Web Design
What does a good UK financial adviser website look like in 2025?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
What does a good UK financial adviser website look like in 2025?
Clean hero with a specific value proposition, proof-of-regulation and FCA badge visible, named specialisms (not "we help everyone"), clear fees page, case studies, team bios with photos, and a booking link that integrates with your calendar.
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Must-have elements
- Hero with clear positioning ("specialist in pension transfers for over-55s").
- FCA register status and firm number visible.
- Named specialisms rather than generic "financial planning".
- Transparent fees page (Consumer Duty requirement).
- Real team photos and bios with credentials.
- Case studies or client outcomes (compliant wording).
- Direct booking link integrated with calendar.
- Mobile speed under 2 seconds.
Avoid
- Stock photography of generic "couple with laptop".
- Vague value props like "your trusted adviser".
- Auto-playing video.
- Complex menu structures.
- Pop-ups for unrelated offers.
SEO basics
- Unique title and meta per page.
- Structured data (Organization, FinancialService, Person).
- Local schema if you have offices.
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