Financial adviser websites: credibility within FCA rules

Key takeaways

For financial advisers and brokers, website credibility starts with regulation: a clear status disclosure, your FCA Firm Reference Number and promotions that are fair, clear and not misleading. Then it depends on what any professional site needs: named, qualified advisers, plain explanations of how advice works, fee clarity and genuine client feedback.

• Show your FCA status and Firm Reference Number clearly.
• Financial promotions must be fair, clear and not misleading.
• Name advisers with qualifications and photos.
• Explain fees and how advice works in plain English.

What must a financial adviser's website show?

FCA-authorised firms must disclose their regulatory status, typically stating that they are authorised and regulated by the Financial Conduct Authority and giving their Firm Reference Number, which clients can check on the FCA Register. Website content that promotes financial products or services is a financial promotion and must be fair, clear and not misleading. Appointed representatives must name their principal.

• How website design influences brand credibility
• How customers check a business is legitimate

How do regulation and credibility connect?

Regulation is a credibility asset. A visible status line and an FRN that clients can verify in seconds is stronger proof than any claim. The FCA's warnings about clone firms mean careful clients check the register and the contact details there, so make sure your website matches the register exactly.

• NAP consistency: same name, address and phone everywhere
• Accreditation badges on your website: which to show

What builds trust beyond compliance?

Clients want to know who will advise them and how they are paid.

• Named advisers with qualifications, such as diploma or chartered status.
• A plain explanation of the advice process and first meeting.
• Clear fee information: how and when you are paid.
• Who you help best, by life stage or need.
• Genuine client reviews, compliant with promotion rules.

• A 'How we work' page: show the process buyers buy
• Should you show prices on your website?

What costs an adviser's site credibility?

Return claims without risk warnings, out-of-date allowances and thresholds, vague fee statements, stock photos of retirees on beaches and contact details that differ from the FCA Register. Financial content needs dating and review whenever rules or rates change.

• Website claims and the CAP Code: what UK firms can say
• Out of date website content: what to check and fix

What does this look like in practice?

A pattern we see: a brokerage's homepage shows the status line in tiny grey text and a phone number that differs from the FCA Register after an office move. Updating the register, matching the website and showing the status line clearly removes a doubt that careful clients notice.

• See client work
• Website Design & Development for UK businesses

Financial adviser website checklist

• Show status and FRN clearly on every page.
• Match contact details to the FCA Register.
• Have promotions reviewed for compliance.
• Name advisers with qualifications.
• Explain fees and the advice process.
• Date and review figures and allowances.

• The website credibility score: rate your site out of 10
• Websites for professional services firms

Next step

Search your firm on the FCA Register and compare every detail with your website footer.