What a multi-advisor RIA firm needs from its website
A solo advisory firm's website and a multi-advisor RIA's website share some basics, but the requirements diverge in meaningful ways at three or more advisors, at $250M and above in AUM, or when the firm has distinct service lines or multiple client segments.
Building a solo site template and scaling it to a firm site is a common mistake. The structure, positioning, and technical requirements are different enough that it produces a site that serves neither the solo advisor's simplicity nor the firm's complexity.
This is what a multi-advisor RIA actually needs from its website.
Positioning that works for the firm, not just the lead advisor
At a solo firm, positioning centers on the advisor: who they serve, what they specialize in, why they are different. Visitors buy a relationship with a specific person.
At a multi-advisor firm, visitors are often buying the firm. The positioning question shifts: what does this firm stand for, who does it serve, and how does it work as an organization?
This does not mean erasing individual advisor profiles. It means leading with firm-level positioning before individual profiles.
Firm-level positioning for a multi-advisor RIA requires:
- A clear articulation of who the firm serves (a shared ideal client profile, even if individual advisors have sub-specialties)
- A description of the firm's investment philosophy or planning approach
- What the firm looks like as an organization (size, structure, fee model, number of clients served)
- Why the firm takes clients as a team rather than as individuals
If the firm's positioning is "you will work with a dedicated advisor," the site can lead with individual advisors. If the positioning is "you will work with our team," the site needs to make the team visible and credible.
Team pages that function as individual landing pages
Each advisor at the firm needs a profile that functions more like a mini-landing page than a staff directory entry.
An advisor profile on a multi-advisor firm's site should include:
- A professional headshot (at least 400 x 400 pixels)
- Credentials and designations
- Years of experience and areas of focus
- Client types they typically work with
- A personal statement in first person (not a third-person bio)
- A direct booking link specific to that advisor
This last element matters. If a visitor reads an advisor's profile and decides they want to speak with that person, they should be able to book directly. Routing all bookings through a general contact form loses the specificity of that match.
For FINRA-registered firms, individual advisor profiles need to include required disclosure information or a clear link to their BrokerCheck report.
A clear routing mechanism for new inquiries
A multi-advisor firm that assigns clients to specific advisors needs a process for determining which advisor a new prospect will work with. The website needs to either support that routing or describe how it works.
Options:
Advisor matching intake: The discovery call booking form asks about the prospect's situation and preferences. Answers are used to match them with the appropriate advisor.
Intake coordinator flow: New prospects book with an intake coordinator or client services role, who then matches them with an advisor. The CTA is "schedule an introductory call" with a centralized calendar.
Advisor-specific routing by niche: If individual advisors have distinct specialties (one focuses on retirees, one on physicians, one on business owners), the site can route by specialty. A visitor on the business owners page books with the business-owner specialist.
The mistake is having a single "Book a call" button that goes to a single calendar without any routing. The prospect does not know who they will speak with, and the firm does not know what the prospect needs before the call.
A compliance section that scales with firm complexity
Disclosure requirements for a multi-advisor firm are more complex than for a solo practitioner.
The firm's compliance architecture for the website should include:
- Firm-level disclosure (ADV Part 2 link or summary, fees, compensation model)
- Any advisor-specific disclosures required for BD-affiliated advisors
- Testimonial disclosures for each individual testimonial, not a global footer disclaimer
- A clear statement of which advisors are covered by which regulatory filings
- A designated "Resources" or "Disclosures" page that consolidates regulatory information
For firms with advisors registered in multiple states, the site may need state-specific disclosure pages or a mechanism that displays the correct information based on the visitor's location.
Work with your compliance officer to define the disclosure architecture before the site is built. Retrofitting disclosures onto a completed site is significantly more expensive than designing for them from the start.
CRM integration that routes leads correctly
At a multi-advisor firm, a new lead contact form cannot simply deliver to a single email inbox. The lead needs to:
- Be created in the CRM with source information
- Be assigned to the correct advisor or intake coordinator
- Trigger an immediate automated response acknowledging receipt
- Enter a follow-up sequence appropriate for the type of lead
The CRMs commonly used by RIAs (Wealthbox, Redtail, Salesforce FSC, HubSpot) support record ownership assignment at creation. The form infrastructure needs to capture enough information to enable that assignment.
The lead capture form for a multi-advisor firm typically needs:
- Name and email
- Type of inquiry (planning question, investment question, general information)
- Approximate asset range
- Preferred advisor (if advisor-specific routing is desired)
GoHighLevel or HubSpot handle routing logic more flexibly than most pure financial planning CRMs. For a firm where lead routing is complex, it may be worth integrating a marketing automation tool as the front end, even if the firm's primary CRM is Wealthbox or Redtail.
Multiple service pages with targeted positioning
A multi-advisor firm often serves distinct client segments: retirees, business owners, physicians, executives, and so on. Each segment deserves its own landing page.
A single generic "Services" page serves all of them equally badly. A dedicated page for each segment allows:
- Niche-specific headline and copy
- Relevant client stories or testimonials from that segment
- An advisor profile for the team member who specializes in that segment
- A booking CTA that routes to the appropriate advisor
From an SEO standpoint, dedicated service pages create ranking opportunities for specific search terms: "financial planning for physicians [city]," "RIA for business owners [city]," and similar.
The total page count for a multi-advisor firm site is typically 8 to 15 pages, compared to 5 to 7 for a solo firm.
Photography that represents the whole team
A solo firm can launch with a single professional headshot. A multi-advisor firm needs photography that represents the entire team.
At minimum:
- A professional headshot for each advisor and key staff member
- A team photo (formal group shot and candid working environment)
- Office interior photos
This is not optional. A team page with one professional headshot and five smartphone selfies looks unprofessional to prospective clients who are evaluating whether to trust the firm with their wealth.
Budget $500 to $1,500 for a professional photo session that covers headshots and environment photography. This investment returns immediately in conversion rate.
Content strategy for multiple subject matter experts
A multi-advisor firm has an advantage a solo firm does not: multiple experts who can each contribute to the site's content.
Rather than a single blog voice, a multi-advisor firm can publish content attributed to specific advisors, each on their area of expertise. This builds individual credibility while building the firm's content library.
The practical requirement is a CMS (content management system) that supports multiple author profiles and easy publishing without developer involvement. Webflow, WordPress, and similar platforms handle this natively.
If content production is assigned to whoever has time, the output will be inconsistent. A content calendar with assigned owners for each piece produces better results than an ad hoc approach.
What this costs compared to a solo site
A well-built multi-advisor firm site is more expensive than a solo site because the scope is larger:
- More pages (8 to 15 vs. 5 to 7)
- Multiple advisor profiles requiring individual copy and photography direction
- More complex CRM integration
- Compliance review for a more complex disclosure architecture
- Content strategy that accounts for multiple subject matter experts
Finsites serves solo and small-team RIAs up to three advisors. Firms with more complex multi-advisor requirements and $300M or more in AUM typically require a custom agency engagement. We can refer to agencies with advisory firm experience when a firm has grown beyond our scope.
