Landing clients as a financial advisor is no easy feat in today’s world.
Self-serve platforms and robo-advisors are growing rapidly, luring potential customers away.
Meanwhile, the number of registered investment advisors (RIAs) continues to increase while the percentage of Americans who work with an advisor has begun to decline.
All of these headwinds make for a competitive landscape.
In order to win in this environment, advisors must lean on their human edge to build trust and speak directly to their target audience’s concerns.
But financial advisor marketing has shifted and now potential clients are looking online for answers to their questions before they ever pick up the phone. This is why an effective website is critical to an advisor’s success.
But what exactly should your website communicate?
This article outlines 18 common financial advisor questions worth answering for prospective clients. Doing so may boost your SEO efforts, help you attract the right leads, and increase the likelihood of converting a website visitor into a client.
Clients will often visit your website before anything else.
This is why you should treat your website like a 24/7 salesman who is always working to land you new business.
So if a visitor has a question, your website should have an answer.
Here are 18 key financial advisor questions to address:
1) Are you a fiduciary?
Cadillac Wealth Advisors makes a 5-part fiduciary promise
Even for people who don’t know exactly what a fiduciary is, they do know that they want to work with one.
To avoid any confusion, be sure to clearly state your fiduciary status on your website.
If you are a fiduciary, include a link to your FINRA BrokerCheck profile so visitors can verify for themselves.
If you are not a fiduciary, consider using reviews or testimonials to build trust in another way.
2) Are you primarily a financial planner or an investment advisor?
The line between financial planning and investment management has become increasingly blurred, but clients still need to know which services you can provide.
If you don’t offer financial planning services, make that clear.
If you do offer financial planning in addition to investment management, say so!
3) What services do you provide?
You may want to dedicate an entire page to thoroughly answer this question, but it’s also worth summarizing on your detail pages.
At a minimum, include a list of your most popular or in-demand services and a link to more information, as well as your contact information.
4) What is your definition of a financial planner?
Although it is related to the previous question, make this response a more personal definition based on your experience and what you feel sets you apart.
Strive to leave a lasting impression here so that visitors will remember you when they are ready to seek out assistance.
5) How do you get paid?
Compensation is a hot topic in the financial services industry.
Many people are turned off by the traditional commission-based model, so it can be especially valuable to state upfront how you take payment for your services.
Providing a straightforward response can instill confidence and win over hesitant prospective clients.
6) What are your qualifications?
For many financial advisors, this question is a no-brainer.
After all, you’ve spent years getting the necessary education and passing the required Series exams.
But even if your credentials are rock-solid, they will not help you if potential clients can not find them.
Take a moment to humbly brag and ensure website visitors can see why you are qualified to assist them.
7) Who do you typically work with?
Uptown Wealth Management specifically caters to professional hockey players
Reassure visitors that you understand their unique needs and have the experience to address them.
If you specialize in working with a certain type of client, make that clear on your website.
For example, you might say that you work with small business owners, families with young children, high-net-worth individuals, or retirees.
8) Are you willing to provide client references?
When making such an impactful financial decision, some people want to hear directly from your previous or current clients.
If you are comfortable providing references, state this willingness on your website. You may even want to include testimonials or reviews from happy clients on the home page.
9) How will the relationship work?
Help prospective clients understand what to expect from your relationship.
Will you meet in person or communicate over the phone?
How often will you meet?
What is your policy for returning calls or emails?
By providing this information in advance, you can manage expectations, attract your target audience, and weed out people who are not a good fit.
10) What’s your investment philosophy?
Visitors want to understand your approach to managing, protecting, and investing money before they make a transfer.
Take the time to explain your investment philosophy on your website, and include information about the types of investments you might recommend to clients.
This is your opportunity to showcase any specialties, areas of expertise, or thought leadership.
11) How do you determine your investment recommendations?
Use these financial advisor questions to differentiate yourself from the competition.
In this case, highlight how your personalized approach is superior to the cookie-cutter approach that robo-advisors provide.
This may overcome one of the primary objections for a certain percentage of visitors.
12) What asset allocation will you use?
Give website visitors a sense of how you think through capital allocation.
From generating yield and spotting value to preserving capital and managing risk, let them know how you will go about constructing a portfolio that suits their goals.
13) How will you track my investment performance?
UMA Financial Services outlines its portfolio monitoring process
Investment performance tracking is a key service that you likely provide to clients.
By explaining your process of tracking, benchmarking, and reporting, you can give website visitors a taste of what it’s like to work with you.
14) What are the tax implications of investing with you?
No one wants to get hit with a big tax bill, so it’s important to be upfront about the potential implications of investing.
If you are able to help clients minimize their tax burden, make sure you mention it on your website.
Otherwise, you could lose leads to a competitor who is more vocal about tax efficiency.
15) What is your net promoter score?
Net promoter score (NPS) is a measure of customer satisfaction.
It’s calculated by asking customers how likely they are to recommend your firm to a friend or family member, on a scale of 0 to 10.
If you send NPS surveys to your clients and have a strong score, it’s definitely worth highlighting on your website.
This is yet another way to overcome objections and differentiate yourself from the field.
16) Who is your custodian?
Transparency is more important than ever in the financial industry, so don’t be afraid to mention your custodian by name.
Sharing freely in this way costs you nothing, but can ease the fear of potential clients and make a statement about the culture and integrity of your firm.
17) What are your values?
Glownia Financial Group states 3 key values on its About Us page
Financial advisors are in the business of aiding people to achieve their dreams, so make sure that your firm’s values reflect this.
If values like relationships, transparency, and customer service are meaningful to you, put them front and center on your website.
In the sometimes emotionless and analytical world of finance, sharing key values can help to create a human connection with prospective clients.
18) What adds meaning to your life?
Much like the “Interests” section of a resume, this financial advisor question gives you the opportunity to stand out, leave an impression, or even just make someone smile.
Talk about the things that inspire you, the charitable causes you support, or the hobbies you enjoy outside of work.
This is your chance to show that you’re a real person, not just a suit who’s trying to sell a product.
Financial planning is a complex process and selecting a financial advisor is a big decision.
To position yourself as an authority, build trust, and nurture prospects through the funnel, answer these key financial advisor questions.
As you look for inspiration, consider using AI writing tools and competitive analysis to spark further content ideas.
In doing this, and turning your website into a comprehensive resource for potential clients, you’ll be well on your way to capturing more leads and growing your business!