The 5 Pages Wealth Management Firms Need on Their Websites
When someone is choosing a wealth management firm, they’re not just hiring a service; they’re trusting you with their financial future.
That’s a high-stakes decision. And if your website doesn’t immediately answer the question, “Why should I trust you with my money?” you will lose potential clients’ interest.
Potential clients aren’t just comparing services. They’re comparing trust signals. Do you have the credentials? Have you helped people like them? Are you recognized in your field? Can they easily access this information?
Most wealth management websites have the basics: About, Services, Contact. But in 2026, the difference between a website that attracts clients and one that gets ignored comes down to credibility, accessibility, and authority.
Here are the 5 pages that will reassure your credibility that every wealth management firm should have.
1. A Certifications & Credentials Page
Your potential clients want proof that you know what you’re doing. And while you might mention your CFP or CFA designation in your bio, burying it in a paragraph isn’t enough.
What to include:
Professional certifications (CFP, CFA, CPA, ChFC, etc.)
Licenses and registrations (SEC, FINRA, state registrations)
Industry affiliations and memberships
Awards or recognitions
Why it matters: In a regulated industry, credentials build immediate trust. A dedicated page makes it easy for visitors to verify your qualifications without digging through your About page or scrolling past generic content.
Up in a Day’s tip: If multiple advisors work at your firm, you can list each of their credentials on their bio page. Transparency builds confidence.
2. A Case Studies or Client Success Page
Testimonials are great. But case studies are a great thing to have on your website too.
A testimonial says, “They were great to work with.”
A case study says, “Here’s exactly how they helped someone like me achieve a specific result.'“
What to include:
The client’s situation
The challenge or goal
Your approach and strategy
The outcome (ROI, retirement readiness, tax savings, etc.)
Why it matters: Potential clients want to see themselves in your work. Case studies let them visualize what working with you would actually look like and what results they could expect.
Up in a Day’s tip: If confidentiality is a concern, use anonymized or composite case studies. Focus on the problem, process, and outcome rather than identifying details.
3. A Media & Press Page
Have you been quoted in Forbes? Appeared on a podcast? Written articles for financial publications? Don’t let that credibility go to waste.
What to include:
Media mentions and press coverage
Podcast appearances or interviews
Published articles or thought leadership pieces
Speaking engagements or webinars
Why it matters: Third-party validation carries more weight than anything you say about yourself. When a potential client sees that you’ve been featured in reputable outlets, it signals authority and trustworthiness.
Up in a Day’s tip: If you don’t have media coverage yet, start publishing your own thought leadership content. A well-maintained blog or LinkedIn newsletter presence can serve the same purpose.
4. A Resources or Thought Leadership Hub
Your potential clients are researching. They’re reading articles, watching videos, and trying to figure out if you’re trustworthy.
If you’re not giving them helpful, educational content on your own site, they’re finding it somewhere else, possibly from your competitors.
What to include:
Blog posts or articles on financial planning topics
Downloadable guides (retirement planning checklist, tax-saving strategies, estate planning basics)
Video content or webinars
Market insights or quarterly updates
Why it matters: This page positions you as an expert, improves your SEO, and gives visitors a reason to stay on your site longer. The more value you provide upfront, the more likely they are to trust you with their money.
Up in a Day’s tip: Focus on answering the questions your clients ask most often. If you’re constantly explaining Roth conversions or how to plan for retirement, turn that into content.
5. A Client Portal Access Page
If you already have clients, you’re likely using some kind of client portal for account access, document sharing, or performance tracking. But if visitors can’t easily find it on your website, you’re creating friction.
What to include:
A clear, prominent link to your client portal login
Instructions for first-time users
Support contact info if clients need help accessing their accounts
Why it matters: Convenience matters. A dedicated portal access page shows that you’re tech-forward and makes life easier for your current clients. It’s also a subtle credibility signal to potential clients, it shows you have systems in place and you’re serious about client experience.
Up in a Day’s tip: If you don’t have a client portal yet, consider adding one. Tools like Wealthbox or Redtail can help you get started.
How Up in a Day Helps Wealth Management Firms Stand Out
We specialize in building professional, credible, and conversion-focused websites for financial services firms. We understand the unique compliance, trust, and credibility challenges you face, and we know how to design sites that address them.
Whether you need a full website build or a website revamp, we help you create a digital presence that reflects the quality of your work and builds trust with the clients you want to attract.
Ready to upgrade your firm’s website? Schedule a consultation with our founder, Lindy to discuss the solutions we have for you.
