A financial adviser website does not need dozens of pages to feel substantial. It needs the right pages, each with a clear job in helping prospective clients understand the firm, assess whether it may be relevant and decide what to do next.
The exact structure will vary. A specialist retirement planning firm may need a different site from a national wealth manager or a local advice practice. What matters is that the architecture reflects how clients think, rather than simply reproducing the firm’s internal service list.
This guide sets out the page types most financial adviser websites should consider, what each one needs to achieve and when an additional page genuinely deserves to exist.
A useful website is not the one with the most pages. It is the one where every important client question has a clear place to be answered.
- Do all adviser websites need the same pages?
- What should the homepage do?
- Which service pages do you need?
- Do you need client or audience pages?
- What should adviser and About pages include?
- Where should proof and content sit?
- Which practical and compliance pages do you need?
- What should the contact page include?
- How many pages does an adviser website need?
Do all adviser websites need the same pages?
No. There is a useful core structure, but copying another advice firm’s sitemap page for page is rarely the best starting point. The website should reflect the firm’s proposition, the clients it most wants to attract and the decisions those people are likely to research before making contact.
Our wider guide to building a financial adviser website around the client journey starts with that commercial role. Page planning comes next: once the audience and proposition are clear, the site can give each important subject a sensible home.
Core firm pages
Homepage, services, people, About, contact and the appropriate legal or regulatory information form the foundation for most firms.
Audience and proof pages
Client-group pages, case studies, reviews and process content can strengthen the journey where they support a genuine business need.
Useful supporting content
Articles, guides and resources create more ways to answer questions and connect early research with the firm’s expertise.
A clearly defined target audience helps decide which of those strategic pages deserve priority. A firm focused on business owners, for example, may benefit from a dedicated journey around exits, succession and personal planning. A broader practice may be better served by strong service pages and adviser profiles without creating a separate page for every possible client type.
Start with the questions the website needs to answer, then decide which pages deserve to answer them.
What should the homepage do?
The homepage should orientate a new visitor quickly. It does not need to explain every service or tell the complete history of the firm. Its job is to establish relevance, introduce the proposition, provide enough proof to support the message and create clear routes into the rest of the website.
A visitor should be able to understand who the firm commonly helps, what kind of advice it provides and where to go next without scanning a long wall of introductory copy. Referrals also matter here: somebody who has already heard the firm’s name may use the homepage mainly to validate what they have been told.
Establish fit
Help the intended visitor recognise the people or circumstances the firm understands particularly well.
Explain the proposition
Give a clear reason why the firm’s approach, experience or specialism may be useful.
Support the claim
Use relevant advisers, client evidence, credentials or expertise rather than relying on broad statements about trust.
Create routes forward
Direct different visitors towards the service, adviser, resource or contact route most relevant to them.
The homepage should therefore behave like a junction, not a compressed version of the entire website. Detailed answers belong on the pages best placed to provide them.
Which service pages do you need?
Most advice firms need individual pages for their important services because a prospective client researching retirement planning is trying to answer a different question from somebody looking for inheritance tax planning, investment advice or protection.
That does not mean every technical capability needs its own URL. Group services where the client’s intent is substantially the same, and separate them where the need, audience or decision is meaningfully different. Our guide to structuring and optimising service pages explores that distinction in more detail.
A useful service page should explain the circumstances that make the advice relevant, what the firm helps clients work through and how the next step normally works. It should not read like a definition copied from a product handbook.
Create a separate service page when the client has a distinct need to understand, not simply because the firm has another item it could add to a menu.
Do you need client or audience pages?
Audience pages can be valuable when a particular group faces a recognisable combination of needs that cannot be represented well by one service page. Business owners may need planning around company exits, pensions, investments and estate planning. People approaching retirement may be thinking across several services at once.
In those situations, an audience page gives the firm space to reflect the client’s circumstances before directing them into the relevant advice. It can also make how the firm explains its value more tangible by showing where its experience becomes particularly useful.
Avoid creating audience pages simply to insert another profession, age group or location into otherwise identical copy. If the page cannot say something materially different about the client’s situation, journey or relevant expertise, it may not deserve to exist.
Different label, same copy is not a strategy
A client page earns its place when it brings together needs, questions or expertise in a way that genuinely helps that audience understand the firm.
What should adviser and About pages include?
Adviser profiles deserve more attention than a standard team directory because the relationship is part of what prospective clients are evaluating. A photograph, job title and chronological career history may establish identity, but they do not necessarily help somebody understand why they might want to speak to that adviser.
A stronger profile connects professional experience with client relevance. Explain who the adviser commonly works with, the decisions they understand particularly well, their qualifications and how they approach relationships. Relevant commentary or articles can then provide visible evidence of that expertise.
- Role and credentials: make professional information clear and current without assuming every visitor understands what each qualification means.
- Client relevance: explain the people, circumstances or decisions the adviser regularly supports.
- Approach: give a genuine sense of how the adviser communicates and works with clients.
- Expertise: connect specialist knowledge to useful content, services or commentary elsewhere on the site.
- Next step: provide a sensible route to learn more or make contact where appropriate.
The About page has a different role. It should explain the firm behind those individuals: why the business exists, how it approaches financial planning, what has shaped the proposition and anything useful a prospective client should understand about the way the team works together.
Avoid turning it into a company-history archive. The most useful About content gives context to the experience a client can expect today. The adviser profiles can then carry the personal detail without forcing one page to do both jobs.
Use the About page to explain the firm and adviser profiles to explain the people. Both should help a prospective client understand what working with you may actually feel like.
Where should proof and content sit?
Proof works best close to the claims it supports. If a service page says the firm regularly helps people through a particular type of decision, a relevant client story, adviser insight or review can provide context there rather than forcing every visitor to find a separate testimonials page.
Dedicated pages can still be useful. Client reviews can give prospective clients a broader sense of the experience, while well-structured client stories can show how the firm’s expertise is applied to real situations.
An insights or resources section serves a different purpose. It gives the firm somewhere to answer questions that do not belong on core commercial pages and allows prospective clients to continue researching before they are ready to speak. A connected approach to useful client content can then build those resources around the subjects the firm genuinely wants to own.
Do not make visitors hunt for reassurance
Use reviews, adviser expertise and client examples where they help somebody evaluate a specific claim, service or next step.
Which practical and compliance pages do you need?
Not every important page is part of the marketing journey. Financial adviser websites also need practical and regulatory information that reflects the firm’s own circumstances, permissions and compliance arrangements.
That may include privacy and cookie information, complaints information, relevant regulatory disclosures and other notices required by the firm or its network. The website should also make key business details easy to find rather than assuming visitors will search through the footer for them.
These pages should be planned into the structure from the beginning. Compliance requirements can affect templates, forms, disclosures and publishing workflows across the wider site, so treating them as a final collection of footer links is rarely the strongest approach.
Practical information still shapes trust
Regulatory, privacy and contact information may not be the reason somebody visits the site, but unclear or outdated details can quickly undermine confidence.
What should the contact page include?
The contact page should make beginning a conversation feel straightforward. Include the firm’s preferred contact routes, relevant office or meeting information and enough explanation of what happens next to remove unnecessary uncertainty.
Keep the first form proportionate. A prospective client should not need to complete something resembling a full fact-find merely to ask whether the firm may be able to help. Ask only for the information needed to route and respond to the enquiry appropriately, then move sensitive information into the firm’s proper process when necessary.
Different pages may use different calls to action, but the final contact experience should feel consistent. Someone arriving from an adviser profile, service page or article should understand whether they are requesting a callback, booking an introductory meeting or simply asking a question.
Practical information also matters. If clients can meet remotely, say so. If the firm has multiple genuine offices, explain which teams are based where and connect those pages naturally rather than making the contact section do all the geographic work.
How many pages does an adviser website need?
There is no ideal number. A smaller specialist firm may communicate its proposition clearly with a relatively compact site, while a larger advice business with several audiences, offices and areas of expertise may need a deeper structure.
The better test is page ownership. Every URL should have a distinct purpose and enough useful information to stand independently when somebody enters the site there. Links between related pages should then help the visitor continue naturally, which is why planning the relationships between pages matters as much as building the sitemap itself.
The page has a clear role
It answers a distinct client question, represents an important part of the proposition or supports a useful stage of the journey.
The subject matters but the page is weak
Strengthen the content, structure and connections rather than automatically creating another URL.
Several pages do the same job
Consolidating overlapping content can create a clearer destination for both prospective clients and search engines.
Search should inform that architecture without dictating it. Our guide to how website structure and search visibility work together looks at page roles from the SEO perspective. The website itself should still be organised around what the firm’s clients need to understand.
The right sitemap is the smallest useful structure that explains the firm properly and gives important client questions somewhere clear to go.
At Goldmine Media, we plan financial adviser websites around positioning, client journeys, content and search before deciding how many pages the finished site needs. That creates a structure the firm can grow into without filling the navigation with pages that have no meaningful job.
Build the site around clear page roles first. Design, content and search become much easier to connect once every important subject has a defined home.
Ready to collaborate?
If your firm needs a clearer website structure or a new site built around the clients you want to attract, we’d love to hear what you’re working on.
