Advisors, 4 Surprising Things Prospects Want to Learn When They Visit your Website

What 4 things do prospects want to learn when they visit your website? Have you ever wondered what happens when a prospect visits your website? What do they want to find out? What kind of information are they looking for? What is it about the information your website provides that would cause a prospect to pick up the phone and contact you?


As a Financial Advisor Coach since 2004, I have learned that whether a potential client has been referred to you by a friend or family member or whether they found you through an internet search, there is specific information they are seeking to find out about you on your website. This applies to Finance Professionals and Finance Executives as well.


Walk a mile in your prospects’ shoes

Throughout the rest of this article, I want you to wear the shoes of your target clients and pretend that you are one of them. Walk a mile in their shoes. Really do an honest appraisal of how you are presenting yourself online.


Review the information you provide on your website and determine whether you need to revamp what you’re communicating. Throughout this article I will be coaching you through this process with a section titled “Your Action Item.” Please take the actions to correct any deficiencies based on what you learn.

Here are the top 4 things prospects want to learn when they visit your website:


1.Do you have the expertise to help me?

Prospects want to learn what sort of professional image are you portraying on your website. Do you work with just anyone or do you specialize in specific client types? If I am a divorced woman looking for an advisor, what experience do you have that would help me, specifically? If I am a business owner, what is it about you that would make me want to hire you?

If I am looking for an advisor I want to know that you’ve fielded my issues in the past and you know how to help me. I am less likely to want to work with you if you help everyone with everything. So tell me on your website what expertise you have and what type of clients you work with.

Your Action Item:

If you have not addressed these issues, revamp your content to discuss who you work with and the issues they face.

2.Do you look like a “good” person?

Prospects want to learn if you are approachable, so this part is a little tricky. Think of it this way: we all have an “aura” when someone meets us for the first time. Our subconscious mind forms an opinion of every person we meet based on the merits of their personality. Well, websites have personalities too and if your bio photo and content on your website are too “stiff” rather than approachable and informative you will turn prospects away.

Your Action Item:

Examine your website photo. Are you all “business” or are you smiling? If your photo is too corporate, schedule a photography session and tell the photographer that you want a headshot where you look professional yet approachable. Tell them you want to show your personality. Examine your bio. Does it briefly explain your personal interests? Is your passion evident in the description of your work? If not, re-write your bio so that your personality comes out in the explanation.

3.How much do I need in investible assets in order to work with you?

Prospects want to learn how much money they need to have. Most sophisticated investors are aware that advisors have asset minimums. What is yours? List your minimum asset level to work with a new client on your website. High net worth clients may even quiz you on where your typical clients fall in terms of investible assets. The HNW client wants to be among the top 20% of your clients so that they receive a higher level of attention.

Your Action Item:

List your minimum investible asset level for new clients.

4.How much is it going to cost me to work with you?

Prospects want to learn the cost. Financial advice is one of the few professions where it takes detective work to find out what advisors charge. If you are a commissioned advisor, you are not positioned well in this regard. If you say that you are paid through your company, that is just not good enough.

Affluent clients are well aware of the difference between commissions and fees and the best option is to call it like it is and explain truthfully how you are paid.

If you are a fee advisor, please explain your fees. If I am your prospect and I have determined that you work with people like me, you look like a good person, and I have the assets you require to take on a new client, I will then want to know about your investment management fees.

Can I afford to hire you as my advisor? What do you charge to manage my account based on assets under management?

If I want a full blown financial plan, how much will it cost me? Do you have a minimum annual retainer? What other fees do you charge?

Your Action Item:

List your fees explicitly on your website so that there is no doubt how you are paid for every service you perform.

Final Thoughts

It is important to use your website as an educational tool to show potential clients who you are. You have a personality –showcase it on your website. Since affluent clients will be investigating you anonymously from your website content, make sure you’re putting your best face forward. Answer all their questions by addressing each point in this article. Get going today!

About Suzanne Muusers

9 Responses to “Advisors, 4 Surprising Things Prospects Want to Learn When They Visit your Website”

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  1. Great tips, I will be changing a few things on my website.

  2. Thanks Tom. I hope I gave you food for thought.

  3. Hi Suzanne,

    thanks for sharing your insights. As a former financial advisor, I find this post truly interesting. I would say that the financial industry is the only industry where rich people trust broke people and listen to their advice, isn’t that interesting ?

    Take care


  4. Hi Oliver,
    LOL! Yes, indeed. Some advisors ARE broke and are looking for a quick buck. I don’t work well with that variety.
    Oliver, ironically I came across your blog and made a comment on the subconscious mind post. So glad we “ran” into each other.

  5. Chadrack says:

    Hi Suzanne,

    Must say this is really a great post with invaluable nuggets for us all. Though I’m not an advisor, I must say I’ve learned a whole lot of things that I’ll want to quickly implement on my freelance writing site. These tips could really be applied to any situation where you deal with clients. Thanks for sharing.

  6. Chadrack, Yes, when dealing with clients it’s important to give them the information they are looking for, in this case “how much will it cost me” and “are you the person for me.” Suzanne

  7. Suzanne,

    Nice job of getting into prospects’ heads!

  8. Thanks Susan. I appreciate your comment.


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