Imagine you come across two similar products. One clearly states how much you should expect to spend. The other does not. Which one are you more likely to buy?
Being transparent about the cost of your services is not only critical to your website conversions but essential to building trust with potential customers. In this blog post, we’ll look at the importance of a fee page on a financial advisor’s website, the benefits of being open about fees, how important pricing page design is, and a few examples of advisor websites with effective fee pages.
Importance of Sharing Pricing/Fees On Your Website
In the past, financial advisory sites told visitors to “meet in person to discuss fees and pricing.” Many advisors did this because they wanted the opportunity to justify their fees in a one-on-one conversation.
This isn’t an unreasonable thought, but it’s not necessary or best practice. Today, you can and should provide quotes on your website. Here’s why.
Why You Should Include Fees on Your Financial Advisor Website
- First Impressions: Not including pricing information on your website can give a poor impression. In this case, when we don’t see prices, we typically assume that the product or service is more expensive. This could cause a prospect to never even book the introductory call.
- Time Savings: Providing a clear fee structure allows visitors to your website to self-qualify, saving time on your end by providing more calls from prospects who are better prepared to pay for your services.
- Legal Requirements: Financial planning fees are required by law to be open to the public. If they’re not easily accessible through a communication channel such as your website, it may seem like you’re hiding information. Making it more difficult for potential clients to conclude on your advisory.
- Referrals: It makes it harder for COIs (Centers of Influence) or others to refer you if there’s no clear price.
How to Include a Fees Page on Your Website
- Make it Detailed: Some advisor sites provide limited information, giving a sense of cost but not full transparency. Provide information with simplicity and clarity. Prospects should be able to quickly understand how much your services will cost.
- Offer a Comparison: Most of us look at the price of something, then compare it to something else to gauge value. For prospects, the value of an advisor’s services may be difficult to measure. Be sure to include the benefits and features of each fee to make it easier.
- Include Options: Consider different fee structures depending on your audience. For example, if your target market is millennials, consider providing a flat monthly fee, similar to a subscription service. Also, similar to our second tip, adjusting your fee structure to appeal to different audiences can help provide them with a comparison to determine value.
4 Examples of Financial Advisor Fees on Websites
FMG has worked with thousands of wealth management firms to ensure that their websites are modern, cohesive, and following best practices for lead generation. The sites shown below will demonstrate how our different financial advisors approach the idea of including fees on their sites.
1. Money Maven Financial
Money Maven Financial is straight to the point and easy to read. The second you click on their services tab, you’re shown the cost of their investment management service based on assets.
There’s no hidden information, and there’s even a disclaimer that further explains that additional accounts will have more expenses associated with them. They’re not waiting to ambush you with unknown secret fees once you’ve signed up what you see is what you get.
This is one of the best ways to provide your fees, it’s easy to read and understand, is straightforward, and creates a good impression of your advisory.
2. North Haven Financial, LLC.
Based in Scarborough, Main, North Haven Financial is quick to draw when it comes to sharing their fees.
Right off the bat, they let you know that there’s an initial engagement fee that ranges from $1500 to $2500, along with a minimum annual fee of $9000. This is all dependent on your assets which they are sure to let you know. North Haven has two different annual fees depending on the assets under advisement.
They even go as far as challenging other advisors’ fees to show that they’re doing their best to ensure their fees are reasonable with outstanding service.
3. HF3 Wealth Partners
FAQs are a popular way to find out information about financial advisors. HF3 Wealth Partners seems to have run with this idea making it easy to find their fees.
The second you boot up the FAQ page, a giant bar spells out, “How Do You Charge?” Click that, and you’re greeted with HF3’s pricing plan. Letting you know that they have an annual fee but charge quarterly. The fees cover both financial planning and investment management.
4. Horizon Wealth Advisors
We just love how Horizon Wealth Advisors shows off their fees. First, they let you know who they primarily work with and give a recommended/preferred account minimum.
With this style of fee chart, prospects are able to instantly decide whether this is the advisor for them based on their assets. Those who fall into their preferred range can then check out the annual fee schedule and the percentages associated with different asset points.
It’s easy to find and even easier to understand. The given recommended asset number is also wonderful for knowing right away whether you fit into their perfect client area.
Building Your Own Fees Page
Ready to add a fee page to your site? Great! With the tips above, you’re on the right track. But if you’re looking for some more assistance, our team can help. Click the button below to learn more about FMG’s website services and schedule a demo today!
Create a Gorgeous, Traffic-Driving Website
Your website should reflect the same attention to detail as your office space. It’s your prospects’ first impression – a virtual welcome. We can help you make sure it’s a great one.
