A good IFA website is fast, FCA-compliant, clearly explains fees, showcases named advisers with credentials, uses trust signals and has a single conversion path per service.
A good UK IFA website combines: sub-2-second load time, clear FCA number and status, named adviser pages with credentials (SPS, CFP, CII), transparent fee explanation, specific service detail (not "financial advice"), trust signals (reviews, years trading, FSCS), and a single clean conversion path per service. Generic sites with a "contact us" form rarely convert above 1%.