It’s January 2026. The gym is crowded, inboxes are overflowing, and eating a smorgasbord of cheese for breakfast is no longer socially acceptable. Armed with the mantra “new year, new me”, people are heading back to work – exhausted, already longing for a holiday, but focused on their goals for the year ahead.

It’s the perfect moment to take a look at what’s working for your business – and what isn’t. For financial planners and advisers, that usually starts with your website. After all, it’s often the first introduction a prospective client has to your firm, whether you realise it or not.

So, is yours ready to make a strong first impression?

Here’s a practical checklist to help you decide whether your website is ready for the year ahead.

1. Foundations: Does your website still represent your firm?

Before thinking about design tweaks or new features, it’s worth checking the basics. As you read through the points below, ask yourself whether your website genuinely reflects your firm as it is today.

☐ Positioning is clear within seconds
Visitors should immediately understand who you help, what you do, and why you’re different, without having to hunt for clues. If they need to scroll endlessly or piece things together, you might be asking too much.

☐ Tone of voice sounds like you
Not stiffly corporate, not desperately casual – just clear, relatable language that sounds like you in real life. If this feels tricky, our digital copywriter, Adam, has written more on getting tone of voice here.

☐ Services are easy to understand
You know what you do inside out, but a prospective client might not. If someone unfamiliar with financial planning can grasp your services without a second read, you’re doing well.

☐ All content is up to date
Outdated bios or services that no longer exist make your firm look inattentive. Your website should show who you are now, not who you were three years ago.

2. User experience: Is it easy and reassuring to use?

A good-looking website isn’t enough. As you work through this section, think about how your site feels to someone visiting for the first time. Does it guide them effortlessly and help them feel confident about getting in touch?

☐ Navigation is simple and intuitive
Users shouldn’t need to think about where to click next – the journey should feel obvious.

☐ Calls to action are clear and consistent
Whether it’s booking a call, downloading a guide, or making contact, the next step should always be visible.

☐ It works flawlessly on mobile
A design flourish that looks great on a big screen soon loses its appeal if the site is awkward or frustrating to use on a phone.

3. Trust and performance: Is your website pulling its weight?

Ultimately, your website should help build confidence and move people towards a conversation. These final checks help you sense-check whether it’s doing that job.

☐ Social proof is visible and credible
Testimonials, client surveys, or short videos help potential clients picture themselves working with you – and reassure them that others already do.

☐ Logos and accreditations are current and visible
Professional memberships, awards, and regulatory information should be easy to find and up to date.

☐ You can update and make changes easily
A website shouldn’t be a one-off project. Regular updates keep it relevant, accurate, and aligned with how your firm is evolving.

So, how did you do?

If you found yourself leaving several boxes unchecked, it might be time for a refresh.

Fortunately, you’re in the right place if you’re unsure where to begin. We work with financial advisers and planners to review websites and suggest simple, practical improvements – all in a straightforward, manageable (and yes, even a little enjoyable) way.

To create a website that ticks all the boxes, email hi@theyardstickagency.co.uk or call us on 0115 896 5300 to learn more.