Financial Adviser
Website Design

Top Five Essentials for Financial Adviser Website Design 

1. The Best Financial Adviser Website – Brochure or Lead Generator?

You want to market your firm and you realise you’ll need to design a financial adviser website? The first step is to define your website’s objective.

Brochure Style Websites

For – Inexpensive, introduces you and your services, enables clients to see your brand online, builds trust.

Against – Hard to differentiate you from your competition, low probability of rank in organic search, unlikely to generate leads.

A collage of images of pages for a financial adviser website design.
A collage of images of pages of an IFA Website design

Your clients will do their due diligence before they contract with you for your services, and one of the first things they’ll look for is your website. If your only goal is to create an online presence for your firm’s brand, so that clients can find you when they search for you online, a brochure style site makes a really good financial adviser website.

Lead Generator Websites

For – Generates revenue ROI, reduces your costs in the long-term, helps you to grow your business.

Against – Higher initial cost, longer build time, requires SEO.

Probably the hardest part of the financial advisor’s job is to build a sustainable route to market or, put another way, to generate leads. A lead generator website does everything a brochure style site will do and generates leads for your firm. It’s the very best financial adviser website design because the enquiries you receive from it generate a return on your investment (ROI) in the site.


A financial adviser web design specialist seated at computer with two displays building a website

For a lead gen’ website your first step in is to define your site’s objective. For a financial adviser, this is obviously lead generation. We recommend you set a focussed objective. For example, think about how many leads you need the site to provide. Is it 4 per week, 12 per month? Which market segment do you want to generate leads from? Pensions? Estate planning?

Let’s say you want to generate leads from pensions. You might target the keyword ‘private pension advice’. There’re about 5,000 organic search queries per month for this keyword, so this is a very large target with lots of competition. For a new site it would be better to find a niche inside this popular search keyword. For example, ‘private pension advice for small businesses’ or maybe ‘private pension advice for vets’.

The monthly search volume for a tighter search query is usually smaller, but this might be ok if your target is say, 12 leads per month. There’s less competition to rank for focussed search queries, and this makes it easier for a new site to rank well in SERPS. In practice you only need a handful of visitors to generate 12 leads per month.

To keep your site on top and develop new streams of enquiries from other keywords you’ll need to continuously develop your site. You’ll need an SEO specialist for financial services to help you with this. A multi-page lead generation site can be built for between £2,000 and £3,000. 

2. Financial Adviser and IFA Website Content

Financial adviser and IFA website design content should accurately describe the services you provide. Most financial adviser website designs include a page outlining the firm’s protection, pension and investment planning services. Above all, keep it simple. Bear in mind that clients search for an adviser because they don’t have the expertise to do their own financial planning. They need an expert, but they don’t speak your language. Hence avoid the use of industry jargon.


A collage of images of pages for a financial adviser website design.

The best financial adviser website design has a range of high quality images. Optimise your site’s images for size. This will speed up the time it takes a web browser to load each page of your site. It’s important to include descriptions with images. Image descriptions help search engines and visually impaired visitors to read your content. Use images which emphasise what makes you and your firm different to the competition. Try to use some fun images to showcase your personality. Consider animating page elements to surprise visitors and bring key content to life.

Build integrations into your site to help to build trust with your clients. For example, a risk profile analysis tool and a link to your preferred investment platform.

3. Financial Adviser and IFA Website Design Colours

The colours of a financial adviser or IFA website design should match the colours on your business card and logo. If you’re a new firm, think about which colours will make your brand stand out. Try not to use the same old blue that seems to be the standard for financial services brands. If you’re an existing firm, are you happy with the way your current branding portrays your business? If not, consider a brand redesign. Above all, try to use colours you personally like. This will help to showcase your personality.

Red is a sexy colour. Sexy doesn’t fit the image of financial services, but it can be used as an accent colour to draw attention to an element on a page e.g. a contact button.


Watercolour palette to illustrate colour choice for financial adviser and IFA websites

Green represents wealth. It’s a good accent colour for a financial advisor website design. It also signifies healing and harmony.

Blue signifies loyalty, faithfulness and an even-temper. A staple of financial websites. To stand out use fashionable shades and combine with complimentary colours.

Purple signifies royalty, future and spirituality. It’s a great colour to use if it’s your personal favourite.

Yellow is cheery and speaks of peace and calm feelings. It’s a good colour to use to signify the end of the advice process.

Black signifies luxury, mystery, power and formality. We use for text and sometimes in a website banner or footer.

White signifies innocence and purity. Convention dictates black text on a white background to be the best colour combination for reading. However, we recommend a slight off-white shade for backgrounds combined with a grey or almost black colour for your site’s text.

Grey signifies elegance. It can look quite drab if used too much. It makes a good accent colour if used sparingly, especially when combined with bright colour schemes.

Gold signifies success and wealth. It works well as an accent colour but like grey, should be used sparingly.

If you have a good idea about which colour you’d like to use, but you’re not sure what goes well with it, you can create a colour palette for your site using an online colour palette generator. We like

A collection of old print blocks historically used for printing to illustrate financial adviser website fonts

4. Financial Adviser and IFA Website Fonts

A serif font like Times New Roman has small decorative strokes at the end of each letter. Conversely, a sans serif font doesn’t. Serif fonts are more classic and formal, but harder to read on a display. Sans Serif fonts are seen as more modern and friendly. You can combine the two, but when using Serif fonts, we recommend use is limited to headings, with sans serif style fonts used for body text.

You can look at font combinations using Google Fonts. It has a handy ‘popular pairings’ tool which you can use to preview how fonts look when combined together.

5. Financial Adviser and IFA Website Design Security – Minimum Requirements

Your site’s hosting service will usually arrange an SSL certificate for you. If your website doesn’t have an SSL certificate your visitors will see a message which says your website isn’t secure. This isn’t ideal if you want to build trust in your brand.


Image to illustrate website security needs for financial adviser and IFA website designs.

You can prevent unauthorised access to your site with two factor authentication. Once activated, you’ll need a password and an additional code to make changes your site’s files. The additional code is either generated on or sent to another device, like a smartphone.

Hackers and bots can disrupt your business. They can try to gain access to your site’s files to insert malicious code. A web application firewall helps to stop hackers and bots. Combine this with a malware scanner. A malware scanner will regularly scan your website. It will notify you if it detects any changes to your files, vulnerabilities or injected code.

To stop spammers from hijacking your domain, use a sender policy framework (SPF). This will verify transactional email is genuine and sent from your website.


Will my website be responsive?

Our website designs adapt to browser sizes and work equally well on smartphones, tablets and full-size displays.

Who writes the content for my website?

You could choose to use only our copy to populate your site, you could write the content yourself or we could share the content creation between us. If you’d like to write all of your site’s content that’s ok, but we suggest you use our copy all SEO optimised pages. The content for SEO optimised pages is based on known search traffic volumes and designed to attract a target audience to your site.

Do you offer an ongoing service after you’ve designed and launched the site?

We recommend you retain us to host your website, keep it up to date with the regular and inevitable changes to code conventions, keep your site’s content optimised, monitor your  traffic and tweak your site’s pages to improve conversion based on the behaviour of visitors while they browse. These are all optional services. Hosting & maintenance (up to 10,000 site visitors each month) is £50 pm and includes your site’s domain name fees, hosting fees, SSL certificate, application firewall, bug fixing, uptime monitoring, blacklist monitoring, malware scanning, regular site backup and regular updates of your existing content e.g. tax rates, allowances, contribution limits etc. 

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