What to Put on a Financial Advisor Website So Google and AI Can Find You
Your website should plainly state who you serve, where, how you are paid, and your credentials. Add a fees page, a page for each type of client, an FAQ, a clear way to book a call, and structured data that labels these facts. Clear facts help both people and search tools decide if you fit.
Say who you help in the first few lines
Visitors and search tools decide fast. Your homepage should say something like: "Fee-only financial planning for retirees in Austin." Skip slogans that could fit any firm.
If you have a niche, lead with it. Physicians, tech employees, small business owners and widows all search with their own words. Use those words.
Publish your fees
"How much does a financial advisor cost?" is one of the most common questions people ask. Firms that hide fees give AI tools nothing to share. A simple fees page with your structure and any minimums helps people decide and helps tools describe you.
You don't need every detail. A range, a flat fee, or your AUM schedule is enough. Have compliance review it.
Show your credentials and how you work
List your designations and what they mean in plain words. Say if you are a fiduciary and fee-only, if that is true. Link to your Form ADV and your page on the SEC's Investment Adviser Public Disclosure site.
Add a short "how we work" page: the first call, the plan, and ongoing meetings. People want to know what happens after they reach out.
Add pages for your clients and your area
Give each main client type its own page, such as "Retirement planning for teachers" or "Financial planning for business owners." Explain the problems you help with and what working together looks like.
Name the city and nearby areas you serve. If you work with clients remotely, say so. Don't create dozens of near-copy town pages.
Answer real questions in an FAQ
Write down what prospects ask on first calls. Do you have a minimum? Are you a fiduciary? Do you sell products? Can we meet online? Put short, direct answers on your site. AI tools often quote this kind of plain answer.
Make it easy to book and easy to read
Put a "Book a call" button on every page. Make sure it works well on a phone. Add structured data for your firm (name, address, phone, services, area) so search tools can read your facts without guessing.
Common questions
Should I put testimonials on my site?
The SEC marketing rule allows them only with specific disclosures and oversight. Plainform does not use testimonials or performance claims. Ask your compliance team before adding any.
Do I need a blog?
Not to start. Clear service, fees and FAQ pages do more for most small firms than a blog that rarely gets updated.
My broker-dealer controls my site. Can I still do this?
Often, yes, but you may need approval for each change. Plainform works best with independent, owner-run RIAs who control their own site.