Your website has
ten seconds.

A prospect arriving at your site is deciding one thing: whether you are worth a conversation. Everything else is in the way.

What an advisor website is for

Most advisory websites are built as brochures — who we are, what we believe, our process, our team. They are written for the firm rather than for the person reading, and they convert accordingly.

A prospect arriving at your site is doing one thing: deciding whether you are worth a conversation. Everything on the page either advances that or is in the way.

The three questions to answer above the fold

Who is this for? Specific enough that the right person recognises themselves and the wrong one leaves. "We serve individuals and families" tells nobody anything.

What do you actually do? In their language, not the industry's. Nobody outside this business has ever wanted "comprehensive wealth management solutions."

Why should I believe you? Something concrete. A credential, a specific outcome, a named situation you handle. Not stock photography and the word "trusted."

What actually drives conversion

One obvious action. Not four. A prospect offered a call, a download, a newsletter and a contact form takes none of them.

A low-commitment first step. "Schedule a consultation" is a bigger ask than it sounds. "A twenty-minute call to see whether we are a fit" is the same thing with the risk removed.

Substance they can read now. Prospects who engage with real content before contacting you arrive better qualified and further along. That is what content is for — not traffic.

A human being. A real photograph of the actual person they will speak to outperforms every abstract image on the site.

What to cut

The mission statement. The process diagram with four labelled arrows. The stock photo of a couple on a sailboat. Team pages listing everyone's hobbies. Any paragraph that would be equally true of every competitor.

The test: if a rival could put their logo on your homepage and nothing would read as false, the page is not saying anything.

The part firms skip

Your disclosures, your Form CRS and your firm's regulatory information should be easy to find, not buried. Prospects who are diligent enough to look for them are exactly the clients worth having, and making them hunt is a strange first impression to create.

The uncomfortable check

Open your homepage on a phone. Read only what is visible before scrolling.

Would a stranger in your target market know this was for them? For most advisory sites the honest answer is no, and everything else on the page is downstream of that.