9 Examples of Advisor Websites that Work and Why

Advisor websites are generally NOT things of beauty.
And it’s a crying shame.

The Ultimate “Marketing Assistant”

Your website is the hardest-working “Marketing Assistant” you’ll ever find. (Seriously.) It works 24 hrs a day, 7 days a week. It’s an assistant who never sleeps, never gets sick, and never takes a vacation. Morning, noon and night, it talks to your clients, educates your prospects and tells the world who you are.

Like any employee, though, it DOES need a little attention. It’s your responsibility to make sure it has the guidance and tools needed to get the job done. This is where most advisors drop the ball. Your incredibly hard-working assistant can only do what you enable it to, so be sure to take time to set it up right.

Have you equipped your 24-hour Marketing Assistant with everything it needs? Is it effectively managing AND growing your business? An equipped one would.

Need a little inspiration?

Last month, John received an email from one of our customers that said:

Hi John- we are continuing to have good reception from clients re: Blueleaf. Question- we are tweaking some items on our website and are looking at other good ones as a guide. Do you have any advisor websites that really stick out in your mind?
Many thanks. JW

The answer was, yes, there are certainly a few that stick out. Many advisor websites are thrown together out of sheer necessity and with very little thought, so it truly doesn’t take much to “stand out” in peoples’ minds. (Yet another reason to work on yours!)

A handful of Blueleaf customers have sites that are particularly nice. They are well-branded, approachable and offer useful information. More importantly, they work well in attracting and/or guiding both clients and prospects. If you’re looking to make adjustments to your own site, or are about to build a completely new one from the ground up,take a look at the 9 examples listed below. You just may think of a few ideas in the process.

In no particular order…

1.  Streamline Financial Services

streamline

    • Informational video on homepage to greet visitors
    • Contact info visible on every page
    • Simple color scheme that’s consistent throughout website
    • Nice use of advisor photos on “Who We Are”
    • Easy access to helpful client resources – including articles, newsletters and calculators
    • Works in conjunction with a strong social media presence

2.  Catalyst Wealth Management

catalyst

    • Links to informative demo video on homepage
    • Very consistent branding throughout
    • Basic form is clearly provided on “Contact Us” page
    • A good corporate site, overall

3.  Finance for Teachers

financeforteachers

    • Highly targeted audience, instilling a sense that he understands their unique problems
    • Visitors immediately “meet” the advisor through video  *particularly useful for single advisor firms
    • Personality/persona of advisor is shown
    • Transparent approach to advisor’s pricing and software
    • Prominent links to blog and seminars, showing involvement outside of client-advisor interactions

4.  Kettleson Financial Services

Kettleson

    • Efficient use of homepage – two different pieces of contact information provided
    • Simple, clear mission statement that’s client-focused
    • Intriguing description under “Technology”
    • Good personal profile

5.  TS Financial

TSfinancial

    • Super simple site that converts well
    • Nice use of lists makes it easy to skim
    • Blogs at consistent time intervals, and openly blogs about performance
    • Social media fully integrated for additional engagement

6.  Good Financial Cents

goodfinancialcents

    • Part of a series of sites that converts very well
    • Blog content is displayed on homepage, encouraging visitor engagement
    • Good video integration, consistent video content creates a connection with people visiting
    • Personality/persona of advisor shown well

7.  Artifex Financial Group 

artifex

    • More complex site that offers lots of opportunity for engagement
    • Clear CTAs (calls-to-action) – Orange buttons stand out, have form for encouraging contact with “a Second Opinion”
    • Offers blog and whitepapers to educate the audience and establish expertise
    • Video provided on homepage
    • Transparent information about returns

8.  Retirement Wealth Advisors

retirementwealthadvisors

    • *This one is primarily for orienting people already familiar with the firm (there are a slew of other sites that do most of the conversion work)
    • Interesting use of a “Process” tab
    • Boxed design & color scheme is unique and easy to look at
    • Has established a “New York Times”-esque vibe that adds visual appeal

9.  Drake Wealth Management

Drake

    • Unique take on navigation tabs: You, Me, Us (plus, “WooHoo” is intriguing and fun)
    • Personality/persona of advisor is very apparent
    • Fun use of red arrows and “hand-written” guidance through the site
    • Has blog and free offers, always prompting visitors to engage more
    • Visually appealing with use of photos – Sense of openness and triumph

In the comments, let’s discuss:

  • What is 1 thing your website does particularly well?
  • What is 1 thing you may need to fix?
  • Do you have specific question that you’d like feedback on?

We’re happy to provide candid feedback and/or more information to those of you who want it.










Carolyn McRae Carolyn is Blueleaf’s in-house marketing guru. She writes on The Blueleaf Blog to make advisors’ lives easier, offering practice management and client engagement tips where and when they’re useful. Outside of the Blueleaf offices, she can be found running a 10k or cooking her famous chili. Chat LIVE with Carolyn on Twitter @BlueleafAdvisor!
  • jpolidoro

    Thanks for mentioning our work on Finance for Teachers, Carolyn. Helps incredibly when you work with advisors like Dave Grant, who has a clear and differentiated vision for his practice. And we’ve long been admirers of Streamline’s awesome site.

    • Dave Grant, CFP®

      Honored to be included – Joe and his team molded and turned my vision into a great website.

  • Hi Carolyn,

    We’ll take some feedback on how to make the Top 9! Many clients seem to love our site but it could be time for an overhaul in some areas.

    • Carolyn McRae

      Happy to, Matt. Great job with content generation, by the way. I applaud your efforts to produce and share helpful content. Keep that up! My initial suggestions: (1) Increase specificity. (2) Enable skimming.

      Specificity – Closely define the *specific* client you want to attract. Leverage your awesome content to assure them that you understand and can address their very unique challenges. (#3 in the list is phenomenal at this.) Use this specific messaging in both your site copy as well as the topics you write about on your blog. It will work wonders for you. If you want help, we wrote a free guide on “How to Stand Out”: http://pages.blueleaf.com/free-guide-attract-clients-and-beat-competition

      Skim-ability – Make your targeted messages easy to absorb. A thoughtful combination of page layout and font formatting enables this. Homepage of #4 is a strong example. You can still provide the longer, more detailed info about your firm if you think visitors like it, but have them click through. That way you don’t run the risk of overwhelming the majority of people who are looking to skim for the information they care about most.

      I hope this initial feedback is helpful. I’ll also reach out via email soon to see if I can be of more assistance.

    • Happy to, Matt. Great job with content generation, by the way! I applaud your efforts to produce and share helpful content. Keep that up! My initial suggestions: (1) Increase specificity. (2) Enable skimming.

      Specificity – Let everyone know about the *specific* client you work with. Leverage your awesome content to assure them that you understand and can address their very unique challenges. (#3 in the list is phenomenal at this.) Use this specific messaging in both your site copy as well as the topics you write about on your blog. It will work wonders for you. If you want help, we wrote a free guide on “How to Stand Out”: http://pages.blueleaf.com/free-guide-attract-clients-and-beat-competition

      Skim-ability – Make these targeted messages phenomenally easy to absorb. A combination of page layout and font formatting enables this. Homepage of #4 is a strong example. You can still provide the longer, more detailed info about your firm if you think visitors like it, but have them click through. That way you don’t run the risk of overwhelming the majority of people who are looking to skim for the most pertinent information.

      I hope this initial feedback is helpful. I’ll also reach out via email soon to see if I can be of more assistance.

  • Wow, thanks for featuring my site!

    I should mention that I bought my WP theme from ThemeForest.net (thanks Jason Wenk!). I think it was $40 and completely customizable.

    It’s an honor to be included…

  • Carolyn, I’d love to take you up on your offer above of a website review. We are just going live with ours and welcome the feedback.

    • Sure thing, Chris. Congrats on the new site! I like that the 3 sections on your homepage have CTAs to encourage browsing. I see that the site’s not completely finished yet, but you have some good info. My top suggestion for you is to add more. Why? MOFU.

      The site is helping TOFU “strangers”. They learn about who you are in a broad sense, but then jumps to asking us to Register. This feels too soon. I want to know more about your solution before submitting my contact information. Remember that contact info is like currency online. There needs to be a balance of give and take.

      I suggest you think about the MOFU – help people who are in the middle of the funnel. Look into the types of questions people have at each stage of the buyer’s journey, and add solid MOFU stuff. i.e. Do you solve my very unique and specific problems? How exactly? What does “registering” get me? And a big one- Can I afford your services?

      I think a little work here will do a lot for you. Equipping visitors to walk themselves down the funnel is powerful and scalable. There’s an opportunity to convert more traffic into leads, and produce leads that are of higher quality for your business. I hope this helps! Good luck with the launch.

      • You are amazing. I wasn’t sure what to expect in a reply but definitely had high hopes! You certainly didn’t disappoint, Carolyn. Your vision and expertise are sincerely appreciated by all of us. Many thanks.

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  • Mike Branch, CFP

    Hi Carolyn,

    I would appreciate some feedback as well. My website is a little different as I am taking a blog-based approach. The 1 thing it does well is give me a platform from which I can hopefully drive traffic to my website and ultimately my business.

    The 1 thing I may need to fix is that to find out about me you have to click the Our Team tab, but when you do that it brings up a pull down menu. I am not sure that people understand that you need to click the Our Team tab and not one of the pull down choices to get info about me. The Speaking tab also needs some content.

    What I would like feedback on is this: Do you think a blog-based website is a good way to generate interest in my business? Should I include a video? What about a free downloadable eBook or other giveaway to build my subscriber base?

    Curious to know your thoughts.

    • Happy to take a look, Mike. I assume you’re referring to mikebranch.net?

      • Mike Branch, CFP

        Yes. That’s right. http://www.mikebranch.net

        • Mike, Overall I’d say your site is well thought-out. Your content is good, proper CTAs are there, design is nice to look at, and the ‘voice’ of your messaging is natural and inviting.

          As you predicted, I struggled to find your About Me page. It’s easy to see that “Our Team” has drop-down menu, but it’s not clear that clicking Our Team will bring me to your About Me page. I suggest adding “About Mike” as a link in the drop-down.

          Yes, I think a blog-based website is a VERY smart way to generate interest in your business. You’re off to a strong start. A minority of advisors are publishing this kind of publicly available content, so you’re chances of ranking well for longer-tailed searches is fairly strong.

          The key to attracting business through content is to write answers to the questions your prospects are actively searching for. If they type a retirement-based question in Google, you want to have a blog post that answers it. A good way to start is to look back at the questions folks have asked via the “Ask Mike” form, and write a blog post to answer it publicly. Then always, always have an appropriate CTA at the end of a piece (to download an ebook, watch a YouTube video, get a complimentary consultation, whatever’s appropriate for the piece). You want visitors to continue engaging with your content and, eventually, your business.

          Lastly, you may want to consider organizing your posts into categories or topics so visitors can easily navigate to past content that suits their needs. Perhaps you can put a “Categories” widget under the search bar.

          I hope this is helpful!

  • GlennPaul

    We would also appreciate feedback for http://www.gosheehy.com

    • Sure thing! Is there something in particular you’re trying to accomplish?

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  • Hello,
    In the course of my research regarding independent adviser websites I have come across Blueleaf. Your article is very helpful. Would you take a look our website http://www.curtisandbissonette.com. Ms. Bissonette wants to update her website and wants to start a focus on women & widow investors as well as her male clients. What would your recommendations be for updating her site?
    Thank you Marna Francis

  • Tom Perretta

    Hi, I’ve been trying to find a good integration of software without overlapping functions…so far I use Advizr for my Financial Planning; Riskalyze for my Investment Portfolio analysis; LaserApp for form completion; and Advisor Website for a general website that will link the other software and direct links to client portals (i.e. American Funds; Brinker; Asset Mark; Prudential; etc.) I also need account aggregation which Advizr has built into it to some degree (as opposed to other account aggregation software) and a Client Portal to put it all together for the client and the Advisor. How would BlueLeaf fit in and what can it do. Oh, and I’m considering Wealthbox for a CRM. What would be a good selection of software that could put this all together without overkill and a limited budget….