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By Blair Kelly Outreach

Financial Advisor Fees: How to Include Them On Your Website

8 minute read
Financial Advisor Fees: How to Include Them On Your Website Featured Image

When you are shopping for a product or service, what is one of the first things you look for? The price.

Being upfront about what you charge and why is critically important – especially in our digital-first world, where you may not even have the opportunity to discuss your services and fees in person if you don’t make the cut during a prospect’s online research.

If you don’t share your fees, you also risk leaving the impression (to those visiting your website for the first time) that you have something to hide or just downright high fees.

So, let’s talk a bit more in-depth about why you SHOULD share your fees on your website – and look at some examples of financial advisory firms that have done a great job setting up a fees page that converts visitors. 

Why Is It Important to Share Pricing/Fees On Your Advisor Website?

In the past, many financial advisors or investment advisory firm sites have mentioned: “meeting in person to discuss fees and pricing”.  This was often done because advisors felt like they couldn’t “show the value of their service” on their website alone – they needed to have a conversation about it.

While we agree that yes, you do want to provide some context to the fees you charge and articulate value, you CAN do this on your website. Again, NOT listing fees at all and simply hoping that you will get the chance to discuss with a prospect in person is simply a terrible strategy. It was bad in 2008. It is simply horrible in 2023.

Wealth Keel fees

Why You Should Include Fees On Your Financial Advisory Website:

  1. By not including pricing information right on your website, the impression you end up giving is that you are actually really expensive. This is because when we don’t see prices at all, we typically assume that the product or service is more expensive, not less so. This could cause a prospect who may in reality be a good fit for your firm, to never even book the introductory call.
  2. Advisors may also worry that prospects will compare their prices to other advisors, and they will lose out on a potential client if their price is too high. However, if you don’t put this information on your website to begin with you may not even get the opportunity to talk to them in the first place.
  3. Your financial planning fees are actually required by law to be open to the public. So if they’re not easily accessible through a communication channel such as your website, it may seem like you are trying to hide pertinent information and it can be difficult for prospects to find the information that they are in search of.
  4. It makes it harder for COIs (Centers of Influence) or others to refer you if they aren’t clear on price.
  5. Listing your fees up front will also enable you to conduct an initial pre-screening, rather than taking the time to meet with someone who can’t meet your minimums in the first place. One of the most wasteful things you can do, from a business development perspective, is to spend time meeting with prospects who won’t actually be able to do business with you. When potential clients can see what it costs to work with you, then they can either get started or move on without having a meaningless meeting.


How To Creatively Include Financial Advisor Fees On Your Website

We have worked with thousands of wealth management firms to ensure that their websites are modern, cohesive and following best practices for lead generation. The sites we’re sharing below are all Twenty Over Ten clients (see more examples of advisor sites from Twenty Over Ten here) and we think they all are wonderful examples of how to correctly and creatively display fees on your website.

Myra Wealth:

Myra Wealth is incredibly straightforward in the “pricing” section of its website.

Myra Wealth fees

In the above image, you couldn’t really be more clear than the plan options listed, then the services that you will be getting in the middle of the page.

We love how straightforward Myra Wealth was when they listed pricing on their homepage. You know immediately upfront what you will be paying and the services that you will be getting. We think this is so important, and it really shows that Myra Wealth is a company that you can trust.

The Unbiased Advisor:

The Unbiased Advisor is straightforward and tells visitors what the flat financial planning fee is plus the percentage of investment management costs. It’s simple and to the point, telling prospects and clients what they want to know…and that’s what they will be paying.

The Unbiased Advisor fees page

Coffeehouse Capital Financial Planning And Wealth management:

We love the simplicity of Coffeehouse Capital Financial Planning and Wealth Management’s services and fees page. They tell visitors what they offer with the fees listed directly beneath.

Coffeehouse Capital fees

Key Takeaways

Including your fees on your website in this digital age is an absolute MUST. Not only is it a good business tactic but it looks good for your brand.  Again, you’ll also save time by screening visitors that can’t actually afford your work. Your clients trust that you are able to help them shape their financial future and that you’ll handle their money properly and with respect, then it’s so important to be transparent and open about crucial information like your fees.

Don’t be afraid to get creative with how you decide to articulate the value behind the fees that you charge. For example, you could consider putting copy such as “our fees equal what you would pay for a cup of coffee every day” or a gym membership, etc. This is a creative way to equate your fees to other tangible things to help your site visitors better understand what you charge upfront.

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