Is Your RIA Website Costing You Clients? Common Mistakes & Fixes
Your website is often the first impression potential clients get of your firm. It’s where they decide whether to trust you, reach out, or move on to the next advisor. Yet, many RIAs treat their websites as static digital brochures instead of a dynamic, client-generating tool. If your site isn’t optimized for user experience, search engines, and conversions, you’re missing out on growth opportunities.
Below are some of the most common website mistakes RIAs make—along with actionable ways to fix them.
1. No Clear Positioning Statement
When a potential client lands on your homepage, they should instantly understand:
Who you serve (e.g., business owners, tech professionals, retirees)
What makes you different from other advisors
How you can help them achieve their financial goals — that’s a big one
A vague tagline like “Helping you plan for your future” doesn’t cut it. Anyone could say that. You need to be specific and compelling.
Example of a strong positioning statement:
"Fee-only financial planning for physicians who want to reduce taxes and retire early."
How to fix it:
Place your positioning statement front and center on your homepage.
Use clear, simple language—avoid jargon.
Consider including a short explainer video introducing your firm and your approach.
2. No Clear Call to Action (CTA)
Many RIA websites make the mistake of hiding or completely omitting a strong call to action. If visitors have to hunt for your contact information or figure out what to do next, they’ll likely leave.
Effective CTAs should:
Be highly visible (use contrasting colors and bold buttons).
Clearly state the action you want visitors to take.
Appear on every key page (homepage, services page, blog posts, etc.).
Examples of strong CTAs:
“Schedule a Free Consultation” (links to an easy-to-use scheduling tool like Calendly)
“Download Our Retirement Planning Checklist” (in exchange for an email address)
“Get Your Personalized Investment Strategy” (leads to an interactive assessment)
How to fix it:
Ensure every page has a clear CTA that moves prospects toward the next step.
Use a scheduling tool like Calendly or HubSpot to make it seamless for visitors to book a meeting.
Test different CTAs to see which ones drive the most engagement. Be open to tweaking over time and observing what works best.
3. Slow, Outdated, or Unprofessional Website Design
A slow or clunky website doesn’t just frustrate visitors—it also hurts your Google rankings. If your site takes more than a few seconds to load, prospects may leave before they even see what you offer.
Common issues:
Website takes too long to load
Site isn’t mobile-friendly (doesn’t adjust properly on phones/tablets)
Outdated design that looks unprofessional
Generic stock photos that make your firm seem impersonal
How to fix it:
Test your site speed using Google PageSpeed Insights.
Make your site mobile-friendly (60%-plus of web traffic comes from mobile devices).
Invest in custom branding and design to reflect your firm’s professionalism.
Use professional team photos and headshots—not boring stock photos or blurry images. Clients want to see real people, not generic office scenes and people shaking hands.
Ensure easy navigation with a clean layout, clear menu, and intuitive user experience.
4. No Blog or Resource Center
Your website should provide value beyond simply listing your services. Many RIA websites lack engaging content that educates and nurtures potential clients. Without a blog or resource center, you’re missing out on a major opportunity to establish credibility and improve SEO.
Why content matters:
Helps your site rank higher on Google for important search terms.
Positions you as a trusted expert in your field.
Gives visitors a reason to stay on your site longer and return in the future.
How to fix it:
Run a blog and post high-quality, SEO-optimized articles at least twice per month.
Create evergreen resources like eBooks, guides, or checklists for lead generation.
Examples of great blog topics:
1. “Tax Strategies for High-Net-Worth Investors”
2. “How to Minimize Capital Gains Taxes in Retirement”
3. “Why Fee-Only Advisors Are Different (And Why It Matters)”Make sure your content is actionable and tailored to your ideal clients.
5. Lack of Trust Signals
Most potential clients won’t immediately trust an advisor they find online. Your website should include elements that build credibility and social proof.
Ways to establish trust:
Client testimonials (compliant with SEC rules)
Logos of media features (e.g., “As Featured In Forbes, CNBC, WSJ”)
Professional certifications (CFP®, CFA, CPA, etc.)
Case studies (anonymized examples of how you’ve helped clients)
How to fix it:
Add a "Why Work With Us" page that highlights your experience and expertise.
Display testimonials and reviews in a compliant manner.
Include security and compliance badges to reassure visitors their data is safe.
The Bottom Line
Your website should do more than exist—it should actively attract, engage, and convert visitors into clients. If your site isn’t bringing in leads or making it easy for prospects to reach out, it’s time for an update.
Ensure clear positioning and messaging
Make calls to action easy and visible
Optimize for speed and mobile-friendliness
Provide valuable content and resources
Incorporate trust signals like testimonials and certifications
A few other things: Prospective clients shouldn’t have to look hard to try to contact you. Include contact information in the footer of each page on your site — make it easy for them.
Your website is your firm’s digital storefront. Make sure it reflects the quality, credibility, and professionalism you bring to your clients. If you’re unsure whether your site is optimized for growth, I can help. Contact me for a free website audit with tailored recommendations.
