Your financial website is your digital badge of authority, and your website design is crucial to turning those potential users who land on your site into your new clients. People are trusting you to help them with one of their most important assets, and your website needs to build that confidence in your business right from the start.
At Bethany Works®, this is precisely what we aim to do. We don’t just want you to have a site that looks nice. We want to create an online space for you that makes you the obvious choice for your ideal client to make.
Let’s dive into how you can create a website for your financial business that takes you to the next level.
8 Mistakes To Avoid With Your Financial Website Design
As you start to build your website, make sure to avoid the following:
Writing in jargon
Using complicated words is a surefire way to lose your website visitors and lower your conversion rate. Writing in jargon is a way to exclude people, not invite them in. Especially in the financial world, there are so many things that can feel overwhelming or unattainable.
Speaking in easy to understand language will help to connect with people and meet them where they are.
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You make it unclear who you help, or you try to help everyone
Trying to speak to everyone = speaking to no one. Not everyone is your ideal client, and that’s okay – make it crystal clear who is. Your website should not only attract your dream client, but also repel ones who aren’t a great fit for you or your services.
Being generic in your messaging
Generic messaging doesn’t yield results. It’s too broad, too unspecific, and it won’t resonate with your ideal clients. You want people to be able to relate to what you are saying and see the transformation that can happen in their own lives with your services.
Thinking your brand is just a logo and color palette (or not investing in branding at all)
Branding for your financial business shouldn’t be seen as something optional – in today’s competitive market, it’s necessary. When branding is done well, it completely changes your audience’s perception of you and increases your profitability.
Your logo is essential. It’s how people recognize you, and it’s your opportunity to make a strong first impression. However, your brand isn’t just a logo. There are so many different parts that go into creating a successful brand, and you want to ensure you have every piece in your own brand.
While you do need a primary logo, you also want alternative logos and other marks to identify your business. This way, you have flexibility in how and where you can use your branding.
Your brand also includes your font suite, your color palette, and even a brand pattern. All of these together create a cohesive brand identity that you can use across every platform where people interact with you.
Writing all about yourself and your expertise
A client isn’t on your website to read your personal resume and life story – they are on your website because they want to know how you are going to help them. Always center the client experience first.
Neglecting the mindset and feelings of clients
Your copy and website should be written with your clients’ mindset and feelings at the forefront. They should truly feel like you understand them and that you’ve found a way to read their mind.
No photos of you and the team
No photos equals no trust being built. People want to know who they are investing with and who they are trusting with important financial decisions. You need to have professional photos on your website.
You view a website as a non-essential
Your clients are going to trust you to handle their money and finances, and without a website, it’s hard to build that confidence in your services. Remember, your website shows that you are trustworthy and reliable.
Also, a website with SEO helps you rank higher in search engines, leading to more website traffic and better results. Without a website, SEO doesn’t happen.
Must-Have Content For Your Financial Website Design
Clear your business name with an attorney
Before even diving into the essentials to include in your website, the first thing you need to do is clear your business name with an attorney. You need to own your name, and you need to own your domains and versions of it.
The peace of mind and confidence this can give you as you create your new brand and build the foundations of your business are absolutely worth the investment. Also, when you work with us, we are very familiar with running your copy through compliance on your website before launch.
Services page
Your services page is a crucial part of your site for connecting with and converting clients. You not only want to ensure it stands out, but also to provide all the key information someone would need before reaching out to you.
RESULTS THAT SPEAK FOR THEMSELVES
Download our case studies + client experiences to review the impact our website design and brand strategy services have beyond the stunning deliverables you’ll find in our portfolio.
Make sure you also very clearly outline what the process of working with you looks like and what they can expect throughout it. If you want more info on how to design your services page, go here!
Clear messaging
Your messaging throughout your website needs to be clear and concise. Clear messaging will not only help your users understand your product or service but also encourage them to take action. Pro tip: Accompany your messaging with eye-catching visuals to increase conversions. When in doubt, work with a copywriter.
A page about you and your team
When it comes to your financial business and money, people want to know that they are working with a trusted source, not with a company without a face. They need that confidence in you, and your About page is a great place to build credibility and humanize your brand.
If you have a strong founder story or ‘why,’ this is where you put that. If you have a team, be sure to include photos of your team members along with their short bios!
User-friendly design
Your website needs to be accessible on both desktop and mobile. I know we all know this, but it’s worth mentioning only because I still see this not happening. User navigation should be effortless, and your website should have a clear, well-organized structure. This also means avoiding overloading options, CTAs, and the number of dropdowns.
Examples of Financial Website Design
Zestiny Wealth™
Ally Ecklund, CPA, CFP®, CPWA®, founded Zestiny Wealth with a vision to provide financial planning that’s focused on the FUN life can hold — especially when all the numbers work to empower that big zesty life!
Ally needed a brand design and a website that matched this vision — a balance of serious credentials and a serious zest for life.
Now, Zestiny Wealth’s digital presence is a true reflection of their mission: turning financial strategies into life-changing journeys. From color palette to copywriting, every element is now giving zesty financial empowerment.
WealthPeace™
WealthPeace came to us looking for a brand and website that would support their shift to a solo practice. We supported the ideation alongside their trademark lawyer. Then, once a name was picked, we built their brand strategy and competitor analysis, messaging, branding design, and website (in WordPress) that successfully passed compliance.
Ruby Pebble Financial Planning®
Ruby Pebble Financial Planning came to BethanyWorks as a newly launched fee-only financial planning practice in Atlanta. Founder Jen Dziura needed to differentiate her millennial-focused approach in a market dominated by traditional wealth management firms targeting retirees.
We created a complete brand identity and website using the Sage archetype to position Ruby Pebble as an educational resource rather than just a service provider. The psychology-backed design strategy emphasized approachability and transparency—key values for millennial clients skeptical of traditional financial services.
Cornerstone Financial Planning®
Cornerstone Financial Planning is a woman-owned financial planning firm. For their website, we wanted to ensure it had a refined, established feel while also being very easy to navigate.
Ready to Build Your Website for Your Financial Business?
Hopefully, this helps you as you start thinking about designing your website for your financial business.
Remember, potential clients should leave your website feeling they fully understand you and your services, and that they know exactly how you will help them with their finances. It needs to be strategically designed to eliminate any lingering doubts they may have about working with you.
If you are ready to take the next step and start building your financial website, we would love to talk with you. You can learn more about our brand and web design services here, or you can get in touch to talk about it 1:1 here!
