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A website is a lot like an elevator pitch – you have a short time to deliver a strong first impression. The amount of time it takes to form an opinion of a site is remarkably quick, with an average time of 50 milliseconds. With such a limited time to inform the opinion of visitors, a strong homepage design becomes critical.
A great home page must fit your brand’s goals and align with your niche. In financial services, a strong homepage is built from memorable imagery and a clear value proposition, helping potential clients understand the value of working with you and what makes you different from competitors.
To ensure your homepage is set up for success, I’ve listed six advisor sites that nailed their homepage messaging through copy and design.
- WizdomOne Group
The Wizdom homepage oozes style the second the page appears. A set of videos in the background shows off different areas of business, from large companies to small family-run stores. It instantly catches your attention and shows you who they help with their services, along with a center-screen CTA.
Scrolling further down, they give a short description of who they serve and what they offer, with a shortcut to a more detailed page. Below is who you’ll be working with, instantly creating a connection and putting a face to the business. Wizdom’s homepage is short and sweet, which makes it so wonderful. It’s easy to navigate and gives all the information a first-time or returning visitor needs.
- Kristen Heller
Another website that showcases that simple is best is Kristen Heller. Its homepage tells you precisely what she does: "Impartial Advice for Busy Professionals.” It is followed by a CTA inviting page visitors to talk. Her homepage’s message is that she’s ready to start giving advice and talking strategy. You just have to make the first move.
The homepage also generously offers curated articles, videos, and more. The quick and easy way to contact Kristen shows that she’s ready to start talking with you to help plan your financial future.
- Conversion Financial Services
The Conversion Financial Services homepage boasts an impressive roster of services, each with its own small description and link to provide more detail on a separate page. Conversion’s homepage message is that they are experts at what they do and aren’t afraid to show it off.
Of course, they also make it easy to contact them with a form you can fill out right at the bottom of the homepage. No matter what they’re doing, they’re sure to be awaiting your message.
- Locklin Financial
The Locklin Financial homepage uses bold imagery and text to highlight its value prop: “Protect. Grow. Enjoy.” Their message is to simplify your financial life and provide you with the freedom you need to focus on your passions. This is heavily emphasized by the homepage’s short and sweet copy, which just tells what you need to know. The page makes sure the only thing you read is what’s important to you.
Like some other websites, the homepage also lets you meet the team, giving you the opportunity to create a more personal connection, which is often beneficial for financial services.
- Harris Private Wealth
The Harris Private Wealth homepage sports a fancy video background that highlights the message “Live Life Your Way.” Their goal is to help you live the life you want, whether you’re just starting to plan your future or are embarking on Life 2.0. They want you to be sure that your financial security is in good hands so you can live your actual life.
Another wonderful addition to the homepage copy is how often it spotlights the fact that you deserve to live a good life. “You’ve Earned It” is something they mention multiple times to emphasize how important their services are to make your retirement as enjoyable and financially stable as possible.
- Hines Wealth Management
The Hines Wealth Management homepage is another example of an advisor speaking directly to site visitors. Whether they’re current clients or potential prospects, their message rings loud and clear; “Everyone Deserves Comprehensive Financial Care.” They don’t care who you are or what you do for work; you deserve to feel safe. They want to make money work for you, not the other way around.
Their homepage copy is about making clients realize that there's more than just the financial side to their business. While that’s an important part for them, they just want to ensure that your plan is what works best for you. Including a nice selection of resources open to all is another great addition to the page.
A great homepage accomplishes much in a short time, establishing your brand, the benefits of working with you, and what makes you different, all through limited copy and memorable imagery. This is difficult to accomplish, so consider the examples above the next time you’re editing your site.
Samantha Russell is the chief evangelist at FMG Suite. She helps financial advisors create digital marketing strategies that produce explosive growth through website development, content marketing, SEO, social media and video. A prolific speaker and content contributor, she often appears on stage at financial conferences in the pages of well-known industry publications. She is an Investment News 40 Under 40 award winner and was named on the "10 to Watch" list by WealthManagement.com in 2020.