Marketing Insights

Creating a Customized Website Experience for Different Audiences

As a financial advisor, it’s important to attract a variety of clients to your business. However, designing a website that caters to multiple audiences can be a challenge. To stand out in a crowded market, it’s essential to create a user-friendly and engaging website that speaks to your ideal clients.

Here are some tips to help you design a website that appeals to multiple audiences:

Identify your target clientele

Before you begin redesigning your website, take the time to identify the different types of clients you want to attract. These are known as “website visitor profiles” and can be defined by analyzing factors such as:

  • The reasons why they’re visiting your website
  • The questions they have about your services
  • The financial challenges they’re facing
  • The goals they hope to achieve by working with you
  • Their level of familiarity with your business

By understanding your website visitor profiles, you can create a more relevant and effective website that encourages visitors to take action.

Use targeted content

Once you have identified your target clientele, create content that speaks directly to each group. This can include blog posts, infographics, case studies, and videos that address the specific concerns and interests of each group.

Add client-specific buttons

Another way to cater to different audiences is to add buttons to the top of your home page that highlight the different types of clients you assist. This allows visitors to quickly determine if your services are right for them and provides them with an easy entry point to access relevant information.

For example, Ellis Retirement Services offers retirement planning services for both individuals and companies. By adding buttons for each client type, visitors can easily find information that pertains to their specific needs. This approach is best for websites with two or fewer visitor profiles to avoid overcrowding the homepage.

In conclusion, by understanding your target audience and creating a tailored website experience, you can improve the user experience and increase the chances of attracting potential clients to your business.

Highlight Your Services

A section dedicated to showcasing the services you offer on the home page can give potential clients a clear understanding of what you can help them with. This section allows visitors to access more information about each service by clicking on the corresponding link.

Highlighting your services on the home page can also help establish trust with potential clients, as they can see that you have experience in the areas they are looking for help with.

MediPro Solutions specializes in healthcare services and prominently displays their offerings on the home page. By hovering over each service, visitors can access more information about what MediPro can offer them. This approach allows for easy scanning and improves the user experience.

Your services section can also include brief explanations of each service to help visitors better understand what you offer.

TechSolutions Inc. showcases their services on the home page with a brief summary of what each service entails. This allows visitors to quickly understand the scope of TechSolutions’ capabilities and can guide them to the service that best fits their needs.

Share Testimonials

Sharing testimonials from satisfied clients on your website can help to build credibility and trust with potential clients. These testimonials can come in the form of written reviews or video testimonials.

Bright Ideas Coaching includes a section on their home page featuring video testimonials from clients who have seen success with their services. These testimonials provide a more personal and relatable touch, making it more likely for visitors to trust in Bright Ideas’ ability to help them achieve their goals.

Tailor your services to specific client demographics

Your clients come from different backgrounds and have unique goals. To provide the best user experience, it’s important to segment your services by client demographic. This way, visitors can easily navigate and find the services that are most relevant to them.

Palabe Wealth caters to different types of retirement needs. On their homepage, visitors can choose between retirement plans for individuals and retirement solutions for businesses. This approach makes it easy for visitors to find the services that Palabe Wealth offers that are most suitable for them.

Provide client-specific resources

Your website visitors have varying levels of familiarity with your business. Some may have been referred by current clients, while others may be searching for financial advisors online for the first time. Additionally, each person’s financial knowledge will differ.

To help visitors who may be unfamiliar with your business or have limited financial knowledge, your website should offer resources that are tailored to their needs. Sharing client-specific content can help overcome any hesitation or uncertainty that visitors may have. This type of educational information will also help to build trust and credibility.

CG Financial Services serves both individuals and business owners. On their website, they have separate pages for each client demographic. At the bottom of each page, they provide insights that are specific to that particular audience. This not only improves navigation, but it also demonstrates that CG Financial Services is committed to providing valuable resources to their clients.

Define your client criteria

In addition to different client demographics, financial advisors often have specific criteria that potential clients must meet. By clearly defining these criteria on your website, you can save time for both you and your visitors by allowing them to determine if they are a good fit for your services before reaching out to you.

Heisten Financial caters to business owners and oil workers. On their complimentary assessment page, Heisten Financial defines the criteria for each client demographic, including income, assets under management, and career stage. This allows visitors to quickly determine if they align with the firm’s target clientele.


There are many effective ways to share content with multiple client demographics while still maintaining a positive user experience. To stand out from the competition and attract the right clients, tailor your services, provide client-specific resources, and clearly define your client criteria on your website. By keeping your ideal clients in mind when designing your website, you can guide visitors to reach out to you and ultimately increase the number of leads that align with your business.




Tags: Marketing Insights


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