A financial advisory firm has a specific problem online. Most website themes are built for software companies or general small businesses, so the layouts assume you want pricing toggles, feature grids, and integration logos. A wealth management firm needs none of that. It needs advisor profiles that list certifications, a way to display assets under management, disclosures a compliance officer can edit, and a booking page that feeds straight into a CRM.
HubSpot CMS handles most of this. You get a managed platform with built-in forms, CRM, analytics, and a drag and drop editor your operations team can use without writing code or filing a developer ticket. The piece that tends to be missing is a theme designed for the way advisory firms actually present themselves to clients. This guide walks through what a financial advisor website needs, page by page, and how to build each part on HubSpot CMS.
Most guides list twenty page types and lose you before you start. Here is what matters, in priority order.
The non-negotiable five: Homepage, advisor profiles, services, a contact page, and a consultation booking page. These five handle almost everything a prospective client needs to decide whether to schedule a call. If you launch with nothing else, launch with these.
The credibility builders: An assets under management display, regulatory trust badges, client outcomes or stories, and a clear set of compliance disclosures. These pages rarely generate a lead on their own, but they are the reason a visitor who arrives from a search result decides to trust you with their money instead of leaving.
The growth pages: A blog for market commentary and financial planning content, an events page if you run seminars or webinars, a careers page if you are hiring advisors, and a locations page if you have more than one office. These come after launch.
A complete wealth management website usually needs fifteen to twenty page types. With the right HubSpot theme in place, you can have every one of them live within a week.
After the homepage, the advisor profile is the most visited page on a financial advisory site. Prospects want to see who will manage their money, what they are qualified to do, and how long they have been doing it. A headshot and two sentences of biography is not enough.
A proper advisor profile needs the advisor name and title, a professional headshot, certifications such as CFP, CFA, CIMA, or ChFC, education history, years of experience, the services they focus on, and direct contact information. It should read like a credentials page, not a social profile.
On HubSpot CMS this works best with a dedicated advisor profile template that has structured fields for each data point. When the structure is built in, every advisor page looks consistent, and your operations team can add a new advisor or update a certification without touching design. The Harrington & Co theme includes an advisor profile module with fields for certifications, education, experience, focus areas, and contact details, so the data structure keeps every page uniform.
Prospects evaluating a wealth management firm look for scale and stability. Assets under management, years in business, and the number of client households you serve are the figures that signal both. Presented well, they do more for trust than a paragraph of copy.
The cleanest way to show these is with animated counters that count up as the visitor scrolls. A figure like 2.4 billion dollars in assets under management reads with more weight when it animates into view than when it sits as static text. Each counter should support a prefix and a suffix so you can show dollar signs, plus signs, billions, and percentages correctly.
Client outcomes work the same way. Rather than vague claims, show the situations you handle and the results clients reached, written within the bounds your compliance team approves. Harrington & Co includes AUM stat counter modules and client outcome layouts built for this, so the numbers stay the visual anchor of the page.
This is the part most themes ignore, and it is not optional for a registered investment advisor. Your site needs a clean way to present ADV disclosures, fiduciary statements, regulatory disclaimers, and risk warnings.
The goal is to make disclosures easy to maintain. When the disclosure text lives in a dedicated module, your compliance officer can review and update it directly in HubSpot without editing the rest of the page or asking a developer for help. That keeps the language current as regulations change and removes the risk of stale text sitting in a rich text block nobody remembers to edit. Harrington & Co ships configurable disclosure modules for this, with a dedicated legal template to hold your full disclosures.
A prospect who finds your firm through a search has never heard of you. Before they read a single testimonial, they check for regulatory credentials. SEC registration, FINRA membership, CFP Board certification, and NAPFA membership carry more weight in this industry than review scores, because a prospect can verify them independently.
Show these in two places. A regulatory badge row on the homepage and about page establishes firm level credibility. Individual credentials on each advisor profile build trust in the specific person who will handle the relationship. The distinction matters. Firm credentials answer whether this is a real, registered firm. Advisor credentials answer whether this person is qualified to manage a given situation.
Harrington & Co includes trust badge modules for regulatory affiliations and a credentials layout for individual advisors, both editable from the page editor with no design work.
Interactive tools keep visitors on your site longer and position your firm as a resource rather than a sales pitch. A compound interest projection, a retirement savings estimate, or a contribution growth calculator lets a prospect enter their own numbers and see a result, which is far more engaging than a static services page.
These tools also create a natural conversion moment. After a prospect sees their projection, a short form offering a personalized review converts better than a generic contact form, because the visitor is already thinking about their own situation. If you want to go beyond the calculators built into the theme, the ROI Calculator Pro module lets you build custom calculators with formula logic and HubSpot form triggers. Harrington & Co includes financial calculator modules out of the box for the common projections.
Every page on a financial advisor website exists to drive one action: booking a call. The consultation page is where that happens, and it deserves more thought than a form dropped into a text block.
What works is a split layout. On one side, your firm information and the reasons to book: what happens on the call, who the prospect will speak with, and that there is no obligation. On the other side, a short intake form or an embedded HubSpot Meetings calendar so the visitor can pick a time without leaving your site. Keep the form to four to six fields: name, email, phone, the type of help they are looking for, and a short note.
Because the form submits directly to HubSpot, the contact record is created automatically. You can run a workflow that routes the lead to the right advisor, sends a confirmation, and creates a task for whoever handles intake. That native connection between the website and the CRM is the main reason advisory firms choose HubSpot CMS. Harrington & Co includes a consultation booking module with the split layout and HubSpot Meetings support built in.
Beyond the core five, a few pages do quiet but important work. A services page and individual service detail pages explain what you offer, whether that is retirement planning, investment management, estate and family wealth transfer, or tax planning. Each service detail page is also an SEO asset that can target the way prospects search for that specific service.
Client story and testimonial pages provide social proof within compliance limits. A client portal login page gives existing clients a branded, secure entry point to your portfolio platform or document vault, rather than an unbranded third party login screen. Harrington & Co includes templates for services, service detail, client stories, testimonials, and a client portal login, so these pages match the rest of the site without custom work.
If you run paid search, sponsor an event, or send a referral campaign, point that traffic at a focused landing page rather than your homepage. The homepage has too many navigation choices. A landing page removes the distractions and keeps the visitor on a single action.
A wealth management landing page should drop the main navigation, match the message that brought the visitor there, and present one clear offer: a discovery call, a retirement planning consultation, a wealth transfer guide download, or a calculator. Include a few trust signals, your regulatory credentials, and a short form. Harrington & Co includes six landing page templates for these exact paths, all editable in the page editor so your team can clone and adjust them for each new campaign.
Harrington & Co is a HubSpot CMS theme built specifically for wealth management firms and financial advisors. It includes 37 drag and drop modules and 19 page templates that cover every page type in this guide, from advisor profiles and AUM counters to compliance disclosures and the client portal. Six landing pages handle campaign traffic.
The design uses deep navy with bronze accents and Inter typography for a look that reads as established and institutional, which is the impression a firm managing client assets needs to make. Scroll animations use IntersectionObserver and GSAP, and the theme respects reduced motion settings so the site stays accessible.
Every design value is a theme setting. Colors, fonts, button styles, form inputs, spacing, and shadows update across the whole site when you change them once. Your team manages content from the HubSpot editor with no CSS files and no developer tickets. The theme is a one time purchase of 149 dollars with email support.
Read the full feature breakdown in the Harrington & Co deep dive, see where it fits the wider range in the best HubSpot themes guide, or view it on the HubSpot Marketplace.