As we’ve said time and time again, your website is your shop window.
Having reviewed 500 adviser and planner websites over the last few months, we’re more convinced of that now than ever.
No such thing as coincidence
Prospective clients don’t visit your website by accident.
They visit when they have a trigger: a problem they want solving or an aspiration they want to achieve. Whatever their reason for landing on your site, they’re looking for signs that you understand people like them, are the expert with the answers, and deliver for your clients.
And they’ll decide whether to contact you before they ever pick up the phone.
The numbers speak for themselves:
- 80% of a prospect’s buying decision is made before they meet you
- 75% will visit an adviser or planner’s website before making contact
- 88% of consumers won’t return to a website after a poor experience.
That’s why we carried out our latest website research.
During May and June 2026, we reviewed 500 adviser and planner websites from across the UK. We wanted to understand:
- What the best websites do differently
- Where firms are missing opportunities to win more enquiries
- What every adviser and planner can do to improve their own website.
Our findings reveal several opportunities to make your website work harder.
From showcasing the right people and using social proof more effectively to improving fee transparency and making sure your content is up to date, there are a handful of key features that separate the best websites from the rest.
It’s time to reveal all
Scroll down to discover our six biggest findings, or click here to download the infographic.
Alternatively, click here to watch our latest webinar on demand, where we spend 60 minutes taking a deep dive into the research and answering live questions from your peers.
If you want to chat through our findings, or need our help to make those changes, email phil@theyardstickagency.co.uk or call 0115 8965 300.
We’d love to hear from you.
