Website design for financial advisors

Financial Advisor Website Design

Theo builds a financial advisor website around the clients you serve, with disclosures and Form ADV and CRS links where your compliance officer wants them, and hosts it for $29.99 a month on Basic. Starter, $69.99 a month and free for 30 days, adds the ongoing search work. The first build is free, and nothing is public until you publish.

Build a site free and see it first See If Google Can Find You - Free

By Theo. Updated September 28, 2026.

A page for each client type: near retirement, owners planning a sale, young families
Advisor bios with designations and registrations; a new hire or a new CFP is one line in chat
Disclosures, Form ADV Part 2 and Form CRS links where your compliance officer wants them
Nothing public until you publish; Basic $29.99 a month with hosting, Starter $69.99 adds the search work

From $29.99 a month on Basic. Starter is free for 30 days.
Rated 4.6 out of 5 on Trustpilot from 26 reviews
10,000+ sites built
Your first build is on Theo: see the site before you decide

A prospect weighing retirement or a business sale reads an advisor's site to learn who the firm serves, how it plans and charges, and how a first conversation starts. Theo builds that site from a chat about your practice: a page per client type, advisor bios with designations, and disclosures with Form ADV and CRS links placed where your compliance officer says. Basic is $29.99 a month with hosting. Starter is $69.99 a month, free for the first 30 days, and adds the ongoing search work. Pro is $129.99. The first build is free; nothing is public until you publish.

In Theo's audit of 5,974 small business websites, 51 percent of the 381 professional services sites with search data got an estimated zero visitors a month from Google search, and 73 percent got fewer than ten. See the research.

What the site needs

What a financial advisor website needs

Someone choosing an advisor is about to share their balance sheet and their family plans, usually after a referral or a search like 'financial planner near me'. Before the first call they want three things settled: does this firm work with people in my situation, can I check the people behind it, and what happens if I reach out. Each element below settles one of those inside what a compliance officer can approve.

A first screen that says who you serve and how a conversation starts

The top of the home page names the firm's clients in one line a prospect can repeat: 'Fee-only planning for people within ten years of retirement in Raleigh', not 'holistic wealth solutions'. One button starts a conversation, whether that is a phone number, a scheduling link or a short form. Beside it sit the firm's legal name, the office address or a line saying the firm meets by video, and, if compliance wants it above the fold, the Form CRS link. A 'Client login' link to the custodian portal goes in the header so existing clients never wander into the prospect path.

One page per client type, in that client's words

People within five years of retirement, owners preparing to sell a business, physicians paying down debt, families with young children, an executive with stock options, a widow settling an estate: each client type the firm actually serves gets a page of its own. The page says what the engagement covers, what the first meeting looks like, how the fee is set and what to bring. A page per situation is what Google can show for 'retirement planning' in your city, and what a referral reads to confirm the firm handles their case. A solo planner with three client types gets three pages; nothing is padded.

Bios a prospect can verify

Each advisor gets a photo, the designations they hold (CFP, CFA, CPA, ChFC, CDFA), the registrations behind them, years in practice and a short paragraph about the clients they work with. Where compliance wants it, the bio carries the CRD number and a link to the regulator's public record so a prospect can check the firm before calling. The firm's legal name, registration line and office go in the footer of every page. When an advisor earns a designation or a new planner joins, the change is one line in chat, not a project, so nothing on the team page goes stale between reviews.

How you plan, invest and charge, without performance claims

A plain page on the process: what a discovery meeting covers, how a plan is built, how the firm invests, which custodian holds the accounts and how the firm is paid, whether a percentage of assets, a flat fee or an hourly rate. What the page leaves out matters as much: no returns, no projections, no comparisons to an index and no timing outcomes. Prospects read this page to decide whether to call, and compliance reads it first; copy written this way gives a reviewer less to send back.

Disclosures where compliance wants them

Form ADV Part 2 and Form CRS links, the privacy policy, the registration disclosure in the footer, the broker-dealer's required wording if there is one, and the disclosure that sits beside any review or testimonial the firm is permitted to show. Theo places each block where your compliance officer says: footer, under the contact form, on a disclosures page, beside a specific claim. A revised disclosure is new wording typed in chat, changed on every page it appears on. Archiving stays with the tool your compliance program already uses; point it at the site.

A first conversation path and a form that asks for little

A phone number that dials on a phone, a link to the scheduling tool the firm already uses for discovery calls, and a short form: name, a phone or email, and which situation brings them. Under the form, one line says that account numbers and statements never go through the website; they go through the custodian or the planning portal once the engagement starts. The contact page examples show the shape of a page that does this well. The page also says who replies and by when, which is what a cautious prospect wants to know before pressing send.

Who this is for

Who financial advisor website design from Theo fits

Theo fits the independent RIA, the solo CFP, the fee-only planner and the two- or three-advisor firm that runs its own compliance review and has nobody whose job is the website. It does not fit a firm that wants client account access, a planning portal or a document vault inside the site; those stay in the custodian and planning tools the site links to. A firm whose broker-dealer keeps an approved-vendor list checks that list first.

Before you start

Three questions advisors ask before choosing Theo

These three decide the plan, or whether Theo fits at all.

My broker-dealer only allows approved website vendors. Does Theo work for me?

Ask compliance before the first build. Where the broker-dealer requires a vendor from its approved list, that list decides. An independent RIA with its own review process publishes once its reviewer signs off; a hybrid firm can ask whether the broker-dealer reviews pages or only vendors, since a review-the-pages rule fits every plan: the growth work's pages wait for your review until you publish them.

Compliance must see every page before it goes public. Which plan fits?

Any plan. On Basic, $29.99 a month, the site changes only when you ask in chat, so the reviewer sees each change in the preview before you publish it. On Starter, $69.99 a month with 30 days free, and Pro, the growth work's new pages and fixes wait in the Growth tab until you publish them, so your reviewer reads each one first; turn on auto-publish only if your compliance officer allows review after the fact.

We are on an advisor-marketing platform now. What moves and what stays?

The pages, bios and disclosure wording move: paste the current address and Theo matches the look or cleans it up, and the preview goes to your reviewer before anything is public. The scheduling link, planning software, CRM, custodian portal and archiving tool stay where they are and the new site links to them. Old addresses that still get traffic or carry links are redirected once Search Console is connected; the email and social tools that came with the platform are the firm's to keep or drop, since Theo replaces the site, not the rest of the bundle.

Included

What Theo handles

The build

From a short conversation about the practice, Theo writes and lays out the home, client-type, process, team, disclosures and contact pages, with the conversation button and the client login on every one. A firm leaving an advisor-marketing platform pastes its current address and Theo keeps the look its clients know. Nothing is public until you publish, so the whole draft can go to compliance first.

Hosting and security

Every Theo site is a static site served over HTTPS, with no database and no plugins to patch: account access and documents stay in the custodian and planning tools the site links to. The site's forms collect a name, contact details and a short message, nothing else. Hosting is included on every plan, Basic included, with no separate hosting bill.

Changes in plain English

Say 'add Maria's CFP to her bio', 'move the business-owner page to the top of the menu' or 'replace the footer disclosure with this wording' in chat and Theo makes the change; drag a headshot in and it goes on the page. Basic includes 1,500 chat credits a month, Starter 4,500 and Pro 7,000; a small edit uses a little, a new page more, a redesign the most. Top-up credits roll over and never expire.

Ongoing search work on Starter and Pro

Theo researches what people in your area type when they look for a financial planner, builds the pages and posts that answer those searches, fixes technical issues, improves page speed, submits each new page through Search Console and works toward citations in ChatGPT and Google AI Overviews. It runs continuously, uses no chat credits and compounds over months. Every page it drafts waits in the Growth tab, and the weekly report lists it, so your compliance reviewer reads it before you publish.

Google connections and listings

Once the domain resolves, you connect Google Analytics and Search Console; the Boost checklist then walks you through Google Business Profile, Apple Business Connect, Bing Places, Yelp and Facebook, so the firm's legal name, suite number, phone and hours match on every listing a prospect checks against the site.

Reports, pixels, and what stays in your tools

On Starter and Pro the Growth tab lists every page and fix the growth work drafts, and a weekly report lands in your inbox; over time that work also refines copy, calls to action and page flow. If the firm runs Meta or TikTok ads, the pixel goes on the site. Client logins, document vaults, planning software, e-signature and archiving stay in the tools you already pay for; Theo links to them and runs none.

Process

How it happens

Describe the practice

Tell Theo the firm's legal name and how it is registered, the client types it takes, each advisor's designations, how the firm charges, where the office is or that it meets by video, and where a first inquiry should land. Paste the scheduling link, the custodian's client login link and the current site's address if there is one. The first build is free and happens before any plan or trial starts.

Refine the preview in chat

The first preview is usually ready in minutes: every page, drafted, on a preview address that is not yet your domain. Read it on a phone the way a prospect would, then ask for what is off: the retirement page first in the menu, the fee paragraph reworded, the CRS link moved above the fold. Every change returns in the chat so you can read it again before publishing.

Send it through compliance before publishing

Share the preview address with your compliance officer or the broker-dealer's review desk; their markups become chat requests, and the revised preview goes back for sign-off. Nothing is public until you press publish.

Publish, connect your domain, and let the search work start

Theo walks you through pointing your domain at the new site, root and www, turning off forwarding or parking at the registrar and leaving the email records alone; or buy a domain inside Theo. The old site keeps serving until the registrar's records update, usually within a few hours. With the domain live you connect Analytics and Search Console; on Starter and Pro the Growth Engine then switches on, and each page it drafts waits in the Growth tab for your reviewer until you publish it.

Pricing

What it costs, in full

The site, hosting and chat editing start on Basic. Starter adds the ongoing search work and is free for the first 30 days.

Plan	Per month	Ongoing search work	Chat credits	Best for
Basic	$29.99	Not included	1,500 a month	Owners who just want their site live and easy to update.
StarterFree for 30 days	$69.99	Included, uses no credits	4,500 a month	Owners who want the site handled without heavy publishing volume.
Pro	$129.99	Included, uses no credits	7,000 a month	Owners who want more capacity, more publishing, and more room to experiment.

No contract, cancel anytime, and you own the site and its content. Top-up credits roll over and never expire. Full pricing and what credits are.

Reviews

What customers say

Rated 4.6 out of 5 on Trustpilot from 26 reviews.

Theo is the best in the game. I was originally forking over hundreds of dollars for a website hosting service only to be on the third page of Google search, but with Theo, I have a gorgeous site constantly optimizing SEO and actually getting me conversions. Truly life changing stuff, couldn’t be more grateful

Greg on Trustpilot

Theo is a fantastic platform, not only from a build and usability standpoint, but in terms of real, measurable performance. The platform is intuitive, well thought out, and easy to work with. More importantly, we saw significant lifts in a remarkably short period of time, and the analytics gave us a clear view into what was driving it. It has been genuinely impressive to see how quickly Theo makes an impact.

Tom Drymalski on Trustpilot

This tool is amazing! Truly the best bespoke AI tool that I've come across in the past year. The website design capabilities are tremendous, and even though I've only experienced 2 months of how Theo can support with SEO, the increases in traction we saw were significant. I've been telling everyone I know who could benefit from Theo to start using it today.

Josh Buoy on Trustpilot

Compare

Theo against the alternatives

	Theo	Advisor-marketing platform	DIY builder
Monthly cost	$29.99 Basic, site with hosting; $69.99 Starter with the search work, free for the first 30 days; $129.99 Pro	A subscription quoted after a consult call	A subscription, plus your evenings
Who writes the client-type and process pages	Theo, from one conversation about the practice; the first preview usually in minutes	Their designers, after a consult and revision rounds	You, from a template, between client meetings
Review before anything is public	Nothing publishes until you do; the preview goes to compliance first	Approval workflows sold with the site	None; you publish what you build
A new advisor or a revised disclosure	One line in chat; Theo makes the change	A support ticket or a change request	You, in the editor
Ongoing search work	In Starter and Pro; new pages and fixes weekly, held in the Growth tab for your review, no chat credits used	An add-on or a separate retainer	None; you write the posts
Archiving	Your existing archiving tool, pointed at the site	Part of the compliance bundle	Not included
Ownership and leaving	Yours: pages, bios and photos; cancel anytime and copy the site and images to move	Whatever the contract says	The words are yours; the site stays inside the builder

FAQ

Questions buyers ask

How much does a financial advisor website cost?

$29.99 a month on Basic covers the site and hosting, and the first build is free; Starter, $69.99 a month with the first 30 days free, adds the ongoing search work, and Pro is $129.99 for more pages each week and read-only site code. Beyond the plan, the paid extras are credit top-ups, a domain if you buy one through Theo, and the optional backlink packages in the Boost checklist. Pricing lists each plan and what the chat credits cover.

How long does it take to get the site?

The first preview is usually ready in minutes; after that the calendar belongs to the firm and its reviewer. A solo RIA that reviews its own pages can publish the same week; a firm whose broker-dealer pre-approves every page publishes when the review desk signs off, and nothing is public before then. The domain moves when you say so, and the old site stays up until the registrar's records update.

Do I own the website?

Yes. The pages, bios, disclosure text and photos are yours; Theo hosts them. If you change broker-dealers or merge, you copy the site and images to wherever the new arrangement requires, and on Pro the code is also readable through a read-only GitHub connection.

Can I cancel?

Yes, at any time, with no annual contract to serve out. Cancel from the account and the confirmation shows the date the subscription ends, so a firm moving to its broker-dealer's required vendor can copy the site and images before then.

Is Theo a financial advisor website builder?

No, and not an agency either. A builder hands you a template and an editor to fill on your evenings; an agency sells a project after a consult. With Theo you describe the practice the way you would brief a new associate, Theo drafts and lays out every page, and afterward you change anything by typing it in chat, such as adding a new advisor's CFP or replacing the footer disclosure.

Will the site bring in new clients?

No one can promise an advisory firm inquiries or a position on Google. In Theo's audit of 5,974 small business websites, 48 percent of the 4,027 sites with search data got an estimated zero visitors a month from Google search. Starter and Pro do the work a position depends on: a page for each client situation, technical fixes and page speed, every new page submitted through Search Console, and the listings the Boost checklist walks you through. The guide to getting a website on Google sets out each step.

Can Theo redesign the site we have on an advisor-marketing platform?

Yes. Paste the current address and Theo matches the look, or gives the firm a cleaner one, and rebuilds the pages in the structure above; your reviewer sees the whole draft before anything is public. Once Search Console is connected, the old addresses that still get traffic or carry links are redirected to the matching new pages, and on Starter and Pro the new pages are submitted through Search Console. What happens to rankings when you move a website covers what to expect.

Is there an example of a financial advisor website Theo built?

The nearest demo on the examples page is the CPA firm: services for individuals and businesses, a secure portal link and a team and credentials page, labeled as a demo. On request, the team shares live sites in your field whose owners have agreed.

Your industry

Questions specific to what you do

Which tools does a financial advisor website work with?

Discovery calls book through the Calendly, Acuity or Square Appointments link the firm already uses; Theo runs no bookings. Planning software such as eMoney or RightCapital, a CRM such as Redtail or Wealthbox, the custodian's client portal and the document vault keep running where they are, and the site links to each where a client looks for it. The Boost checklist covers Google Business Profile and the other listings.

How does Theo fit a compliance review?

The same way on every plan: nothing is public until you publish it. On Basic the site changes only when you ask in chat, so every page your reviewer approved stays as approved until you change it. On Starter and Pro the growth work drafts new pages and fixes and holds them in the Growth tab for your review, with the weekly report listing each one; they go live only when you publish them, unless you turn on auto-publish. A firm whose rules require pre-approval of every public page leaves auto-publish off and has its reviewer read the Growth tab first; a firm whose rules allow review after the fact can turn auto-publish on and ask for edits in chat.

Can the site show client reviews or testimonials?

Only where your compliance officer says it may and with the disclosure they specify; the rules on advisor testimonials are the firm's to apply, not Theo's. Theo places the review block and its disclosure where told, beside the conversation button or on the about page, and removes it with one line in chat if the firm's policy changes. Where reviews are not permitted, the bios, designations and process page do the trust work instead.

What should the contact form ask for?

A name, a phone or email, and which situation brings them: retirement, a sale, an inheritance, a new job with stock options. Keep account numbers, statements and Social Security numbers out, and say so under the form, so nobody pastes a balance into a message. The form sends to whoever handles new inquiries, and the page states how soon that person replies.

How should the service pages be organized?

By the client's situation, not by product or by the firm's org chart. A person five years from retirement, an owner planning to sell, a physician paying down loans and a family with young children each get a page that names what the engagement covers, the first meeting, the fee basis and the first step. A solo planner who serves three of those gets three pages; a page nobody at the firm would take a client for is left out. Product questions, such as annuities or 529 plans, come later as posts on Starter and Pro, where they answer something a prospect actually searched.

What does a financial advisor website that converts include?

A first screen that names who the firm serves and how a conversation starts; a page per client situation; bios with designations a prospect can check; a plain page on process and fees with no performance claims; disclosures and Form ADV and CRS links where compliance wants them; a scheduling link, a phone number and a short form; and a client login that keeps existing clients out of the prospect path. That is the set Theo builds from the first conversation. With a site today, run the free audit, no login needed; without one, build it free and read it before deciding.