Where the sameness comes from

Advisor website platforms sell templates by the thousand. Compliance makes firms careful with words, so they reach for safe ones. And most firms skip the step of putting their difference in writing, so the design has nothing specific to show.

The common pieces

A sunset, a couple on a beach or the office building. A headline about your future or your journey. A list of services every firm offers. A button that says Get Started.

What it costs you

Referred prospects check your site before they call. If it could be anyone’s, it adds nothing to the referral. Strangers can’t tell why you over the firm down the street.

How to make yours different

Start with the words. Find the one thing only your firm could say, and build the homepage around it. Then choose images and design that could only be yours.

Check your own site

Cover your logo. If the homepage could belong to any firm in America, the problem is the words, not the design.

Next step: Request a free audit