Ever feel confined to your niche as a financial advisor or RIA business owner?
*Quick disclaimer: that's probably actually a good thing!
It's easy to want to break out of the everyday norm and work with a different kind of client, solve a new problem, or take on a fresh challenge—or, frankly, any of the above!
One of the easiest ways to target prospects outside of your niche is by using a landing page.
Landing pages come in all kinds of shapes and colors, structures and stories, purposes and use cases. Which is super handy, but it also makes them a tad-bit tricky.
See, while it might be tempting to just rework your homepage into a landing page for a new niche, landing pages are so much more than that—if, of course, you’re serious about turning prospects into clients.
Let’s break down the key elements of a standout financial advisor landing page—one that aligns with your goals, resonates with your audience, delivers the right content, and speaks directly to your ideal clients.
Conversion Benchmarks for Advisors
Let's jump into the numbers.
Across all industries, the median landing page conversion rate hovers around 6.6%. Financial services, however, perform slightly better at about 8.3–8.4%—which leaves some pretty awesome potential for you.
Despite this, many advisors underperform.
Studies reveal that the average advisor generates only about 2.5 web leads per month, and 62% of advisors say their websites are ineffective.
Which, by the way, is right in line with the kinds of challenges we hear from the advisors we work with.
The gap between potential and reality is clear: advisors with a written marketing plan generate 168% more leads than those without.
The Levers That Drive Conversions
Now, the most effective landing pages align the offer with the traffic source.
Financial services landing pages perform best when matched to channels like Google Search, where conversion rates average 10.7%, and social platforms such as Instagram and TikTok, which see conversion rates between 10–15%.
Clarity in communication is another major driver.
I can't stress this enough—drop the financial lingo. Pages with copy written at a 5th to 7th grade reading level and between 200–700 words convert significantly better. Industry jargon or overly technical language tends to reduce trust and deter prospects. Simplicity wins, nearly every time.
Form design also has a measurable impact. Pages with shorter forms—three to five fields at most—outperform those that ask for extensive information upfront.
Visitors are far more likely to convert when the process is quick and accessible.
Page speed is equally as critical.
Research shows that sites loading in one to two seconds convert three times better than those taking five seconds. Every additional second of delay can—and seemingly does—reduce conversions by four to five percent. Advisors who want better results must treat performance optimization as non-negotiable.
This is something huge we prioritize at Aryze, ensuring our sites load in under 2.5s on average.
Social proof, when used correctly, also builds trust. The SEC’s Marketing Rule allows for testimonials and endorsements, provided proper disclosures are made.
This means that advisors can include client quotes, reviews, or ratings on their pages—but only in ways that remain fair, balanced, and compliant.
Now obviously, it’s worth checking with your compliance team before taking anything live.
Finally, trust signals are especially important in financial services, which Google classifies as “Your Money, Your Life” (YMYL) content. Advisors need to clearly display their credentials, regulatory oversight, and links to documents like their Form ADV. Things like security notes, privacy policies, and a professional design all reinforce legitimacy too!
And since finance-specific landing pages convert 27% better on mobile than desktop, designs should prioritize a mobile-first experience.
Compliance Essentials
Compliance is always top of mind for financial advisors—and reasonably so.
In general, testimonials and endorsements are permitted, but they must include disclosures around compensation, conflicts of interest, and client status.
Performance claims, if included, must present both gross and net results and reflect accurate time frames.
Importantly, all claims should be balanced, meaning that any benefits highlighted should be paired with risks or limitations. Advisors who ignore these guidelines risk undermining both trust and compliance.
Wireframe Blueprint
The structure of an effective advisor landing page follows a clear pattern.
Above the fold, there should be a single promise paired with a clear call-to-action—in most cases, the form or scheduling tool should appear first.
Immediately below, trust-building elements such as ratings, reviews, or regulatory links help reassure prospects.
The next section should showcase proof: testimonials with any necessary disclosures and a simple “what you’ll get” checklist.
The form, placed prominently, should ask for only three to five fields.
Try to stick with one main CTA per page. In some cases, adding a second, complementary CTA—like a free resource, lead magnet, or software access—can work well, as long as it ties back to the main offer.
I'll say it again here too: optimize for speed, it really counts.
Paid Media Economics
Understanding the economics behind paid campaigns is essential.
In financial services, search engine cost-per-click (CPC) typically ranges from $3 to $5 or higher. For example, at a CPC of $4.50 and a 10% conversion rate, the cost per lead (CPL) comes out to $45.
Paid social channels, particularly Instagram and TikTok, deliver conversion rates around 10–15%, often at lower CPCs depending on targeting. While email campaigns tend to underperform as a direct conversion channel in finance, they remain invaluable for nurturing leads already in the funnel.
Example Funnel Math
To illustrate the potential, consider this scenario: 2,000 paid clicks at $4.50 each equals $9,000 in ad spend. With a 12% conversion rate, that results in 240 leads. If 60% of those leads book a consultation, that yields 144 meetings. Assuming a 50% close rate—consistent with RIA benchmarks—that produces about 72 new clients. The cost per lead in this example is $37.50, demonstrating how well-structured landing pages can transform paid traffic into measurable ROI.
Quick Build Checklist
For advisors ready to act, the steps are straightforward.
- Professionally build out your landing page to start.
- Draft 300–500 words of copy at a 5th to 7th grade reading level.
- Use a three- or four-field form to reduce friction.
- Incorporate compliant social proof with disclosures, and ensure the page loads in two seconds or less.
- Finally, launch one A/B test at a time—either on your offer framing or form length—to see how well your offer resonates and how qualified your leads really are.
Final Word
Advisor landing pages don’t need to be that complicated.
What they need is clarity, speed, trust, and compliance.
By focusing on these fundamentals, financial advisors can achieve conversion rates well above industry averages, dramatically increasing the ROI on their digital marketing campaigns. The opportunity is clear: optimized landing pages can bridge the gap between visitor interest and new client relationships.
If you need help getting into the landing page game—or more broadly, want a more effective website, marketing strategies that convert, and designs that actually appeal—book your Free Assessment with us today!
