3 Examples of High Converting Fee Pages for Financial Advisors
Samantha Russell
Chief Evangelist at FMG Suite | Keynote Speaker | Marketing + Finance+ Tech | Investment News 40 Under 40 | ThinkAdvisor Luminary. Follow me for marketing strategies to grow your financial advisory firm ??
As an advisor, you may be considering whether or not you should include your fees on your website. While you may want to explain these costs in-person so you have a chance to explain them, by not including pricing information on your site, prospects could assume they’re much higher than they actually are. By listing these numbers, you’re eliminating the chances of prospects getting spooked before they even talk to you.
And while you may be concerned that by listing your fees, you’ll be compared to other advisors, it’s important to note that by not listing your pricing, you may not have a chance to meet with a potential prospect at all. So, you might as well list them so users do not immediately leave your site after coming up with their own potentially false conclusions. Especially if you have a minimum, it’s worthwhile to list your fees to qualify prospects before you offer them a free, initial consultation. Similarly, transparency lets them know that you’re an open, honest communicator who has nothing to hide.
Here are three examples of some top converting fees pages that can help give you a better idea of how to showcase your fees on your site so that instead of scaring people away, you invite them in through strategic and transparent messaging.
1. Gold Canyon Financial Planning
I love Gold Canyon Financial Planning’s fees page because before they even get into the specific details of their pricing, they remind people of their fiduciary responsibility to clients, in turn removing any hindrance of suspicion or apprehension the prospect may have.
After establishing some trust, they provide their AUM fees in an easy-to-understand format, followed by a straightforward hourly and project-based fee. This site is a great example of tackling a sensitive topic with honesty, integrity and accountability.
2. United Financial Planning Group
Similar to Gold Canyon Financial Planning, United Financial Planning Group introduces its fees with information that helps establish trust and credibility from the very beginning. After mentioning that they’re a fee-only firm and outlining their initial meeting steps, the firm provides information about each service they offer, followed by a brief line about each service’s fees.
Rather than getting lost in the numbers, prospects can quickly learn more about the company before considering the pricing for each service. And for the firm’s tax preparation services, they have a call-to-action for prospects to request an estimate, allowing users to easily get in touch to obtain more specific fee information.
3. Settlement Investment Services
Lastly, I have Settlement Investment Services. This site tackles fees in a different way by providing a table labeled by tiers so prospects know exactly what they get with each package. Each tier also has a minimum listed at the very top. Additionally, before getting into each specific offering, users are informed of the firm’s AUM fee.
This table is another great example of being transparent while also providing detailed information in a concise and condensed format so prospects do not get overwhelmed. After viewing this table, users will have a better understanding of the firm’s services, as well as what they get with each investment.
CERTIFIED FINANCIAL PLANNER? & Enrolled Agent (EA) | Expert in Tax Planning, Wealth Management, and Financial Strategy | Helping Families Achieve Financial Success
5 年Very good point!?
We help business owners move on to the next step in their lives through Exit Planning, Business Succession, Wealth Management
5 年And what happens when you do Wealth Management, there are many things my office does for clients, Estate Planning, Business Exit Planning, Life, Disability and LTC Insurance, Tax Work, etc.? If clients want to know what we charge, I am more than happy to share with them our fees, if I were to list all fees that may or may not apply, it would take more than the page we offer. Here is a question, should we also discuss our profit margins?
Helping FA's become more visible, valuable, and connected || Evergreen Financial Marketing
5 年In more complex industries I've worked with, we've had a lot of clients give us the same feedback - seeing fees clearly outlined makes them think if the pricing is cookie cutter, the service model might be too. Do you think this model runs into trouble with advisors who exclusively target complex, high-net worth prospects? Thanks for hosting these conversations!
President at Solin Strategic LLC and Evidence Based Advisor Marketing
5 年We counsel our clients to be as open and transparent as possible about fees.? ebadvisormarketing.com
Certified Financial Planner? - I help individuals & couples manage their finances so they can focus on the important things in life
5 年Samantha Russell what about those advisors who work in “silo” practices where they manage their own clients in their own way? Some may offer different price points on fee based management as well as hourly rates. I only ask because we are getting our website done by Twenty Over Ten (we are super pumped to bring it online!) but we haven’t laid out specific numbers on costs. This is due to different advisors managing their own books.