A Website for Investment Advisors, Built Around What You Can Say

Compliance limits what you may say about results, not whether a prospect can find your process, your fee structure, or the kind of client you actually work with.

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What a weak website costs a Investment business

The myth: compliance makes a real website impossible

So the firm's site gets one page. A headshot, a paragraph, a phone number, a couple of initials after your name. Everything that would help a prospect decide is left off because somebody assumed it would be a problem. Your process, your philosophy, who you serve and how you are paid can all be described without a performance figure anywhere near them. It is the absence of all of it that loses the prospect.

Nobody outside this business can tell fee-only from fee-based

Fee-only, fee-based and commission are three different arrangements, and two of those names sound identical to someone reading on a phone. If your site does not state how you are compensated — hourly, a flat planning fee, a percentage of assets under management, or some mix — the prospect fills the gap with whatever they were warned about. One honest page on compensation ends that question before the first call.

A referral gets checked out before the phone rings

Referrals still drive this business, but the handoff is now a name typed into a phone on the drive home. They look for your firm, your credentials, your ADV brochure, and whether anything has been updated this decade. A bio page on a broker-dealer template tells them nothing. A dead link tells them something worse.

Your niche is the one thing nobody can find

You may do almost nothing but equity compensation work for senior engineers, or pre-retirement planning for federal employees with FERS and TSP decisions in front of them. The prospect in exactly that situation is searching those words tonight. If the only page about you is a general bio, you are up against every generalist in the state instead of being the obvious answer for the fifty people who need your specialty.

How customers choose a Investment company

The consideration cycle here is longer than almost anywhere else in local business. A pre-retiree can read an advisor's site on and off for a year — between market headlines and a birthday that suddenly matters — before asking for a first meeting. They are not collecting quotes. They are deciding whether they would hand this person their rollover, and they do that slowly, in private, usually on a phone.

What they check is predictable. Credentials first: whether CFP, CFA or ChFC actually appears, and what each one took to earn. Then how you are paid. Then the account minimum. Then Form ADV Part 2, because the brochure is public and more prospects read it than advisors expect. Many look you up on BrokerCheck or the IAPD before they ever load your site, then come back to see whether your own words match what they found. They also want to know who holds the money — that assets sit at a custodian and not with you is reassuring, and almost nobody bothers to say it.

The last question is newer, and it comes up constantly with solo and two-person firms: what happens if something happens to you. A prospect in their sixties is hiring someone for the next twenty years. A short, honest paragraph about continuity — a succession agreement, a named partner, a plan on file — settles a worry they may be too polite to raise out loud, and its absence quietly removes small firms from the list.

What a Investment website needs

A page on how you are paid

Fee-only, fee-based or commission, stated plainly, with the structure named: hourly, flat-fee planning, a percentage of assets, or a combination. The prospect who understands your compensation before the call arrives already half-qualified.

Your Form ADV Part 2 where they expect it

A clear link to your brochure, not buried three clicks into a footer. Prospects who go looking for it and come up empty draw their own conclusion. You supply the current document or link and tell us where it goes; we place it.

Credentials written out, not just initials

CFP, CFA, ChFC, EA — each with a line on what it required. Half the value of a credential is that a prospect can tell it apart from a title anybody can have printed on a business card.

A page for each planning specialty

Retirement income planning, Roth conversion analysis, equity compensation and RSU work, business owner planning. People search the problem they have, not the profession they need, so a page per problem is how they land on you.

Who you serve, named out loud

Physicians in their first years of practice, owners approaching a sale, federal employees, widows managing money alone for the first time, couples five years out from retiring. A named client type does more for a small firm than any amount of general language.

Your process, in order

What the first meeting covers, what you need them to bring, what they walk away with, and what the ongoing relationship looks like after that. Not knowing the shape of the engagement is the most common reason a prospect never books.

Custodian and minimums

Where the assets are actually held, and whether you work to an account minimum. Both answers save calls on each side, and both read as confidence.

Continuity, in one paragraph

What happens to clients if you become unavailable. Prospects now ask solo advisors this directly, and having the answer already written beats improvising it across a conference table.

Investment services your site should cover

Retirement Income Planning

Turning a 401(k), an IRA and Social Security into a monthly paycheck that holds up for decades. Which account to draw from first, and in what order, is a question most people have never had to answer before.

Roth Conversion Analysis

Looking at whether moving money from a traditional IRA into a Roth makes sense in a given year, and how much. The stretch between the last paycheck and required distributions is usually where this gets decided.

Equity Compensation and RSU Planning

RSUs, ISOs, non-qualified options, an employee stock purchase plan, and a concentrated position in one employer. Vesting dates, holding periods, and how much of a household's net worth is riding on a single ticker.

Social Security Timing

What claiming at 62, at full retirement age, or at 70 actually looks like for a couple rather than an individual. Spousal and survivor rules change the answer more often than people expect them to.

Ongoing Investment Management

Building and maintaining a portfolio against a written plan, with rebalancing, asset location and tax-aware trading handled on your behalf. Reviews on a set schedule instead of whenever the news gets loud.

Federal Employee Benefits

FERS, TSP fund elections, the survivor benefit decision and FEHB coverage in retirement. Federal retirements run on their own rulebook, and some of those elections cannot be taken back later.

Business Owner and Pre-Sale Planning

Entity structure, retirement plan choices, and what a sale would mean for the owner personally rather than on the balance sheet. The year before a transaction is when most of this work has to already be done.

Physician and Dentist Planning

Student loan strategy, 403(b) and 457 decisions, own-occupation disability coverage, and the first years when income climbs faster than habits do. Choices made early here set the next thirty years.

Education Funding

529 plans, what they actually cover, and how to pay for college without borrowing against a retirement that is closer than it looks. Including what becomes of the account if the plan changes.

Estate and Beneficiary Coordination

Checking that beneficiary designations, account titling and trust language all match the plan on paper. Done alongside your attorney and CPA rather than in place of either of them.

Widowhood and Transition Planning

Consolidating accounts, reviewing income, and taking decisions one at a time for someone handling the money alone for the first time. No invented deadlines.

BuilderNow compared with doing it yourself

BuilderNow DIY website builders
Who builds the pages We do. You send your bio, credentials, fee language and specialties; we lay out the site. You do, in an editor, after you work out what goes where.
Disclosure and ADV pages We place the disclosure text, ADV link and notices exactly as your firm words them. You build and position them yourself in the editor.
Compliance review Yours to run. We build what you send; your firm or CCO reviews the copy. Yours to run, on copy you also had to write.
What the price covers $25 a month or $250 a year, including the domain name, hosting and support. A plan fee, with the domain and extras usually billed separately.
Making a change Send us the new paragraph or a revised brochure link and we update it. Log in, find the block, edit it, publish it, check it on a phone.
Trial 30 days free on a yoursite.buildernow.net address; custom domain on the paid plan. Free tiers vary, and a custom domain is normally a paid add-on.

Why this matters for Investment businesses

58% of consumers often or always check a business website to confirm information they saw elsewhere.

DreamHost, 2026

45% of consumers say businesses without websites feel less real.

DreamHost, 2026

70% of consumers say they are more likely to do business with a company that has a website.

DreamHost, 2026

84% of US consumers searched online for a local business in the last three months.

BrightLocal, 2026

Investment website questions

Yes, and plan on it. Route every page of copy past your firm's compliance review or your CCO before launch, and again after any edit. Required disclosures, your Form ADV links, and any notices your registration calls for are yours to specify. We build and place what you give us; we do not review your site for compliance and we are not your compliance department.

Say what the standard requires of you in one sentence a prospect can repeat to a spouse. A registered investment advisor owes a fiduciary duty; a registered representative at a broker-dealer has historically been held to a different standard on recommendations. Describe which applies to you, in which capacity, and skip the comparison shopping against other advisors. Run the wording past compliance like everything else.

Many advisors do, and prospects look for it. Whether you publish the full schedule or describe the structure, name the model: fee-only, fee-based or commission, and how it is calculated — hourly, flat planning fee, a percentage of assets. Keep it consistent with your Form ADV Part 2, because a prospect who reads both will notice a difference, and so will an examiner.

Anything that promises an outcome, implies past results predict future ones, or presents a performance figure without the context and disclosures the rules require. Client testimonials and endorsements carry their own disclosure obligations even when genuine, so do not post them casually. Avoid superlatives about being the best or safest choice. Your process, philosophy, credentials and client focus carry the page without any of it.

It depends on how much of your day goes to calls that were never a fit. Publishing a minimum filters early and costs you some inquiries you would have declined anyway. Leaving it off keeps the door open and fills your calendar with conversations that end politely. If you serve a niche with a planning fee instead of an asset minimum, say that — it reads as a real answer.

It is the main advantage a small firm has. A prospect does not search for a financial advisor so much as for the problem in front of them: a Roth conversion window, an RSU vest, a FERS retirement date, a practice sale. Pages written for physicians, business owners, federal employees, widows or pre-retirees put you in front of a short, specific list instead of a long, general one.

On the site, in a paragraph of its own. A solo or two-person firm is asked this more every year, usually by the clients with the most at stake. Name your continuity arrangement — a succession agreement, a partner firm, a named successor — and say that client assets are held at your custodian rather than by you. Prospects stop worrying and start asking better questions.

No. There is no editor and nothing to drag around. You send your bio, credentials, fee language, disclosure text, ADV link and the specialties you want pages for, and we build the site from that. Changes work the same way later on: email the new wording, we put it live. Simple business websites are what the price covers; stores, booking systems and custom work are quoted separately.

Thirty days on a yoursite.buildernow.net address, so you can read every page, send it to your CCO, and change your mind about the structure before any money moves. The paid plan is $25 a month or $250 a year and brings in the custom domain along with hosting and support. If the trial is not what you wanted, you walk away from it.

Get your Investment website online

The next prospect who hears your name is going to look you up that evening, on a phone, in the ten minutes before bed. What they find decides whether you get a first meeting or get filed under maybe.

Start the 30-day free trial. We build the pages from the material you send, you read them on a real address and hand them to compliance, and nothing is paid until you decide the site is right. After the trial it is $25 a month or $250 a year with the domain, hosting and support included.

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