The 7 Must-Have Website Features for Financial Professionals
In today’s competitive financial landscape, your website needs to be more than just an online brochure. It needs to build trust, drive leads, and set you apart from other financial professionals. But what features actually matter?
Here are the 7 must-have website features that every financial professional needs to succeed online:
1. Clear and Relatable Messaging
The moment a visitor lands on your homepage, they should immediately understand who you are, what you do, and how you help them. Using frameworks like StoryBrand helps ensure your message is simple, relatable, and client-focused.
Tip: Your headline should talk about the client’s goals—not your resume.
2. Professional Design and Branding
Trust starts with appearance. A clean, modern design instantly boosts credibility. High-quality images, consistent brand colors, and polished layouts show clients you’re serious.
Check out our financial services portfolio to see what professional branding looks like for firms like yours.
3. Trust-Building Elements (Social Proof)
Your website should make visitors feel safe. Key trust builders include:
Client testimonials
Certifications or badges
Featured logos (e.g., "As Seen In" or "Certified Financial Planner")
Compliance disclosures
Bonus: Case studies or detailed success stories can dramatically boost conversions.
4. Clear Calls-to-Action (CTAs)
Don’t leave your visitors guessing. Each page should have a clear CTA like:
Schedule a Consultation
Book a Discovery Call
Start Your Plan
Want an example? Check out our Financial Planning Website Design page to see strong CTAs in action.
5. Easy-to-Use Contact Forms
Make it frictionless for visitors to reach out. Short forms with minimal required fields convert better. Ideally, your form should:
Be accessible from every page
Ask only what’s necessary (Name, Email, Message)
Provide a confirmation message or thank-you page
6. SEO Optimization
If your website isn't SEO-friendly, you’re invisible to potential clients searching online. Basic SEO strategies include:
Keyword-optimized headings (H1, H2, H3)
Metadata (Title and Description)
Fast site speed
Mobile responsiveness
Learn more about why SEO is critical for financial professionals in our blog How SEO Helps Financial Professionals Win More Clients.
7. Educational Content
Providing helpful resources positions you as a trusted guide. Consider adding:
Blog posts
Financial planning guides
Video explainers
This not only builds authority but also improves SEO and keeps visitors engaged longer.
How Does Your Website Stack Up?
If you're missing even a few of these key elements, you're likely leaving leads and trust on the table.
At Knapsack Creative, we specialize in helping financial professionals build websites that:
Drive real business results
Reflect professionalism and trust
Clarify their message and convert visitors
Ready to upgrade? Book a Discovery Call and let's make your website your greatest business asset.
Related Resources:
Why Financial Professionals Need a StoryBrand Website
How SEO Helps Financial Professionals Win More Clients
