"What FAQs should I feature?" is a question that comes up a lot as I and my team build out websites for financial advisors and RIA business owners.
In fact, about 3 in every 4 advisors ask the question.
Here's to simplifying it for you!
The number one rule of thumb is your FAQs shouldn't store new information, but house content that can already be found throughout your website.
Your prospects are busy.
They have questions.
You have answers.
Simple as that. Well, sort of.
Below are the top 15 questions you can tackle on your advisor website, ranked from most relevant to least relevant. Plus, we've got a few extra tips for helping you generate more useful questions and where you should be placing your FAQs on your website!
The 15 FAQ's Every Financial Advisor Website Needs
FAQs aren’t filler.
They reduce friction, pre-empt objections, and help the right clients feel confident moving forward. The key is to write them in plain language, answer the question directly in the first sentence, and then add just enough detail for the people who want it.
Whenever it’s helpful, link to the deeper page (Fees, Security, Services) so visitors who need more can get it fast. Plus, get the benefit of internal linking too.
If you use structured data, mark up the bigger FAQ sections—but don’t force it everywhere.
1) What should I bring to my first meeting?
Take the pressure off. Explain what’s genuinely useful—recent statements, a list of goals, a ballpark of income/expenses—and reassure readers that it’s okay to show up without everything.
If you have a simple checklist, link to it from your Contact or Booking page so they see it right before scheduling.
2) What services do you offer?
Keep it plain and skimmable.
Name the core services and who each one is best for (“Retirement income planning for near-retirees,” “Tax-aware investing for equity-comp professionals”).
If there are deeper pages for each service, mention them casually and link out. This section often lives on a Services overview and gets a shorter echo on the homepage.
3) How do you get paid?
Say it in one crisp line first (“We charge a flat planning fee and/or a percentage of assets under management”). Then add what’s included and when fees apply.
If you’ve got a Fees page with a simple comparison or pricing table, point readers there. Clear language here screens in qualified leads and saves you awkward calls you wish you hadn't taken.
4) How are you different from other advisors?
Describe the benefits you offer over others in your space. You’re you for a reason—spell out the approach, niche, or outcomes you reliably deliver.
Make this about what clients experience (clarity, decisions made faster, coordinated tax + investment work), not mere slogans. A short version of this generally belongs on the homepage; a fuller version fits naturally on your About page.
5) Where are my investments held?
Name the custodian, confirm accounts are in the client’s name, and outline your permissions. Mention that clients receive statements and portal access directly from the custodian, if they do.
Use the custodian’s actual name—people search it, and seeing it here builds trust. Heck, they may even found your website or paid attention to you because of it. This answer pairs well with a Security or Investment Management page, too (although a lot less common).
6) What happens if my needs change?
Treat change as expected, not disruptive. Explain your review cadence and the kinds of life events that trigger an off-cycle update—job move, new home, inheritance, market shifts.
The more “normal” you make change feel, the safer your process feels.
7) What is expected from me as a client?
Set the relationship up to succeed. Be clear about responsiveness, documents you’ll request, meeting rhythms, and the best way to reach you.
Keep it friendly and short; you’re lowering their anxiety, not prepping them for homework.
8) Why should I consider hiring you?
Describe the benefits you offer over other advisors in your niche.
Tie your approach to problems you repeatedly solve and outcomes clients notice—fewer unknowns, decisions made with data, and a plan that stays current as life changes.
One tight paragraph is more persuasive than a list of adjectives. Remember too that the goal isn't actually to sell yourself so much as build a relationship: be real about this, don't over promise.
9) Do I have enough money to become a client?
Answer directly. If you have minimums, say so. If you offer planning-only or project work, outline the path and who it serves.
The goal is to remove guesswork without pressure. Many readers will skim this right before booking, so clarity here matters—trust me when I say you'd rather have a few qualified leads than tons of under qualified ones.
10) What are your qualifications and credentials?
Stick to facts clients recognize: CFP®, CFA®, CPA, years of experience, and areas of focus. If you operate as a fiduciary, state it plainly (yes, it's been overused, but many people still search for fiduciaries, whether on Google on Answer Engines like ChatGPT).
This answer pairs naturally with your Team/About page; keep acronyms exact because people search them verbatim.
11) What is included in your fees?
Lead with “Fees include…” and list the big pieces—planning, investment management, scheduled reviews, coordination with tax/legal where relevant, and access between meetings for time-sensitive questions. Then link to the Fees page if you’ve got a breakdown. Specifics beat “and more.”
12) How often will we review my financial plan?
Give a concrete cadence (quarterly, semiannual) and explain how you keep clients in the loop between reviews.
Mention that major life or market events trigger updates. Specific timelines feel reassuring and signal professionalism.
13) Is there a fee for the initial consultation/assessment?
Start with yes or no, then say what the conversation covers and what happens next if there’s mutual fit. This is a great place to de-stress the booking decision: clear scope, no surprise invoice.
14) Do you only work with [Your Niche]?
Affirm your focus and why it helps clients (deeper expertise, faster answers, better coordination). If you sometimes work outside the niche, explain when it makes sense or note that you’ll refer to the right specialist.
More and more, people are looking for someone that truly understands their unique situation.
15) How do you protect my privacy and data?
Plain English wins. Note secure portals, encryption, multi-factor authentication, limited internal access, and your stance on data sharing. If you have a short Security page, link it right here; it’s a natural next click for cautious readers.
Sourcing Questions That Actually Matter
Don’t just guess—borrow from real life. Review your own discovery calls, email threads, and meeting notes to spot patterns. Ask your team what they explain over and over.
Then check your site search and Search Console for the exact phrasing people use. If prospects keep typing “how do you get paid,” use that wording; resist the urge to rename it “Compensation Overview.”
Furthermore, don’t shy away from using the same kinds of questions and answers that others—even competitors—in the financial advisory industry are using.
Placing FAQs Where They Pull Their Weight
Put each question where the doubt happens. Fees-related questions belong on your Fees page; “first meeting” belongs near your booking flow; service-specific questions belong on those service pages. Keep the full set on your Contact Us and Free Assessment pages. Wherever a question naturally points to deeper detail, add a simple link and let readers choose their own depth.
Writing Style That Helps Readers (and Search)
Answer the question in the first sentence so skimmers get what they came for. Add a short follow-up sentence or two for context, examples, or the next step. Write in the same voice you use with clients—clear and easygoing.
If you’re using structured data, reserve it for the hub page or a substantial Q&A section; it’s a quality signal, not a requirement on every page. Revisit the set quarterly to update thresholds, cadences, custodians, and anything compliance-sensitive.
Let’s say you still have some questions—give me a shout or book your Free Assessment! I’d love to help with anything website, marketing, or design.
