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Advisor Insights

How to Use Your Website to Qualify Prospects and Win Clients

You'll convert far more prospects into ideal clients if your site is easy to use, transparent, and enjoyable.

In today's day and age, new and prospective clients are likely to be introduced to your financial advisory business in a number of different ways. Many might have been referred to you from existing clients or professional connections, or perhaps they came across your advertising. No matter how they first find out about you and your firm, a prospective client's first interaction with a financial advisor is increasingly likely to be through the advisor's website. Through an advisor's website, prospects create their own first impressions of who they might be working with and whether they should reach out for more information.

Unfortunately, the vast majority of financial advisor websites are ill-equipped to make the critical first impression needed to establish trust online, and to convince prospects to take the next step in reaching out via phone or email. Further, even those advisor websites that are equipped to establish a personal connection likely aren't designed to help prospects qualify themselves as good candidates for the advisor's services, either due to a lack of transparency, few details on the firm's ideal client profile, or both.

Transparency is how we protect the integrity of our work and keep empowering investors to achieve their goals and dreams. And we have unwavering standards for how we keep that integrity intact, from our research and data to our policies on content and your personal data.

We’d like to share more about how we work and what drives our day-to-day business.

We sell different types of products and services to both investment professionals and individual investors. These products and services are usually sold through license agreements or subscriptions. Our investment management business generates asset-based fees, which are calculated as a percentage of assets under management. We also sell both admissions and sponsorship packages for our investment conferences and advertising on our websites and newsletters.

How we use your information depends on the product and service that you use and your relationship with us. We may use it to:

  • Verify your identity, personalize the content you receive, or create and administer your account.
  • Provide specific products and services to you, such as portfolio management or data aggregation.
  • Develop and improve features of our offerings.
  • Gear advertisements and other marketing efforts towards your interests.

To learn more about how we handle and protect your data, visit our privacy center.

Maintaining independence and editorial freedom is essential to our mission of empowering investor success. We provide a platform for our authors to report on investments fairly, accurately, and from the investor’s point of view. We also respect individual opinions––they represent the unvarnished thinking of our people and exacting analysis of our research processes. Our authors can publish views that we may or may not agree with, but they show their work, distinguish facts from opinions, and make sure their analysis is clear and in no way misleading or deceptive.

To further protect the integrity of our editorial content, we keep a strict separation between our sales teams and authors to remove any pressure or influence on our analyses and research.

Read our editorial policy to learn more about our process.