Creating a successful financial services website design requires more than just a strong visual identity and rich content; it should also prioritize functionality and user experience to meet the unique needs of the busy financial advisor audience and, when applicable, their clients. Based on our website redesign experience with financial service firms like Clark Capital and Union Park Consulting, we’ve outlined 7 areas of improvement that make a big difference when it comes to website design for financial services.
1. Define Your Website’s Purpose & Identify Key Audiences Segments
Thinking about your website, can you answer these three questions?
- Why does your website exist?
- What are the key things it is trying to communicate?
- What advisor or investor segments is your website speaking to?
These seemingly straightforward questions are ones we ask at the start of every financial services website design project to help shape what each website will become. We have found that effective websites cannot be everything to everyone. Some websites, or landing pages, are used as advisor content repositories, while others solely focus on client lead generation. By identifying the purpose of your website from the start, you will be able to accurately evaluate existing site content in the eyes of your audience and make informed strategic decisions around future content.
When thinking about your website audience, it is important to understand the segments that your audience falls into and ensure that content is presented in a way that captures and keeps their interest. For example, we’ve designed websites that speak to high-net-worth and ultra-high-net-worth audiences for our family office client, Homebase. While we created a visual identity that felt sophisticated and premium, we made sure that the content and site experience prioritized information that was most valuable for their busy end-audience.
2. Keep Navigation Simple For Busy Financial Advisors
If your website is targeting financial advisors, it is crucial to keep the website navigation intuitive and structured around how advisors are likely to interact with it. Remember, these advisors are busy and don’t have time to dig for information. The biggest misstep we see brands make is organizing the site’s content around their internal company structure or stakeholder preferences. This leads to confusing and frustrating user experiences that could prevent your audiences from ever visiting the site again.
Instead, consider the needs of your specific audience segments:
- What are they searching for?
- How quickly can they find it?
Primary navigation titles should be kept simple, straightforward, and as streamlined as possible in order to deliver an efficient and productive website experience that encourages repeat visits.
3. Use Conversational Language With Complex Financial Topics
Financial topics can be complex, but your website content shouldn’t be. During our Investor Roundtable sessions, we have learned that certain segments of investors understand more complex financial topics, while others need more guidance and support. Strong financial services website design uses clear messaging, thoughtful content, and language that speaks directly to the reader without jargon.
For websites that are written and targeted to financial advisors, those advisors often evaluate content with their clients in mind. We often hear in our Advisor Roundtable sessions that if an advisor can’t easily articulate information they learned from a firm’s website to their client, they will not bring it up or discuss it.
Writing in a natural, conversational tone offers several other benefits:
- Speeds up content scanning and comprehension.
- Enhances discoverability and SEO by aligning with how people search online.
- Builds trust by sounding authentic and approachable.
4. The Fewer Clicks To Find Information, the Better
With the growth of AI and ever-evolving search platforms, financial advisors and investors continue to have limited patience for websites that make them hunt for the information they are looking for.
According to a 2026 study by ContentSquare¹, website visitors in general are spending less time engaging once they arrive on a website. This means that creating better digital experiences is just as critical as acquisition. The same study mentioned that even small spikes in friction (like slow page loads and multiple button clicks) can quickly turn engagement into exit.
If you are driving your audience to a specific landing page (especially from paid media), key information, resources, and details must be easily accessible on that single page. Consolidating information on fewer pages reduces unnecessary clicks and keeps users engaged.
Ask yourself:
- Can advisors find what they need without navigating through multiple pages?
- Are critical documents, forms, or tools clearly visible?
5. Pay Attention to How Pages Are Laid Out
First impressions matter. Advisors tell us they will only spend a couple of seconds scanning a page before deciding if it’s worth their time. Taking time to consider how each webpage is laid out is essential, and using design elements strategically will help make key information stand out.
Some principles we use to design pages are:
- Utilize bulleted lists to highlight critical information.
- Break up large text blocks with headers, white space, and imagery.
- Keep the layout clean and uncluttered.
A well-organized page helps advisors quickly identify the value you offer and encourages them to stay engaged longer. An example of a page that incorporates rich content presented in a clean way is the High Net Worth Solutions page we designed for Clark Capital. This page utilizes different layouts to help the reader scan a lot of information quickly.
6. Apply Branded Elements to Visuals to Make an Impact
It’s no secret that use of stock photography on many financial websites contributes to the general feeling of a sea of sameness in the industry. Instead, imagery on websites should help reinforce the brand, capture attention, and convey messaging.
We will often apply visual elements on top of stock photography to help imagery feel unique and branded, which can be seen throughout the Clark Capital website. Another way to make stock photography feel branded is to use imagery that pulls from a consistent color palette, like we did on the National Subrogation Services website.
When it comes to the images on your site, consider asking yourself:
- Do the images feel in line with the look and feel you want your brand to convey?
- Are the images being used purposefully alongside the copy they represent, or are they just there to break up text?
7. Make Content Easy for Advisors to Share with Clients
Financial advisors often rely on educational and thought leadership articles, market commentary, guides, and tools to engage clients and prospects, but research shows that sharing this content can be time-consuming and unclear. Broadridge² found that nearly half of advisors who do not share educational content say they are unsure how to do so, and 46% cited a lack of time as their reasoning. In addition, to reduce this friction, thought leadership pages should include visible, user-friendly sharing options so advisors can easily share insightful content to clients in the channel that best fits their relationship.
When designing these features, consider:
- Are sharing buttons located in an obvious, convenient spot?
- Do they work seamlessly across email and social media platforms?
By enabling easy sharing, you can extend your reach and position your brand as a trusted resource in the industry.
Talk to Substance
Effective website design for financial services websites prioritizes simplicity, clarity, and functionality. By focusing on defining the website’s purpose, user-friendly navigation, conversational content, streamlined access to resources, smart design, and shareability, you can create a site that advisors and investors enjoy using and continue to build ongoing brand affinity.
If your current site feels outdated, hard to navigate, or not built to convert, Substance can help. We create website design for financial services that balances strategy, content, and design so your site can support growth, build credibility, and better connect with potential clients. You can see how we’ve applied these pillars and principles to websites we’ve designed by visiting our Clark Capital and Union Park Consulting case study pages.
Delivering on each of these pillars can feel overwhelming, so please reach out to us if you ever need any help in ensuring that your website is set up for advisor (and investor) success.
Common Financial Website Best Practices FAQs
What should a financial services website design include?
It should include clear messaging, intuitive navigation, educational content, strong visuals, easy contact paths, and trust-building proof points like client testimonials or case studies. A strong site should also be fully responsive, optimized for search results, and built to guide your audience toward action.
How do you design a financial advisor website?
Start with defining the purpose of your website, who your audience is, and why they would visit your website (their needs). Write content that speaks directly to that audience and ensure that your website architecture is set up in a way that allows visitors to efficiently access the information they need. Make sure your pages are laid out in a way that is clean and easy to skim, and avoid imagery that feels too stocky.
How can financial firms get more qualified leads?
Financial firms, wealth management teams, accounting or consulting firms, can get more qualified leads by using tailored solutions, digital marketing, and content that speaks directly to potential customers. A strong website presence, a supportive team, and thoughtful page structure help visitors feel confident and guide visitors toward consultation, not overwhelm them.
Source¹: ContentSquare, “2026 Digital Experience Benchmark Report”
Source²: Broadridge Financial Solutions, Inc., “2024 Financial Advisor Marketing Trends”
