Most financial planning websites look… fine. They’re clean, compliant, and contain all the right pages: About Us, Our Services, Contact.
But here’s the problem.
Many of them still aren’t converting.
At GrowthProvision, we review dozens of sites every month. And we’ve seen the same issue time and time again: websites that look polished but feel flat. Sites that appear professional but do very little to build trust, move people to act, or generate meaningful enquiries.
This article explores why many financial adviser websites underperform and what you can do to turn yours into a real growth asset.
The Digital Brochure Problem
Too many firms treat their websites like digital brochures. It lists services, outlines credentials, and maybe shows some headshots and stops there.
It’s neat. It’s polite. But it doesn’t sell.
And in a trust-led industry like financial advice, that’s a major missed opportunity.
Modern clients don’t just want to see what you do. They want to know if they can trust you. They want to feel understood, reassured, and guided. Often, before they’ve even spoken to anyone.
Your website is your first impression. It needs to earn confidence fast.
The 5 Questions Your Website Should Answer Instantly
If your website doesn’t help a prospect answer these within a few scrolls, it’s not doing its job:
- Who is this for?
- What do they actually do for people like me?
- Can I trust them with something this personal?
- What makes them different from every other advice firm?
- What should I do next if I’m interested?
These questions are the foundation of a high-converting financial planning website. Miss them, and even the best-looking site will underperform.
Trust Signals That Matter in Financial Services
In regulated, advice-led industries, trust is the currency. Here are some of the most overlooked trust-building elements that should be front and centre on your site:
- Client testimonials that speak to outcomes, not just process
- Clear team bios with human details, not just qualifications
- Social proof, such as FCA registration, professional memberships, or awards
- Clean layout, mobile-first user experience, and logical navigation
- Messaging that reflects real client concerns and goals
These aren’t just nice extras. They influence how clients feel about your firm before they’ve ever picked up the phone.
Mobile-First Content (Because That’s Where Clients Are)
Most of your prospects will check your site from their phone. Yet many financial advice websites still treat mobile as an afterthought.
If your site feels clunky on a small screen or hides key information in hard-to-find menus, you’re likely losing leads. Good mobile design isn’t just about fitting things on the screen. It’s about structuring your content for short attention spans and thumb-sized clicks.
That means:
- Content broken into scrollable sections
- Buttons that are clearly visible and actionable
- Copy that front-loads value and reduces waffle
Why Generic Copy Is Killing Conversions
Another silent killer of website performance? Generic language.
“We provide trusted, tailored advice.”
“We put clients at the centre of everything we do.”
This is not differentiation. It’s wallpaper. If your messaging could be copy-pasted onto ten other firms’ sites, it’s not helping you win clients.
Instead, aim for:
- Specific language around outcomes, such as “retirement clarity” or “lifestyle-aligned planning”
- A tone that reflects your approach, whether calm and reassuring or modern and proactive
- Content that sounds like you, not like it was written to tick a compliance box
From Static Site to Sales Asset
Your website should not just exist. It should perform.
We’ve helped financial advice firms turn underperforming sites into lead-generating tools by focusing on three core areas:
- Clarity of message – who you help, how you help, and why it matters
- Design that builds confidence, especially on mobile
- Conversion structure with clear CTAs, visible trust signals, and a logical journey
It’s not about cramming in more content. It’s about telling the right story, to the right people, in the right way.
Final Thought: Don’t Let a “Fine” Site Hold You Back
Your financial planning website doesn’t need to be flashy. But it does need to be functional. That means it should:
- Build trust
- Reflect your value
- Support lead generation
If your site isn’t doing that right now, you’re not alone, and it’s fixable.
We’ve created a practical guide on this very topic: What Great Financial Websites Do Differently. It’s packed with ideas and examples to help you rethink how your site supports your business.
And if you want to talk through what’s working for other advice firms, drop us a line. We’re always happy to share insight.
