What should a financial services website include?

Clear, visible regulatory information, FCA registration, professional body membership, since a prospective client checking whether to trust you with their money will look for this before anything else. Named advisers or accountants with real qualifications rather than an anonymous team page. Plain-English explanations of services, because financial jargon alienates the exact clients most in need of clear advice. And transparent information on how fees work.

How much does a website cost for an accountancy or financial advice firm?

A fixed-price site for a small accountancy or advice firm, covering services, adviser profiles, and an enquiry route, typically starts in the low thousands. At Lucent, £1,297 covers a five-page site and £2,497 a ten-page site, both live within ten working days, with regulatory disclosure and fee transparency built into the brief.

Why does regulation matter so much in financial services web design?

Because the client is trusting the business with money, and in the UK, regulated financial advice comes with real legal protections that unregulated advice does not. A prospective client checking a site is often, consciously or not, verifying that protection exists before proceeding. Making FCA registration or the relevant professional body membership easy to find is not just compliance box-ticking, it is one of the strongest trust signals the sector has.

Should fees be published on a financial services website?

Wherever possible, yes, even as a starting range or a clear explanation of how fees are calculated. Financial decisions are stressful enough without an unknown cost attached, and requiring a call just to find out the fee structure filters out prospective clients who would have engaged if the figure had simply been visible.

Journal · Strategy

Website design for financial services: what earns trust with someone's money

David Domingos 15 July 2026 7 min read

Financial services websites are asking for something specific: trust with someone’s money, often their most significant asset. Website design for financial services, whether accountancy, financial advice, or mortgage brokering, has to earn that trust explicitly, not assume it will follow from a polished design.

Regulation, made visible, not buried

FCA registration, professional body membership (ICAEW, ACCA, or the relevant equivalent), these are not just compliance requirements to mention somewhere. They are among the strongest trust signals available in this sector, because a prospective client is, whether consciously or not, checking that real protections exist before they hand over financial information. Bury this in a footer link and you have wasted the single easiest trust win the sector offers.

Named professionals, plain language

An anonymous “meet the team” page does little to reassure someone about to discuss their finances with a stranger. Real names, real qualifications, and a genuine sense of who will actually be handling the work matter far more here than in most sectors. Equally important: explain services in plain English. A prospective client who does not understand what “tax-efficient wrapper optimisation” means will not ask, they will simply leave. Clear, jargon-free explanations convert better than technically precise ones that alienate the reader.

Fee transparency removes the single biggest hesitation

Cost anxiety compounds financial anxiety. A visitor unsure what a service will cost, and unwilling to call and ask, simply leaves. Publishing fees, or at minimum a clear explanation of how they are calculated, filters in genuinely interested prospects without the friction of an unknown number.

What it costs

£1,297 for a five-page site, £2,497 for a ten-page site with fuller service and adviser detail, both live within ten working days, with regulatory disclosure built into the brief from the start. The reasoning behind fixed, transparent pricing is in how we price in pounds, the same principle we apply to our own pricing that we recommend financial services firms apply to theirs.

Where to start

If your current site hides your regulation, your qualifications, or your fees, it is quietly making a nervous prospect’s decision harder than it needs to be. The same principle, regulation and credentials made visible rather than buried, is just as true for law firms, for accountancy practices, and for construction firms bidding on tenders. See how we build small business websites, or book a free thirty-minute call.

Common questions

What should a financial services website include?: Clear, visible regulatory information, FCA registration, professional body membership, since a prospective client checking whether to trust you with their money will look for this before anything else. Named advisers or accountants with real qualifications rather than an anonymous team page. Plain-English explanations of services, because financial jargon alienates the exact clients most in need of clear advice. And transparent information on how fees work.
How much does a website cost for an accountancy or financial advice firm?: A fixed-price site for a small accountancy or advice firm, covering services, adviser profiles, and an enquiry route, typically starts in the low thousands. At Lucent, £1,297 covers a five-page site and £2,497 a ten-page site, both live within ten working days, with regulatory disclosure and fee transparency built into the brief.
Why does regulation matter so much in financial services web design?: Because the client is trusting the business with money, and in the UK, regulated financial advice comes with real legal protections that unregulated advice does not. A prospective client checking a site is often, consciously or not, verifying that protection exists before proceeding. Making FCA registration or the relevant professional body membership easy to find is not just compliance box-ticking, it is one of the strongest trust signals the sector has.
Should fees be published on a financial services website?: Wherever possible, yes, even as a starting range or a clear explanation of how fees are calculated. Financial decisions are stressful enough without an unknown cost attached, and requiring a call just to find out the fee structure filters out prospective clients who would have engaged if the figure had simply been visible.