How to Create a Homepage That Builds Trust and Drives Engagement
Back in the ‘90s, the internet was a whole different beast.
In 1993, there were just 130 websites. Today — 1.1 billion.
(although only about 17% are active, the rest are just parked domains).
In those early days, there were no PPC platforms, social media, or sophisticated search engines. People found websites through offline ads, web directories, static banners, word of mouth, and other bizarre methods.
And where did all that traffic go?
The homepage.
It was the digital storefront for everything: the “About Us” section, blog posts, and that one awkward stock photo of a handshake.
But today, if your digital marketing is done right, your homepage isn’t your website’s main event.
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We live in an age of short attention spans and focused marketing.
If someone searches for “retirement planning for doctors” on Google, why send them to your generic homepage? Instead, a targeted landing page tailored to this specific need makes way more sense.
One audience. One problem. One solution.
In this case, visitors will bypass the homepage, going straight to your offer or landing page.
Nevertheless, the homepage is still important.
Even if it’s not the most visited page, it:
- Sets the tone for your brand and establishes trust.
- Acts as a fallback for visitors navigating directly to your domain or exploring other pages.
- Serves as a hub for new visitors who want to learn more about your firm.
- Is often the first impression for referrals or organic traffic.
Your homepage might not close the sale, but it lays the foundation for trust, professionalism, and credibility.
Getting it right is non-negotiable.
My Three Key Homepage Principles
Give Clarity
Visitors should know who you are, what you do, and who you serve within seconds.
Avoid vague taglines like “Financial Freedom Awaits.”
Go for specifics: “Helping Small Business Owners Build Wealth and Plan for Retirement.”
Build Trust
Use testimonials, affiliations, certifications, or recognitions to establish credibility. Showcase your expertise with approachable content that explains your process and value.
Provide Guidance
Your homepage is a map, not the destination. Most visitors won’t convert immediately, so give them low-commitment ways to engage:
- Explore your services.
- Read more about your approach.
- Download a resource to stay in touch.
Examples
Let’s look at some good examples from other wealth management firms.
Stash Wealth
A few months ago, I wrote about why I love this website. Since then, they’ve updated the homepage, and I think it got even better.
The hero section clearly states the target audience: “Financial Advisors For 30-Somethings”.
They make it even more clear with the supporting verbiage:
“…a high-achieving 30-something who wants to live your best life—now and in the future. “
Then, they do a great job with trust-building elements - look at the section with recognizable logos they’ve been featured by.
Finally, they offer a soft way to dive deeper.
While the high-commitment call to action is always available in a sticky top nav, they offer softer CTAs on the homepage - either learn more about their approach or watch a masterclass in exchange for the email.
Mariner Wealth Advisors
https://www.marinerwealthadvisors.com/
Although not above the fold, they still clearly state the target groups they work with: executives, professional athletes, dental professionals, business owners, and medical professionals.
The trust-building element mentions that they got a high rank from Barron’s and offers a link to a dedicated accolades page.
The ‘contact us’ CTA is always available in the header, but the rest of the links and buttons on the homepage link to softer CTAs:
- explore the content either completely free or in exchange for the email
- learn more about the company
My Tips for a Stellar Homepage
Keep It Short
4-5 screens max. Make sure the main CTA is always visible, either in sticky navigation or within key sections.
Be Smart With Imagery
Replace cliché stock photos of handshakes with authentic visuals—team photos, office shots, or even illustrations tailored to your niche.
Clearly State Your Target Audience
Call out who you serve: "We specialize in helping doctors, lawyers, and small business owners manage their wealth."
Engage Visitors
Add interactive tools like quizzes or calculators. Example: “How Much Do You Need to Retire?”
Use the Above-the-Fold Area Wisely
Keep the most critical info—headline, value proposition, CTA, and trust signals—visible without scrolling.
Provide Social Proof
Use hard stats: “Over $500M in assets managed for 300+ clients.”
Provide logos of media outlets.
Use testimonials from your current and past clients.
Implement Sticky Navigation
Keep the navigation menu accessible as users scroll so they can explore other pages anytime.
Looks like a lot of work?
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