What is needed inside of your Financial Advice

You have registered the name, settled on the brand, and decided how you are building the site. Then you open the editor, look at a blank homepage, and realise nobody has told you what is supposed to go on it.

We have already covered building a brand identity and the three realistic ways to build the site. This one is about the content.

Someone lands on your site because a friend passed on your name, they searched for an adviser locally, or an AI tool mentioned you. They arrive with a short list of questions. Can this person help someone like me? Do I trust them? What will it cost? What happens if I get in touch? Every page either answers one of those or gets in the way.

What does your homepage need to say in the first five seconds?

Who you help, what you do for them, and what to do next.

Most new adviser sites open with a version of "Welcome to Smith & Co, an independent firm of chartered financial planners established in 2026." That is a sentence about you, written for you, and the reader is still in the doorway wondering whether they are in the right place.

Compare it with something that names the person and the problem. "We help business owners in the Southwest turn a company sale into a retirement they actually enjoy." Now they know within a line whether to keep scrolling.

Below that, keep it simple. How you work, your services with links through to each one, some proof, and a clear next step. Keep the navigation short too, ideally under six items.

Why your About page matters more than you expect

Clients are not really choosing a firm. They are deciding whether to tell a stranger how much money they have and what they are worried about. The About page is where that decision gets made, and it is often the thinnest page on the site.

Use real photography of real people. A stock image of two people shaking hands in front of a window signals nothing, and most readers recognise it as filler.

Then write like a human. Your career history in plain English, why you set up on your own, and something about you rather than your CV. Qualifications should be there, but they do not separate you from anyone else.

One services page, or several?

A page each is better however a single page listing everything is fine to start with.

The case for separate pages comes down to clarity and visibility. Someone who has just inherited money should not have to scroll past nine other services to reach the paragraph that speaks to them, and search engines and AI tools both work better with a page that answers one question clearly. Five pages give you five ways into the site rather than one.

That said, one well organised services page with a proper section for each service will not hold you back, and it beats five thin pages written in a hurry. Split them out later, once you know which services are bringing enquiries in.

Either way, each service needs to say who it is for, what the process looks like from the client's side, and how to take the next step. Where you talk about investments, the promotion rules apply as much here as anywhere else, so the risk wording needs to be present.

Who do you work with, and who do you not?

We have written before about how a narrower audience converts better. A page saying plainly who your firm is built for is one of the most useful things you can publish, and one of the hardest to commit to.

It feels like turning work away. In practice it does the opposite. It gives the right person confidence you have done this before, and it makes you far easier to refer. "Speak to Sarah, she works with dentists approaching retirement" travels much further than "speak to Sarah, she is a financial adviser." You can still take work outside that description; you just do not need to build the website around it.

Do you need to put your fees on the site?

No rule says you must, expectations have moved, though. Consumer Duty put price and value firmly on the agenda, and prospective clients now arrive having looked at three or four firms and formed a view on who was open with them. If your site says nothing about cost, you are asking someone to book a meeting with a stranger to find out whether they can afford them.

There are options short of a full price list. A worked example usually does the job, along the lines of what an initial piece of work typically costs a client with a certain level of assets, and what moves that figure up or down. At the very least, explain how you charge and say clearly if the first conversation is at your cost.

Where is your proof?

You can tell people you are good. It carries far less weight than someone else saying it, so third party review platforms do the heavy lifting. VouchedFor and Google Reviews are both visible in search.

Testimonials on your own site are worth having, with care. Anything you publish counts as a promotion, so it needs to be genuine, evidenced and used with the client's permission on record, and it should avoid implying a guaranteed outcome or specific returns. Get the wording signed off before you publish rather than after. Anonymised case studies work well too: the situation the client came with, what you did, and what changed.