The verdict in three sentences
For an independent wealth adviser, the website must first be compliant: regulatory status and firm reference number (the FCA register in the UK, ORIAS and AMF oversight in France), fee disclosures, complaints procedure and financial promotions that are clear, fair and not misleading. It must then reassure clients entrusting GBP 50,000 to 500,000, with adviser profiles, an explicit process and calculators that show their assumptions. Well-placed online booking turns that trust into qualified first meetings.
Required disclosures on an adviser's website
The founder of a firm advising on GBP 150 million of assets knows a regulatory review can include the website. The most common failings are easy to avoid when planned from the start.
| Item | Regulatory basis (UK, with EU equivalent) | Where to show it | Common mistake |
|---|---|---|---|
| Firm reference number and regulatory status | FCA rules (ORIAS and CIF status in France) | Footer and legal page | Number shown without the authorised activities |
| Independent or restricted advice | FCA rules on advice labelling (MiFID II in the EU) | About and services pages | Ambiguous wording about product panels |
| Fee and charges disclosure | MiFID II and Consumer Duty | Fees page | Vague wording on ongoing charges |
| Complaints procedure and ombudsman | FCA DISP rules (sector mediator in France) | Complaints page | Response deadlines not stated |
| Risk warnings and past performance | Financial promotion rules | Next to every calculator and article | Returns highlighted without risk |
| Client agreement or terms of business | Conduct of business rules | Downloadable page | Undated, outdated version |
| Privacy and cookies | UK GDPR / GDPR | Banner and dedicated page | Calculators collecting data without a lawful basis |
What reassures a private client
A prospect deciding who will shape their financial plan compares three or four firms. They look for faces, a method and proof of independence. Calculators draw traffic, but they must show their assumptions (growth rate, tax treatment, term) and state that they are not personal advice.
| Feature | Purpose | Compliance watch-point | Recommended Kolonell level |
|---|---|---|---|
| Adviser pages with background and qualifications | Trust and personality | Exact titles (Chartered, CFP), no inflated claims | Starter |
| Process page in 4 or 5 steps | Explain the value of advice | Distinguish independent from restricted advice | Starter |
| Online booking with a short questionnaire | Qualify before the first call | Minimal data collection, consent | Growth |
| Pension, ISA and inheritance tax calculators | Traffic and engagement | Visible assumptions, risk warning | Growth |
| Expert articles and newsletter | SEO and retention | Compliance sign-off before publishing | Growth |
| Secure client portal for documents | Exchange confidential files | Encryption, strong authentication | On quote |
At Kolonell, this kind of site sits in our brochure-site grid: Starter 800,000 to 1,200,000 FCFA (EUR 1,220 to 1,830), Growth 1,200,000 to 2,000,000 FCFA (EUR 1,830 to 3,050), Premium 2,000,000 to 3,500,000 FCFA (EUR 3,050 to 5,340), with a 6 to 8 week timeline that includes a content review by your compliance officer. The secure client portal is an application and is priced on quote.
Local SEO
Local queries are few but highly qualified: "independent financial adviser Bristol", "wealth manager Cheltenham", "retirement planning adviser near me". One page per area of expertise (business owner exit, inheritance planning, pensions, property investment) and articles on local topics, such as selling a tech business in your region, attract the right profiles.
Mini case study
James founded a 5-adviser firm in Bristol and currently wins 4 new clients a month, mostly by referral. A new client brings on average GBP 200,000 of assets, with an ongoing fee of 0.8% a year, so GBP 1,600 per year.
- Growth site at 2,000,000 FCFA (EUR 3,050) with online booking and two calculators.
- If the site produces 6 qualified meetings a month and 25% become clients, that is 1.5 extra clients a month, or 18 a year.
- Recurring revenue added: 18 × GBP 1,600 = GBP 28,800 a year, compounding year after year as clients stay.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
The investment is recovered with the second client the site brings in.
FAQ
Does the regulator approve the website in advance?
No, there is no pre-approval, but financial promotions remain your responsibility and can be reviewed at any time. A compliance sign-off before launch avoids most findings.
Can we show past performance?
Yes, carefully: at least 5 years where available, net of charges, and a warning that past performance is not a reliable indicator of future results. Without those, the promotion can be judged misleading.
Are calculators a regulatory problem?
Not if they show their assumptions and state they do not replace personal advice. If a calculator collects data (income, assets), you need a lawful basis under GDPR and a retention period, for example 3 years for a prospect.
Should fees be published?
Clear disclosure before advice is required. Showing an indicative scale, such as a financial plan from GBP 1,500, reassures prospects and filters enquiries.
How soon will the site bring in meetings?
With an optimised Google profile and expertise pages, the first enquiries often arrive within 2 to 3 months. In-depth articles take 6 to 12 months to rank.
Let's scope your project. Tell us about your areas of expertise and compliance constraints: we will propose a site structure, compliant calculators and a schedule that includes your compliance officer's review. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
