Your website: Attract the right prospects for your RIA firm

Two-tenths of a second1. That's how long it takes for a prospect to form a first impression of your RIA firm when looking at your website. It's one of the most important channels to showcase who you are, the value you bring, and who you want to attract—after all, your website is your digital front door. Not to mention, Top Performing Firms are more likely to have their ideal client in mind when developing website content and achieved twice the growth in assets from new clients through their marketing channels and referrals2.

Here are four questions you can ask yourself to help enhance your website and attract the prospects you're best suited to serve.

Who does our website speak to?

The images and language you use on your website say a lot about the type of clients you want to attract, so make sure they're sending the right message. Use images that represent your ideal client's characteristics, values, and needs. Take a similar approach to your website's language. Weave in terms that resonate with your ideal client into your website's header and body copy so prospective clients feel confident that you understand what they need from a financial advisor.

Who is your ideal client? Your ideal client is the type of client your firm is best suited to serve – the client who values you and appreciates what your firm has to offer. By understanding who your ideal client is, you're able to curate a website experience that will help attract prospects who are like your ideal client.

If you haven't already, log in for resources to help you identify your ideal client and craft a client value proposition that will resonate.

What does our website say about who we are?

It's no surprise that the "About Us" section is one of the most visited pages of an advisor's website and often the first place a visitor will click. Prospects are looking at your website and hoping to personally connect with your firm. So, focus on your values and tell a compelling story that sets your firm apart. And don't forget to introduce yourself and any key members of your team. Share personal and professional details that matter to your ideal client—with pictures to match.

How does our website portray our firm's value?

Prospects want to trust that you know how to solve their problems. Build that trust by framing your firm's service offerings and capabilities through the eyes of your ideal client, focusing on what they value about working with your firm, not what you think you do well. And if you share content on your site, make sure it showcases your deep understanding, experience, and passion for specific topics.

What action does our website inspire?

Someone can only move from prospect to client if they take action. Make it easy for prospects to identify their next step by creating a clear and compelling call to action. It could be—book an appointment today, watch this video, read this paper, or contact us. Whatever it is, make the call to action user-friendly and visible on the screen without scrolling.

What you can do next


1 Missouri University of Science and Technology (

2 Median results in 2020 for Top Performing Firms and all other firms. Top Performing Firms are those that rank in the top 20% of the Firm Performance Index. The index evaluates all firms in the study according to 15 metrics to arrive at a holistic assessment of each firm's performance across key business areas. Past performance is not an indicator of future results. 2021 RIA Benchmarking Study from Charles Schwab, fielded January to March 2021. Study contains self-reported data from 1,340 firms. Participant firms represent various sizes and business models categorized into 7 peer groups by AUM.