Last Updated June 2 2023
The best advisor websites emit authority. And they do it in a way that makes potential clients comfortable.
I looked through hundreds of advisor websites, including ones of financial advisors, insurance advisors, career advisors, art advisors, legal advisors, marketing advisors, and more.
The best of them use these (replicable) elements to demonstrate authority, trust, and expertise:
Here they are — I analyze and spell out what’s good/bad about the first half of them; others follow similar principles, so feel free to dissect them yourself:
Innovest is an independent investment advisor offering consulting and wealth advisory services. They serve retirement plan fiduciaries, nonprofits, foundations, and high-net-worth families.
The website follows all the fundamental web design principles: relevant & readable typography, suitable colors, easy-to-use navigation, mobile friendly, obvious CTAs, etc.
And it has many authority and trust-building elements, like:
The Market Commentary page
Overall, if you are their target audience, you’ll be compelled to contact them because of how they’re presented on the website.
Avivar Capital is an SEC-registered investment advisor focused on impact investing strategies for institutional, public, and private clients. Their experienced team offers investment strategy, deal and fund structuring, asset management, due diligence, and market research.
In a sense, it’s similar to Innovest and therefore has similar content/pages. However, Avivar organizes it differently, and I think a mix of both Avivar Capital’s design and Innovest’s design can work great for you if you are in the same field.
Things Avivar Capital’s website does better:
Innovest does more things better (that’s why it’s #1 on the list!):
All in all, you can combine many of Innovest’s web design elements and some of Avivar’s design elements to make a perfect investment advisory website!
Pegasus Capital has a skilled team providing financial advisory services to corporates. They focus on M&A, company disposals, MBOs, MBIs, and funding options while offering strategic guidance to businesses and investors.
For a business like Pegasus Capital, the history—the deals they have helped make—is central to gaining potential clients’ trust. And that’s what they primarily showcase through their minimal site.
The site starts with a strong heading: “Every deal is a must win. We never go through the motions.” and a CTA to their About page, where they have a short company bio and bio of all three company directors.
Right below the hero section, they have a three-column Featured Transactions section where they show transactions they advised in. They also have a separate Transactions page you can easily navigate to from the menu bar.
And you see further details by clicking on the transaction block. Here’s one:
Lougher Contemporary is an online art gallery that sells authenticated artworks from established artists. They also offer advisory services to art collectors, focusing on transparency, due diligence, and customer service. They provide authenticated artworks, facilitate viewings, and support clients from purchase to delivery.
The artworks are often high-end, so the website design needs to reflect that by being sophisticated and elegant. And boy, do they nail it!
The typography is stylish; the muted color palette looks sophisticated; the scrolling animations are on point; the imagery and graphics are high-end; the grid layouts, wherever used, are aesthetically pleasing; there’s white space where needed; the spacing is consistent. And none of it interrupts the website from being user-friendly — it’s like any well-designed ecommerce website.
Susan Petr Goren Art Advisory offers customized services to help clients buy, sell, and manage their art collections. For new collectors, Susan provides guidance in refining tastes and preferences, while experienced collectors can benefit from her expertise in enhancing and managing their collections. Her services include budget development, visits to artists’ studios, purchasing at auctions, research, and negotiation.
This website is very simple, but it gets the job done. You can learn about Susan, her company, and the services from the simple navigation. You can look at some of the arts Susan helped pick on the homepage and the gallery page. And if you like what you see, you can quickly click on the Contact link in the navigation bar and fill out the contact form or call her for art advice.
Since it is more like a “personal website” and potential clients likely aren’t high-end collectors or luxury hotels, the “unprofessional aesthetics” with “not-professionally-clicked photos” are fine — in fact, it might even add to the ‘personal connection’ aspect.
Artelier is a UK-based art consultancy that curates bespoke art collections for private and public projects, including superyachts, residences, and luxury hotels. They also offer an “Art Concierge” service for art investment and collection building.
The aesthetics of this website must be opposite to that of Susan’s site, and they are! Everything on the site is chosen to make it look elegant: Font choice, spacing choice, professionally clicked big photos, etc.
The writing, with big words for describing the artwork for previous clients, also signals luxury and sophistication and exclusivity. For example, here are some lines from their Turnkey art collection for M/Y Lusine, 60m post:
Not only do such lines signal high-end services, but they also display Artelier’s expertise in advising to choose the best, the most well-fitting.
Timothy Financial Counsel is a fee-only financial planning firm based in Wheaton, IL. They offer financial advice with no strings attached, charging only for the time clients need, with no asset management or subscription fees.
I like a lot about this website:
This part from right below the homepage hero section — it summarizes all they offer:
Nadéjiah Zakiyyah Co. offers career coaching services, focusing on helping women reclaim power and confidence in their careers. They provide an 8-week Career Alignment Accelerator program for career change, and a Career Rebrand Intensive service for job seekers needing help with resume creation and personal branding.
I am a fan of personal-cum-business websites where individuals show their faces, but this website goes overboard with it. There are too many photos of Nadéjiah that attract your eyes, and it takes away from other important aspects of the website. For example, try looking at this screenshot of the site for five seconds from top to bottom:
What do you remember? I saw only her face, whereas I should have learned about her services and seen some social proof.
Besides this minor problem, the website is well-designed. It uses excellent fonts and color schemes, has CTAs at the right place, the navigation is simple, and the website is mobile-responsive.
Illumint is a financial planning service based in Washington, DC, that specializes in empowering millennial parents to invest in their family’s future. They offer tailored investment strategies for various goals, such as college savings, retirement, and purchasing a vacation home, with an emphasis on automating investments and optimizing savings for both immediate and future family experiences.
The website is well-designed overall, but I specifically love the “ARE YOU MAKING YOUR MONEY WORK FOR YOUR FAMILY?” section right below the website hero. It shows real people in different scenarios where their services help/have helped. If you are their target audience, you’ll relate to and contact them!
Financial Synergies Wealth Advisors is a fee-only firm in Houston offering personalized financial planning and investment management. They specialize in retirement planning, tax strategies, risk management, and estate planning, using evidence-based investment strategies to meet clients’ unique needs and goals.
The website features a beautiful hero picture (representing your future life if you take financial advice from them), a clear CTA to schedule a free consultation, easy-to-use navigation, ample social proof, and pretty much everything a perfect wealth advisor should have.
HCR Wealth Advisors is a wealth management firm based in Los Angeles, California. They provide personalized financial planning and investment management services to individuals, families, and businesses.
With the aspirational hero image and everything, this website is similar to the previous one. But this website is cleaner, which I like — white space is almost always good.
Carson Wealth is a US-based financial advisory firm offering personalized wealth management and financial advice. They help private investors build wealth and create multigenerational financial legacies. Their services are tailored to meet the unique economic, emotional, physical, and educational needs of their clients.
DKM Law Group provides expert legal representation on complex commercial matters for financial, insurance, and real estate institutions. Here’s what the designer said: “we built a simple, classy site that helps them look professional when engaging with prospective clients.”
Cinetic Media offers talent management and content sales services for the entertainment industry. They assist content creators and financiers with advisory and consulting services, providing customizable solutions to achieve clients’ strategic goals.
Sverica Capital is a private equity firm that collaborates with entrepreneurs to turn their businesses into industry leaders. They focus on the healthcare, industrial, and technology sectors. Though their main job is to evaluate and invest, they also offer strategic advice to businesses they support.
Creative Media is a unique venture providing comprehensive legal and business advisory services in the media, music, entertainment, and tech sectors. Their services include legal counsel, business development, U.S. market entry, and M&A, with a reputation for being highly connected and personalized.
Revolvd LLC is a full-service creative art advisory based in Philadelphia, serving private and corporate clients since 2016. They guide clients in integrating aesthetics, art, creativity, and artists into their spaces and businesses. Their services include managing private and corporate art collections, curatorial programs, temporary exhibitions, public events, creative experiences, commission management, and art handling & installation.
Cincala Art is a New York-based art advisory firm specializing in contemporary and post-war art. They offer bespoke services including artwork sourcing, price evaluation, acquisition, and collection management, with a focus on privacy and confidentiality.
Jessica W. Louie is the owner and lead accountant that runs the JWL Accounting firm. She has a passion for the whole business picture when it comes to bookkeeping and tax services, and her team does as well.
Concord Wealth Partners is a financial advisory firm that provides comprehensive services to high-net-worth individuals and business owners. They offer custom plans to fit clients’ financial objectives at different stages of life, including building, growing, and protecting wealth. Their services also extend to preparing legacies. They have multiple office locations across the United States and use technology to serve clients wherever they are.
Kinney and Associates include founder Laura Kinney and her son Cliff Kinney who are CPAs that offer a wide variety of services to businesses and individuals. They stay up to date in law and financial practices for tax and bookkeeping services.
Kanani CPA is another profession-specific accounting company. Medical and Dental professionals can use their assistance with taxes, bookkeeping, and payroll on both small and large scales.
Maggie Katz is the accountant behind this accounting and consulting business. She offers customized plans to the businesses she works with by taking a deeper dive into bookkeeping, cloud software and financial forecasts.
Elaine lives to use her accounting skills to help other business owners thrive. Many years of education combined with experience working with a wide array of professions, give her a well-rounded reputation for new clients.
Career Unicorns is led by Samorn Selim. They give career coaching service that helps BIPOC, women, and first-generation professionals build their dream careers in three months.
Their services include career, executive, and leadership coaching for various professionals, including lawyers, law students, engineers, data scientists, product managers, and leaders. They also provide tailored feedback on resumes, cover letters, LinkedIn profiles, and interview strategies, as well as negotiation tactics for compensation packages.
Bea Kim Coaching helps individuals live big and unapologetically. Bea Kim works with clients to define their values, create their purpose, and actively work towards fulfilling their life purpose. Services include coaching, workshops, and speaking engagements, with a co-active coaching approach where the coach and the client are equal partners.
Wealthspire Advisors is a wealth advising team that helps clients optimize their financial life. They focus on creating personalized plans based on clients’ unique goals. Their services include financial planning, executive compensation, life transitions, business sale & succession, estate planning, and charitable giving & ESG. They emphasize a comprehensive understanding of clients’ goals and are dedicated to identifying the best possible investment solutions. As of March 2023, they manage $19.13 billion in assets.
Grey Ledge Advisors is a leading wealth management firm in Connecticut with extensive financial experience. They prioritize clients’ best interests and provide personalized investment advice and guidance. Serving individuals, businesses, and organizations, their experienced team helps clients achieve their financial goals and adapt strategies as circumstances evolve.
Ariston Services Group is an independent, privately-owned investment management firm based in San Diego, California. They provide custom-tailored wealth management solutions for high-net-wealth individuals and families, focusing on preserving and growing wealth. They also offer a unique combination of financial planning and investment management services.
The name says it all, and the website says it further and better.
Pension & Wealth Management Advisors is a seasoned firm offering comprehensive financial solutions. They provide wealth management, institutional investment, and mergers & acquisitions services, with a focus on risk management and customized planning based on clients’ needs and goals.
Nelson Financial Services provides independent advisory services for corporations and individuals, focusing on insurance and financial service needs. They also help sportspeople achieve their financial goal, and these testimonials speak highly of their services:
This financial planning firm specializes in creating strategies for those in or nearing retirement. They offer services such as investment management, 401K advice, Medicare consultation, social security timing, and estate planning, with a focus on stress-free financial planning and personalized retirement strategies.
Riviera Capital Partners is a private investment firm that specializes in partnering with management teams to facilitate company growth and business transformations. They focus on lower middle-market companies, providing strategic guidance and operational support to help them reach their full potential.
Bragg Financial Advisors is a family-run, independent, fee-based wealth advisory firm based in Charlotte, NC. They offer expert planning and investment advice to individuals, families, business owners, foundations, and other institutions.
The Colony Group is a wealth and business management firm that provides consolidated expertise across various areas including wealth and business management, tax planning, family and legacy planning, business succession planning, institutional management, and consulting. They aim to create new possibilities for their clients by bringing new perspectives and harnessing their team’s depth and breadth of expertise.