Build a financial advisor website that explains who you help and how you're paid

A cautious visitor with a specific situation

Nobody browses adviser sites for fun. Someone arrives because something has happened or is about to: a pension decision, an inheritance, selling a business, a divorce, a first child, retirement within sight. They want to know quickly whether you deal with situations like theirs and whether they're the kind of client you take on. A homepage of sunsets and sailing boats tells them nothing; a list of the situations you help with tells them almost everything.

Many firms also have a minimum level of assets or a typical client profile. Saying so isn't off-putting; it saves both sides a wasted meeting. If you'll see anyone for a one-off fixed-fee review, say that too.

How you're paid, stated plainly

Fees are the question prospects most want answered and are most often left guessing about. Whatever your model, lay it out in a short page with worked examples written in words rather than tables of percentages people can't picture.

Initial advice

Whether the first meeting is free, what an initial plan costs and how it's calculated (fixed fee, hourly, or a percentage of what's invested).

Ongoing advice

What the annual review includes, how the ongoing fee is calculated, and how a client can stop it.

Other costs

Platform and fund charges the client pays to third parties, explained as separate from your fee.

Commission

Whether you receive any, on which products, and how it's disclosed. In some countries commission on investment advice is restricted; follow your own rules.

Pages that build trust before the first meeting

1. Who we help: the client situations you specialise in, each with a short page describing the typical questions and how you approach them.
2. Services: retirement planning, investments, pensions, protection, inheritance and estate planning, business owners. Only list what you're authorised to advise on.
3. Our people: each adviser's qualifications, their entry on the regulator's register, and a real photo.
4. How it works: first conversation, information gathering, the recommendation, implementation and review.
5. Guides: plain-English explainers on recurring questions, reviewed for accuracy. These help people decide they need advice and give search engines something substantive.
6. Regulatory and complaints information in the footer of every page, exactly as your firm specifies it.

Booking the first meeting

A first meeting is the conversion that matters. Anticode's booking calendar lets a prospect pick a service (say, "Introductory call" or "Retirement review"), a day and a time, and give their name, phone and email. Two visitors can't book the same slot, and dates in the past or more than 120 days out are refused. It doesn't sync with your diary, take deposits or spread bookings across several advisers' calendars, so it suits a small practice where one person handles first meetings. Its times are fixed (six a day, Mondays skipped), and you confirm each booking yourself.

Keep the booking form as light as it is. Don't ask for income, assets or health details on the website; collect those securely during onboarding. Every submission is sealed at rest, and because the site holds personal data, Anticode won't publish it until the account owner and the person publishing have turned on two-factor sign-in. The consultation request page covers alternatives to a calendar.

Building it with Anticode

Describe the firm, the clients you serve and how you charge; the Architect will check details that change the build, such as whether you want a booking calendar or an enquiry form, before showing a plan. Then:

• Keep guides in a guides CMS collection with title, summary, body and a reviewed date, edited in the dashboard; each guide gets its own page.
• Choose Swiss (Inter Tight) or Editorial (Geist) for a sober, readable look, with a blue, green or black action colour. Luxury (Jost) suits private-client wealth firms.
• Use the per-site Privacy Policy and Terms as a starting point, then have them checked against your firm's own policies.
• Use version history to restore an earlier version if wording is changed by mistake. Only the most recent versions are kept (up to a per-plan number), so keep your own record of what the site said and when.

What Anticode doesn't do here

There's no client portal, document upload or secure messaging on published sites; use your platform or back-office system for those. Forms collect text only. There's no compliance sign-off workflow for financial promotions, no fee calculator shown to visitors on a standard page, and the site is English only. If you need a calculator that visitors use themselves, an app build can run one in the browser, labelled as illustrative.

Questions people ask

Can Anticode write our regulatory disclosures?

No. Your firm or network supplies the regulatory status, risk warnings and complaints wording. Add them to the footer and relevant pages exactly as provided.

Is it safe to take enquiries through the website?

Submissions are sealed at rest, publishing requires two-factor sign-in for the account owner and the person publishing, and an access log records reads, exports and deletes. Still, ask for as little as possible.

Can each adviser have their own booking calendar?

Not with calendar sync or staff rotas. The calendar handles one booking per slot for the site, which works best when one person manages the diary.