Avoid these common design, content and compliance issues that turn potential clients away
Many financial advice firms invest in a website once, then leave it untouched for years. The result? A site that may look acceptable at first glance but silently fails to convert visitors or build trust.
You might never know how many potential clients your current website has turned away. There’s no error message, no alert. Just silence.
In this article, we reveal the most common mistakes found on IFA websites today, explain why they matter, and offer simple, actionable fixes that can make a big difference to your firm’s online performance.
Mistake 1: Talking too much about yourself
It’s natural to want to highlight your qualifications, experience and services. However, many adviser websites focus entirely on the firm, rather than the client.
Long paragraphs about your history, generic mission statements or overly technical descriptions can create distance rather than connection. Visitors are looking for reassurance and relevance, not a résumé.
How to fix it:
Frame your services and messaging around the outcomes your clients achieve. Use headings that reflect their concerns (“Worried about your retirement income?”), and explain how your advice solves real problems. Make your content about them, not you.
Mistake 2: Weak or missing calls to action
A surprising number of IFA websites either hide their calls to action or don’t include any at all beyond a generic “Contact us” page.
If you don’t guide your visitors to take the next step, they’ll leave without doing anything.
How to fix it:
Use specific, benefit-led CTAs across every page. Examples include “Request your free pension review” or “Book your first meeting.” Make them visible, repeat them where appropriate, and test different versions to see what works best.
Mistake 3: Overwhelming or outdated content
Content that is overly long, dense, or written in financial jargon can overwhelm visitors and damage trust. Similarly, a blog that hasn’t been updated in three years signals neglect.
Outdated bios, dead links, and inconsistent language all undermine your professionalism.
How to fix it:
Audit your site content every quarter. Use plain English, short paragraphs and meaningful headings. Keep blogs current by removing or archiving stale articles. If needed, work with a content specialist to bring clarity and polish.
Mistake 4: Poor mobile experience
Over half of all web traffic now comes from mobile devices. If your site doesn’t function well on smartphones and tablets, you’re likely losing valuable leads without realising it.
Common issues include small fonts, overlapping elements, and buttons that are difficult to click.
How to fix it:
Ensure your website uses responsive design. Test every page on multiple devices. Prioritise page speed, easy navigation and accessible menus. A site that feels effortless on mobile builds instant trust.
Mistake 5: Ignoring SEO basics
Even the most visually appealing website will struggle to attract new clients if it cannot be found online. Many financial advice firms overlook SEO, assuming referrals will fill the pipeline.
But in 2025, prospects search for solutions online, and if you’re invisible, competitors will win that business.
How to fix it:
Optimise your site with clear service page titles, meta descriptions, and relevant keywords. Structure your content to cater to both users and search engines. Blog regularly with client-focused articles. If you’re unsure where to start, consider an SEO audit.
Mistake 6: Lacking social proof
Trust is everything in financial services. Yet many adviser websites offer little or no evidence of satisfied clients, professional credentials or successful outcomes.
Without proof, even a well-designed site can feel unconvincing.
How to fix it:
Add testimonials, case studies and accreditations to your site. Use real, human language, not marketing fluff. If you’ve worked with a specialist like Goldmine Media, clearly showcase the results. For example, our work with Stephens Rickard resulted in a 65% increase in organic traffic within six months, accompanied by a clear uplift in qualified enquiries.
Mistake 7: Treating your website as ‘finished’
Your website should evolve with your firm. Leaving it static, even for a year, risks falling behind client expectations and compliance requirements.
Design trends, user behaviour, and regulatory standards all change. Your site should too.
How to fix it:
Think of your website as a living asset. Review and refresh it regularly. Keep visuals modern, update bios and photos, and ensure your messaging reflects current services. Partnering with a web agency that understands the advice industry can help keep everything aligned and compliant.
If you’d like more information on how we can assist with your marketing, please get in touch with Goldmine Media. Moreover, you can reach us by calling 0845 686 0055 or emailing findoutmore@goldminemedia.co.uk.
