faces of the team, no FCA details in plain sight and nothing that shows your expertise. A stranger will not share their retirement plans with a firm they cannot size up, so they go back to Google and pick one of your competitors.
“People visit the homepage and leave without getting in touch.”
A visitor comes with one question in mind. Do you advise people like me, and what would working with you look like.
If the page opens with “holistic wealth solutions” and a stock photo of a handshake, they have no sense of exactly who you serve. Clear value propositions tell a business owner, a retiree or a young family straight away that they are in the right place. Without them, contact details sit unused at the bottom of a page nobody scrolls to.
“The site looks outdated next to the firms we compete with.”
Plenty of advisers are still running a website built on templates from years ago, and it shows. On a phone it is worse, with text that needs pinching, buttons too small to tap and pages that take an age to load.
Between 70 and 80% of website traffic comes from mobile devices, and only 48% of mobile websites pass Core Web Vitals standards. A slow, dated site tells prospects your advice might be dated too, and Google ranks it lower for the same reasons.
“The enquiries we do get are the wrong fit.”
The site brings in a steady trickle of contact forms, but half are asking for a free pension check, a mortgage you don’t arrange or advice on a pot too small to justify a meeting. Your team still has to reply to every one.
It happens when the website tries to appeal to everyone. There’s no minimum investment guidance, no clear sense of the clients you serve best and a form that asks for nothing useful. A site designed around your ideal client puts off the wrong prospects before they get in touch and gives the right ones a reason to book a consultation.
The websites we’ve built for our clients.
What finance firms say about us.
How website design affects the number of clients you win.
54% of consumers visit a business’s website after reading positive reviews.
Good reviews do the hard work of sending prospects your way. If the site they land on feels thin or unprofessional, that review has been wasted.
47% of consumers won’t use a business with fewer than 20 reviews, and 31% only use businesses rated 4.5 stars or higher.
Reviews and your website sit in the same buying journey, and 80% of consumers prefer businesses that reply to all reviews. Pulling that proof onto the site is one of the fastest ways to build trust with someone who has never met you.
SEO-optimised websites can improve lead generation by 2.64%.
Across a year of enquiries, a website built with search in mind from day one quietly adds leads that a brochure site never picks up.
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Hear from the firms we work with.
Cathy Vass
Green Zebra Business Solutions
Paul Cain
Cain & Co Bookkeeping Services
David Sarver
Final Expense Co
Financial advisor websites designed to turn visitors into advisory clients.
The best financial advisor websites get three things right at once. They build trust, they make the next step obvious and they are easy to use on any device. Get one wrong and website conversions fall away.
Financial planning is complicated, and most prospects arrive unsure what they need. Your site should explain it in words they would use themselves.
We structure every page around the questions people bring. What does retirement planning cost, how does ongoing advice work, what happens at a first meeting. Each service gets its own page with enough detail to be useful and a clear route to contact you.
Short enquiry forms and calls to action on every relevant page make it simple to take the next step. We ask only for what you need to book a consultation, nothing more.
Most of your prospects will see your site on a mobile before they ever see it on a desktop. So we design the phone version first and scale it up, rather than squeezing a desktop layout onto a small screen.
Responsive design means the site works on every device, from an older handset to a large office monitor. Pages load fast, images are sized properly and Core Web Vitals get sorted before any decoration is added. That helps your website’s performance with visitors and with search engines at the same time.
Nobody picks a financial adviser on price alone. They pick someone they believe they can trust with their family’s wealth.
That trust comes from proof. We give client testimonials a prominent place, introduce your team with real photos and professional bios, and use short video content so prospects can see and hear an adviser before they talk to one. Engaging content like case studies and planning guides shows your authority long before the first call.
Tools like retirement calculators and pension drawdown modellers give prospects a reason to engage, and tell you what they are thinking about before you pick up the phone. A secure client portal gives existing clients access to their documents without emailing your team for them.
Every page on a financial services website counts as a financial promotion, so compliance has to shape the site from the first wireframe.
We design around your compliance process from the start. Risk warnings, FCA registration details, complaints information and cookie consent get built into the structure, rather than tacked onto a footer at the end. Consumer Duty expects communications that customers can understand, which is another reason plain language matters on every page. SSL security protects the personal information prospects share, and accessibility standards make sure no visitor is shut out.
Different client types need different journeys, and a generic site treats them all the same.
Retirement planning pages need to explain drawdown, annuities and pension transfers in plain terms. Wealth management pages need to speak to business owners and higher earners about tax, investments and succession. Protection and mortgage advice need a quicker, simpler route to contact.
We build pages around the advice you give and the clients you want more of. That way the site reflects your firm’s specialism, instead of the same page every other financial advisory business uses.
A new website is the cheapest point to get SEO right. Fixing it after launch costs more and takes longer.
URL structure, internal links, page speed and schema are all set during development. Content is written alongside the design, so every page is created with a search purpose before it gets a look. Your marketing strategy then has a solid site to build on, and rankings earned this way hold up without constant patching.
Launch day is where the work starts paying off. Security monitoring, backups and updates keep the site safe and online, so a failed plugin doesn’t knock out your enquiry form in the middle of tax year end.
We set up Google Analytics and Search Console properly and review them every month. The value comes from acting on what the data shows, like which pages convert visitors and which ones need work. When something breaks, you message people who built the site and get it fixed.
Results we have achieved for companies like yours.
SEO
Cain & Co Bookkeeping Services
£30,948 a year in new business & rank 1 on Google for London’s toughest bookkeeping terms.
Website Design
Final Expense Co
We took a brand-new US insurance company from no website to page one of Google in six weeks.
SEO
Green Zebra Business Solutions
An accounting firm nowhere on Google. Under a year later, number one in Hampshire.
How our financial advisor website design process works.
Our design process follows the same clear steps on every project, so you always know where things stand and what we need from you. A custom build usually takes 3 to 6 months.
Discovery, ideal clients and business goals.
We start by agreeing exactly who you want to attract and what the website has to deliver. Retirees, business owners, young professionals or a mix. Local families or a national niche. Every decision after that comes back to those goals.
Brand identity, sitemap and wireframes.
Your brand identity is applied consistently across every page. The sitemap and wireframes are signed off before any visual design starts, and this is where we agree which key areas of your financial advice need explaining in detail and which need a tool or a video to explain them.
Development and system integrations.
Your website needs to connect with the systems your team already uses. CRM, back office software, booking tools and client portals. Data should flow straight in, not get rekeyed by someone in your office. The same thinking drives our AI automation for financial advisors.
Launch, training and handover.
You get a site your team can update, training on how to do it and clear documentation. Ongoing support then takes over, so the site keeps improving as your firm grows.
Why financial advisers choose HandL Agency.
HandL Agency works with finance firms and no one else. You won’t spend a call explaining what a fact find is, why suitability reports take so long or what the FCA expects from a financial promotion. That good understanding shows up in a site that sells the way advisers do.
A template gets you online quickly and then limits you every time you want to change something. A custom design costs more at the start but makes your firm look like itself, not like every other adviser running the same theme.
Projects tend to go wrong when designers hand over to developers who hand over to a marketing company. With HandL Agency, design, development, SEO, content and integrations all sit with one team, so nothing gets lost between them.
We treat clients as partners, not contracts.
Quarterly catch-ups, dinners, beers, pool nights, coffees, darts, football, rugby and cricket.
Good relationships lead to better work, so we invest time in the firms we work with. We measure success by how many leads the site is still bringing in three years after launch, and we keep a transparent approach to reporting throughout.
Honestly? You don’t even need to work with us to get value from us.
Free website reviews, homepage wireframe templates, Core Web Vitals guides, conversion checklists, SEO frameworks and content planning resources, all ready to download today.
Made for financial advisors, accountants, bookkeepers and insurance brokers who want to improve their website before bringing anyone in.
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Build a Website Page That Ranks and Wins Customers
Ready for a website that actually brings you business?
Spend 45 minutes with Bailey and Luke and you’ll see where your current site is losing prospects, what the firms ranking above you are doing better and whether you need a refresh or a full rebuild.
You’ll come away pointed in the right direction on what to fix first, whether you work with us or not.
Not ready for a call yet? Take the 3 minute AI scorecard first.
You can also call us on 0117 457 6659, email contact@handlagency.com or use the contact form.
Financial advisor website design: frequently asked questions.
Most custom builds take 3 to 6 months. Discovery and structure usually take four to six weeks, design and development take most of the time and compliance checks and testing take the final few weeks. A site promised in a fortnight will almost always be a template.
That depends on what is underneath. If the site is fast, works well on mobile and your team can edit it, improving the pages that matter most will give you better value. If it fails Core Web Vitals and nobody can update it, a rebuild will cost less over time. We will tell you which before we quote.
It removes the technical problems holding you back. Speed, mobile experience, structure and schema all affect how search engines rank a site. Design on its own won’t win competitive terms, but it gives your content and links a strong base to grow from.
Less than most firms expect. A kick-off session on your ideal clients and goals, sign-off at two stages, a compliance review before launch and someone available to answer questions about your advice process. We can write the content too, unless you’d prefer to.
In most cases, yes. CRMs, booking tools, client portals and most back office platforms can be integrated. We confirm what’s possible during discovery, so there are no surprises later.
By fixing the areas most adviser sites get wrong. Clear value propositions, short forms, strong calls to action, visible client testimonials and content built around what prospects search for. Together, these convert the traffic you already have, which is often quicker than chasing more.
Security monitoring, backups, updates, fixes when something goes wrong and monthly reports from Google Analytics and Search Console. Regular reviews keep your pages in line with FCA rules, and performance data guides every change.
No. Smaller advisory firms often see the biggest difference, because they are up against firms with far bigger budgets. A well designed website is one of the quickest ways to close that gap and compete for the same clients.