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Website Designs for Financial Advisory Firms


A professional website, along with a social media presence, is integral to cultivating your business’s brand image. If you’re not design-savvy or lack the technical skills to develop a site, you might outsource that task to a professional web design firm. Looking at some examples of website design for financial advisors can help you decide which elements you’d like to include.

Are you looking to expand the marketing of your financial advisor practice? Try SmartAsset AMP, a holistic client prospecting and marketing automation platform.

Why Financial Advisors Need a Website

Having a website is practically a requirement for advisors in a technology-driven era. A larger digital footprint can increase visibility and lend credibility to your business.

Here are three common reasons to invest in a professional website:

  • Search visibility: Investors increasingly use online searches to get answers to financial questions and connect with professional advisors. A website ensures that you have a chance to be found in searches by prospective clients.
  • Brand-building: Your website is more than just a landing page for your business online. It’s an opportunity to offer prospects a peek into who you are, who you serve and what your business values most. Your website colors, logo, layout and messaging all work together to convey what your brand is about.
  • Email marketing: When someone visits your website, you don’t just want them to click away without leaving their information behind. You can use your site to collect email addresses by encouraging visitors to join your weekly newsletter or register to download a resource you’ve created, such as a financial guide or checklist. When done properly, email marketing can be a powerful tool for driving conversions.

Whether you run a larger firm or a smaller boutique business a website can be a sound investment. Comparing website designs from top firms can offer insight into which types of sites are more likely to stand out from the crowd and lead to more conversions.

Another way to get a more consistent flow of clients is to use a lead generation service. Add new clients and AUM at your desired pace with SmartAsset’s Advisor Marketing Platform. Sign up for a free demo today.

5 Examples of Website Design for Financial Advisors

There are plenty of financial advisor websites that you can draw inspiration from when deciding what to include in your business’s site. Generally speaking, some of the most popular websites:

  • Are fast-loading and easy to navigate
  • Include interactive elements
  • Incorporate multiple calls to action
  • Strategically use images, video and color psychology to make emotional connections

It’s always helpful to do your own research when comparing site design. Here are five examples to help you get started:

1. Carson Wealth

Advisory firm website for Carson Wealth.


Why it works: Carson Wealth’s site design incorporates the colors yellow and blue, which in color psychology are designed to evoke feelings of calmness and happiness. The very first message visitors see reads like this: “Financial Advisors Helping You Find Your Freedom”. Right away, visitors get a sense of how Carson Wealth operates while being reassured that their financial destinies are in their hands.

Beyond the messaging, the site flows well with clear calls to action throughout. It’s also interactive, with a six-question retirement readiness quiz located on the homepage.

Further down, there’s a breakdown of who Carson Wealth serves and what they do for their clients. Contact information is located at both the top and bottom of the homepage, with a closing CTA that encourages visitors to request an appointment to meet with an advisor.

2. Wealthspire Advisors

Advisory firm website for Wealthspire Advisors.


Why it works: Wealthspire Advisors incorporates video into its homepage design to emphasize the fact that it serves real people, with real financial needs, challenges and goals. Blue is the dominant color, with touches of yellow scattered throughout, giving the site design an almost soothing feel.

Clickable icons make it easy for visitors to navigate to different sections of the site, depending on what they need help with. There’s also an interactive tool for those who may be unsure of where they are in their financial journey, which encourages users to book a meeting with the Wealthspire team.

The homepage includes a few key facts about Wealthspire Advisors, along with social proof of the company’s awards and recognition. Before leaving, visitors are encouraged to join the Wealthspire newsletter by sharing their name and email address.

3. Trudence Advisors

Advisory firm website for Trudence Advisors.


Why it works: Trudence Advisors takes a different approach to website design. Rather than incorporating stock photos or video, the homepage features illustrations that tie into the core message of “Financial Planning for Creative Dreams”.

A short scroll tells you exactly who Trudence Advisors serves: business owners and partners, family enterprises, entrepreneurs and intrapreneurs and professionals with unconventional financial goals. That’s followed by an explanation of the company’s core values, which include an emphasis on creativity and fostering clients’ unique life visions.

Like the other sites profiled so far, blue and yellow are prominent throughout the design. The layout of the homepage is simple and uncluttered, and the overall site design is user-friendly and easy to navigate.

4. Mission Wealth

Advisory firm website for Mission Wealth.


Why it works: Mission Wealth’s homepage features a visually appealing design and simply worded messaging that tells visitors what they can expect. A snapshot of company facts, including assets under management, underscores the firm’s legitimacy.

The homepage includes an overview of Mission Wealth’s services and the types of clients they serve. There’s a separate section detailing specific life scenarios and events that the company is equipped to help with.

There are numerous CTAs and contact buttons scattered throughout the homepage, from the header to the footer. Once again, we see the use of blues and yellows to make visitors feel at ease as they browse the site.

5. Journey Strategic Wealth

Advisory firm website for Journey Strategic Wealth.


Why it works: Journey Strategic Wealth immediately places the emphasis on investors with the messaging “Your Money. Your Life. Your Journey.” The language and wording are casual, friendly and reassuring, sending the message that Journey is there to help with whatever challenges investors might be facing.

The homepage also introduces investors to the Journey Strategic Wealth team and includes social proof to solidify the firm’s reputation. There’s an overview of the company’s services, along with an interactive quiz that visitors can take to see how well their portfolio matches up with their financial goals.

Instead of the usual blue and yellow you might expect to see, the color scheme is oriented around purple and black. In color psychology, purple is often used to represent wealth while black is associated with sophistication and elegance.

Bottom Line

A financial advisor designing the website for her advisory firm.

If you’re ready to build a website or revamp an existing one, having some examples to follow can help spark ideas. If you can’t tackle the work of building a site yourself, you may consider outsourcing it to an expert who’s well-versed in website design for financial advisors.

Tips for Growing Your Advisory Business

  • Another way to get more potential clients is to use a lead generation service. SmartAsset AMP (Advisor Marketing Platform) is a holistic marketing service financial advisors can use for client lead generation and automated marketing. Sign up for a free demo to explore how SmartAsset AMP can help you expand your practice’s marketing operation. Get started today.
  • When building out a website and brand, remember that consistency matters. The color scheme, design, logo and messaging you use on your site should be the same across other your social media accounts. When branding is consistent, it can make your business “stickier”, meaning that prospective clients are more likely to remember it when looking for an advisor to work with.

Photo credit: ©iStock/shironosov, ©iStock/Carson Wealth, ©iStock/Wealthspire Advisors, ©iStock/Trudence Advisors, ©iStock/Mission Wealth, ©iStock/Journey Strategic Wealth, ©iStock/brankokosteski