Building a Financial Planning Website That Feels Like You
Let’s be honest, most financial planner websites look… kind of the same. There’s a photo of a handshake, a tagline about “building your future,” and a few pages that haven’t been updated since 2017.
“A great financial planning website doesn’t start with pages and platforms it starts with purpose. It should feel like an extension of you and your values, not just your service list. That’s when it becomes more than a website it becomes a connection.”
– Jenny Pearse, Jenesis Marketing Consultant
But here’s the thing: your website is usually the very first impression someone gets of your business. Long before they pick up the phone or book a meeting, they’re quietly scrolling through your site, deciding whether you feel like someone they can trust with their money and their goals.
So what do consumers actually want when they land on a financial planner’s website in 2025? Let’s break it down.
1. Clarity, not complexity
Your website isn’t the place to show off how smart you are; it’s where you show that you can make money matters make sense.
People are looking for answers to their biggest questions:
- Can you help someone like me?
- What will it cost?
- What’s the first step?
If your site clearly explains your services, who you help, and how to get started (ideally in under 30 seconds of scrolling), you’re already ahead of the pack.
2. A friendly face (or a few)
Trust is everything in financial advice, and trust starts with people. Real faces, real smiles, real bios.
Show your team. Share a bit of your story. Include photos that actually look like you, not stiff corporate headshots. Clients want to feel like they’re dealing with humans who understand their lives, not faceless institutions.
3. Social proof and success stories
We all do it. Before we try a new restaurant or buy something online, we check the reviews. Financial advice is no different.
Testimonials, client stories, awards, or even Google Reviews go a long way in reassuring visitors that they’re in good hands. Just make sure everything complies with ASIC’s guidelines for testimonials (it’s doable, and worth it!).
4. Helpful, human content
People don’t want to be “sold to.” They want help.
Blog posts, FAQs, and simple explainer videos show that you understand the common pain points and know how to solve them. Think about content like:
- “What’s the difference between a financial planner and an adviser?”
- “How to tell if you’re ready to invest”
- “Three money habits that make retirement planning easier”
Educational content positions you as approachable, knowledgeable, and genuinely invested in helping.
💬 Jenesis Tip: If your website sounds like a brochure, it’s time to inject your voice. Write like you’re speaking to a client across the table, not a boardroom.
5. A clear next step
Don’t make visitors hunt for your contact details or wonder what to do next.
Include simple calls to action like:
- “Book your free intro chat”
- “Download our planning checklist”
- “Meet our team”
Make the next move easy, obvious, and low-pressure. That’s what encourages people to take that first step toward becoming a client.
Take the Next Step Towards a Website That Reflects You
If you’re not sure whether your website truly reflects who you are and how you help, this is the perfect place to start. In a complimentary 30-minute review, I’ll walk through your site and offer practical, honest feedback to help align your voice, values, and client experience online.
Please note: This is not a full technical or UX website audit. This session is a brand-aligned check-in designed to explore whether your website reflects your voice, values, and the experience you want your clients to have.
In summary…
Consumers don’t want a flashy, jargon-filled website. They want a digital space that feels trustworthy, human, and easy to understand.
If your website reflects the same warmth, clarity, and professionalism you bring to your client meetings, you’ll stand out in a sea of sameness.
So, take a fresh look at your site this week. Does it show who you really are and how you help? If not, now’s the perfect time for a refresh.
If this article has sparked some reflection, I’d love to help you explore what’s possible. Start with our Mini Website Audit Checklist—a simple first step to check if your website is working for you, not against you.
