Your homepage has a job to do.

It does not need to tell your entire history. It needs to reduce uncertainty and help the right prospect decide whether to keep exploring.

Try the 60-second test.

Ask a person who does not work in financial services to spend one minute on your homepage. Then ask them seven questions.

1. Who are you and what do you believe?

Your website should communicate more than credentials. It should give prospects a sense of who you are, how you think and what your firm stands for. See how we approach this on our own team page.

2. Who are you best equipped to serve?

If your ideal client is a business owner approaching a liquidity event, a physician, a retiree, a corporate executive or another specific audience, make that clear.

3. What complex problems do you help solve?

Do not hide behind broad phrases such as comprehensive wealth management. Explain the real situations your clients bring to you. We cover this in more depth in Marketing for Financial Advisors.

4. How is your approach different?

Specificity is more powerful than vague claims. Explain what you do differently and why.

5. Why should someone trust you?

Show experience, credentials, relevant expertise, evidence and appropriate third-party validation. Trust is built long before the first meeting. Read From Referral to Research to see how prospects vet advisors.

6. Where are you and who do you serve?

Local signals matter when geography is part of the prospect’s decision. Make your market and service area clear. AI tools and search engines increasingly answer “who’s the best advisor near me.” Learn how answer engine optimization affects whether you show up.

7. What happens next?

The prospect should not have to hunt for the next step. Make the path to a conversation obvious. Map the full new client journey, from referral to search, AI and trust.

If the homepage cannot answer these questions, the prospect keeps researching.

And every additional search creates another opportunity for uncertainty, comparison or distraction.

A working website is not just a brochure.

It is a 24/7 prospecting and vetting environment. Its job is to help the right person recognize themselves in your story and feel confident enough to take the next step.

Before spending more on advertising, social media or lead generation, test the destination.

If the destination needs work, our website design and optimization services start with these same seven questions. If you would like an outside perspective on how your website performs against these seven questions, I Speak Business can help.

Schedule a marketing conversation with Heather Pennington.