An optimized website is the hub of any successful digital marketing campaign, so learning how to build a financial website is a skill every advisor should learn. Here’s how to create a financial website that will help you build your AUM. 

Create a Domain Name

Your domain name is essentially your advisory’s identity to your audience. The best domain names help improve search engine rankings, click-through rates, lead generation, and conversions. 

Part art and part science, choosing the right domain name requires considerable thought. Once you’ve invested your time and money into creating an online presence, you don’t want to be stuck with a domain name that doesn’t drive traffic. To learn more about how to pick the perfect domain name for your advisory, check out this handy guide

Choose a Compliance-Friendly Host with Advanced CMS

Once you learn how to build a financial website, there are many hosting platforms for websites, but you need one that is compliance-friendly, reliable, and easy to manage. Use these criteria and research hosting platforms to find the best fit for your online presence.

One of the most critical factors for making the right choice is a host’s content management system (CMS). Your advisory will routinely create and manage content, so it’s essential to make the process as easy as possible. From SEO elements to video to the user experience, hosting your website on a compliance-friendly platform that includes comprehensive content management is a must.

Know Your Niche

Financial planning is an industry that offers a broad assortment of services and products, and competition in the industry is fierce. If you want to stand out from your competitors, find your niche. While your advisory can, and should, provide specific financial services when needed, specializing in a particular area will make lead generation and converting more clients much more manageable.  

Financially savvy prospects don’t want just another advisor — they want a professional who understands their unique needs and financial goals. Whether it’s family planning, portfolio building for millennials, or retirement strategies for medical professionals, niche financial services will attract a targeted audience that is primed to convert.

Invest in Video

The power of video marketing on your website and other digital platforms is undeniable. You can effectively use stock video on your website, but if you want to connect with your audience, you need to create unique video content. Consider two of the most striking statistics for video marketing:


  • Websites and landing pages with video entice visitors to stay on a page 60 percent longer than those without. 
  • Video content can increase conversion rates by 80 percent.


While FMG Suite can provide professional compliant and engaging video content, it’s still important for advisors to invest in creating their own personalized videos. You don’t have to be a professional videographer to pull it off, either. When you create videos that let your audience get to know you and your advisory on a personal level, you build strong connections with your brand.

Optimize With SEO

Learning how to create a financial website without understanding SEO is like building a boat without understanding what makes it float. Keywords, internal and external links, fresh content, and other ingredients of an optimized website make sure your marketing efforts give you the ROI and increased AUM you need to grow.

FMG Suite can help you build the SEO foundation necessary to drive more traffic, enhance your social media presence, and stay ahead of your competition. Once your online presence is optimized, we have plenty of tools to help you analyze and fine-tune your SEO to keep your advisory in the limelight.

Now that you know how to build a financial website to anchor your marketing strategies, what’s next? We make it easy to create a beautiful advisor website with our website-building tools. Take your online presence to the next level with our marketing solution, Attract™. You’ll find powerful website tools for automated marketing, lead generation, email marketing, and so much more. Get a demo today and find out how to put your financial advisor website to work and grow your business.